“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.”
