Whew! And I thought it was 50%.

Check out the new book on “What Sticks” by Rex Briggs and Greg Stuart.

While the dust jacket hype might be a bit (to put it mildly) over the top…

“If there is one book you want to have read about advertising, it’s What Sticks. It is the most comprehensive review of how to succeed at developing Advertising campaigns that I’ve ever seen.”

—Bob Liodice, President and Chief Executive Officer, Association of National Advertisers, Inc.

“This book will be to marketers what Six Sigma was to GE’s Jack Welch. Everyone knows that marketing is broken. Briggs and Stuart have the data-proven fix. A must read.”

—Michelle Conlin, Associate Editor, BusinessWeek

… I’ll be checking this out myself.