Jack Trout, co-author in 1981 with partner Al Ries of Positioning: The Battle for Your Mind, which sold 2 million+ copies, died June 5 at his home in Greenwich, Conn.

Cause of death was intestinal cancer.

Jack TroutJack Trout

Trout said the basic premise of his book was to capitalize on associations and connections that already existed for a product or service rather than creating something from scratch. He authored or co-authored 16 other books on the subjects and lectured widely about it.

Ries formed his own consulting firm in 1994 with his daughter, Laura.

Positioning book cover

Both firms built sizable businesses in China. “Positioning” sold more than 400,000 copies in that country.

Trout, a native of New York, graduated from Iona College and served in the U.S. Navy as a flight navigator.

His initial job was in the ad department of General Electric. He joined Ries after working at Uniroyal, a client of the firm.

Clients have included DuPont, Merck, IBM, Procter & Gamble, AT&T, Apple and General Mills, Eli Lilly and Intel.

The website of the Greenwich-based firm lists offices in 20 countries.

Survivors include his wife, Patricia; six children, Timothy, Joanne, Nancy, Susan, Christine and Peter, and 15 grandchildren.