By Stephen Martin and Joseph Marks.
5/5 This book could not be more timely. Never before have the messengers been so much more important than facts, statistics, in fact anything quantifiable and verifiable. How can this be? Why are some people able to get their message to gain traction while others, often much better qualified, struggle to get heard let alone make an impact? Full of useful illustrative examples, many almost straight out of the news, this book is not only an explanation of why some messengers are successful but also how, on a good day, with a following wind, all things being equal, someone hoping to get a message across could maximise their potential. It also challenges the reader to consider how rationally they choose who to believe. Well written, academically sound but accessible to all, maybe this should be required reading. This is a book for our time and is highly recommended. ARC courtesy Netgalley.