... Essential reading
... Richard Shotton’s excellent paperback is a prime example of observation and investigation in the field of comprehending what makes each of us tick. Its contents are very human and engaging, while the language used is charming and immensely entertaining. If you own, or operate, a business, there is much to be learned from the 25 surprisingly short chapters. Each of them concentrates on cognitive biases and provides practical means by which you can employ similar techniques, to apply them to your own marketing challenges... Exceptionally easy to read and, then, to apply the lessons learned, I have seldom read such a useful business book.