A book like this is truly a labor of love. Between the two of us, we have spent more than fifty years conducting thousands of polls and market research studies on behalf of political and corporate clients in more than eighty countries. So after all those projects—and the millions of people that we have interviewed over the years—why do another study? Why do more interviews? And why compile them into a book? Because as we’ve worked on so many projects for our clients over the years, we have observed a pattern. A pattern of success—one that characterizes not just the companies, the products, or the political campaigns we were analyzing—but the clients themselves.
We thank all those we interviewed for taking the time out of ...
