I am trying to resist commenting before I am absolutely finished... but golly this author is so arrogant I have almost had enough. As a memoir, about the efforts that went into launching a not-for-profit company, it is really interesting, but as a book it was insulting and arrogant.
For a start the author has turned the book sideways, and then arrogantly asks if this way isn't better (No! No it is not), he promises that their is a real reason for why he does it -- SPOILER: It's just a gimmick.
He begins the book with an extremely meta first couple of chapters. It talks about how it is going to talk about stuff... except I had no idea what it was talking about. It was like a really long version of "Hi, My name is John and today I am going to write an essay in which I am going to convince you to eat broccoli.", you know, but a whole chapter.
Then each chapter is summarised, and this continues for the entire book - just like a sermon - and that is exactly what this book feels like - a sermon being delivered by the youth pastor. I don't know how can there be enough in each chapter to have a five point summary?
The story that the book was telling is actually kind of interesting, they were young, and stupid, and they got away with it. They constantly backed buyers into corners, and then patted themselves on the back when it worked. They thought hearing things like "I have never seen anything like this in 30 years" was surprising, given that youtube and viral marketing campaigns are only emerging tools... No one did things like that 30 years ago, so of course it was all new. The entire book was laced with so much arrogance, not the good kind, just complete arrogance. But for the most part, and with only the odd chapter needing to be skipped (Chapter 1, 10, 11) it was pretty interesting learning about how the industry works.
Sometimes the youth is so obvious, which makes all the arrogance so annoying. Like the time a reporter called them the pretender to Richard Branson's throne of creative marketing, and they publicly took offense because they didn't know what the word meant. An odd thing to brag about because they didn't get the deal, and that kind of gaff would have hurt. Similarly when a partner told them that they had lost friends by their ambush strategies, instead of listening they took offense. I am not sure that they realise that what they did was create a potential PR nightmare for the supermarkets - and then pat themselves on the back for it and wonder why no one else did things this way. It is the modern equivalent of an Edwardian woman trapping a man into marrying her (and then wondering why no one else did it that way) - Oh my goodness, they are Lydia Bennet - when she marries Wickham and then wonders why no one else does it that way -- But I digress.
Anyhow, I am going to finish reading the book. The memoir part is nice, and I like the product and will buy it if I see it (so win for the organisation), but the book is only going to get 1-star, I want to give it 2-stars but the arrogance and side-ways writing are too big a hurdle.
(And chapter 13... Skip that one too, it's a weird mixture of thank yous and check lists).