Make Better Marketing Decisions
A collection of real-life stories revealing the messy reality of decision-making in marketing, and the secrets of making better decisions.
Most marketing books only share the wins. This one shares the mistakes too, because that's where the real lessons are.
“Run With Foxes is a treasure trove of confessions of an experienced marketer, who is prepared to share his mistakes so that all may learn from them. It is practical, understanding advice from an insider, not an outsider's lecture on how we could all be less dumb.”
Peter FieldAuthor of The Long and Short of It
“Chief marketing officers must avoid cultivating departments where the primary objective is not to screw up. Paul doesn't promise any easy answers but his book will remind you that we are in the thinking business, and any way you can challenge your own critical thinking is a good thing.”
Jonnie CahillSVP & CMO, International Foods, PepsiCo
“A superb client side view on brand building, making advertising, persuading internal stakeholders and effectiveness. The most revealing stuff comes from failure as much as success. All delivered in a fluent style rare in a business book.”
“There is no ego to this wonderfully entertaining, and insightful collection of stories from marketing land. Dervan has clearly learned as much from his and other people’s errors as he has from his successes.”
“Paul gives real, life learned lessons, the good and the bad, and it’s refreshing to read a marketing leader’s book that is just honest with no fluff. It has certainly provided me with many different viewpoints and challenged my own bias.”
“What makes it stand out is his analysis of when things don’t work out. All too often, business books gloss over failure. This one shows you how to make better decisions by highlighting less good ones.”
“Dervan has managed to synthesise the most important lessons and marketing laws from the world’s most respected researchers and practitioners. His writing style is fresh, concise, fast-paced and refreshingly honest.”
“Brim-full of easy, simple advice, I found this a really enjoyable little book. Ideal for anyone wanting to get ahead in marketing, or anyone agency-side who wants to better understand what actually keeps your client up at night.”
“Dervan challenges many of our marketing assumptions and beliefs using a blend of hard evidence, input from an array of respected global experts and his own vast experience. Concise, accessible and practical.”
“Whether you are a seasoned marketer or just starting off, this book is a great read and handbook. Paul Dervan has no ego as he humorously tells us about both his failures and wins.”
“Being able to take so much marketing knowledge and make it so accessible and relatable is the real triumph of this book. This is not just a book for today but one that you will go back to time and time again.”
“A read that flies by, easy to jump in and out with some cracking tales and real insight delivered in well-managed chunks. Written with good humour and a genuine sense of passion for the work being made.”