All of those who read this book in order to find a formula or even a guideline are in for a disappointment. This is not a textbook, this is a book written to give one an idea. The book does not teach you how, or why, it opens up a whole new way of thinking and gives the reader new directions to embrace change, and follow new ideas in order to take the business in a new direction.
This book has given me many things to think about, I view the marketing department in a whole new way, and as someone who has a say in the company, I even bring out new ideas which break the mold and take the company into a new direction.
This book has given me the tools to come up with those ideas.