Newsweek. "A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."

The New York Times: "Had Coca-Cola only listened to Trout and Ries, it would have known that to tamper with the Real Thing would be to court disaster."

Business Week. "Revolutionary! Surprising!"

USA Today. "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."

Glamour: "By far the most valuable and exciting business book to come along in years."