A must-read for marketers who want to create real business value by winning consumers in the aisle.

This book, Brutal Simplicity of Thought, brutally reveals the weaknesses, and strengths, of brutal simplicity of thought. The book is a compilation of some 50 ideas, claimed to be brutally simple ideas, which it argues have changed the world.

This book is in its seventh edition and it’s easy to see why. It has sold half a million copies and is used as the standard text on university courses.

Back at the turn of the Millennium the venerable Jeremy Bullmore delivered a lecture to the British Brands Group entitled “Posh Spice and Persil”.

“I would not give a fig for the simplicity this side of complexity, but I would give my life for the simplicity on the other side of complexity” - Oliver Wendell Holmes

We're not always very disciplined when it comes to taking medication; whether it’s to cure an illness, prevent one from worsening or to manage a chronic condition.