Automobiles are the archetypal product of all consumer interest, the perfect category to discuss 21st-century branding and business strategy.  The “cowboy way” is an equally as perfect metaphor to engage you in the story … courage and good judgment.  Hughes and Jeanes impressively point out that if everybody’s thinkin’ the same way … then somebody ain’t thinkin’ at all.  A truly engaging book.

Watts Wacker
Co-author, The 500-Yar Delta: What Happens after What Comes Next and The Deviant's Advantage: How to Use Free Ideas to Create Mass Markets