Title: Spin over substance
Product review: EVEolution is a case of spin over substance. Popcorn and Marigold's incessant jargon creation (FutureScape, TrendProbe, SocioQuake, EVEsdropping) rob their ideas of any real power. Once past the packaging, it quickly becomes clear that EVEolution is built on a shaky assumption. Popcorn and Marigold argue that "Women don't buy brands; they join them." While some of the techniques described in the book are innovative and even interesting, they ignore the simple fact that women are smart enough to know the difference between an invitation to "join" and a sales pitch.
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