I've been thinking a lot of the title of a book. Three months ago on a trip to visit a client in Buffalo, I came across Jack Trout's new book, In Search of The Obvious. (Please note that I have not read this book and while I like much of what Trout has written, I've also taken him to task for some old thinking.) While I haven't read the book, I've been obsessing about the concept of the obvious.
