I found this book to be a bit confusing to read. As someone who has a bachelor's degree in marketing and also runs her own business (along with being a librarian), I had higher expectations for this book. I found it difficult to get into and while the stories of various brands shared in this title had some lessons, it was difficult for me to see how I could apply these lessons to my own business. It just seemed as if some of the lessons were just this perfect mixture of circumstances that allowed other brands to thrive. This book may be helpful to others, but personally I found it to be a bit confusing and not too helpful for me.