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This was a thoroughly enjoyable and eye-opening book. I rate it 5 out of 5 stars.  The book has lots of examples and easily explains how our brain functions relative to purchasing products and services. Some of the stuff I already knew, but much of it I did not.  It’s not just for marketers or sellers, but also for buyers and consumers of products and services.

One thing I think that would make the book more user-friendly is to highlight key points/learnings and examples so that they stand out more easily.  This would make it function more like a reference book to use in the future.  Right now, it reads more like a novel and unless one takes notes, highlights and marks up pages, it won’t be user-friendly for future reference.