"The Algorithms of Strategy" answers big questions like: How does advertising work? How do people make purchase decisions? How do you differentiate your brand proposition? How do you find a consumer insight? The book contains a detailed overview of key tools and principles of classic account planning, presented in a structured, easy to follow, often entertaining way. It explains, simplifies, discusses alternative approaches and illustrates with examples gathered from the author’s experience in industry and academia, as well as from his talks with planners from around he world. Use it to ground your understanding of the basics of the discipline, and to be inspired as you develop into your own planning style.