When I was six years old my father moved me and my family to Bolivia. Shortly after I was abducted by marxist rebels and held to ransom. I spent three weeks in a mountain complex with a bunch of people who couldn't speak English. It was then that I learned to communicate directly with signs and gestures. Eventually my father raised the ransom and I was returned unharmed, but I never forgot the lessons in communication that I had been given.
Likewise, this marvellous book will teach you how to get to the heart of your customers pain and really tailor your solutions/products around them and the way in which they, like all humans, are really thinking or not thinking about your communications. This book accelerated much of my half-formed thinking in this area (e.g. terminal PowerPoint, self-interested sales pitches and over detailed proposals).
So, if you want your marketing to stand out and you want to make that sale then buy this book. At the very least it will make you reconsider all of your visual and written comms.