After seeing a rating of 4.3 stars on Audible.com, I happily downloaded the book expecting a treat. What a disappointement! I've been an Audible subscriber for some time now, and this has been the first book I haven't finished. I got about one quarter of the way through and deleted it.
Pros: Some good stories and ideas (but nothing that you couldn't find in any other marketing book of higher quality).
Cons: As another reviewer suggested, the author merely gives examples of successful ads and tries to explain how they worked because they went against the grain and got a lot of attention. Well, I could have told you that! The real problem lies in the author's conclusions. The underlying theme seems to be: "Do the opposite of whatever you think will work best." If you think an ad is tasteless, inappropriate, and irrelevant, then run it because it will be a great success. If the ad has nothing whatsoever to do with the product, then it is more likely to succeed. For example, one of her "bright" ideas is: "You must forget about what makes sense...illogical thinking means that when you're asked to promote a bottle of water, you realize that water is the last thing you should focus on."
Conclusion: I give this book a rating of 1.5 stars. Don't waste your time on this book.
Cons: Frequent swearing, including the f-word about a dozen times. There is a mild amount of annoying repetition, but it is bearable. The view presented by this book makes it sound like Jobs was great at recruiting and speaking, but otherwise was horrible to his employees and got lucky with his successes. I find it hard to believe he didn't play a more integral part of his huge sucesses.
Pros: Great stories about Jobs that are almost unbeleivable. The author has made me really feel that I know Jobs well. Business leaders may also find the stories contain ideas of good and bad ways to lead. Would be, in my opinion, one of the best books on Audible.com so far were it not for the excessive swearing.
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