Joseph Jaffe is walking the talk by asking bloggers to review his book, "Life After The 30-Second Spot," to prove new marketing can impact sales.  I'm happy to do so.

I'm the guy who called his book "the New Testament" of new marketing.  Actually, what I said was, "In the Bible of New Marketing, Cluetrain is the Old Testament, Life After the 30-Second Spot is the New Testament, and Steve Rubel is Jesus Christ."

Joe's book was mandatory reading for everyone attending one of our Ozark Retreats this year.  As soon as I got into it, I was hooked.  Like Cluetrain, it's irreverent, but pragmatic.  It's full of energy, passion and USEFUL ideas.  I stress useful because often marketing books are heavy on theory but light on practicality.  Life After the 30-Second Spot is a watershed book, and I encourage anyone in marketing to read it.