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Your competitors will wish you hadn’t heard of this book

Just Evil Enough shows you how to subvert norms, capture attention, and find asymmetric advantage in noisy markets.
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Praise for Just Evil Enough: The Subversive Marketing Handbook

“David Ogilvy said that the best ideas often arrive as jokes. And that was in the 1960s, when you could actually have fun at work. Today, in a tedious age of corporate puritanism, the genuinely subversive, joyful sense of mischief you’ll learn from this book is the one quality your competitors will find impossible to copy.”

Rory Sutherland; Vice-Chairman of Ogilvy UK and author of Alchemy

“If you work in marketing—or, quite frankly, if you work in business, period—Just Evil Enough is a MUST-READ. I absolutely bloody loved this book and you will too.”

Cindy Gallop; Brand and innovation consultant, former chair of BBH US, and founder of MakeLoveNotPorn

“Reveals the secret tactics of subversive marketing that give underdogs an edge. Packed with practical strategies and fascinating examples, this book is essential for any entrepreneur aiming to disrupt the status quo.”

Harley Finkelstein; President, Shopify

“I can’t wait to insist that everyone I know in marketing buys this book.”

Farrah Bostic; The Difference Engine

“Packed with real-world examples and practical advice,
Just Evil Enough proves the power of refusing to follow the status quo.”

Eric Ries; author of The Lean Startup

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About the Authors

Croll, Alistair

Nationality – Canadian
Specialization – Analytics
Tactic of choice – Bait and Switch
Mischief Level – 10/10

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

Nationality – Irish
Specialization – Storytelling 
Tactic of choice – Bug into Feature
Mischief level – 10/10

Leads EMEA Brand Strategy and Creativity at X. Holds multiple qualifications in marketing, PR & analytics. Advisory board at SXSW Pitch, and GoGreen Routes, a pan-European EU funded research project. Mentor, advisor, speaker and lecturer on content strategy and communications. 

Just Evil Enough:

The Subversive Marketing Handbook

In a world saturated with marketing noise, how do you rise above the crowd? Just Evil Enough teaches you how to bend the rules—and sometimes rewrite them—to win in the attention economy. Packed with over 200 case studies and proven frameworks, this playbook helps you uncover clever, unexpected tactics that put your competition on their heels.

Written by best-selling author Alistair Croll and marketing expert Emily Ross, this book isn’t just theory—it’s a blueprint for action. Whether you’re a startup founder, a seasoned marketer, or an advisor looking to disrupt the status quo, Just Evil Enough gives you the tools to find your unfair advantage and use it strategically.

Just Evil Enough:

The Subversive Marketing Handbook

In a world saturated with marketing noise, how do you rise above the crowd? Just Evil Enough teaches you how to bend the rules—and sometimes rewrite them—to win in the attention economy. Packed with over 200 case studies and proven frameworks, this playbook helps you uncover clever, unexpected tactics that put your competition on their heels.

Written by best-selling author Alistair Croll and marketing expert Emily Ross, this book isn’t just theory—it’s a blueprint for action. Whether you’re a startup founder, a seasoned marketer, or an advisor looking to disrupt the status quo, Just Evil Enough gives you the tools to find your unfair advantage and use it strategically.

Why this book?

Just Evil Enough: The Subversive Marketing Handbook is the study of loopholes, how to find them, and what do to with them when you do.

  1. How did Genghis Khan establish the largest land empire in history?
  2. How did Farmville go from nowhere to 72 million users in a matter of months?
  3. Why does Kraft Mac and Cheese sell a million boxes a day?
  4. How did New York cab drivers double their average tip values overnight?
  5. How did the Chinese government fix a 158M annual leak in their tax collections using one simple trick?
JEE Book

Just Evil Enough is available as a direct-from-author hardcover, audiobook, and ebook. You can also find it on Amazon.

Order direct from us, or support your local bookstore.

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Recent News

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Designing the cover

Just Evil Enough will be unleashed on the world later this year. Rhona’s first step was a mood board. This stage of the design process is a visual collage of the concepts and feelings we’ve shared. Done right, the ley lines of the finished product begin to emerge.

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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.

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