strange cover ikr, but this is my favorite new read on marketing and advertising. So much here about human psychology that is timeless. The amazing thing that I got from this "old" book and the words of a brilliant man who died almost a century ago, is that the more we advance as a society, the more we rely upon our primal curiosity about any value proposition before we buy. He had it figured out way ahead of the pack... and it's still valid.