Throughout the book there are examples and anecdotes that are taken and examined carefully pull apart: from ancient legends and stories about urban legends to current examples from industry and advertising. From the eigenltichen findings are derived, formulated and made it clear once again in small exercises. The result is a set of rules on how to as well as possible further convey his ideas and statements in writing.
By its own derivatives rules of practice, however, is unfortunately missing some of the scientific background. Studies and references can be found in the book a few, but here the above mentioned book "Influence" comes into play. Many of the findings in which to land the brothers ultimately based on exactly the principles that Robert Cialdini has described as a basis for successful convincing. Although it may seem a little reassuring effect the very basis for a book from einam others derive, but I've had enough to take the content seriously. On the contrary, I was very surprised at how good playing together, the two books.
The bottom line I found the book very well. Although it has not given me the kick as "The Back of the Napkin", so there is much applicable knowledge in the book. Good structuring of content and easy to read. thumbs up.
