Asking For Trouble

It's only natural to ask people what they think of your ideas. After all, you can't launch, create or do something of value if you're not interested in the opinions of your intended audience.

Trouble is, the asking doesn't always help.

Learning the lessons from a lifetime of listening, Jon Cohen reveals why you can't trust what people say and explains why their answers will often lead you astray. Drawing on an extraordinary array of entertaining and inspiring examples, Jon demonstrates how to ask better, listen harder and get closer to the truth.

This book will transform your ability to understand what people think, enabling you to develop more imaginative ideas, braver public policy and compelling marketing communications.

ASKING FOR TROUBLE IS YOUR INDISPENSABLE GUIDE TO ASKING PEOPLE WHAT THEY THINK

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Asking For Trouble is inspiring and funny. I found myself nodding along in agreement to Jon's wisdom and wit. I thoroughly recommend this book. Rita Clifton CBE, Portfolio Chair and Board Director

If I'd read this book sooner, I could have wasted so much less of my life failing to understand a very simple truth. So much of what we do in marketing simply starts from the wrong place. Asking For Trouble is a super book. I enjoyed every word. Rory Sutherland, Vice Chair of Ogilvy UK

Incredibly usable, wonderfully readable and intellectually stimulating. A tremendous book. Adam Martin, Managing Director of Tesco Hospitality

Enjoyable, provocative and rewarding. Buy this book immediately. Dan Hulse, Chief Strategy Officer, St Lukes