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杰克·特劳特和他的伙伴们 2018-01-31特劳(lao)特(中国(guo))

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2018年1月31号是定位之父杰克·特劳特先生诞辰83周年的纪念日。

平凡的一天,因为一个人而变得不平凡。

除了来自中国的定位爱好者、媒体人和企业家们,全球各地的特劳特伙伴公司合伙人也纷纷发文,重温与特劳特先生相识的点滴,让我们得以一窥大师风范。

我们摘取了部分合伙人的纪念文章,和大家分享。



特劳特毛里求斯合伙人
Amal Ghoorah
特劳特毛里求斯合伙人


JACK’S NOTIONS VERY RELEVANT TO THE REAL WORLD.

杰克的(de)理论与现实世界密切(qie)相关。

I came across Jack’s name and concepts, while a student in the US in the mid Eighties.

上世纪八十年(nian)代中期,我(wo)在(zai)美(mei)国留(liu)学时初次接触(chu)到(dao)杰克的名字和他的理论。

I joined the workforce in my native Mauritius in 1989 as a Marketing Executive for the local BMW dealer.

1989年(nian),我回到(dao)祖(zu)国(guo)毛(mao)里求斯参加工作,担(dan)任(ren)当地(di)宝马公(gong)司的营销主(zhu)管(guan)。

During that time, I had purchased Jack’s book (co-authored with Al Ries) Bottom Up Marketing and read it with passion.

在(zai)那期(qi)间,我(wo)买了杰克与艾·里(li)斯(Al Ries)合著的《营销革命》(Bottom-Up Marketing),并怀(huai)着激动的心情读完。

I can tell with full certainty that the notions in this book did help me for the launch of the BMW 518 in July 1990.

毫不夸张(zhang)地(di)说,书(shu)中(zhong)的(de)理论(lun)对我在1990年7月负责的(de)宝马518车型推(tui)广上市工作大有帮助。

My job was to contain the assault of the Mercedes 1.8 (The Baby Benz) which had been launched some 3 months earlier. The notions distilled in that book enabled me to define the Integrated Communications strategy. The BMW 518 definitely outdid the Baby Benz o our local market.

当(dang)时,我(wo)要对(dui)奔驰公司3个月前推出的奔驰1.8(又称(cheng)“The Baby Benz”)发动进(jin)攻,依(yi)据书中(zhong)理论,我(wo)制定(ding)了整合传(chuan)播策略(lve),使领宝(bao)马518车(che)型成功抢占了Baby Benz的当(dang)地市场份额。

I let you now imagine the emotion, I felt when in September 2000 in a teleconference with Jack the latter agreed to give me and my partner Rajiv the franchise for Mauritius.

2000年,在和杰(jie)克(ke)进(jin)行电话会议时,他同意(yi)我(wo)(wo)和我(wo)(wo)的(de)合伙人Rajiv成为(wei)特劳(lao)特伙伴公司毛(mao)里求斯分支机构的(de)负责人,今(jin)天你们可以想(xiang)象我(wo)(wo)当时是多么激动。

Jack is unfortunately not with us but his tool box of concepts are very much a legacy that will help us.

很(hen)不幸,杰克已经离(li)开(kai)了我(wo)们(men),但他的理论工(gong)具是留给(ji)我(wo)们(men)的宝(bao)贵(gui)遗产,帮助我(wo)们(men)继续前进。




特劳特希腊合伙人
Basil Tsaras
特劳特希腊合伙人


It was back in 2015, Tuesday 15/09/2015 at 19:06 pm, on my way to Stuttgart, Germany, when I received an email from Jack informing me that he had come up with a rare cancer in the stomach area. It was a shock for me and I prayed for his quick recovery.

2015年9月(yue)15日星期二下午(wu)19:06,在去往德国斯(si)图加特(te)的途中,我收到杰克的邮件,他(ta)透露自己患(huan)了一种罕见的胃癌。这个噩(e)耗(hao)令我难(nan)以置信,我祈(qi)祷他(ta)能早日康复。

We kept exchanging emails and he was always eager at bringing me ideas about how to generate big projects in Greece, repositioning the Country, securing foreign investments and bringing more tourists as a means to deal with the worst financial crisis Greece had experienced since the great depression.

我(wo)(wo)们一直保持邮件往来,他总(zong)是热(re)切地与我(wo)(wo)交(jiao)流想法,包括如(ru)(ru)何在希腊创建大型项目(mu),如(ru)(ru)何为国家重(zhong)新定(ding)位,如(ru)(ru)何稳定(ding)外商投(tou)资(zi),以及如(ru)(ru)何用吸(xi)引更(geng)多游客的方式(shi)应对希腊自大萧条以来最严重(zhong)的一次金(jin)融危(wei)机。

He was aware of the local difficulties and the austerity measures and he was always trying to cheer me up, despite his personal fight with his illness.

他(ta)知道当地的困(kun)难和财政紧缩措(cuo)施的制(zhi)约,但(dan)仍试图让我振作起来,尽(jin)管他(ta)本人还在(zai)与病魔作斗争。

That was Jack Trout! A great leader, an admirable visioner and a dear friend.

这就(jiu)是(shi)(shi)杰(jie)克·特(te)劳(lao)特(te),一(yi)位伟大的(de)领(ling)袖(xiu),一(yi)位令人钦佩的(de)且具有卓(zhuo)识远见的(de)人,同时也(ye)是(shi)(shi)我亲爱的(de)朋友。

I met Jack and his adorable wife Patricia, back in September 2006, when I invited him to Athens for a 2-day Marketing Conference on “Marketing Strategy and Guerilla Marketing”.

2006年9月(yue),我邀(yao)请(qing)杰(jie)克(ke)来(lai)雅典(dian)参加(jia)一场(chang)为期两天的“营销(xiao)(xiao)战略与游击营销(xiao)(xiao)”会议,那(nei)是我第一次见到杰(jie)克(ke)和他的美丽的妻子(zi)帕(pa)特丽夏(Patricia)。

Jack analyzed his favorite subject “Differentiate or Die” on the 18th while Jay Conrad Levinson, the so- called “father” of Guerrilla Marketing spoke the following day about “Mastering Guerrilla Marketing”.

9月18号,杰克(ke)在演(yan)讲中分析了他最(zui)喜欢(huan)的(de)(de)课题--“与众不同”。第二天,被誉为“游击营销之父”的(de)(de)杰伊·康拉德·莱(lai)文(wen)森”(Jay Conrad Levinson)以“精(jing)通游击营销”为题作了演(yan)讲。

That was the beginning of a beautiful friendship and partnership that led to a great cooperation that included the translation in Greek of his latest bestseller, “Trout on Strategy” that soon became a local bestseller too.

这不仅是(shi)我们伟大友谊的(de)(de)开端,也是(shi)伟大合(he)(he)作的(de)(de)开始(shi)。合(he)(he)作内容包括(kuo)对他的(de)(de)最(zui)新(xin)畅(chang)销(xiao)书(shu)(shu)《什么是(shi)战略》(Trout on Strategy)的(de)(de)希(xi)腊语翻(fan)译,这本书(shu)(shu)迅速成为(wei)希(xi)腊的(de)(de)畅(chang)销(xiao)书(shu)(shu)。

I still remember him preaching the "Keep it Simple" axiom while keeping in mind the fact "that the basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to re-tie the connections that already exist.”

我(wo)仍记得,杰克在宣传“保(bao)持简(jian)单”的理念的同时(shi),让我(wo)们(men)牢记这样一个事实:“定位的基本(ben)方法,并非创造某种新的、不同的事物,而是调(diao)动(dong)心智中(zhong)已(yi)有的认知,重新连接已(yi)经存在的联(lian)系”。

I shall always remember Jack as a real gentleman of the kind that is difficult to find anymore. Jack was a dear friend and an exceptionally bright and gifted business and marketing strategist with whom I had the chance to learn a lot.

杰(jie)(jie)克具有难(nan)能可贵的(de)(de)绅士风范,这总让我(wo)印象深刻。他(ta)是我(wo)亲(qin)爱(ai)的(de)(de)朋(peng)友,也是一位杰(jie)(jie)出的(de)(de)、极具天赋的(de)(de)商业营(ying)销战(zhan)略家,我(wo)有幸(xing)从他(ta)身上(shang)学(xue)到了很多(duo)。

May your memory be eternal and everlasting my dear friend.

愿你的记忆(yi)永(yong)存(cun),我亲爱的朋友。




特劳特白俄罗斯合伙人
Eugene Boury
特劳特白俄罗斯合伙人


My acquaintance with Jack Trout is a real gift of fate.

对我(wo)来(lai)说(shuo),与杰克的相遇(yu)是上天(tian)赐给我(wo)的礼(li)物。

Personally, we met only once, in September 2009, when I invited Jack to Minsk to give a one-day seminar for the elite of the Belarusian business and the marketing community.

我(wo)与杰克(ke)只见(jian)过一次(ci)面(mian),那是在2009年(nian)9月,当时我(wo)邀请杰克(ke)去明(ming)斯克(ke)市,为(wei)白俄罗斯商界与营销界精(jing)英举办一场(chang)为(wei)期一天的研讨会(hui)。

In those three days which he spent in Belarus, I learned about marketing and branding more than in the previous five years.

杰(jie)克在白俄(e)罗斯的这三天里,我所学到的市场(chang)营销和品(pin)牌打造的知识远(yuan)多于过去五年所学。

I was only 26 years old, and because of the excitement and organizational issues, I missed most of the seminar. But Jack had a few days off, which he decided to spend in Minsk before the next performance in another country.

当时(shi)我(wo)只有(you)26岁,由(you)于(yu)过(guo)于(yu)兴奋,又为会务奔波,我(wo)错过(guo)了大部分研讨会内容。而杰(jie)克在(zai)前(qian)往(wang)另一个国(guo)家发表演说之(zhi)前(qian),有(you)几天休息(xi)时(shi)间,他决(jue)定在(zai)明斯(si)克市多做停(ting)留。

In those three days he managed to convince me to look at marketing from a completely different angle, and completely rethink my business.

在这三天里,他设法(fa)帮(bang)助我(wo)以全(quan)新视角看待市场营销,并(bing)重新思考我(wo)的业务规划。

For Belarus, his visit was the brightest business event of those years, and for me our communication was a turning point in my career as a consultant.

对(dui)(dui)白俄罗斯来说(shuo),杰(jie)克(ke)的(de)来访(fang)是(shi)那(nei)些(xie)年最受瞩目的(de)商(shang)业活动;对(dui)(dui)我而言,作为(wei)商(shang)业顾问(wen),与(yu)杰(jie)克(ke)的(de)交流是(shi)我职业生涯的(de)转折点(dian)。

Thank you for the inspiration, Jack!

杰(jie)克,谢谢你的(de)鼓舞和启发(fa)!




特劳特俄罗斯合伙人
Eugene Kadushin
特劳特俄罗斯合伙人


Jack was a man so full of wisdom. One may say that he has established something like Trout’s Business Philosophy with competition, positioning and differentiation as key elements, but in fact he just somehow knew how the things work. How the business works. How the life works.

杰克是一位(wei)充满(man)智(zhi)慧的人(ren)(ren)。有人(ren)(ren)可能会说,他(ta)通(tong)过(guo)竞争(zheng)、定位(wei)和差异化这几个关键要素建(jian)立了特(te)劳特(te)的商业(ye)哲(zhe)学。但事实(shi)上,他(ta)只是清楚地知(zhi)道事物运行的规律,比如企业(ye)如何运作,人(ren)(ren)生(sheng)如何度过(guo)。

As he observed hundreds of simple, obvious mistakes done and endlessly repeated by otherwise very bright-minded people, he came to why those mistakes were there again and again - it was all about the angle how business people viewed things: overcomplicated, process-based, too farsighted or too nearsighted, based on impossible or ignorant to opportunities.

当他(ta)观察到(dao)无数聪明(ming)人不断重(zhong)复地犯简单而显而易见的错误时,他(ta)开始思考背后原因(yin)——因(yin)为商(shang)业(ye)人士看待事物的角度(du)过(guo)于复杂(za),过(guo)于重(zhong)视过(guo)程,要么好高(gao)骛远(yuan),要么目光短浅,或不切实际,或忽视机会(hui)。

That understanding was always behind his every book: Horse Sense, Power of Simplicity, Positioning, Marketing Warfare… From the top of the first page and up to his latest most essential business-philosophical “Trout on Strategy”, he tried to put his holistic vision into words in an attempt to transfer the tacit knowledge of the writer to the mind of the reader.

这种思考体(ti)现在他(ta)的(de)每一(yi)部著作中:从《人生定位(wei)》(Horse Sense)、《简单的(de)力量》(Power of Simplicity)、《定位(wei)》(Positioning)到《商战》(Marketing Warfare),从他(ta)的(de)第(di)一(yi)本书到凝(ning)聚商业哲(zhe)学(xue)精(jing)华的(de)最(zui)新著作——《什么(me)是战略》(Trout on Strategy),杰克(ke)试图(tu)把他(ta)的(de)思想体(ti)系(xi)化为(wei)文字,将(jiang)自(zi)己的(de)知识融入读者的(de)心智。

Many read his books, some really “got it” and correctly implemented to their businesses, a few understood what it was really all about - and that changed their lives.

许多人(ren)读过他的(de)(de)书(shu),有些(xie)人(ren)真正(zheng)理解了他的(de)(de)意(yi)思,并正(zheng)确地付诸于企业实(shi)践,只有少数人(ren)领悟到他思想的(de)(de)真谛(di)——而他们的(de)(de)人(ren)生从此发(fa)生改变(bian)。

To me, Jack was a happening. The real one. His ability to express all the complexity of his thinking with a few simple and short sentences fascinated me right from our first meeting.

对我(wo)来说,杰克是一(yi)位真正具有传(chuan)奇色彩的(de)人。他用简单短小的(de)语(yu)句表达他复杂(za)的(de)思想,使我(wo)从第一(yi)次见面起就(jiu)为他所折服(fu)。

I really didn’t notice how his thinking became paramount for everything I did, whether it was a consulting project or an industrial business. I was really proud to become his partner at the time when I did and I still am.

不知从(cong)何时起,他的思想已经成(cheng)为我的行事准(zhun)则(ze)——无论是做咨(zi)询项目(mu)还是经营(ying)实(shi)业。时至(zhi)今(jin)日(ri),我一直以成(cheng)为他的合伙人(ren)而感(gan)到(dao)自豪。

Rest in peace our dearest teacher and the friend of many.

我们最亲爱的老师和朋友(you),愿你的灵魂安(an)息。




特劳特中东合伙人
Hasan Fadlallah
特劳特中东合伙人


To An Immortal On His 83rd Birthday!

祝您八十三岁生日快乐、永垂不朽(xiu)!

January 31st 1935 a legend was born. A revolutionary man amongst few good men in a time were education was a luxury and business acumen was inherited and not taught.

1935年1月31日,一个传奇诞生了(le)。在(zai)一个普遍认为教育是奢侈品,商(shang)业智慧只能通(tong)过遗传而无法(fa)通(tong)过教授获得(de)的时代(dai),杰克(ke)·特劳特是一个为数不多敢于破除(chu)规则、革故鼎新的伟人。

Jack Trout changed the rules of the game back in 1969 when he coined the term “Positioning” but in reality he put the finger on the pulse and identified how science, psychology and creativity can be best put to practice jointly to form the basic principle of how to win the minds and capture the hearts of past, present and future customers.

杰克·特劳(lao)特在(zai)1969年(nian)提出了“定位”一(yi)词,营销(xiao)界的(de)“游(you)戏规则”从此被改变。不(bu)仅如此,在(zai)实(shi)践中(zhong),杰克·特劳(lao)特把握(wo)时代脉搏,探寻(xun)如何(he)将科学、心(xin)理学和创造力等因素与实(shi)践结合,形成一(yi)套(tao)基本原(yuan)则——关于如何(he)抓住过去、现在(zai)和未来顾(gu)客(ke)的(de)心(xin),赢得(de)顾(gu)客(ke)心(xin)智(zhi)的(de)原(yuan)则。

Though Jack is no longer with us, on his 83rd Birthday we look back at him with pride, envy and gratitude and thank him for his lifetime contribution that produced an immortal simple yet complex concept of “Positioning” that is only 49 years old today and counting...

尽管杰克已经(jing)离开我们,在他83岁生日之际(ji),我们回(hui)忆过去,心(xin)里(li)满是骄傲、羡慕(mu)和感激(ji)。我们由衷(zhong)地感谢他一生所做的伟大(da)贡(gong)献,感谢他创造了简单(dan)又意义深刻的“定位”理(li)论。这个理(li)论诞生至今只有49年,它会继续照亮未来……

May your blessed soul enlighten all those that look up to you!

愿您(nin)高贵(gui)的灵(ling)魂永远(yuan)照(zhao)耀世(shi)上(shang)仰(yang)望您(nin)的人!




特劳特意大利合伙人
Michele Bondani
特劳特意大利合伙人


On 31st January 2018 Jack would have been 83 years old.

倘若(ruo)杰克仍(reng)在(zai)世,2018年1月31日(ri)是(shi)他83岁(sui)生日(ri)。

It is right to remember him because thanks to him I understood the positioning, a concept that has changed my professional life forever.

杰克值得被铭记。因为他,我了(le)解了(le)“定位(wei)”—一个永远(yuan)改变(bian)我职(zhi)业生涯的(de)观念。

It was thanks to the teachings of Jack that I managed to create my current company - Packaging in Italy - and it is always thanks to him that I continue to generate business for my clients. These are just some reasons why I personally owe him so much.

我(wo)能(neng)创办现(xian)在(zai)的(de)公(gong)司Packaging in Italy,要归功于杰克的(de)指点(dian);也(ye)正(zheng)是(shi)因为他,我(wo)才可以不断(duan)服务于客户。只(zhi)言(yan)片语难言(yan)他对我(wo)的(de)恩(en)情。

I am sure that Jack's teachings have improved not only my professional life but also my personal life, from Jack I understood the concreteness and the determination to act.

杰克的(de)指点,不仅限(xian)于工作上的(de)帮(bang)助,更(geng)改变了我(wo)的(de)个人生(sheng)活。从他身(shen)上我(wo)懂(dong)得了凡(fan)事(shi)具体化和行事(shi)果断的(de)意义。

The duty of us partners in T&P is exactly to keep his memory alive all over the world, to divulge his word and do good to the community as he did it to me.

作为特(te)劳特(te)伙(huo)伴公(gong)司的合伙(huo)人,我们有责任传播杰克的思(si)想,继承他造(zao)福社会的善(shan)举,让特(te)劳特(te)先生的形象鲜活地留在全世界(jie)人的记(ji)忆中。

It is an honor to spread the concepts of Jack every day in my country, through new positioning case studies, through the Packaging Positioning book, articles and videos to keep his image alive forever.

能在(zai)我(wo)的(de)国家每天传播杰克的(de)理(li)念(nian),我(wo)感到十分自(zi)豪。我(wo)通(tong)过分享新的(de)定位(wei)案(an)例,出版Packaging Positioning书籍,写文(wen)章和发布(bu)视频(pin)的(de)方式,让他的(de)形象永(yong)世长存。

Jack forever.

永远(yuan)的杰克。




特劳特波兰合伙人
Mirek Cias
特劳特波兰合伙人


I discovered Jack’s books sometimes in the 90’s when Poland was undergoing a dramatic transformation of it’s social, political and economic system.  Market economy was becoming a reality.

我(wo)第一次接(jie)触到(dao)杰克的书是在20世纪90年代,那时波(bo)兰正经历着(zhe)一场社会、政治和经济(ji)大变革,市场经济(ji)体制正成为现(xian)实。

Although me and my business partner instinctively knew which way to go, it was Jack’s positioning approach that offered us the framework or should I say, it become the new paradigm for us.

虽(sui)然我和我的(de)商业(ye)(ye)伙伴凭直(zhi)觉知道公司该如(ru)何发展,杰克的(de)定位方(fang)法为我们(men)(men)提供(gong)了(le)指(zhi)导(dao)框(kuang)架,或者说,为我们(men)(men)树(shu)立(li)了(le)新的(de)商业(ye)(ye)典范。

It influenced our thinking not only about marketing but about doing business in general.  It even elevated our understanding of “perception’ as a key factor in defining the ever changing socio-economic reality around us.

定(ding)位(wei)理(li)论(lun)不仅影响了我们做市场营销的思维方式,更(geng)是影响了我们对(dui)商(shang)业之道的看(kan)法。它(ta)甚(shen)至提升了我们对(dui)“认知”的理(li)解—— 一个塑造人(ren)们周(zhou)边不断变(bian)化(hua)的社会经(jing)济(ji)环(huan)境的关键因素(su)。

In working with business people of the older generation Jack’s positioning became a tool of education.  With the younger generation there was no need for this - they would quote entire passages from Jack’s books.

在与商界前辈们的(de)(de)共事中,杰克将他(ta)的(de)(de)定位理论发(fa)展成(cheng)一套教(jiao)育方法,而年轻(qing)一代则无此必要——他(ta)们会直接全篇(pian)引(yin)用(yong)杰克的(de)(de)著(zhu)述(shu)。

Today, Jack’s work needs to be re-discovered in order to continue to be an inspiration for a new generation entering the marketplace and looking for guidance how to maneuver their businesses in the increasingly competitive international environment.

今天,人(ren)们(men)更(geng)需要重(zhong)拾杰克(ke)的(de)话(hua)语(yu),让杰克(ke)的(de)话(hua)语(yu)不断鼓舞着进(jin)入商界的(de)新一代人(ren)群(qun),为他们(men)在竞争激烈的(de)国际环(huan)境(jing)中做商业规(gui)划提供指导。




特劳特印度合伙人
Prakash Idnani
特劳特印度合伙人


Let’s celebrate Jack’s 83rd birthday!

让我们一起纪念杰克的(de)83岁(sui)寿辰!

Although Jack is not with us in this world, his concept of positioning and principles of marketing are immortal.

虽然(ran)杰克已经离开了(le)我们,他的定(ding)位理论和营(ying)销原则是永恒的。

When Jack developed the concept of “positioning” with Al Ries little did he know that they would be creating a legacy which would impact many.

当杰克与(yu)艾·里斯(Al Ries)提出“定位”的(de)概念(nian)时,他没想到(dao)他们将创(chuang)造如此影响深远的(de)思想财(cai)富。

Jack had the unique ability to dissect a problem skillfully and offer practical solution(s). His work stands testimony to that.

杰克的(de)工(gong)作表明了(le)他拥(yong)有独一(yi)无二的(de)能力,可(ke)以巧妙地(di)剖析问(wen)题(ti)并提出(chu)切实可(ke)行的(de)解决方案。

Personally to me he was a guide and friend with whom I shared memorable moments.

对我来说,他是和我共度(du)难忘(wang)岁月的导师和朋友。




特劳特西班牙合伙人
Raúl Peralba
特劳特西班牙合伙人


Jack Trout, a very practical and unique man who has left his mark.

杰克·特(te)劳特(te),一位(wei)务(wu)实、独(du)特(te),并镌刻了(le)历史的人。

In June 1990 I went to see him at the suggestion of a professor at IESE (Spain) one of the Top10 worldwide business Schools. He warned me: “Mr. Trout is not a renown academic; but he is the most practical and effective guru I know.”

1990年6月,在西(xi)班(ban)牙IESE商学院(yuan)(注:IESE是西(xi)班(ban)牙三大商学院(yuan)之一)一名教授的建议下,我(wo)拜访(fang)了杰(jie)克。这(zhei)位教授说:特劳特先生虽然(ran)不(bu)是声名显赫的学者,但他是我(wo)所(suo)知最(zui)务实、最(zui)有影(ying)响力(li)的大师。

At 8:30 of June 11th my meeting started in Trout’s office in Greenwich, Conn. USA. At 9:15 we already agreed a way of working together and I became the first Jack’s Partner out of USA. We do not even sign a contract.

6月11日(ri)上(shang)午8:30,我(wo)在位于美(mei)国(guo)康涅狄格州(zhou)格林(lin)威治的特劳特先生的办公室见到了杰(jie)克(ke),到上(shang)午9:15,我(wo)们(men)已(yi)经就(jiu)合作方式达成一(yi)致,我(wo)成为了杰(jie)克(ke)在美(mei)国(guo)以外的第一(yi)个合伙人(ren)。我(wo)们(men)甚至(zhi)没有签署合同。

He said: "What do we need a contract for? We have to pay a lawyer to formalize it and if we do not understand we have to pay him again to rescind it. On the other hand, if we understand each other, never we will need a contract."

特劳特先(xian)生说:“我们需要(yao)合(he)同(tong)干什么?签合(he)同(tong)需要(yao)请律师来拟正式文件,如(ru)果发生分歧,还需要(yao)再支付(fu)一笔律师费用来解除合(he)同(tong),但如(ru)果我们彼(bi)此信任理解,就永远不需要(yao)合(he)同(tong)。”

That's the way it was, only a gentlemen's agreement sealed only with a handshake that we never breached either one of us. This was him, clear and simple.

事情就是这(zhei)样,我(wo)俩一直遵循我(wo)们之(zhi)间的(de)君子(zi)协定。这(zhei)就是特劳(lao)特先生,一个崇尚清晰(xi)、简(jian)单的(de)人。

In these 27 years I have worked with Jack in Spain, Europe and Latin America and I have had his confidence to adapt all his books to the Spanish-speaking countries as co-author.

在这27年里(li),我(wo)和杰克一起在西(xi)班牙(ya)、欧洲(zhou)和拉丁美洲(zhou)工作(zuo)过,我(wo)得(de)到(dao)了他(ta)(ta)的(de)信(xin)任,以共同作(zuo)者的(de)身份(fen)将他(ta)(ta)的(de)著作(zuo)改译成(cheng)西(xi)班牙(ya)语。

In these years we have also carried out together more than 250 projects of competitive positioning and strategic branding for SMEs, international corporations, countries, tourist or investment destinations, politicians and business leaders...

那些年(nian),我们还共(gong)同完成了250多个关于竞争(zheng)定位和品牌(pai)战略的项目(mu),服务对象包括中小企业(ye)、跨国(guo)公司、国(guo)家、景点、投资目(mu)的地、政(zheng)治家和企业(ye)领导人。

Without a doubt it has left a mark and a simple and clear legacy that we must learn to take advantage of. In a global world that is increasingly competitive, of permanent change and asymmetric crises, Positioning is and will be a "key" key, although now fashion is to invent words without meaning...

毫(hao)无(wu)疑问(wen),特(te)劳特(te)先生镌刻了历史(shi),留(liu)下(xia)了崇尚简单、清晰的(de)思想财富,我(wo)们必须(xu)学会充分利用它。在竞(jing)争激(ji)烈、日新(xin)月异、充满(man)危机的(de)国际环境中,定位理论在现在与未来(lai)都是指导(dao)企业成功的(de)关键,虽(sui)然(ran)现在的(de)风气是创(chuang)造一(yi)些(xie)毫(hao)无(wu)意义的(de)词语(yu)……



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