Clive Veroni is a masterful writer and this is a timely book. Not until most of the way through this book does he reveal that his degree in English literature has served him well in the world of marketing…and it has also served him well as a writer. This 295 page book is tightly edited to emphasize the organization of Veroni’s argument and and the marvelous flow of his ideas. Although it is largely a retrospective on politics and marketing in order to show cause and effect relationships, Veroni’s introspective analysis rings true about current events as well. My favourite chapters are #4, The Age of the Open Brand, and #7 The Impropable Team. Veroni argues that real-time social media has “turned the old brand autocracy into a new brand democracy” and I think we’ve just seen that happen in the Canadian election with the sweeping majority won by now Prime Minister Justin Trudeau. In line with this concept, Veroni also argues that the best think tanks happening today are a heterogeneous group of people from different backgrounds and that their varied perspectives create a tension that they have to work through in order to harmonize. In education, we call that creating dissonance. There is a lot to learn from Spin and I hope to see more from Veroni.