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Intuitive inklings may be good guides when buying a house or a car. But Steve Cuno thinks they can be disastrous when planning a campaign to launch a product or elect a politician.

Cuno, an author living in Sandy, has written Prove It Before You Promote It , which he says helps take the guesswork out of marketing.

The 230-page book, published last year by John Wiley & Sons, is "brilliant," said Alan Rosenspan, a former creative director at advertising giant Ogilvy & Mather.

"The book is engagingly written and includes key summary points in every chapter, which are a great guide for every advertiser," Rosenspan said in an e-mail. (Click here to read the Salt Lake Tribune article.)
 


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