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.
毫不夸张地说，书中的理论对我在1990年7月负责的宝马518车型推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.
当时，我要对奔驰公司3个月前推出的奔驰1.8（又称“The Baby Benz”）发动进攻，依据书中理论，我制定了整合传播策略，使领宝马518车型成功抢占了Baby Benz的当地市场份额。
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，在和杰克进行电话会议时，他同意我和我的合伙人Rajiv成为特劳特伙伴公司毛里求斯分支机构的负责人，今天你们可以想象我当时是多么激动。
Jack is unfortunately not with us but his tool box of concepts are very much a legacy that will help us.
很不幸，杰克已经离开了我们，但他的理论工具是留给我们的宝贵遗产，帮助我们继续前进。

Basil Tsaras
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15日星期二下午19:06，在去往德国斯图加特的途中，我收到杰克的邮件，他透露自己患了一种罕见的胃癌。这个噩耗令我难以置信，我祈祷他能早日康复。
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.
我们一直保持邮件往来，他总是热切地与我交流想法，包括如何在希腊创建大型项目，如何为国家重新定位，如何稳定外商投资，以及如何用吸引更多游客的方式应对希腊自大萧条以来最严重的一次金融危机。

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.
他知道当地的困难和财政紧缩措施的制约，但仍试图让我振作起来，尽管他本人还在与病魔作斗争。
That was Jack Trout! A great leader, an admirable visioner and a dear friend.
这就是杰克·特劳特，一位伟大的领袖，一位令人钦佩的且具有卓识远见的人，同时也是我亲爱的朋友。
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，我邀请杰克来雅典参加一场为期两天的“营销战略与游击营销”会议，那是我第一次见到杰克和他的美丽的妻子帕特丽夏（Patricia）。

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.”
我仍记得，杰克在宣传“保持简单”的理念的同时，让我们牢记这样一个事实：“定位的基本方法，并非创造某种新的、不同的事物，而是调动心智中已有的认知，重新连接已经存在的联系”。
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.
杰克具有难能可贵的绅士风范，这总让我印象深刻。他是我亲爱的朋友，也是一位杰出的、极具天赋的商业营销战略家，我有幸从他身上学到了很多。
May your memory be eternal and everlasting my dear friend.
愿你的记忆永存，我亲爱的朋友。

Eugene Boury
特劳特白俄罗斯合伙人
My acquaintance with Jack Trout is a real gift of fate.
对我来说，与杰克的相遇是上天赐给我的礼物。
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.
我与杰克只见过一次面，那是在2009年9月，当时我邀请杰克去明斯克市，为白俄罗斯商界与营销界精英举办一场为期一天的研讨会。
In those three days which he spent in Belarus, I learned about marketing and branding more than in the previous five years.
杰克在白俄罗斯的这三天里，我所学到的市场营销和品牌打造的知识远多于过去五年所学。

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.
当时我只有26岁，由于过于兴奋，又为会务奔波，我错过了大部分研讨会内容。而杰克在前往另一个国家发表演说之前，有几天休息时间，他决定在明斯克市多做停留。

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，他设法帮助我以全新视角看待市场营销，并重新思考我的业务规划。
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.
对白俄罗斯来说，杰克的来访是那些年最受瞩目的商业活动；对我而言，作为商业顾问，与杰克的交流是我职业生涯的转折点。
Thank you for the inspiration, Jack!
杰克，谢谢你的鼓舞和启发！

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.
杰克是一位充满智慧的人。有人可能会说，他通过竞争、定位和差异化这几个关键要素建立了特劳特的商业哲学。但事实上，他只是清楚地知道事物运行的规律，比如企业如何运作，人生如何度过。

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.
当他观察到无数聪明人不断重复地犯简单而显而易见的错误时，他开始思考背后原因——因为商业人士看待事物的角度过于复杂，过于重视过程，要么好高骛远，要么目光短浅，或不切实际，或忽视机会。

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.
这种思考体现在他的每一部著作中：从《人生定位》（Horse Sense）、《简单的力量》（Power of Simplicity）、《定位》（Positioning）到《商战》（Marketing Warfare），从他的第一本书到凝聚商业哲学精华的最新著作——《什么是战略》（Trout on Strategy），杰克试图把他的思想体系化为文字，将自己的知识融入读者的心智。

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.
许多人读过他的书，有些人真正理解了他的意思，并正确地付诸于企业实践，只有少数人领悟到他思想的真谛——而他们的人生从此发生改变。

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.
对我来说，杰克是一位真正具有传奇色彩的人。他用简单短小的语句表达他复杂的思想，使我从第一次见面起就为他所折服。