Les Binet, co-author of 'The Long and the Short of It,' shares his extensive expertise in marketing effectiveness. He reveals the power of emotional advertising, emphasizing its superiority over rational strategies and the importance of balancing short and long-term goals. Binet challenges the myth of creative wearout and discusses how emotional connections can significantly influence consumer decisions. He also uncovers the 'dark matter' of effectiveness, highlighting how pricing impacts profitability in ways many marketers overlook.