Rethink marketing for the attention economy.

CREATE FIENDISHLY CLEVER  CAMPAIGNS THAT TURN ATTENTION INTO PROFITABLE DEMAND.

MARKETING IS FOLKLORE

Once, marketers pushed out information to a hungry, curious audience. But we live in an attention economy, and creating more information simply adds to the cacophony of voices competing for scarce attention.

In a rapidly changing business landscape, yesterday’s golden rules are wholy outdated. Today they are myths, they are folklore. To succeed, you must learn new ways to subvert the system. You can do this by finding and exploiting loopholes in how we share, discover, and act.

If your go-to-market strategy doesn’t undermine industry norms and get platforms to behave in unexpected ways that tilt the scales in your favour, you’ll probably fail.

We’d rather that didn’t happen.

 

JUST

EVIL

ENOUGH

 

ORDER

IT

NOW

No one cares. 

Your idea isn’t that interesting. Your audience has plenty on its mind, across multiple screens, inboxes and feeds. Your message is competing with every meme, every TikTok and every YouTuber that ever lived. 

In an information-saturated world, the problem is not whether you can bring something to market—it’s whether anyone notices. The good news is that you can make these platforms behave in unintended ways, giving you the upper hand against the competition.

  • Ryan Reynolds Hacks Peloton Viral Ad to Sell Gin
  • Burger King Trolls Top Influencers to Generate millions of views (at no cost)
  • Tinder Founder Subverts Frat House Networks to Grow Signups at Launch
  • Budweiser Hijacks Champions League with SEO Smarts

ABOUT CROLL & ROSS

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.

Want early access to the ideas behind Just Evil EnoughMail us for details on our virtual and in-person workshops.

“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. 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
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
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
Sunil Sharma
Managing Director, Techstars Toronto

“Your keynote is still fresh in my memory – one of the best I’ve seen in my career as an event organizer!”

Christian Qvist Grønning
Christian Qvist Grønning
Danish Marketing Association

NOT SO FAST.

In the wrong hands, this book could sow chaos and destruction. Or worse, sit idle on a shelf while your brand withers and your customers grow bored.

To make sure it gets to those who need it most, we first need to complete an assessment of your propensity for mischief and subversion. Complete the form below, and await further instructions.

DO NOT CALL THIS NUMBER
+001-800-424-8802
ARE YOU THOUGH?
Iam@justevilenough.com
CURRENTLY SITUATED
Ireland | Canada
TWITTER
@evilenough

Copyright Croll & Ross 2021. All Rights Reserved   |   Site by Inkvine   |   Cover art by @Pthagonal

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