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.

Rethink Marketing for the Attention Economy

‘Just Evil Enough’ won’t turn you into an evil genius

—but it will give you the means to think like one.

Reset how you think about marketing in the attention economy.
See your market, platforms, and norms in a new light that reveals unexpected vulnerabilities.
Discover unique advantages—from arbitrage, to disagreeability to automation.
Combine asymmetric advantages and learn to reframe your marketing environment.
Use motivated reasoning, game theory, threat modelling and brainstorming to reveal your best campaigns.
Build competitive moats while delaying channel burnout, to make the most of your zero-day exploit.

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.

About The Authors

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.

About the Book

Live Course

In 2021, we were invited by Maven to translate the ‘Just Evil Enough’ book into an elite, cohort based course. And so we adapted the core ideology of the book – distilling all of our best bits into a practical, intensive three-week course for founders, leaders and marketing professionals.

VISIT MAVEN

Lessons

Want to be taught a thing or two (or more) about subversive marketing, without lifting a finger? Just sign up for our free email series – each one outlining a core idea, approach, framework or method that will transform you into a subversive, zero-day marketer. What are you waiting for?

TEACH ME A LESSON

Rumblings and Hearsay

“A small number of firms think differently about brands, products, and markets—and in doing so, achieve disproportionate, and often unexpected, success.”

Prof. Theo Lynn

Prof. of Digital Business, DCU

“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.”

Scott Brinker

Program Chair, Martech

“Being Just Evil Enough is something every business needs to act on immediately if it is to survive in the attention economy.”

Elena Poughia

CEO & Founder, Data Natives

“Just Evil Enough captivated the attention of the founders in a manner seldom seen, and provoked so much discussion and reflection.”

Sunil Sharma

Managing Director, Techstars Toronto

Evil Asides

The Root of All Evil – Talking Money with Wall Street Wolf Rob Passarella

Fāpiào, Game Theory and Compliance

Diamonds Suck – De Beers Subverts the Market

JUST

EVIL

ENOUGH

ORDER

IT

NOW

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.