Of the three Trout books I have read, this one is my least favorite. It's a good book, but if you have read "The 22 Immutable Laws of Marketing" and "Trout on Strategy", this book very much reads like a broken record. If you haven't read the other two books, I think you will like this one immensely. Perhaps part of what makes Trout so good is that he is very consistent in his messaging.My favorite chapters:
Chapter 4. Quality and Customer Orientation are Rarely Differentiating Ideas
"You can indeed use this as a strategy. But only if your competition is dumb enough to let you."
Chapter 6. Price is Rarely a Differentiating Idea
"But when price becomes the focus of a message or a company's marketing activities, you are beginning to undermine the chances to being perceived as unique."
Chapter 9. Differentiation Takes Place In the Mind
"First, the specialist can focus on one product, one benefit, and one message. This focus enables the marketer to put a sharp point on the message that quickly drives it into the mind."
Chapter 11. Attribute Ownership Is a Way to Differentiate
"Attribute ownership is probably the number one way to differentiate a product or service."
Chapter 12. Leadership Is a Way to Differentiate
"Leadership is the most powerful way to differentiate a brand."
Chapter 14. Market Specialty Is a Differentiating Idea
"People are impressed with those who concentrate on a specific activity or product. They perceive them as experts."
