"A truly thought-provoking book."-Timothy Keiningham, IPSOS Loyalty "This book puts marketing's myth-makers, of which there are many, in their proper place."-Thomas Bayne, MountainView Learning "A scientific journey that reveals and explains with great rigour the Laws of Growth."-Bruce McColl, Mars Incorporated "Until every marketer applies these learnings, there will be a competitive advantage for those who do."-Mitch Barnes,The Nielsen Company ![]() or be left hopelessly behind."-Joseph Tripodi, The Coca-Cola Company ".marketers need to move beyond the psycho-babble and read this book. And I laughed out loud at his characterisation of supposedly committed consumers as "uncaring cognitive misers"."-Marketing Week Reading Sharp's critique of the cult of differentiation made me smile. ![]() It's a book I wish I had the intelligence to write. "More than anything else, however, I'm just plain envious.
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