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Title: 5 highlighters!
Review: One of the best business books of all time. The author brings to light a fascinating subject that seems so obvious but has received so little attention. Mr Zaltman chooses not to focus on the famed five p's of marketing and points out that the main driving force of our purchase decisions and for that matter other decisions that we make in our lives are driven largely by our subconscious mind.One reason the power of the subconscious may receive so little attention in business books and courses is because it requires a solid grasp of many fields of study, including psychology, sociology, neuroscience, etc..It would not surprise me to hear Mr Zaltman, who has an MBA and a PhD in sociology, say that his PHD has had an equal if not greater impact on his business success than his MBA. Mr Zaltman stresses the importance of a diverse knowledge base and 'an ability to find relevance where others see triviality.'Mr Zaltman has wriiten a classic!
