It Can't Be

This book is a continuation of the bestseller "Against Common Sense," which made it into the list of the "10 Best Books of 2010" according to the magazine "CEO."
What words herald a breakthrough in advertising, marketing, or business? It is not "Eureka!" as we are used to thinking since childhood. How to make a customer read your advertisement carefully for 2 hours? How do "Coca-Cola" and "Pepsi" earn millions of dollars in their war against each other? What is the secret of an ordinary septic tank cleaner who suddenly became famous worldwide? How is fish scale related to the sale of roofing materials? How to get a constant flow of customers from your competitors? You might say that this is impossible? For a true marketer and businessman, these are the most exciting, most desirable words. After the phrase: "Strange, this can't be…" the most interesting part of advertising, business, and life begins.