To change systems, sometimes you need to bend the rules, or even rewrite them. That’s the argument that Alistair Croll and Emily Ross make in their new book, Just Evil Enough: The Subversive Marketing Handbook. In this episode we speak to Alistair about his new book, which offers numerous case studies and frameworks on how to drive change with subversive tactics while keeping in mind how far is too far. Indeed, one chapter in the book is titled: “Don’t Actually be Evil”!

This is particularly relevant in this year of transition and change. Whether it is elections and new government mandates coming in Canada (and a new Prime Minister, or maybe two!), or the shocking takeover of government systems in the United States by Elon Musk’s “Department of Government Efficiency”, it’s important to understand the ways in which people are able to disrupt systems that resist change.

Watch on YouTube

Related Links

• Just Evil Enough: The Subversive Marketing Handbook, by Alistair Croll and Emily Ross

Chapters

00:00 Introduction

02:04 Interview with Alistair

10:18 How Much Change Can Government Absorb?

21:55 Are Leaders Equipped to Understand Change?

31:42 Looking to the Future

38:44 Conclusion