Jack Trout is President of Trout and Partners Ltd. (www.troutandpartners.com), one of the most prestigious marketing firms in the United States, with offices in 13 countries and a client list that includes AT and T, IBM, Merrill Lynch, Sears, and other Fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning" products and ideas in the minds of consumers. A sought-after speaker, he is the author of numerous marketing classics including the bestselling Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing, and The Power of Simplicity. Steve Rivkin is coauthor of The New Positioning and The Power of Simplicity and head of a communications consulting firm whose clients include Kraft Foods, Olin Corp., and Horizon Health System. He is based in Glen Rock, New Jersey.Trout, Jack is the author of 'Differentiate or Die Survival in Our Era of Killer Competition' with ISBN 9780471028925 and ISBN 0471028924.