The Power of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right

Jack Trout's books on marketing and brand positioning (with Al Reis) have a deep resonance with many readers. A big reason is that they are clearly written with a simple message that is readily understood. Trout expands this concept of the importance of simplicity in this book beyond marketing and applies it to business in general. In it, he gives a refreshing, counter-cultural voice opposed to all the laborious guru-hype, endless buzzwords and MBA-babble - that too often only adds complexity without adding value. Trout quotes Jack Welch on this idea: "Insecure managers create complexity. Real leaders have the self-confidence to be clear, precise and to be sure every person in their organization understands what the business is trying to achieve." In an entertaining and often-sarcastic tone, Trout goes after many deeply-ingrained business practices to expose their unhelpful complexity: LONG-TERM PLANNING (mere wishful thinking), GOALS (sound nice but can hinder emerging opportunities), GROWTH (those mandated 15% projections can lead to terrible long-term consequences) and those cumbersome MISSION STATEMENTS (add needless confusion). What may be most comforting for those who value a common-sense approach is how Trout stands up for the simple, obvious idea. But, in our high-tech, over-analyzed age, such simplicity can sound ... well, too simple. As such people in business often fear speaking up and being viewed as "an unsophisticated simpleton" lacking the latest analytical models. But, Trout encourages businesses not to fear that which is simple, but to embrace its wisdom and guiding light. His many relevant examples of success and failure help paint an effective picture. In all, Jack Trout is a refreshing voice of reason in a world beset by budensome complexity. Practitioners of gut instincts and old-fashioned common-sense should love this book. 4.5 stars.

I begin every book, especially a book with this subject matter, with a great deal of skepticism. How is "this" book going to change me? How is "this" book going to benefit me? Well, I must admit this book changed me. I became so engrossed in the authors' concepts and ideas. After reading it, I practiced Trout's and Rivkin's many suggestions and they worked. I threw away the clutter and useless information I held for years; I returned to the basics. As a result, I've become more efficient and effective.I definitely recommend this book. It's an easy read and a book I consider a necessity, even if you're not engulfed in the corporate world.

It's comical that someone could publish a book on "The Power of Simplicity". It's also says something about the corporate world - everything is always more complicated than it needs to be and things would run much more smoothly if people would keep things simple. In some ways, this is a management version of the Dilbert Principle.This book is an easy read, and while similar to other books by Trout, contains enough unique material to be worth buying. It's on target, provides a simple yet powerful message, and is sprinkled with just the right amount of humor. If you are a fan of Anthony Robbins or other motivational hucksters you might take offense to this book. Trout pokes a little fun at these folks. Pick up a copy of this book, kick back and relax for a couple hours and maybe you'll be able to start taking steps to simplify your personal and professional life. If you like this book, be sure to read "Positioning". It's a classic!

This book is definitly a clearing in the endless jungle of complex literature. Let me just say 5 words: simple, interesting, amusing, entertaining and so true. buy it!

Simplify what we do and simplify how we say it. I have had two experiences recently that support Jack Trout's ideas. A large and well respected chemical company hired a statistician to follow the executive team around to watch how they spent their time. Then he tracked their activites against decisions and actions taken and the results. He found that 85% of what they did was irrelevant. They were reacting to blips rather than trends. Second, a recent research study showed that almost half of the executives interviewed siad that poor and confusing communications in their companies result in decreased efficiency and higher employee turnover. I applaud Mr. Trout's efforts to bring us back to basics, while realizing that technology is changing what basics mean. Infomation will increasingly be available, which places the burden on asking the right questions to know what information you need. Understanding how to measure, develop and exceed best practices and find ideal but simple new ways to do things creates the best results. You can read more about this new management process for increased progress in THE 2,000 PERCENT SOLUTION by Mitchell, Coles and Metz. If you combine THE POWER OF SIMPLICITY with this management process for rapid progress by asking the right questions, you will find your 2,000 percent solutions.