Yes, it is a stupid title, and one that as an academic I'm sort of embarassed to have my name on, but oh well.
I wrote it with my friend and Oregon alum Steve O'Leary, who owns a small ad agency in SoCal. It was a treat to have a co-author who is so much fun.
This is the third book I've had published, all of the others are academic too, this is probably the most 'general' of all of them.
Anyway...thought you'd like to see it.