Goodreads asked Paddy Rangappa:

Where did you get the idea for your most recent book?

Paddy Rangappa A few years ago, when a McDonald's market in the region launched its delivery service for the first time, I tried to convince the people responsible that the ad was pedestrian. “How can you say that?” was the aggrieved reaction. “Delivery sales are growing fast because of it.” But McDonald's Delivery was a new service that was filling an unmet need. It was bound to take off, irrespective of what advertising was employed, but good advertising would have created a stronger brand and faster growth. However I found this idea difficult to explain to people heady with success. That’s when I first got the idea for this book. It got cemented a year or so later when McDonald's started conducting a quantitative return on marketing spend analysis and we saw that good brand advertising, which made an emotional connection, actually generated a higher return on marketing investment. The book simply expands on this concept.

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