Book Description
Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a 'position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a 'hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.
Customer Reviews:
Positioning: The Battle for Your Mind, 20th Anniversary Edition (Purchased on 09/04/2007) .......2007-10-05
I still haven't received my purchase, so reviewing it will be a tad bit difficult...
Got inspired!.......2007-09-21
I've got inspired from the basics in positioning. It delivers good examples of many American companies' positioing. I got inspired so that I can get my paper done very soon.
The best book ever on marketing/advertising/brand management.......2007-09-13
I make every new employee read Positioning no matter what their job description because it is really a book about the "battle for the consumer's mind", and that battle is waged in every department of every organization.
Positioning is the rule book for marketing success and the great thing is all the examples. Yes they are somewhat dated, but they make the rules easy to understand.
This is the book nobody at Ford read before they redisigned the Taurus from number 1 in sales to a hole in the ground.
If you work in brand management or advertising you must read this book. It should be stashed in a "break-glass-get-book" thing at every exit of every ad agency.
If you are studying marketing at college, you should memorize every word in the book and major in something else, and come out with the equivalent of a double major.
The importance of perception.......2007-05-13
If there's one thing that makes Positioning a classic and something that should be on the reading list of any marketer is the fact that it highlights what is the core of any marketing- perception is reality. It doesn't matter how good your product `really' is, or how hard you try, what matters is how your target perceives you vs competition. That basic truth, and how you could occupy the most desired position in the target's mind is the crux of this book. Perhaps some of the examples could get updated, but bottom line, this is the definitive book to read for any aspiring marketer.
- Mainak Dhar, author, Brand Management 101: 101 Lessons from Real-World Marketing
outdated.......2007-03-30
Positioning makes a few basic points that are helpful for someone who is not familiar with marketing basics. However, the examples are so outdated that some now disprove the authors' arguments. The more detailed chapters make less sense in an electronic culture. This book is really only useful now for those broad, basic ideas in the first chapters.
Book Description
The book that changed marketing forever is now updated for the new millennium
In 1986, Marketing Warfare propelled the industry into a new, modern sensibility and a world of unprecedented profit. Now, two decades later, this Annotated Edition provides the latest, most powerful tactics that have become synonymous with the names Ries and Trout. New content includes in-depth analyses of some of the biggest marketing successes and blunders of the past two decades—including Volkswagen, Sony, Coca Cola, Budweiser, IBM, and McDonalds—along with annotated reproductions of winning and losing ads.
Customer Reviews:
Marketing 101.......2007-07-20
Regardless of whether you like the "warfare" analogies or not, the concepts discussed in this book is Marketing 101 for marketers.
First Ries/Trout explain which method of attack your company should use depending on its position in the marketplace. Then they describe what each position should do. Then they use some great classic case studies like the beer wars, cola wars, and computer wars.
Usually I hate these "outdated" books but the content in here is classic. They've updated the book and critiqued their own predictions made 20 years ago. For example, with over 50% of the PC marketshare, they were certain that IBM would remain the leader. Ooops.
Highly recommended for marketers.
Of all the books, this one is the weakest.......2007-03-30
I found this one to be the weakest of all the books by Ries and Trout. As Creative Director of AUDIN Web Design, it just didn't capture my interest like their other books. Don't get me wrong, I think these authors are geniuses and I love their books. This one just didn't do it for me; I think it was the warfare motif. I'm not a pacifist, but it just didn't work for me: Warfare as Marketing. The funny thing is that I actually bought this book twice: once ten years ago in paper back and then again in hardback more recently. That goes to show you how forgettable I thought this book was. If you are on a real tight budget, buy a different book by these authors.
missing book.......2007-03-24
today i have not received this book yet.could you inform me when this book would be delivered, please?
I AM A FAN OF JACK TROUT.......2007-02-02
This is the other must-read book from Jack Trout for Businessmen, marketers and I think every one, This book teaches you that WORLD is Competition, and It is WAR !
You must compete to survive, You must be intelligence to survive, and You must be different to survive.
Jack Trout explains the battle of MARKET forces and how to survive in it,
Still thinking about buying the book, You may feel the need to read this book after a hard competition!
Marketing Warfare.......2007-01-13
Excellent book! it explains marketing to non-marketing people. It is very useful to those with limited marketing knowledge.
Book Description
Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.
Customer Reviews:
Trout and Ries write the laws on marketing.......2007-09-27
Using actual examples and sharp analysis, Al Ries and Jack Trout offer 22 "laws" that amount to a basic, concise distillation of their marketing experience and wisdom. Their examples are pithy enough to keep the most jaded marketing person engaged. And their lessons are embedded verities that would be hard to dispute. The only drawback is that this classic may be a bit dated, so it is interesting to see how surprisingly well some of their original observations have fared over the years. We recommend this classic to anyone seriously interested in marketing. After all, you can't ignore the law.
Timeless laws.......2007-07-14
Although this book is rather old, and was written before the online era, these marketing laws are timeless and should be etched in to the mind of every marketer. Highly recommended, even in 2007.
Still A Great Book.......2007-05-20
Although it was written in 1994, this book holds strong as an good resource for marketing professionals. It is a fun and fast read that will get you focused on what you need to be doing to be a successful marketer.
"Great Place to start for the beginner"........2007-05-11
This book was fun to read. It is straight to the point, a quick read, easy to follow and written for the novice or expert with lots of meaningful contents, great ideas and examples. It is not a book that will leave you confused, it will leave you with a full understanding of what it takes to be successful in marketing. This book is not going to turn you into a marketing guru over night. "Marketing situations are subject to a zillion of circumstances" as Alexander Repiev puts it. This is just a primer on the subject. However, this book's concept is very faddish. It is very contradictory and deceptive as some of the laws depict, but by the time most people realize it they would have already spent their money on the book.
As marketing professional.......2007-03-30
As an online marketing professional for an internet web design company, I found this relatively old book to be quite useful in the online arena. This book is a quick read much like their other books. If you are a marketing professional, or an assistant to a marketing professional, or in school dreaming of becoming an assistant to a marketing professional, or just now applying to schools to study to be an assistant to a marketing professional, then this book would prove to be invaluable. As with many of their books, it's a quick read and you almost wonder why you spent the money. I suggest you get it used or combined with some kind of deal. Although it is an excellent book, it's not the type of book you have to get right away. Wait until there is some kind of sale, or super saver discount, or "borrow" it from your neighborhood library.
Amazon.com
There are no two ways about it with Jack Trout. Either you've got a product or service that you can say is different, or you don't have much at all. In today's global marketplace and at its lightning-fast rate of change, there's no point in inventing and presenting a product only to sit back and hope that consumers everywhere will discover its greatness. It's not simply about what you or your product can do, it's about what you do differently from everyone else. Coauthors Trout and Steve Rivkin say it all in their no-holds-barred title, Differentiate or Die.
A disciple of the marketing guru Rosser Reeves, who introduced the concept of the "unique selling proposition," Trout relays his vision of what can help you differentiate in blunt, tell-it-like-it-is prose. First he breaks the bad news that product quality, advertising creativity, price advantage, and breadth of product line are rarely successful ways to differentiate your business. Consumers expect the best quality, he says; they don't think it's a bonus. In the same vein, your competitor can slash prices just as quickly as you. After dismissing these common marketing techniques as futile, Trout concentrates on which differentiating ideas will set you apart from the pack: Being first (and staying there), owning a discernible attribute, having a heritage, becoming the preference of a particular consumer group, or even being the most recent arrival in a product arena are just some of these useful differentiates. Though the book's fast and quippy narrative style may leave some readers looking for more substance behind his adamant assertions, Trout's recommendations act as inspirational spurts of energy. A slim manual packed with punchy points, Differentiate or Die won't take you long to read but could make a lasting--you guessed it--difference to the success of your business. --S. Ketchum
Book Description
"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy
In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company's survival.
In Differentiate or Die, bestselling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail.
More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today's most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including:
* Revisiting the U.S.P.
Rosser Reeves's classic unique selling proposition approach, updated for today's marketplace
* Positioning
Understanding how the mind works in the differentiating process
* Owning an Idea
Techniques to seize a differentiating idea, dramatize it, and make it your own
* Competition
How to use differentiating ideas against your competitors in the marketplace
Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won't stand a chance.
Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well.
Praise for Differentiate or Die
"Another great book by the king of positioning!"-John Schnatter, CEO, Papa John's International
"Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace . . . and its sensible solutions for surviving the frenzied competition we're sure to find there."-Dan Rather, CBS News
"What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity-getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch."-Scott McNealy, CEO, Sun Microsystems, Inc.
"Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing,
Kellogg Graduate School of Management, Northwestern University
"We've built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow's marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation
"Dotcom executives must learn the lessons of Differentiate or Die. If they don't, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com
Customer Reviews:
Tactically sound, despite the hype.......2006-03-04
Today markets are driven by customer choice, and there are more possible product choices than ever before for the customer. Companies that fail to address the whims of the marketplace will not survive. It is more important that ever before to differentiate your product from its competition. According to the authors, companies must address differentiation in three ways:
1. If you ignore your uniqueness and try to be everything to everybody, you will undermine what differentiates you from the competition.
2. If you ignore changes in the market, your differentiation can become less important.
3. If you stay in the shadow of your competitors, without establishing your "uniqueness" you will always be weak.
The authors then outline four steps to successfully differentiate yourself from competitors:
· Step 1: Make sense in context. Your message must make sense within the context of your market category. Start first with a "snapshot" of customer perceptions about yourself and your competitors.
· Step 2: Find the differentiating idea. There are many ways to set your company apart from the competition. However you differentiate yourself, set the difference up as a benefit to the customer.
· Step 3: Have credentials. Your claims to the customer must be real and believable. You should be able to demonstrate the difference to the customer. That demonstration becomes your credentials.
· Step 4: Communicate your difference. You need to build a strong perception of your product in the market. Every aspect of your public communication should emphasize your difference.
Too simplistic to rest business success primarily on uniqueness .......2006-02-28
I work for a book summary company. One of the books selected for summary is this.
In today's proliferation of products, what sets a product or idea apart is its distinctness or uniqueness. And authors Jack Trout and Steve Rivkin focus on the idea that unless companies strive to make their product or concept interestingly different and evolve a unique identity, their business is bound to bite the dust. The book reiterates the need for companies to promote the `unique selling proposition' or the USP in their product in order to stand out from the `also-rans'. Indeed Jack Trout, who had pioneered the concept of `positioning' which has become the fad word in the ad world today, makes blunt assertions on the common practices adopted by most companies to gain that competitive edge over others. He dismisses the well-entrenched marketing ploys such as stress on product quality, use of creative advertising, competitive pricing, and unveiling range of product line as futile exercises that could prove unsuccessful in the long term. To him, being a pioneer, having a distinct attribute and peerless heritage, cultivating particular consumer group (s) or being the first or new arrival are the features that single out a product from the cluttering crowd. The author provides success stories alongside some others that failed. It seems rather too simplistic to build the entire logic of success on a single attribute of uniqueness or distinctness. Indeed while there is no gainsaying that exclusivity undoubtedly lifts a product, there are other concomitant factors, which are too real and important to be ignored, for ensuring the long term success of a product. Nonetheless, this slim book could be an interesting read for gaining additional inputs to ensure success in business.
Great book on positioning.......2005-10-28
This is a wonderfully written book with one of the best book titles ever. I loved how Jack gets to the point and makes you think about establishing your product. No punches pulled in this book...he points out "Being first with a stupid idea is just, well stupid, it won't get you anywhere." One of his best books.
One of the best business books.......2005-08-05
I have read several books of Jack Trout's books before, but when I first listened to the MP3-CD audiobook (...), I was amazed as how true Jack Trout's research about companies trying to be everything in the name of Market Share and tainting their "brand" in the process. Every business has to clearly distinguish themselves as what kind of business they are in or they are lost in the shuffle of consumer minds. Jack's book gives a straight forward data about companies trying to be everything. I sometimes wonder why companies like Amazon keep selling "Pet Supplies" and "Gourmet Foods" when a consumer thinks of Amazon as book company. In this digital world when a consumer is bombarded with hundreds of advertisements a day, it is clearly very important that a company has to distingush what business they are in and how to leverage that strength.
A must read for every business professional and a good read to take plenty of notes.
Line Extension and questionable concepts........2005-04-03
I liked very much Trout and Ries, Positioning and Marketing Warfare. Reading this book, I had an impression that most of the professional knowledge the author has, was distilled in his previous books.
Mr Trout is doing something he said was not a good practice in Advertising (see Positioning): Line Extension. The good parts of this book you will find in his previous books, maybe with different phrases and examples.
The other thing that is hurting is that he is trying to give advice in areas where he has limited knowledge and experience.
Looking at some titles of the chapters in this book you will find:
Chapter 4 - Quality and Customer Orientation are rarely differentiating Ideas.
Toyota and Honda achieved a position in the mind of customers worldwide that they make high quality products for a good price. Well, it will be difficult for the other automakers, who are actually working to catch up in quality, to differentiate themselves on quality, for they are also runs. I would say that is a hell of a strategy, maybe is not for everyone, but them differentiation is by definition for a few, and not for everybody.
How many companies have positioned themselves as high quality products? Does it pay? Go ask Nikon, Zeiss, Leica, Volvo, Patek Philippe...
Chapter 5 has as title: "Creativity is not a differentiating Idea"
I guess I cannot believe that Mr. Trout has read his own phrase. Does he mean that lack of creativity is a differentiating Idea? Does not make sense. I think quite the opposite, when you are not able to create something unique, is when you go out trying to do something else to differentiate yourself.
I have seen creativity applied to Advertising, the results were fantastic. In Brazil, sometime ago, Brastemp, (a Home Appliances company with financial links with Whirlpool) run an ad campaign that stressed the Quality of Brastemp products using the phrase: " it is not a Brastemp !". Each ad told a story about something (not related to appliances) and the concluding remarks would be " it is not a Brastemp !". The phrase got so popular, that became incorporated as an expression of our language. The end result was that Brastemp established itself in the market so strongly that still today people in Brazil position Brastemp as the top quality producer of home appliances. In the mind of the Brazilian consumer Brastemp is top quality, better than GE, Electrolux, ex-Westinghouse, etc...
I have seen creativity applied to Product Design with similar results.
This book should be read with a critical eye, for it has some impressive phrases but when you think a second time and compare with some practical experience you find problems.
I am not an advertising professional, I just enjoy reading books that come with good new ideas.
Book Description
Amateur or expert, every angler dreams of landing "the big one," but that's only part of the appeal of fly fishing. Because even when hours pass without a bite, nothing beats the rugged beauty of the surroundings. For both armchair travelers and avid outdoorsmen who may have already started a checklist of their own, Fifty Places to Fly Fish Before You Die maps out the meccas of the fly-fishing world.
Through in-depth interviews with the sport's acknowledged gurus, author Chris Santella goes beyond standard guides to convey the very essence of the recommended locations. Readers can vicariously cast mouse pattners to fifty-pound taimen in the wilds of Mongolia, wrangle with wily permit off the Florida Keys, and match the hatch on Montana's Armstrong's Spring Creek. Jardines de la Reina, Cuba (tarpon), the Zhupanova River, Kamchatka (rainbow trout), and the Rio Negro, Brazil (peacock bass) are also included. The essays include a cultural and natural history of each site, along with colorful anecdotes based on the author's and authorities' experiences.
With breath-takingly-beautiful photos of the spots, many by celebrated fly-fishing photographer R. Valentine Atkinson, the book also provides adventurous anglers with enough travel-and-tackle information so that they, too, can start planning excursions to go fish around the globe.
Customer Reviews:
Where's the Beef, Er Trout?.......2006-11-25
This is a beautiful book, one that is smartly designed and packaged, pleasant to leaf through and to handle, but somewhat lacking in substance.
Here's an example of the kind of lapse that would have been caught had the book been written for hard core fisherpeople. We read, "The South Island of New Zealand is awash with beauty and teeming with trout". And then a few sentences later, "The South Island trouting experience is certainly one of quality rather than quantity. A majority of the rivers simply don't support large numbers of fish. Some of the most fishy-looking water you can imagine may not contain a single fish".
So is the South Island "teeming with trout" or is it not?
Ultimately it doesn't really matter. This isn't a book about information - it's a wonderful collection of vicarious fishing trips. I'd never flicked a fly rod when I got it, yet I was engrossed, transported, and in the end captivated.
The settings range from intimate, "Brown Trout on Letort Spring Run", to grand, "Steelhead on the Dean River". Along the way we encounter tarpon, bonefish, snook, pike, redfish, all manner of salmon and trout, and even something known as a giant trevally that lurks in the waters off Christmas Island.
And the photographs are stunning. I only wish there were one for every destination.
Recommended to wile away a winter's afternoon while waiting for the ice to break.
Fifty Places to Fly Fish Before You Die.......2006-08-16
A wonderful book for the fly fishing enthusiast. A keepsake for all fishermen. A must have for the coffe table!
Beatiful places.......2006-03-09
nice book, but i would like to see more pictures of the different species!! also some maps to locate some places would be great...I live in argentina and the 3 places chosen are great, although you must be a millionaire to fish rio grande!! Fortunately we still have a lot of places here to fish for free.
I would rather see a book where they tell where to fish and spent little money (as an example the book tells you that i f you want to fish rio traful, the only way to do it is going to arroyo verde lodge and thats no true!! you can do it for free if you want..there are accesses by foot or you can reach it by the lake, an there are other private places much more cheaper, but why they dont describe that??). Do not tell me where i can go spending $ 5000 a week because its obvious i could go everywhere with that money!!!!
Places i only wish i could go.......2005-12-15
There are a lot of places i realy wish i could go fly fishing. Unfortunatly, there are only a few select places that are affordable. and those that are doable just don't have much description convincing me to go. if there was only some background info or narrative this book would go be a much more useful guide.
So many places, so little time..........2005-10-21
I was expecting to read location related fishing stories written by experienced anglers and was a little bit dissapointed to realize the interview based approach. There seems to be no real feelings in these short texts. Additionally, being a big fan of Mr. Atkinson's art, the size of the book really puts some strict constraints to his photos. Unfortunately.
Having said the above, I have to admit, that I don't regret the purchase of the book. I think that every actively travelling fly fisherman should have it. There is a lot of very valuable information in it, although, quite strongly biased in favor of the USA.
Customer Reviews:
Perfect.......2007-05-15
The book is awesome. Beautiful pictures. Very well explained. DVD is very good, even funny. Pay attention to what they say more than what they look like. Glad to have this !
Nymph-Fishing Rivers and Streams.......2007-04-04
The book is well written and extremely informative. The CD is informative, but hokie. I would definitely recommend this product for anyone that is interested in learning to fish with nymphs. It is also worthwhile for those who are interested in improving their nymph fishing techniques.
nymph fishing rivers and streams.......2007-03-23
one of the best books i've read on the subject, pictures are wonderful and help explain quite a bit, dvd included as well...Very easy to read and informative on techniques as well...
Nymph-Fishing Rivers And Streams: A Biologist's View of Taking Trout Below the Surface.......2007-02-19
Great book for a beginner nymph fisherman. Enjoy the large color pictures and illustrations. Rick tends to get bogged down with the specifics of aquatic insect entomology. I guess that's to be expected by an author that has a Masters in aquatic entomology. I wish the book would of had more information,pictures, and illustrations on what different patterns are used to imitate the aquatic insect trout regularly feed upon.
Nice review of various nymphing techniques.......2007-01-14
Good photos and nice explanations of "how to" fish with nymphs using different nymphing techniques. Tackle suggestions are a nice touch. While the book is somewhat basic, the DVD is a real hoot to watch--some corny humor (that I appreciate) and some great demos of how to fish the nymphs.
Amazon.com
In the wise words of Dame Juliana Berners, spoken five centuries ago yet just as immediate now, "there is more to fishing than catching fish." So begins The Complete Book of Fly Fishing, a combination primer-encyclopedia that is indeed a fairly complete book--and without sacrificing depth for breadth. Early chapters include the basics, such as history, equipment, and technique. McNally explains the differences between dry flies, nymphs, and wet flies, and how to approach these very different forms of fly-fishing. Insect hatches, stream tactics, and more advanced strategies are also detailed with illustrations and color photographs. Final chapters cover less traditional quarry like bass, pike, and saltwater species.
Book Description
There's an old saying among fly fishers that equipment isn't the only thing, it's everything. But the best equipment in the world will catch few fish if you don't know how to use it. Experienced anglers with dimestore equipment can outfish the superbly equipped tyro every time--because they know how it's done.
With nearly fifty years of fly fishing to look back on, Tom McNally knows how it's done, from angling for tiny brook trout in mountain streams to fly casting for giant marlin in the open ocean--and everything in between. This book is the culmination of a long and respected career as one of the world's best-known outdoor writers--the collected knowledge of almost half a century of fly fishing condensed to fit between two covers. Here, in plain language, is a complete book of fly fishing from a complete fly fisherman.
Customer Reviews:
Complete is right!.......2001-09-05
just a quick word about this wonderful book: within two months of reading it, and having never fly-fished a day in my life, i took 23 creel-size trout in two days from Helton Creek, North Carolina. this book guided me throug the purchase of all my equipment, and instructed me on all the techniques in using it. in the nine months since i first read this book i have caught all three species of trout, countless pan fish, crappies, small- and large-mouth bass, and one baracudda. i highly recomend it to anyone interested in fly-fishing.
Great Book!.......2001-03-26
I'm reading this book right now and I love it! I used to read his articles years ago in Field and Stream and Outdoor Life and Sports Afield and I'd forgotten what a fine writer he was. I like the way he tells good stories while he's taking fishing and even though I can't yet get to some of the places he's writing about, he sure makes me want to be there. This is the sort of book that a book lover will enjoy and a book lover who is also a fly fisher will especially enjoy every bit of it! My husband, Tom, who is a writer himself, also has read it and is every bit as keen on it as I.
Disappointed Southern Fisherman.......2000-10-15
This book is listed as 368 pages. Thankfully there were only 349. I thought I was reading a novel. Each chapter began with a verbose, and usually self backpatting, 4-5 page introduction of the authors personal conquest while fly fishing. It took me so long to read, that I was out of time to return it. I sincerely believe the "meat" of this book could have been communicated in less than 200 pages, and probably less than 100 if color photos(other than the 10 pages in the center of the book that were of no benefit) were used. Actually, few photos of the "how to" were shown,the sketches carried most of the weight. Most of the black-and-white photos were of an already caught fish that bolstered the authors standing with his audience. L.L.Beans books are done and offer more info. Let's cut to the chase so that we can get back on the water. I would not recommend to beginner of advanced fishermen. I think that any book that includes fly tying or pictures of fishing flies commands color photos. How many fishing lures have you ever bought from a black-and-white catalog?
Many better books available.......2000-06-19
I am very disapointed with this book. McNally wastes a lot of time pumping himself up by telling us about how he won some distance casting contests back in his prime, how fly line used to be labeled when he first got into fly fishing, and other useless info. His section on fly casting is pitiful and provides no real information to a beginner. The funniest part is his fly casting problems and remedies - I've seen better information on an index card. His section on fly tying is also useless.
The final offense is that in several pictures of trout, McNally describes how the trout was handled gently and released carefully. Then in the saltwater fishing section, he catches a small dolphin and shows a picture of himself gaffing the dolphin with a caption that reads "Dolphins are good eating!".
McNally might be a great fly fisher but his book as awful. I would recommend the LLBean book over this one for beginners anyday.
Many better books available.......2000-06-19
I am very disapointed with this book. McNally wastes a lot of time pumping himself up by telling us about how he won some distance casting contests back in his prime, how fly line used to be labeled when he first got into fly fishing, and other useless info. His section on fly casting is pitiful and provides no real information to a beginner. The funniest part is his fly casting problems and remedies - I've seen better information on an index card. His section on fly tying is also useless.
The final offense is that in several pictures of trout, McNally describes how the trout was handled gently and released carefully. Then in the saltwater fishing section, he catches a small dolphin and shows a picture of himself gaffing the dolphin with a caption that reads "Dolphins are good eating!".
McNally might be a great fly fisher but his book as awful. I would recommend the LLBean book over this one for beginners anyday.
Average customer rating:
- Better Trout Habitat: A guide to Stream Restoration and Mana
- Good Trout Habitat and Life Cycle Reference
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Better Trout Habitat: A Guide To Stream Restoration And Management
Christopher J. Hunter
Manufacturer: Island Press
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Stream Hydrology: An Introduction for Ecologists
ASIN: 0933280777 |
Book Description
Explains the physical, chemical, and biological needs of trout, and shows how climate, geology, vegetation, and flowing water all help to create trout habitat.
Customer Reviews:
Better Trout Habitat: A guide to Stream Restoration and Mana.......2001-11-01
This book provides an in depth review of the methods and techniques used to provide habitat characteristics to a variety of streams. The writting style is excellent for both the lay reader as well as someone with a scientific back ground. However, it does not dwell on some fot the more technical details which requires a more technical level book to provide more indepth details. However, as a general manual to habitat resoration it provides an excellent background as well as the necessary caution needed when conducting these types of instream restoration projects.
Good Trout Habitat and Life Cycle Reference.......2000-06-07
This book offers a good variety of man-made trout improvement structures, but the current (2000) state-of-the art in trout habitat improvement trends toward a more natural, vegetation and channel reconstruction approach. This book provides excellent design guidelines and background information on trout and their life cycle, and perhaps the most useful part of this book was the author's ability to teach the reader enough about the habitat requirements of trout to allow the reader some latitude and innovation with their habitat improvement designs.
I personally enjoyed the workable, readable and philosophical approach to fish habitat improvement, and I believe that this book would be a good reference for anyone who wishes to improve trout habitat.
Remember, an ounce of habitat preservation is better than ten pounds of habitat restoration efforts! (Also, the information in this book will help the reader become a more effective trout fisherman!)
Average customer rating:
- Broken Spline
- Super book. Worth every penny!
- A very nice book
- Stands the test of time
- Best Fly Book You Can Buy
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TROUT FLIES: The Tier's Reference
Dave Hughes
Manufacturer: Stackpole Books
ProductGroup: Book
Binding: Hardcover
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Similar Items:
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The Fly Tier's Benchside Reference
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Essential Trout Flies
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The Benchside Introduction to Fly Tying
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Tying Emergers: A Complete Guide
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Caddisflies
ASIN: 0811716015 |
Customer Reviews:
Broken Spline.......2007-06-07
Received this book earlier then expected, but it had a broken spline. I am confused since I purchased a NEW book, not a used book. Splines do not break unless someone opens the book and presses down on the binding. This book clearly was not new!
Peaked inside of the book and appears well illustrated. Can't wait for the replacement. If they screw the replacement up, I'll pay extra and pick the book up at a local book store. They have already eaten up enough of my time returning the book to the post office to outweigh any discount price. Now I have to wait for transit both ways and the time for someone to review the merchandise. ARGGGGGGGGHHHHHHHHH!
On the plus side, they did pay for shipment of the return (AS THEY SHOULD!!!!!!)
Super book. Worth every penny!.......2007-04-14
I use this along with "The Fly Tier's Bible". The other books that I have I just don't seem to use very much by comparison. I particularly like the additional "variations" that they give for most patterns in this book. I find that often I like the "variation" better than the original pattern.
The only suggestion I would have for this book would be to have it available in a spiral version. Other fly pattern books often have this and it adds to the longevity of the binding.
A very nice book.......2007-03-25
A very usefull book. Up to now maybe the best I own.
Starts from searching patterns giving detailed instructions for many classic and usefull dry, nymph and wet flies.
The second part of the books analize the various types of trout foods forms, from mayflies to stoneflies , caddis, midges, damselflies, back swimmers, scuds, leeches, terrestrials and for each gives detailed instructions for natural stages.
A "Must have" for all beginners where also experienced tyers can find good advices.
Stands the test of time.......2006-11-03
I have been an owner of this book for over 5 years and refer to it frequently. It is readable, well-illustrated and consistently useful to any fly fisher. I regard this book as an old friend and recommend it highly.
Best Fly Book You Can Buy.......2003-09-11
Bottom line is.. if you tie flies... you NEED this book. Great pictures, great descriptions, all around an awesome book. VERY RECOMMENDED. I've been tying for over 10 years, and THIS is still the book I goto. BUY IT. HEY also makes a great gift!
Amazon.com
Contending that our increasingly complicated corporate universe has made it more difficult for companies to grow and prosper, noted business strategist Jack Trout and communications consultant Steve Rivkin have proposed a radical new tack: simplicity. By boiling everything down to its essential elements, they maintain, managers can ignore new fads and hot consultants and instead focus on the true business at hand. Fascinating in its own unpretentious, logical manner, The Power of Simplicity is their stripped-down guide to a future without chaos and disorder. Addressing the basics involved as well as specific management, leadership, and people issues, they hit a variety of applicable themes--including information, competitors, mission statements, goals, and motivation--using short individual chapters that quickly get to the heart of the matter with a few germane anecdotes and expert quotes followed by suggestions that are both coherent and feasible. Each begins with an inspirational epigram by the likes of Abraham Lincoln, Mark Twain, Malcolm Forbes, and even Mother Goose, and concludes with a Simple Summation, such as this one on strategy: "If you're not different, you'd better have a lower price." --Howard Rothman
Book Description
Renowned marketing expert and best-selling author Jack Trout has a message for managers who are struggling to keep up with today’s ever-changing business climate: “Keep It Simple.” In this paperback edition of The Power of Simplicity, Trout advocates the importance of paying attention to the basics and simplifying processes in order to stay focused on the core business at hand. Through case studies and interviews with successful executives, he shows managers how to cut through jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive. According to Trout, the things that propose to streamline companies, like the ubiquitous “mission statements,” often end up bogging down operations by introducing unnecessary complexity where a straightforward approach may be more effective. Trout cites Southwest Airlines, Intel, and Kohl’s department stores among others as successful companies that have rejected showy trappings in favor of simplification.
Download Description
In sports, when things go wrong, the best coaches say. "go back to the basics". Renowned marketing expert Jack Trout has a similar message for managers who are struggling to keep up with today's everchanging business climate: "Keep it Simple". Trout advocates the importance of paying attention to the basics and simplifying the processes in order to stay focused on the core business issues at hand. Through case studies and interviews with successful executives, he shows managers how to cut through the jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive.
Customer Reviews:
A counter-cultural voice of reason.......2006-06-12
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 TEACH PEOPLE spiritually HOW TO LIVE YOUNG AND FLOURISH, not COMPLICATE their lives with guru worship! .......2006-05-07
Give it to them plain and simple as Trout says. They will feel comfortable with following a leader who gets on their level, but will be intimidated a speaker who speaks in tongues...
I lead people to live young and flourish through simple strategies, not kill them with complicated terms and alien metaphors like a wizard guru.
Dr. Garner
Should a part of management and engineering training.......2005-09-18
Most young Engineers and MBAs are more into hype and complexity than into solving engineering/business problems in a simplistic manner.
How many of us in our universities have been influenced, inspired by complexities of business and engineering ? Many of them even took the path of making their job seem complex and continued on their career - totally deviating from the basic objectives of why their jobs existed in the first place.
After 10 years in Software and consulting, when I read this book, it feels very much like reaffirming the basics of any work and business objectives.
Positives of this book:
* Reaffirms that most problems are to be simplistically analyzed and addressed
* Simplify your communication and reduce the clutter and hype
Negatives:
* Being simple does not always take you a long way - maybe in engineering, but definitely not in management. Ever heard of a manager who speaks up simplistically and been very successful ?
* The auther talks about being simplistic in communication, but has totally ignored the fact that communication is always good when it well wrapped and well packaged.
* Is simplicity always good when you are selling stuff ? People like the mystery behind complexity. While complexity itself does not sell, the mystery behind complex words does sell. Would you buy a Washine machine which has 'Fuzzy Logic' or would you buy the one that has 'Automatic Load Detection' ? Obviously the one with Fuzzy Logic - it kind of sounds cool and complex, even though you do not know whats in it.
some new useful material.......2004-12-29
Several ideas and examples are drawn from the authors' earlier work on positioning, 22 immutable laws of marketing, and bottom-up marketing. There were a few ideas that are worth chewing on. For example, per Trout, success is often riding the right horse. Both hard work and intelligence are long shots, finding fast-growing successful companies is a long-shot; finding a successful product is a medium shot; finding a person with successful career trajectory and hitching your career to theirs is a more reliable way of duplicating success. Others such as avoiding all recent advances in technology may be a little simple-minded and perhaps, unnecessary in the end.
Good Title...poor book.......2004-12-17
I really wish this book did not have so many grammatical errors because I believe people need to simplify their life, but this book insults the reader's intelligence. If a well-respected author like Jack Trout is going to attach his name to a piece of writing he should make sure it is readable. In addition, this book seems to be choppy in its central theme. I do not remember the authors addressing the idea of simplicity throughout the whole book. The central concept was lost somewhere among Jack Trout's tirades to the business professional.
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