Question: Why should CEO’s read you book?
Martin: The central theme of my book and the reason why CEOs should definitely read it now is that a lot of their assumptions about their relationships with their customers are wrong, and because those assumptions are wrong, that a lot of their decisions are based on ideas that have fundamentally [disproved]. In addition to that, a lot of their market research is wrong, because a lot their market research has been basically focused on the executive mind when it’s the unconscious mind that’s making a lot of these… that has made these decisions and they continues to make these decisions. And what this book does is to give you a very easy to read framework to look at every element of your business from this context. And there are a lot of books out there that are kind of, that [have looked] at various aspects of this, this is really the first one that’s updated all of our marketing based on what we’ve learned the past 15 years about the power of the unconscious mind.