Publisher's Synopsis
Praise for Prove It Before You Promote It
" Prove It Before You Promote It shows how to spot and avoid thinking traps, take a critical look at the evidence, and apply scientific criteria to the charting of an intelligent course. The more marketers or, for that matter, people in general learn to do that, the better off we′ll all be. Your challenge awaits. Read this book if you dare."
Dr. Michael Shermer, Executive Director, Skeptics Society; Contributing Editor and monthly columnist, Scientific American ; bestselling author of The Mind of the Market , The Science of Good and Evil , and Science Friction
" Prove It Before You Promote It will inform you, entertain you, challenge your assumptions, even infuriate you. Read this book, and I guarantee you will never approach research and marketing in quite the same way again."
Brian Rasmussen, Managing Director, R&R Partners, creators of the famous Las Vegas campaign "What happens here stays here"
"At last a practical way to know, once and for all, what your advertising dollar buys. It′s about time someone wrote this book. Ignore it at your peril."
Adrian Gostick, author of the New York Times bestseller The Carrot Principle
"Cuno challenges the conventions of the advertising business with every turn of the page. In fact, this book passes the same test as a great ad; you either like it or dislike it, but you certainly won′t feel neutral about it."
Tim Williams, President, Ignition Consulting Group, bestselling author of Take a Stand for Your Brand
