Serious marketing books shouldn’t be this much fun.
Just Evil Enough shows how underdogs and challenger brands subvert norms, hack markets, and find unfair advantages. Packed with hundreds of case studies, it’s the result of a decade’s research into go-to-market strategy. It’s also damned interesting.
Just Evil Enough - First Edition Hardcover
This is much more than a book. It's a ticket to access and unfair advantage. When you buy the book directly from us, you get bonus material we couldn't include, invites to online events, and printable workbooks that will unlock the book's frameworks for your team.
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The book is also available as an audiobook on Audible or Spotify, and as a Kindle ebook.
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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 that it 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 are just a few of their comments after reviewing the book.
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The genuinely subversive, joyful sense of mischief you’ll learn from this book is the one quality your competitors will find impossible to copy.
Rory Sutherland, Vice Chairman of Ogilvy UK and author of Alchemy
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Just Evil Enough is a MUST-READ. I absolutely bloody loved this book and you will too.
Cindy Gallop, brand and innovation consultant, former Chair of BBH US, and Founder of MakeLoveNotPorn
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Reveals the secret tactics of subversive marketing that give underdogs an edge. Packed with practical strategies and fascinating examples, this book is essential for any entrepreneur aiming to disrupt the status quo.
Harley Finkelstein, President, Shopify
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Precision tools for subverting norms without causing harm. Bursting with well-researched strategies and surprising examples.
David McRaney, You Are Not So Smart
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I can’t wait to insist that everyone I know in marketing buys this book.
Farrah Bostic, The Difference Engine
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Mixes sharp, essential theory with joyful, real-life-lived stories.
Andy Nulman, Founder of Just For Laughs andauthor of Pow! Right Between the Eyes
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Packed with real-world examples and practical advice, Just Evil Enough proves thepower of refusing to follow the status quo.
Eric Ries, author of The Lean Startup
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Alistair and Emily show you the angles and edges of what is being done to get consumers to buy. They also chart a path for all of us to be our very best by understanding why being just evil enough isn’t all that evil after all. A great and important read.
Mitch Joel, ThinkersOne, Six Pixels of Separation, and CTRL ALT Delete.
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A blueprint for turning weaknesses into weapons, outsmarting adversaries, and subverting norms.
Colin Lewis, DMX/Marketing Week
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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
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Shows you how to think around the edges of problems to find unexpected solutions ... Claiming to give you a new toolset, it will, in fact, give you a new mindset—one that’s essential to modern marketers.
Professor Stephen Kinsella, Head of the Department of Economics and Director ofImmersive Software Engineering at University of Limerick, and Government Advisor
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A must-read for anyone ready to inject some strategic mischief into their approach and leave the competition scrambling.
Dermot Casey, CEO, IRDG
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How to challenge the status quo, outsmart the more game-theoretic actors in your space, and try unconventional methods to achieve extraordinary results.
Jen Van der Meer, Reason Street
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Loved it. Super fun and engaging. The case studies are awesome.
Ben Yoskovitz, Founding partner of Highline Beta and co-author of Lean Analytics. Yes, Ben wrote a book with Alistair so maybe don't trust this one as much as the others.
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Founders have accidentally become too conventional. Just Evil Enough is an extraordinary reminder that causing disruption rarely involves following the rules. This book shows you how
Raymond Luk, Flow.
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This book has reshaped my perspective on innovation and is a must-read for anyone ready to outsmart the competition and lead with real impact.
Barry O'Reilly, cofounder Nobody Studios, Author of Unlearn and Lean Enterprise
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Emily Ross is a not-so-evil genius and this book is a gem.
Julia Hobsbawm OBE, Founder and CEO, Workathon
Don’t believe book blurbs?
We understand healthy skepticism. So here’s some unsolicited feedback from people like you who’ve bought and read the book. We’re not naming them to protect their privacy, but most of these are from public posts on social media.
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This book is fantastic. It will be read from cover to cover and then all over again!
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Highly recommend the material for founders looking for a novel and sustainable way to reach their customers.
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This just maybe the best ever book on marketing I've read.
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This might be the most impactful marketing book I've read in almost a decade ... the most genuinely original thinking I've found since Play Bigger.
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Most tech entrepreneurs, including yours truly, focus too much on product development and ignore marketing. if you’re ready to give marketing the attention it deserves, this is your chance.
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I just hit chapter 5 and my eyes are bleeding, man. Staying up too late reading and then driving my team nuts with subversive thoughts.
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Required reading on how to be different, which really is what marketing should be about. Break some rules or at least push the limits if you want to make things happen.
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It’s been really interesting thinking of ways to apply what I’m learning in your book to the niche market of bespoke technical solutions in the Defense Industry. I’ve been particularly appreciative of how actionable the information is.
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If I can’t convince my company to stump up for copies, I might just give out copies as gifts. I’ve been sharing the link to the recon canvas to a few people (BTW: the Recon Canvas section alone was worth the cost of the book!)
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Am pretty gobsmacked. I wanted to reach out and say OMG your shit is frigging brilliant. LOL.
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I'm 100 pages in and already shocked with how much they've packed into the printed pages alone!
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As an owner of one of those 1,200 [First Edition pre-order copies], I can confirm that it is damn good.
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An email about nothing else at all except to say I FUCKING LOVE THIS BOOK. It is BRILLIANT. Congratulations.
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175 pages in already and it’s amazing! I had to stop myself to take a break it’s so good.
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Don't know many people that want to read business books when sick in bed, but Just Evil Enough got me. I was a feverish mess yet still sneaking business tips, tactics, and inspiration instead of conking out. Not many business books can inspire me to turn a sick day into a strategy session.
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This ranks up there with the best business books I’ve ever read and I’m already working on implementing a few of the ideas. I work in a big company and I now realize I have been operating somewhat subversively for years! Time to make it officially subversive… : )
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For those of us in small business who need to wear a lot of hats, including hats that we may not have any real business wearing but rest on our head none the less, this book helps see marketing and our market in a different way ... great examples of marketing strategies that defied norms, took unusual advantage of opportunities, and made maximum return of investment dollars. If you want to rethink marketing or just get great handbook of real life examples of campaigns that made waves without breaking the bank, I highly recommend Just Evil Enough.