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"Good ideas are so frequently undermined by bad presentations that it is
almost tragic. This is an absolute must-read for anyone whose success
hinges on the ability to get others to act on an idea" — Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide.
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"A very smart, very funny look at what works, what doesn’t, and why…" — Geoffrey Frost, former Director of Global Advertising, Nike, Inc.
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"Andrew Jaffe combines the knowledge of an insider with the dispassionate perception of an outsider; the clarity with which he depicts the future makes his book a survival necessity for every agency manager." — Sir Martin Sorrell, CEO, WPP
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"Bob Schmetterer, one of the truly creative minds in advertising, teaches leaders in every industry how to win big by thinking different." — William C. Taylor, Founding Editor, Fast Company
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"It’s a perfect lesson in advertising for newcomers—and a familiar and laughably painful reminiscence for those of us entrenched in this noble and often crazy profession." — Lee Clow, Chairman of TBWA Chiat/Day Chief Crative Officer, Worldwide
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"Dru tells how to pump new energy into brands with fresh, even revolutionary thinking." — Aldo Papone, Senior Advisor, American Express Co.
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"I could say 'I like' Beyond Disruption. A lie. I love this book." — Tom Peters, Chairman, Tom Peters Company and coauthor of In Search of Excellence
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"Ken Sacharin has written a terrific book that is a must-read for all in the advertising industry." — Murray Gaylord, Director, Fusion Marketing Yahoo! Inc.
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"If you want to get rid of your preconceived ideas about marketing and become a true Challenger, you must read this book." — Goran Lundqvist, President, The Absolut Company
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"Well researched . . . both a history lesson in brand development and a walk down memory lane." — USA Today
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"Here, at last, is the perfect book for anyone passionate about becoming a better creative thinker." — Roberto Wilson, Creative Director, Advertising and Graphic Design, Cirque du Soleil
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"An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." — Charles Lanphear, Global Media Director, H.J. Heinz Company
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"Richards has clearly outlined exceedingly sane ways for any company to retain star performers." — Dick Hammill, Senior VP of Marketing and Advertising, the Home Depot
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"Larry Oakner is a savvy veteran and his book is enlightening, instructive, and entertaining." — Charles Osgood, Anchor, CBS News Sunday Morning and the Osgood File, CBS Radio
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"This is the book I wish I had written." — Jay Chiat, founder Chiat/Day
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"…valuable insights and creative solutions on how to break through the clutter…" — O. Burtch Drake, President and CEO, American Association of Advertising Agencies
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"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." — Robert Herbold, EVP and COO Microsoft Corp.
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"Advertising will change more in the next five years than it has in the last fifty. Joseph's book is a postcard from the cutting edge. For anyone out there who thinks that old marketing formulas still apply, this book on new marketing should be required reading." — Donny Deutsch, Chairman/CEO, Deutsch, Inc.
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"What a terrific idea for a book. Wish it had been around when I entered the business." — Rick Boyko, Managing Director, VCU Adcenter
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