Rethink marketing for the attention economy.
CREATE FIENDISHLY CLEVER CAMPAIGNS THAT TURN ATTENTION INTO PROFITABLE DEMAND.
Why This Book?
Just Evil Enough is the study of loopholes—how to find them, and what to do with them when you do.
- How did Farmville go from nowhere to 72 million users in a matter of months?
- How did Genghis Khan establish the largest land empire in history?
- Why does Kraft Mac and Cheese sell a million boxes a day?
- How did New York cab drivers double their average tip values overnight?
- How did the Chinese government fix a 158M annual leak in their tax collections using one simple trick?
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.
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.
The Book
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.”
Evil Asides
The top shelf strategy
Think about the last time you visited a bar: If you see four premium brands on the top shelf of a bar, and a fifth, unknown, brand alongside them, you’ll infer that the fifth brand is of similar quality.
How to think subversively
Underdogs compete within a system whose rules were made by those in power. To win, you have to subvert the system. That means getting it to behave in ways its creators didn’t intend that give you an unfair advantage.
GET IN LINE HONEY.
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.
