Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy.Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy.Research people are criticized for generating more confusion than clarity. They will not be happy.Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy.Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can.But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

    What they had in common was their aftermath -- each required compensation for lives lost, bodies maimed, livelihoods wrecked, economies and ecosystems upended. In each instance, an objective third party had to step up and dole out allocated funds: in each instance, Presidents, Attorneys General, and other public officials have asked Kenneth R. Feinberg to get the job done. In Who Gets What?, Feinberg reveals the deep thought that must go into each decision, not to mention the most important question that arises after a tragedy: why compensate at all? The result is a remarkably accessible discussion of the practical and philosophical problems of using money as a way to address wrongs and reflect individual worth.

    Companies like General Electric, United Technologies, and Caterpillar were the Google and Amazon of their day, setting gold standards in innovation, growth, and profitability. Today's leaders can learn a great deal from their successes, as well as their missteps. In this essential guide, three veteran Wall Street analysts reveal timeless lessons from the titans of industry--and offer battle-tested survival tactics for an ever-changing world. You'll learn: how GE became the largest company on earth--only for a culture of arrogance to set in motion the largest collapse in historyhow Boeing reassessed risks, raised profits--and tragically lost its balancehow Danaher avoided the pitfalls of tremendous success--by continually reinventing itselfhow Honeywell experienced a near-fatal cultural breakdown--and executed a flawless turnaroundhow Caterpillar relied too much on forecasting, lost billions--and rallied by recommitting to the basicsFilled with illuminating case studies and brilliant in-depth analysis, this invaluable book provides a multitude of insights that will help you weather market upheavals, adapt to disruptions, and optimize your resources to your best advantage. You'll learn hard-won lessons in innovation, growth, resilience, and operational excellence, as well as the time-proven fundamentals of continuous improvement for lasting success. In the end, you'll have your own personal toolbox of useful takeaways from more than a century's worth of data, experience, wisdom, and can-do spirit, courtesy of some of the greatest business enterprises of all time. This is how manufacturers survived the first disruptors of technology--and how today's giants can survive and thrive during continuous cycles of disruption.

    This is a powerful collection of bestselling books that will help you love the work you do - even if you can't always do work that you love.