Reading this book is like having a power lunch with two of the smartest practitioners of our times: Alex Bogusky, Co-Chairman of Crispin Porter, and John Winsor, Crispin's Executive Director of Strategy and Innovation.

Reading this book is like having a power lunch with two of the smartest practitioners of our times: Alex Bogusky, Co-Chairman of Crispin Porter, and John Winsor, Crispin’s Executive Director of Strategy and Innovation.

It’s almost-pocket-size format and compressed 150 pages are a quick read in 3 parts. Starting with a short primer to preheat the reader’s mind, with the beef in the center (28 rules for baking in) and a brief rallying cry to take a more holistic approach to making the world a better place in the closing chapter.

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