Or, if you don’t like leaving things to chance, read on…

Are You Evil Enough?

In business today, the biggest risk isn’t whether you can build a product—it’s whether anyone will care.

Modern marketing isn’t about making more noise. It’s about creating attention you can turn into profitable demand. It’s about subverting platforms to get them to behave in unintended ways that give you an unfair advantage. It’s not about being evil—it’s about being Just Evil Enough.

We’ve spent over three years researching the go-to-market strategies of some of the world’s best brands, from global incumbents to scrappy startups. Just Evil Enough blends game theory, subversive thinking, and behavioural economics to deliver clear frameworks and concrete examples that will help you outwit your competitors and grow your business.

The book is being written by Emily Ross (founder of tech marketing consultancy Inkvine) and Alistair Croll (author of the bestselling Lean Analytics) and will be published in 2021. You can find out more details about it here. Or you can get a head start on it with this live course.

The Live Course

Interest in the book, and the topic, has been unprecedented. As a result, we’ve been asked to create one of the first cohort-based live courses by the founders of Udemy and altMBA. Other folks building the first set of courses include Anthony Pompliano, Sahil Lavingia, Lenny Rachitsky, and Li Jin, so we’re in great company.

While we’re still finalising the details, we know that:

  • This will be a 6-week course taught by Alistair and Emily.
  • It’s designed for startup founders, product managers, and marketing executives.
  • It will feature guest speakers, case studies, and practical exercises.
  • The first cohort will get a significant discount off the normal price for the beta of the class.
  • It will run atop Didactic’s new platform, which is custom-built for live courses and online learning.
  • Survey respondents will be given first priority to sign up for the course when we launch it.

What We Need From You

So we’re running a quick survey—with a twist.


One person who completes this survey will get a free workshop or keynote talk for their event, organization or company. You can use it however you want. Normally, we charge $15K for things like that. The only catch is that if you want us to do it in person, you have to pay for travel. Assuming we go ahead with the course, that winner will also get to attend the entire course, absolutely free.


  1. There are two identical surveys. One black, one orange. You can only take one of them, and only do so once.
  2. If your email address appears in both surveys, or appears more than once, you will be disqualified.
  3. The winner will be chosen at random from the survey that has the most responses by the time the survey closes.


Now that you know the details, it’s time to give us some feedback—and then start sharing the survey you completed, so it gets the most votes. Be creative, and tag us with #justevilenough when you do, so we can come find you.






Alistair is a best-selling author and entrepreneur who accelerates startups, transforms the business models of big companies, and creates some of the world’s best conversations about technology and society.

Emily is a communications expert who works with emerging technology brands, turning complex ideas into stories that fascinate and compel. She’s the founder of bespoke marketing strategy firm Inkvine.

Both of them nerd out about subversive hacks that reset expectations and redefines what’s possible. For three years, they’ve been developing the Just Evil Enough method with audiences and companies worldwide. Right now, you can preorder the book. We have also been asked to teach the book as a course. If that tickles your fancy,  take our course survey. 

What the experts say…

“Every discovery in pure science is potentially subversive”

Aldous Huxley
Brave New World

“Normal is a setting on the dryer. People like us, we don’t get normal” 

Harley Quinn

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