The Catalyst – Jonah Berger
The one sentence summary You can change anyone’s mind if you correctly understand the five barriers to change and remove the roadblocks
How To Buy A Gorilla – David Meikle
The one sentence summary Marketers, brands and agencies can resolve their differences and create greater value for brands by thinking harder about
Cultural Velocity – Berger & Burford
The one sentence summary Brands can use agitation, collisions, proximity, spotlights and contributors to ensure cultural velocity - ideas that move fast
How Not To Plan – Binet & Carter
The one sentence summary Much advertising planning avoids the basic spadework of establishing the true facts, uses sloppy language and vague objectives,
Alchemy – Rory Sutherland
The one sentence summary To be brilliant, you have to be irrational – ideas that don’t make sense have surprising power. Want