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SOYEZ RÉALISTES, DEMANDEZ L'IMPOSSIBLE The future rarely arrives in tune... this book arrives intentionally out of tune, its frequencies are scraped against the grain so that the static itself becomes a signal. From Buzzcocks to Bob Dylan, from attention metrics to AI slop, it shows how creativity survives once the Spectacle starts auto-tuning itself. If you still believe culture should be dangerous, imperfect and fun, press play. If you'd like to think, get an interesting perspective on how we are, and every now and then laugh out loud, you should read this book. Along the way, you'll have the opportunity to learn about things that matter, or at least should matter, to anyone involved in AI-age marketing. Philip Graves. author of Consumer.ology Chairman of the Bored doesn't just take us through the post-internet post-modern condition, it crashes through, making connections and framing issues in a way that is one third philosophy, one third lesson on your own brain, and two-thirds performance of its own points. That's 33% more book than most - enjoy! Brandon N. Towl, PhD. writer and founder of Human Driven Understanding 'Compelling and thought-provoking, Eaon masterfully challenges dogma, busts myths and encourages the reader to question everything'. Phil Barden. author of Decoded. The Science Behind Why We Buy. It's 18 punky reflections on the place where madness of modern marketing, technology and culture meet. Essentially what Wired would be (if it was written by a human who understood culture, brain science)-a suppository for techbros and techgirls everywhere. Mark Earls. writer, speaker, HERDmeister Eaon delivers another sharp and entertaining dive into modern marketing and advertising through the lens of evolutionary psychology. It's a great read for anyone fascinated by human behaviour, primal instincts, and the hidden drivers behind consumer decision-making. You won't be bored! Wiemer Snijders. marketing consultant and Editor of Eat Your Greens It's a kaleidoscopic guided tour through the reality and philosophy of our minds at a million miles an hour. I promise you, this is like no book about advertising you've ever read."" Bob Hoffman. writer, speaker and AdContrarian What drives creative work and why it so often goes wrong? Written in Eaon's trademark acerbic style, uncover how people really behave when they try to make something new. Richard Shotton. author of The Choice Factory

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