The book provides a simple model to manage your own thinking. It argues that there are three basic ways the mind responds: the emotional chimp, logical human and process-driven computer.
His theory is a constant reminder to me that consumers won't always behave how we predict they will, no matter how many focus groups we consider. This is particularly relevant when you are planning campaigns on a pan-European basis.
I was initially attracted to the book because of my interest in sport (Peters is a consultant to the British Olympic cycling team), yet I've been surprised to find just how relevant it is to life as a marketer.
You will benefit from practising the mental skills you need to manage your own 'inner chimp' and from being aware of its existence in others.