About the book...
To get a good sense of what "Shortcuts to the Obvious" is really about, read a few excerpts from some key chapters. To buy the book staight away, just hit Buy Book.
1. Introduction, or why Shortcuts is right for these times
2. Successful Brands--What they are; how to know you've got one
3. Positioning--First step, guiding light, ruthless taskmaster
4. Creative Strategy-The longest chapter, and the most important
7. How to pre-test advertising without getting burned
10. The illusive media threshold--How to find it
1. Introduction, or why Shortcuts is right for these times
2. Successful Brands--What they are; how to know you've got one
3. Positioning--First step, guiding light, ruthless taskmaster
4. Creative Strategy-The longest chapter, and the most important
7. How to pre-test advertising without getting burned
10. The illusive media threshold--How to find it