I long wondered who was the real genius between Al Ries and Jack Trout. In partnerships like that it is usually one or the other, not both.

Well, I've read some books Ries has written without Trout and they are all Gems.

Now I'm reading Jack Trout's "The New Positioning" and wow! The book is wall-to-wall psycho-babble. I'm having to read the book with a highlighter and mark the one sentence per page, on average, which isn't a complete waste of paper and ink. And my time.

Oh well. Got my answer.