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.)