The book is a treasure trove of wonderfully articulated ideas which are very neatly linked to marketing. There’s never too much detail, and never not enough; rather just the right amount of scientific evidence is offered such that the points made are convincing yet comprehensible and not overly academic. It really is perfectly pitched. Full disclosure, my undergraduate degree was in Social Psychology (which is what Behavioural Economics used to be called when we still lived in caves) so I’ve probably got some biases of my own as to the relevance, importance and usefulness of this stuff. OK, I admit it. I’m a fan!
