So who's Jack Trytten?

Marketing is focused on influencing behavior. Just as mathematics and physics form the foundation for engineering, psychology forms the foundation of marketing. Mr. Trytten's undergraduate education and continued study in psychology, (Northwestern University, BA, 1968) have helped him develop a capability for deep insight into purchase behavior. That, coupled with his MBA in marketing, (University of Michigan, Ross School of Business, MBA, 1970), and over thirty years of successful advertising and marketing consulting experience, has led to his successful consulting practice and many successful marketing programs.

At McCann Erickson, Jack guided Budget Rent a Car through a major restructuring of their brand resulting in a phenomenal increase in market share from 4% to 26% over 4 years He also led the team to assist Kraft on all new product development. The team was responsible for several new products that brought over $300 million to Kraft in sales. Later, at BBDS, the team developed successful new products for Amoco, Schlage Lock, Little Crow Foods, Ingersoll-Rand, among others.

This team eventually became his consulting company, Insight Direction, Inc. and their experiences with Kraft and others led to their innovative efforts to improve new product development. With assistance from cognitive neuroscientists, psychologists and psychiatrists, Jack developed a revolutionary research process that provides accurate, in-depth insight into human behavior, particularly purchase behavior. The firm has generated insights that have led to many successful new product introductions in food, hardware, athletics, along with industrial capital equipment and OEM components.

You'll find more information about Mr. Trytten on LinkedIn, and the firm's website.