IT'S NOT HOW GOOD YOUR ARE, IT'S HOW GOOD YOU WANT TO BE.

Just as Sun Tzu's Art of War is read as a lesson in business strategy rather than fighting in a military sense, or Machiavelli's The Prince is written about government but used as a guide to management, so this book uses the creative processes of good advertising as a metaphor for business practice.

Nearly all rich and powerful people are not notably talented, educated, charming or good-looking