I won't try to hype it - the fact that he is writing about an acronym called should be sufficiently intriguing - but you will certainly learn something from it.
Mitchell is a highly respected marketing expert, and if he proposes that our traditional marketing practices need to be completely rewritten, then I have no hesitation in believing him. Agreed, he is not the only expert to point out that traditional marketing methods are no longer relevant, but while it is easy to write over and over again that marketing theory needs to change, very few people are willing to explain how this can be done in a digestible way. Mitchell's column and blog will provide a refreshing lesson in how marketers can re-engineer their own methods. I am sure you find both essential reading.
Finally, a nod to one of our longstanding contributors, Mark Ritson, who last week was named the PPA's business media columnist of the year. The award is in recognition of the truly excellent and unique weekly commentary he provides. I have no doubt that he is controversial - indeed, he said that it has always been his mission that I fire him for going too far - but what he shares with us every week is invaluable. In this issue, he enlightens us with his view on the brand implications of the Aston Martin/Toyota tie-up to create a new supermini car. You will feel his pain.
Well done, Mark - but with columns as good as this, I am afraid you have no chance of being fired.