Every Bastard Says No has to be one of the best marketing reads in a long time – and a must for any entrepreneur. Written by 42 Below Vodka founder Geoff Ross and his wife Justine Troy it’s the story of a Kiwi brand that could.
I love the contrarian views – all well said in the chapter – "I Hate Marketing". Somewhat ironic coming from a former Saatchi and Saatchi suit and celebrated marketer. “People want to stay in the comfort of their own office and feel important by drawing big diagrams, and fancy documents in Powerpoint, but whilst all that’s happening, nothing’s being sold”.
It’s not out in the US just yet but you can get a copy here.