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I was reading this from a marketing point of view but I didn't get much useful info other than to think about how the mind perceives cool. Worth the read just for the interesting ideas such as "Rebel cool" going against the grain on purpose, showing your hybrid car for status. Interesting but wished there were more actionable ways to make my brand cool. Thanks for the info!
it takes genius to make something simple. By that standard, this book was absolutely not written with genius. The book was narrated well, but the contents smelled like some Master's thesis and not a book meant for actual reading. I kept waiting for the good part, but it never came. Save your time and money, get a different book. Despite the title, this book is a total square.