For once someone took a different approach to how a company may sell it products.This was a refreshing new look at all the advertising and marketing dogmas there are in the business world. If many CEO's would read this, they'd fire the marketing people they employ as they are wasting the money spent on worthless advertising campaigns and ad agencies. You only have to look at some of the reviews presented on this site and you can tell that some of them are so called marketing gurus who feel threatened that their way of life might be challenged. By the way, I'm not related or in no way have ever had any contact with the author. I'm just a businessman that is tired of the same old Ad Agency theories day after day that are not helping my bottom line.