Much of the book seems like common sense, yet I think most people, myself included, often forget to use these tips and tools in making our ideas more relevant and engaging.
Thoroughly good book and would recommend to all, not just those involved in marketing/advertising.
This book can help you think better, think clearly, and be better at making choices. This is an easy read with many illustrations and lots of summarized bullet points that are useful.
A nugget of Thinking Fast and Slow, with a more specific focus, and easier to follow, fewer topic shifts and concept introductions. A solid "Hmmm" on the thought provoking scale.
Very helpful content in the beginning, much of which I was able to implement at work immediately. But I felt the authors extended the book too long with example after example.