The book shows about dozens of anecdotes, a wheelbarrow full of statistics about the American consumers. The information is based on research study that the writer’s firm conducts for specific clients. The examples that the books shows would come from many different fields, however the bottom-line of the lessons to be learned from these stories are transferable to what you do. It is the concept that matters. In addition to the research integrated throughout, this book contains 10 of all new “Consumer Mind Reader” surveys- one after each chapter.