Subversive marketing tactics and behavioral psychology intersect with modern political strategy, revealing how underdogs can convert attention into meaningful action by understanding human motivation and embracing calculated risk-taking to challenge established systems. 

Authors Alistair Croll and Emily Ross join Farrah to discuss their new book Just Evil Enough, which examines how challenger brands and political movements can effectively compete against established powers. The conversation spans practical examples from Burger King's "Whopper Detour" campaign to AOC's social media prowess, while exploring the critical difference between gaining attention and converting it into results. The discussion provides fresh insights into how Democrats might approach the election cycle by adopting more effective fighting tactics and embracing strategic norm breaking. 

Resources 

Just Evil Enough by Alistair Croll and Emily Ross  

Lean Analytics by Alistair Croll   

Rules for Radicals by Saul Alinsky   

Black Pill by Elle Reeve   

The Unaccountability Machine by Dan Davies   

Running from Office by Jennifer Lawless  

'In Tense Call, Governors Push Schumer to Fight Harder Against Trump’ - New York Times  

Data Void Techniques - Data & Society 

Our Guests 

Alistair Croll is a bestselling author, entrepreneur, and technology industry veteran. He co-authored the influential book Lean Analytics and has founded multiple companies in data analytics and digital governance. As a sought-after advisor and conference chair, he operates at the intersection of technology, business strategy, and behavioral science. Croll frequently speaks on innovation, digital transformation, and the societal impact of emerging technologies. His latest book, Just Evil Enough (co-authored by Emily Ross), builds on his expertise in analytics and behavioral psychology to explore how underdogs can effectively challenge established systems. 

Emily Ross is a brand strategist and technology marketing expert who leads brand strategy for social media platform X (formerly Twitter) in Europe, the Middle East, and Africa (EMEA). She founded Inkvine, a consultancy specializing in deep tech and complex technology marketing. Ross serves on the SXSW startup panel and has built her career helping organizations like UNICEF and emerging startups translate complex innovations into compelling narratives. Her expertise spans behavioral science, digital culture, and subversive marketing strategies. 

Your Host 

Farrah Bostic is the founder and Head of Research & Strategy at The Difference Engine, a strategic insights consultancy. With over 20 years of experience turning audience insights into effective strategies for B2B and B2C companies, Farrah helps business leaders make big decisions across various industries. Learn more at thedifferenceengine.co and connect with Farrah on LinkedIn.

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