Never say something offensive in a headline. BANG. Try to find the right balance between playing it safe and pushing the envelope. It’s okay to act like a jerk when you’re talented. BANG. Sometimes you have to look below the bottom line to see what something's really costing you. A good idea sells itself. BANG. Your idea needs support in order to reach its true potential When you think about it, there are a lot of sacred cows in the business world. And we think it’s high time someone shot them. Dead. Written by three brilliant advertisers, this book demonstrates just how wrong most conventional business wisdom is. From branding (branding is expensive. BANG) to leadership (follow the leader. BANG) to hiring (only hire someone who has done the job before. BANG) no sacred cow is left standing. This is truly a business book like no other.