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.
“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.”
