Praise for the book that rewrote the rules of advertising "Zyman’s thorough, thoughtful words might be the kick-in-the-pants the industry needs."

–Publishers Weekly "The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section."

–Library Journal "If you ever dreamed of having a power lunch with the one-and-only Z, this book is the next best thing. Make sure you keep notes as Sergio drops his pearls of wisdom on the truth of advertising and beyond."

–Bernd Schmitt, author, Experiential Marketing "[Zyman] returns to the foundations of advertising, which he drills into rock. He builds–or rebuilds–the house of marketing from the ground up."

–Sir Martin Sorrell, Group Chief Executive, WPP "I hope CEOs read this book. They will stop wasting their precious dollars on 30-second commercials and start doing some real marketing."

–Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, author, Kotler on Marketing and Marketing Insights from A to Z "Sergio is one of the few who recognize that the real problem with advertising is that the process itself is broken. And he is the only man in the history of the industry courageous (or insane) enough to attempt to change it."

–Sam Hill, cofounder, Helios Consulting Group, author, Sixty Trends in Sixty Minutes "Sergio Zyman is tough-minded and irreverent. His insights into the evolution of advertising are vital for anyone building a business."

–John J. Dooner Jr., Chairman and CEO, McCann-Erickson Worldgroup