AdAge: Al Ries

Advertising Age - Al Ries
Advertising Age - Al Ries

A Few Words About Jack Trout and Positioning

With the passing of my ex-partner and good friend Jack Trout, I feel compelled to write a few words about our nearly 30 years of working together.

In love, opposites attract. In business, opposites work well together. Jack and I were opposites.

Jack was Mr. Outside; I was Mr. Inside. Jack was an extrovert, talkative and very social; I am an introvert. Jack was athletic; I am not. You name it, we were opposites.

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