Competitive Advantage hides in the gap between what’s normal and what’s possible Agree or disagree?

Off to talk about subversive marketing and the EvilEnough book for a few days in far flung places. I missed airports.

How did a marketing genius steal one simple idea from the aviation sector to reduce the friction of Champagne sales? "Push for Champagne was one of the many case studies (186 so far) that we dived into to research the upcoming #JustEvilEnough book... justevilenough.com/case-study/pus…

Diamonds are neither rare, nor scarce. They are however the perfect example of subversive marketing - the focus of our #JustEvilEnough book, coming out later this year. This post might have a familiar ring to it... justevilenough.com/case-study/dia…

As part of our research for the book, we interviewed New York Times best selling author and infamous behavioural scientist Jon Levy about the art and science of influence. Want to know what we learned? #influence #justevilenough justevilenough.com/case-study/inf…

With over 180 case studies on subversive marketing already under our belts, we've decided to share a few of our favourites in advance. Here we look Škoda UK and how they used #reframing and #psychology to reignite their market and transform sales. justevilenough.com/case-study/the…

Do you remember Farmville? We dug into the story for the #JustEvilEnough book. The social game from Zynga exploited a novel vulnerability in Facebook's API to spread their faster than herpes across millions of users. Read all about it! justevilenough.com/case-study/far…

How did the Chinese government turn regular shoppers into tax collectors (and scrape back one billion yuan in lost taxes) with this one simple trick? Another day, another case study for the #JustEvilEnough handbook for subversive marketers... justevilenough.com/case-study/fap…

Oooh... A treat for Machiavellian minions everywhere! We just got around to publishing one of our absolute FAVOURITE interviews for the #JustEvilEnough book; Rob Passarella took us on a subversive journey through the world of finance. Read all about it... justevilenough.com/subversion/the…

Amazing subversive marketing session at Techstars today from Emily Ross and Alistair Croll. Practical and based on nearly 200 case studies, its taken from their upcoming book which we will definitely be buying, #JustEvilEnough . Oh also theres a website... :D

We're revealing some of the subversive tricks from Just Evil Enough with our co-conspirators at @hivedata on May 5. Join the dark side; we have cookies and plots and mischief.

Great example of a Top Shelf strategy (one of the many tactics in the book, which, we’re thrilled to say, will be out later this year.) justevilenough.com if you’re curious.

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Alistair Croll (Alistair Croll) is the co-author of the best-selling book Lean Analytics, and a longtime product manager, entrepreneur, and startup advisor. He also profoundly changed my life over a decade ago by convincing me to start a company, funding it, and helping us exit to

This #podcast episode from Lenny Rachitsky has the best #marketing insights I’ve seen in years. Alistair Croll really added a shit ton of value. open.spotify.com/episode/5AsdkG…

Matthew Dicks (MatthewDicks) is the author of the most practical and helpful book I’ve ever read on the skill of storytelling—Storyworthy. He’s also a record 61-time Moth StorySLAM champion, 10-time GrandSLAM champion, and lucky for us, he just published a new book, Stories

Nobody cares unless you make them. Product is easy. Distribution is everything. #justevilenough

Positioning in 2025: - Have one clear disagreement - with a widely understood part of an existing system - that a lucrative market segment will agree - is their dominant buying criteria. Stop the word salad. What is your core disagreement?

Montreal book launch was fantastic. Next stop, San Francisco on Feb 27. DM us for the invite if you haven’t seen it yet.