How Not to Plan - A Review by Richard Shotton

11 Jul 2018

I spend a lot of time reading marketing and psychology books.

 

As I read them I photograph interesting snippets that I then tweet or keep for myself, so I can refer back to them.

 

If the book is good I might take half a dozen photos while reading. In the case of How Not to Plan I’d taken that many snaps in the first ten pages. It’s exceptional.

 

The book is based on Binet and Carter’s Mythbuster column for AdMap and it covers a glorious breadth of marketing topics: from objective setting to strategy, from research to media.

 

Each short chapter follows a similar approach – a quote, an anecdote from their career, a thorough analysis of the research on the topic and then a case study.

 

Each element is excellent.

 

The quotes are fresh and alone justify the price:

 

“A goal without a plan is just a wish” Antoine de Saint-Exupery

 

“Content without reach is like building cathedrals in the desert” Hamish Priest

 

“I don’t know how to talk to everybody, only to somebody” Howard Gossage

 

The anecdotes are surprisingly irreverent, regularly dismissing consensus opinion as “bullshit” or “bollocks”.

 

The case studies are helpful, drawing on the IPA Databank and data from the long-list of brands they have worked on.

 

And finally, the bulk of the book, the analysis of the research on each topic, is succinct yet authoritative.

 

A must buy.

 

Order your copy of 'How Not to Plan' here

To get a discount when you order 5 books or more, type in the code 'apgbulk20’

 

​If you would like to order more than 20 copies please contact troubadour via email on enquiries@troubador.co.uk quoting the book title and bulk quantity required and they will be able to work out a more preferable shipping rate then if you try and order online through their site.

 

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