Just Evil Enough

The Subversive Marketing Handbook

By: Alistair Croll, Emily Ross

Narrated by: Alistair Croll

Looking for an advantage in an unfair world?

The rules of poker tell you how to play—but not how to win. You win by bluffing, looking for your opponent’s tells, remembering cards, and intimidation. So why is it that in business we spend so much time teaching the rules, and so little finding new ways to win?

For the last decade, expert in strategic communications Emily Ross and best-selling business author Alistair Croll have studied hundreds of brands, start-ups, leaders, and activists that employed an unfair advantage to conquer their competition. Here they offer an insight into their innovative go-to-market strategy in an attention economy that they call Just Evil Enough.

Packed with fascinating case studies that will inspire your inner supervillain, Just Evil Enough includes practical frameworks like the Recon Canvas and the Long Funnel, along with eleven fundamental tactics such as Reframing, Bait-and-Switch, and Misappropriation that show up time and again when underdogs challenge the status quo and reinvent their industries.

Revealing the secrets and mindset of some of the best subversive marketers in the business, Just Evil Enough is the essential audiobook for anyone who wants to cut through the noise and stride ahead in the attention economy.

©2025 Alistair Croll and Emily Ross (P)2025 Alistair Croll and Emily Ross

Excellent insight based on real successes !

Whatever your knowledge worker role today you are a brand! Experience marketing people will definitely find some gems if you’re just an ITU or cyber security person trying to build your own brand or your start up. This is your secret recipe book.!

Best new marketing book

This is the most detailed and useful business book I have read or listened to in a long time. Real case studies and take away “to do” ideas. Totally worth my time (and not all books are worth my time to listen)