Serious marketing books shouldn’t be this much fun.
Just Evil Enough will be in select bookstores in early 2025.
Just Evil Enough - First Edition Hardcover
This is much more than a book. It's a ticket to access and unfair advantage. When you preorder direct 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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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's what they said 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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Rory Sutherland meets Malcolm Gladwell.
Ramy Nassar, A Thousand Days Out
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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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Something every business needs to act on immediately if it is to survive in the attention economy.
Elena Poughia, Data Natives
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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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175 pages in already and it’s amazing! I had to stop myself to take a break it’s so good.
Kam Kaffi, Injoy
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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.