In his book Priceless, William Poundstone describes coherent arbitrariness; the theory that people don’t judge prices in absolute terms but relative to their context. The book goes on to explain the many ways that our perceptions of value are not fixed. Here’s 7.

James Webb Young believed that the production of ideas was as definite as the production of Fords. In 1942, he published his five-step process in the book A Technique For Producing Ideas. I’ll summarise it here for those who haven’t read it.

Decoded: The Science Behind Why We Buy, by Phil Barden, ends each chapter with a one-page distillation. I’ll use these 6 pages to summarise the book for those who haven’t read it.

I recently finished reading Building Strong Brands (1996) by David Aaker. It finishes with 10 guidelines that provide a good overview of the book’s main themes. I thought I’d summarise them here in case others find them useful.

I read Richard Shotton’s book The Choice Factory back in February after winning a copy through Neil Perkin’s newsletter, Only Dead Fish. Here’s a summary of the 25 behavioural biases that the book covers.

In this fantastic piece, Kevin Simler outlines six theories of how advertising works. I thought it may be valuable to summarise each of the theories here.

During a recent re-read of Truth, Lies and Advertising I distilled Jon Steel’s ten rules for qualitative research.

So, with a little creative license, I thought I’d share my notes in case others might find them useful.