Negative Positive
Title: Very insightful
Review: This is a book about a discipline that is still considered to be somewhat mysterious in advertising. However, for those who do understand it, it is THE competitive strategic advantage in advertising and marketing thinking.Steel is obviously very seasoned and knows the discipline and the business. In fact, he's probably the foremost expert in the field. The one thing that he teaches here is the you must peel back all assumptions and ask consumers some very root-level questions to find the real barrier to purchase, or real value of a product. He is incredibly right.Overall, the book is much longer than it needs to be, but the insight is worth the time.
Is the review positive or negative? 