I'm sure he knows his stuff and I'm sure he lives the dream and I'm sure that he's sure about a lot of things.
But is it absolutely necessary to be such a prat?
Kennedy has a hatred of all things clever, complicated, arty, zietgeisty - in fact, probably anything that contains any foreign phrases - and thinks we should all get back to basics.
And the basics means hard work, exclamation marks and good old-fashioned snake-oil sales techniques. And celebrity testimonials. If the fact that 'celebrities are cheaper than you think' is new to you, then I have just saved you some money.
To be honest, he's probably right up to a point. But by the time he's explained how he admires pyramid-scheme salesmen (I wish this were not true), he'd lost me.
Buy this book if a) you think marketing is really just a fancy namby-pamby word for sales and the best salesman you ever saw was demonstrating a new device for slicing carrots, courgettes and other crudites or b) you are the kind of person who often looks to notices tied to lampposts for financial wizadry.