Hardly anyone has heard of it, but those who do swear by it, and they tend to be some of the world's top copywriters. For example, Gary Bencivenga, who retired in 2003 as the world's most effective and highest paid copywriter, named Obvious Adams as one of the most important copywriting and business books he's ever read. Some say that Bencivenga was given the book by David Ogilvy himself, the father of modern advertising. And some even whisper that the allegorical character of Obvious Adams is a veiled reference to Claude Hopkins, whose work is studied by serious marketers to this day. So make use of this treasure that you hold in your hands. Read it once, to enjoy the story. Then read it a second time, to appreciate the wisdom that it shares. Make notes in the margins, and carefully apply what you learn - and your future customers will thank you for having done so!

    In 1979, Thatcher's Britain was a country crippled by strikes, joblessness, and economic gloom, divided by race and class—and skanking to a new beat: 2 Tone. The unruly offspring of white boy punk and rude boy ska, the Specials burst on to the scene. On stage they were electric, and at the heart of this energy was the vocal chemistry of the ethereal Terry Hall and Jamaican rude boy Neville Staple. In 1961, five-year-old Neville was sent to England to live with his father, a man for whom discipline bordered on child abuse. As he recounts here, growing up black in the Midlands of the 1960s and 1970s wasn't easy, and his youth was marked by scuffles with skins, compulsive womanizing, and a life of crime that led from shoplifting to burglary and eventually prison. But throughout there was music, and Nev reveals how he became part of the most important band of the 1980s. He remembers sound system battles; the legendary 2 Tone tour with the Selecter, Madness, and Dexy's, and their clashes with white nationalist thugs. He recalls the band's increasing tensions and eventual split; his subsequent foray into bubblegum pop with Fun Boy Three; and a newfound fame in America as godfather to Third Wave ska bands. Finally he reflects on the Specials' reunion and how even now, 30 years later, they can't help tearing themselves apart.