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Rethink marketing for the attention economy.


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

Stop the Press

Inside Out Podcast

Episode 284 with Emily and Alistair of Just Evil Enough

PS London

Mischievous Marketing: Why We Must Dare to be Different

Anatomy of a Strategy

Episode 5 ‘Just Evil Enough’ with Alistair Croll on Spotify

My Worst Investment Ever

Episode 531 with Alistair Croll – To Scale You Have to Get People to Care

Early Reviews

“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 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.

Read More

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.

Read More










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. 

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