Asking for Trouble - A Book Review

Series Two 

In this episode of #TheNewAbnormal podcast, I interview Jon Cohen, the author of "Asking for Trouble: understanding what people think, when you can't trust what they say".  The aim of the book is to enable the development of more creative concepts, braver public policy and more compelling marketing communications through a better understanding of response.
He's also the Managing Partner of the award-winning Kindling Research, who have an outstanding record of helping clients develop ideas that challenge the status quo. In this episode, we discuss all of the above, clarify why 'the language of asking' only has six rules, discuss democracy vs meritocracy (in the context of research), debate why 'asking is an art' and give a shout-out to the gone (but not forgotten) HHCL.  Jon also outlines the 'Golden Triangle of Intelligent Response'. The interview starts with the observation that one constant theme has dominated his life: 'Asking is easy. The hard part is knowing what to do with the answer...'