{"id":3207,"date":"2020-12-24T08:18:22","date_gmt":"2020-12-24T13:18:22","guid":{"rendered":"https:\/\/espacesolo.ca\/bloggy\/?p=3207"},"modified":"2025-05-14T12:50:05","modified_gmt":"2025-05-14T16:50:05","slug":"in-search-of-the-obvious","status":"publish","type":"post","link":"https:\/\/www.natmark.net\/bloggy\/in-search-of-the-obvious\/","title":{"rendered":"In search of the obvious, The Antidote for Today&rsquo;s Marketing Mess"},"content":{"rendered":"<p style=\"margin-bottom: 0px; margin-top: 0px;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3208 size-full\" src=\"https:\/\/www.natmark.net\/bloggy\/wp-content\/uploads\/2020\/12\/in-search-obvious.png\" alt=\"In Search of the Obvious\" width=\"230\" height=\"361\" srcset=\"https:\/\/www.natmark.net\/bloggy\/wp-content\/uploads\/2020\/12\/in-search-obvious.png 230w, https:\/\/www.natmark.net\/bloggy\/wp-content\/uploads\/2020\/12\/in-search-obvious-191x300.png 191w\" sizes=\"auto, (max-width: 230px) 100vw, 230px\" \/>Auteur : Jack Trout (208 pages)<\/p>\n<p style=\"margin-bottom: 0px; margin-top: 0px;\">ISBN (papier) : 978-9-385-15208-5<\/p>\n<p style=\"margin-top: 0px; margin-bottom: 0px; font-size: smaller;\">(Aussi en format audio et num\u00e9rique)<\/p>\n<p style=\"margin-top: 0px;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3216\" src=\"https:\/\/www.natmark.net\/bloggy\/wp-content\/uploads\/2020\/12\/5-stars.png\" alt=\"5 \u00e9toiles\" width=\"76\" height=\"16\" \/><\/p>\n<p><!--\n\n\n<div style=\"text-align: left; padding-bottom: 20px;\"><span style=\"font-size: .8em;\">\u00c9coutez la version audio de ce billet\n<audio controls=\"controls\"><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\"><\/span> \n<source src=\"https:\/\/espacesolo.ca\/audios\/In-search-of-the-obvious.ogg\" type=\"audio\/ogg\" \/>\n<source src=\"https:\/\/espacesolo.ca\/audios\/In-search-of-the-obvious.mp3\" type=\"audio\/mpeg\" \/>\n <span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\"><\/span><\/audio><\/span><\/div>\n\n\n--><br \/>\nPourquoi l&rsquo;\u00e9vidence est-elle si difficile \u00e0 accepter pour certains et pourquoi les marketeurs sont-ils incapables d&rsquo;accepter que certaines choses n&rsquo;ont PAS besoin d&rsquo;\u00eatre am\u00e9lior\u00e9es? Voil\u00e0 l&rsquo;angle d&rsquo;approche de l&rsquo;auteur \u00e0 travers l&rsquo;int\u00e9gralit\u00e9 de ce livre.<\/p>\n<p>Un grand coup de semonce (et de pied au derri\u00e8re) \u00e0 tous ces vendeurs et marketeurs qui croient mieux comprendre le client que le client ne se comprend lui-m\u00eame et qui s&rsquo;ent\u00eatent \u00e0 laisser leur ego prendre le contr\u00f4le en compliquant des concepts qui sont d\u00e9j\u00e0 hurlants d&rsquo;\u00e9vidence.<br \/>\n<!--more--><\/p>\n<p>Ici, l&rsquo;auteur remet en question les th\u00e9ories \u00e0 la mode qui tentent tour \u00e0 tour de s&rsquo;imposer comme \u00e9tant LA solution miracle pour acc\u00e9der \u00e0 l&rsquo;hyper-croissance, et implore les entreprises \u00e0 revenir \u00e0 la base\u00a0: le gros bon sens! Celui que le client comprend, auquel il peut s&rsquo;identifier et faire confiance.<\/p>\n<p>Par des arguments b\u00e9ton et des exemples qui nous interpellent, l&rsquo;auteur nous d\u00e9montre combien certaines marques ont litt\u00e9ralement \u00e9t\u00e9 ruin\u00e9es, d\u00fb \u00e0 l&rsquo;acharnement de gens qui voulaient \u00ab\u00a0am\u00e9liorer\u00a0\u00bb les choses&#8230; pour les mauvaises raisons.<\/p>\n<p>M\u00eame si la version initiale de ce livre date de 2008, ses constats sont quasi intemporels puisque plusieurs des exemples donn\u00e9s se rapportent \u00e0 des entreprises et des marques que nous connaissons bien et dont nous avons \u00e9t\u00e9 t\u00e9moins des bons et mauvais coups, ce qui donne encore plus de poids aux arguments de l&rsquo;auteur.<\/p>\n<p>NDLR : En d\u00e9but du livre, l&rsquo;auteur nous r\u00e9f\u00e8re au livre Obvious Adams, The Story of a Successful Businessman \u00e9crit en 1916 par Robert R. Updegraff. En fait, il consid\u00e8re que c&rsquo;est le meilleur livre de marketing jamais \u00e9crit et nous invite \u00e0 le lire avant de continuer notre lecture. Ce tr\u00e8s court livre d&rsquo;une quarantaine de pages \u00e9tant du domaine public, vous pouvez <a href=\"https:\/\/www.natmark.net\/obviousadams.pdf\" target=\"_blank\" rel=\"noopener\">le t\u00e9l\u00e9charger gratuitement<\/a>.<\/p>\n<p>C&rsquo;est un livre que je recommande fortement \u00e0 tous !<\/p>\n<hr \/>\n<p><strong>En jaquette du livre : <\/strong><\/p>\n<p>This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable:<\/p>\n<ul>\n<li>Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy.<\/li>\n<li>Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy.<\/li>\n<li>Research people are criticized for generating more confusion than clarity. They will not be happy.<\/li>\n<li>Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy.<\/li>\n<li>Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can.<\/li>\n<\/ul>\n<p>But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors &#8212; in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Auteur : Jack Trout (208 pages) ISBN (papier) : 978-9-385-15208-5 (Aussi en format audio et num\u00e9rique) Pourquoi l&rsquo;\u00e9vidence est-elle si difficile \u00e0 accepter pour certains et pourquoi les marketeurs sont-ils incapables d&rsquo;accepter que certaines choses n&rsquo;ont PAS besoin d&rsquo;\u00eatre am\u00e9lior\u00e9es? Voil\u00e0 l&rsquo;angle d&rsquo;approche de l&rsquo;auteur \u00e0 travers l&rsquo;int\u00e9gralit\u00e9 de ce livre. Un grand coup de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[509],"tags":[621,634,719],"class_list":{"0":"post-3207","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-lectures","7":"tag-lecture-daffaires","8":"tag-marketing","9":"tag-vente","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>In search of the obvious, The Antidote for Today&#039;s Marketing Mess - Le Blogue du Solo<\/title>\n<meta name=\"description\" content=\"Un grand coup de pied au derri\u00e8re \u00e0 tous ceux qui croient mieux comprendre le client que le client ne se comprend lui-m\u00eame.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.natmark.net\/bloggy\/in-search-of-the-obvious\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In search of the obvious, The Antidote for Today&#039;s Marketing Mess - Le Blogue du Solo\" \/>\n<meta property=\"og:description\" content=\"Un grand coup de pied au derri\u00e8re \u00e0 tous ceux qui croient mieux comprendre le client que le client ne se comprend lui-m\u00eame.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.natmark.net\/bloggy\/in-search-of-the-obvious\/\" \/>\n<meta property=\"og:site_name\" content=\"Le Blogue du Solo\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/pages\/Natmark-Concept\/293760378802\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-24T13:18:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-14T16:50:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.natmark.net\/bloggy\/wp-content\/uploads\/2020\/12\/in-search-obvious.png\" \/>\n<meta name=\"author\" content=\"Nathalie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/MmeNatmark\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nathalie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/\"},\"author\":{\"name\":\"Nathalie\",\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/#\\\/schema\\\/person\\\/0dcf6c8a4950b213f25f3d320a4b12e8\"},\"headline\":\"In search of the obvious, The Antidote for Today&rsquo;s Marketing Mess\",\"datePublished\":\"2020-12-24T13:18:22+00:00\",\"dateModified\":\"2025-05-14T16:50:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/\"},\"wordCount\":572,\"image\":{\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/in-search-obvious.png\",\"keywords\":[\"lecture d'affaires\",\"marketing\",\"vente\"],\"articleSection\":[\"Lectures\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/\",\"url\":\"https:\\\/\\\/www.natmark.net\\\/bloggy\\\/in-search-of-the-obvious\\\/\",\"name\":\"In search of the obvious, The Antidote for Today's Marketing Mess - 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