Shakespeare Knows Your Buyers Better Than Market Research Does

I'm gonna teach you how to use Shakespeare to write your next headline. And no (despite what my friends and family say) I haven't lost my mind. Let me explain... In 1996, Harry Beckwith asked 18 top executives to name the best business books ever written. Only THREE books got multiple votes. Two made sense. "In Search of Excellence". "My Life with General Motors". The third? A 1,100-page novel about feudal Japan. Shogun. The execs who picked it understood something most marketers completely...