Business Week. "When movers of such stature exhorting companies to put fewer eggs in the ad basket, it suggests that a fundamental rethinking is under way."

USA Today. "With its provocative message, the book is witty, fast-paced and easy to read."

The Wall Street Journal. "Poor Madison Avenue! Just as marketers are starting to shell out money for advertising again, after a long, dry spell, a small but growing chorus of marketing experts are insisting that the power of advertising to build new brands is waning."