All Marketers are Liars is a book which is marketed as marketers being liars, but immediately switches to the fact that consumers tell themselves lies to justify their actions. Marketers who can find the bias and lies people tell themselves and create a story around fitting that worldview can make large sums of profit. His books are usually not too technical. They also tell stories which make them easy to read. Instead of focusing on numbers they are more ideas oriented. Buy the Book or Check out the All Marketers are Liars website.