Reinventing the Business of News
A thousand years before the printing press, the Romans were fetishising an interest in current affairs and news through the use of handwritten newsletters.
CREATE FIENDISHLY CLEVER CAMPAIGNS THAT TURN ATTENTION INTO PROFITABLE DEMAND.
Every great brand has a skeleton in its closet. Just Evil Enough unearths those bones —old and new— and uses them to cast for insights that will give readers a playbook for a new kind of marketing.
The attention economy destroyed traditional marketing. Great marketers must cut through the noise, and unearth new ways to create attention. More than that, to be truly successful, they must convert that attention into profitable demand.
This is a skill you can learn.
We have spent years mastering the art of attention marketing and analyzing subversive strategies that can cut through the noise. Just Evil Enough is a go-to-market handbook for those who already know that the game is rigged.
Croll, Alistair: Entrepreneur, author, and business educator. Co-author of the best-selling Lean Analytics; founder of web performance pioneer Coradiant. A visiting executive at HBS, launched and chaired several of the world’s leading technology conferences.
Ross, Emily: Holds multiple qualifications in marketing, PR & analytics. Consults for VC funds, accelerators and an advisory board member at SXSW. Founder of Inkvine, a boutique marketing firm delivering award-winning, subversive marketing campaigns.
Four years in the making; written in the margins of data conferences, airport lounges and across time zones. With detailed interviews and lightbulb moments, Just Evil Enough is a revolutionary guide that pieces together meaning from the rubble of the modern day marketing mix.
“A small number of firms think differently about brands, products, and markets—and in doing so, achieve disproportionate, and often unexpected, success.”
“A rallying cry for marketers everywhere to stop writing press releases and instead find subversive, sustainable, brand-consistent ways to create attention they can turn into profitable demand.”
“Being Just Evil Enough is something every business needs to act on immediately if it is to survive in the attention economy.”
“Just Evil Enough captivated the attention of the founders in a manner seldom seen, and provoked so much discussion and reflection.”
A thousand years before the printing press, the Romans were fetishising an interest in current affairs and news through the use of handwritten newsletters.
One of the key questions any business, brand or book needs to be able to answer is – “who is your audience?”
If you want to get your hands on an copy of Just Evil Enough before it goes on general release, you can register your interest here. We’ll also send you some sneak-peak material and the occasional update too. You’re welcome.
Copyright Croll & Ross 2023. All Rights Reserved | Site by Inkvine | Cover art by @Pthagonal