Review by Jamie McKeough:

Having come from an investment research background, the book Counterintuitive Marketing crystallized my belief that the majority of marketing books completely gloss over a critical starting point: the foundation of effective marketing is gathering and analyzing solid information.

Clancy and Krieg forcefully segregate the creative process into its rightful place. Creativity is the coat of paint on a house—necessary but nearly useless if the infrastructure is not built with durable materials. Arm yourself with the insight from this book and then contemplate the glamorous side of marketing. In other words, do the real work now or you will pay for it later.