Rating: 
Summary: Ten is *way* too many!
Review: Ten companies that symbolize radical marketing - it's a great concept...However, after reading the first three, you pretty much have a grasp of what the lessons are. Continuing on is only an exercise in reading the same story over and over, with different CEO names inserted and different products peddled. You know how it goes... Company at the brink of bankruptcy, young leader-type without a business degree, creative solutions born out of financial constraints... Ta da! A great company emerges from the ashes. It's just that this book doesn't make you think enough. It's a great story, but it's just too easy - not enough struggle, not enough of reality. I just can't believe that everything is so peachy at all these organizations. I want the truth - I can believe that radical marketing techniques work, but I can't believe they work absolutely. I mean, IAMS just sold out to P&G, but the book makes it sound like Clay Mathile (the former CEO) would never leave IAMS because he's so married to the brand. It's a good airplane book, but it's a bit of a fairy tale.
Rating: 
Summary: helped me get business
Review: This book really helped us to position our agency (The Ad Store Amsterdam) against other agencies. Since we not only read this book but also used it (we even positioned ourselves as being a Radical Marketing Agency), our work improved and our client list grew beyond expectations. In short: this is a great book!
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