Go and buy this book. Right now.

I read a lot of books. Bookshops at airports will never go broke whilst I continue to travel.

My most recent purchase was this beauty: Truth, Growth, Repeat (A Business Manual for Generation Why) by Mike Edmonds. You need to go and buy this book!

Seriously - why are you still reading this post? 

Drop everything.

Purchase the book already!

I love it when an author can cut through the jargon and present information with case studies that makes the reader (me) continually nod my head and say to myself (alright sometimes out loud), yes, YES!

Edmonds nails it from the start with his opening 2 pages, dedicating this book to all the Rachels out there. He describes articulately how business purpose and values are the foundation of all good things in business and describes quite hilariously how a disconnect between the mission statement on the wall and the customer experience can harm the business, not enhance it.

But more than just stating the obvious, he draws upon many examples of how getting this alignment (that I so regularly call brand truth) right works and doesn't just feed the ego of us marketers, but delivers real commercial results.

Enough from me. Just go and buy the book.

It sums up pretty much everything I believe about modern marketing and business. Well done to Mike and the team at Wiley.

Happy reading!