If you’re fascinated by human behaviour, psychology, and why some innovations take off and others totally flop, I couldn't recommend this highly enough. Tim Stroh literally read thousands of research studies and books to figure out why humans make the decisions we do – particularly the totally irrational ones. It’s a gripping read, an exceptional explanation of societal scale behaviour and decision-making, and what that has to do with innovation success. And the best bit is he has condensed it all into one phenomenal book - you should have seen how long the first draft was! Tim Stroh you’ve given us all a great gift through your hard work! It was an absolute joy and honour to edit such a groundbreaking book 🎉
This writer has a storytelling style with engaging and informative anecdotes and examples. It presents a common sense explanation of the motivation behind the choices we make. A must read for anyone in marketing or entrepreneurs. These skills are valuable tools in eliminating luck from a product launch.