You should read this if you :

- are launching a new product

- are reviewing your marketing of a product – especially on a crowded industry

The basics are:

- differentiation through marketing alone is not enough

- your product must genuinely be different to your competitors. And it needs to STAND OUT

- brainstorming is rubbish – its all about edge thinking

- you need to champion your ideas – although this is less relevant if you own your own business

The book details an innovation system about edges

- take your thinking and product to the extreme edge

- make it invisible, or outrageous, or obscene, or quiet. It has a very useful list of starting ideas.