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Serious Marketing Books Shouldn’t Be This Much Fun.

Just Evil Enough is the subversive marketing handbook. It’s the result of a decade’s research into how underdogs and challenger brands unseat incumbents and disrupt industries.

Only a fool fights on a level playing field. Subversive thinking is a skill you can learn, and this book is packed with all the hard truths nobody’s willing to say out loud.

To get your hands on it before your competitors do, preorder the hardcover First Edition here.

Just Evil Enough
– First Edition Hardcover

$83.00 CAD
New thinking, clear frameworks, and surprising stories that show you how to unseat incumbents, reframe markets, and thrive in the attention economy.

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Don’t take our word for it.

It might be hard to believe the authors of a book packed with mischief when we tell you this book will fundamentally change how you think about modern marketing. We enlisted experts from psychology, marketing, product management, agencies, startups, and beyond to give us feedback and lend their expertise.

Here’s what they said after reviewing the book.

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

Farrah Bostic, The Difference Engine

Precision tools for subverting norms without causing harm. Bursting with well-researched strategies and surprising examples.

David McRaney, You Are Not So Smart

Loved it. Super fun and engaging. The case studies are awesome.
Ben Yoskovitz, Highline Beta

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, Martech

175 pages in already and it’s amazing! I had to stop myself to take a break it’s so good.
Kam Kaffi, Injoy

A small number of firms think differently about brands, products, and markets—and in doing so, achieve disproportionate, and often unexpected, success.
Dr. Theo Lyn, DCU

Rory Sutherland meets Malcolm Gladwell.
Ramy Nassar, A Thousand Days Out

Something every business needs to act on immediately if it is to survive in the attention economy.
Elena Poughia, Data Natives


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 the last number of years, they’ve been developing the Just Evil Enough method with audiences and companies worldwide.

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

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