As we all know, business gurus, consultants, and executives frequently justify their work by couching it in complex ways that look and sound impressive. Moreover, people are often afraid to adopt simple solutions based on "common sense" because it wouldn't make them look smart. However, as renowned marketing and management expert Jack Trout persuasively shows, this "needless complexity" actually subtracts value from the enterprise. This summary "pulls no punches when critiquing the emperor's new clothes and indicting his tailors." It highlights some of the important simplifying assumptions that Trout has formulated in the course of his career. It also makes a solid case that it's the executives who stress simplicity who inevitably create maximum value for their companies.
