Alistair Croll on Just Evil Enough: A Playbook for Subversive Marketing

How do businesses stand out in today’s attention-driven world? Bestselling author Alistair Croll explores unconventional marketing—creative strategies that help brands break through the noise. Drawing on a decade of research into go-to-market innovation, he reveals how startups and challengers turn attention into profitable demand, unseating larger incumbents with bold, asymmetric tactics. Join us for a thought-provoking discussion on how to challenge the status quo and rethink your go-to-market strategy.

About the Book:
Just Evil Enough is the result of a decade’s research into go-to-market innovation. Packed with fascinating examples and practical frameworks, it shows how startups and challengers turn attention into profitable demand, unseating larger incumbents with novel, asymmetric strategies. In a world where companies over-index on product features—but neglect go-to-market strategy and distribution—Just Evil Enough shows how underdogs unseat their competitors through a subversive mindset, novel tactics, and caring less what others think. Learn more about the book.

About the Author:
Alistair Croll is a bestselling author, entrepreneur, and event organizer who’s written four books on tech and business, including Lean Analytics (widely considered required reading by startups everywhere). His latest book, Just Evil Enough, is the result of a decade’s research into go-to-market innovation. Alistair has served as a Visiting Executive at Harvard Business School, where he helped create the Data Science and Critical Thinking curriculum, and he is lecturing on go-to-market strategy at Stanford University.

Alistair co-founded web performance pioneer Coradiant (sold to BMC in 2011) and the Year One Labs accelerator. He’s launched and chaired a range of industry-defining technology conferences, including the Web Performance Summit, Cloud Connect, O’Reilly Strata, FWD50, and Startupfest, Canada’s original startup event.