seattledon said:One man's hack may be another man's genius. I think too many "creatives" think they have all the answers and that everyone else's opinion sucks. There is a lot I like about this book. Unfortunately, the implication that Luke has it totally figured out is a fatal flaw. There are no black and white answers in life. There are no black and white answers in advertising. Luke needs to at least acknowledge that gray can, at times, be beautiful.