I really liked this book. It read a bit like a Malcolm Gladwell book on we people do the things they do behavioral psychology level. For all those people who got on this author for his "shameful self-promotion" I say that he was just letting us know why he would be qualified to write a book like this. It read more like a resume to me than bragging, so get off his back. The author tells us about how he discovers the "codes" for how people perceive and associate things. The codes aren't exactly what you would think and I found myself intially doubting the codes he suggested. Buuut after you read on and give him a chance to explain what he means I always found myself in agreement and awe. It's a quick, original, and enjoyable read.