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Go Luck Yourself

40 ways to stack the odds in your brand’s favour

By Andy Nairn

Paperback £14.99 / $19.99
eBook £11.49 / $14.99
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Go Luck Yourself

40 ways to stack the odds in your brand’s favour

By Andy Nairn

Jacket text

Luck is a four-letter-word in business circles. But the truth is that fortune plays a part in every success story – and every failure.

In Go Luck Yourself, one of the world’s leading brand strategists explains how a hunting trip led to the invention of VELCRO®. How a little mermaid inspired a famous campaign for Amazon. How a stolen rabbit spurred on Walt Disney. And more importantly, how you can stack the odds in your brand’s favour.

Andy Nairn draws on everything from architecture to zoology, as well as almost 30 years working with some of the most successful companies on the planet, to provide a series of thought-provoking strategies that will help anyone responsible for building a brand.

He’ll show you how to uncover your organisation’s hidden treasures. How to spot opportunities in unexpected places. How to turn misfortune into good fortune. And how to practise being lucky, every day.

Written in a very accessible and entertaining style, this is the book you need to improve your brand’s fortunes, in these turbulent times.

Now Go Luck Yourself…

About the author

Andy Nairn has led a charmed life. He stumbled into advertising after studying Law at Edinburgh University. Almost 30 years later, he’s one of the world’s most respected brand strategists and a founder of one of the UK’s most successful creative agencies. Lucky Generals has been shortlisted for Campaign magazine’s Agency of the Year for the last five years in a row and Andy has been named the country’s top strategist for the last 2 in a row. He has also been listed as one of the top five creative people in world advertising, by Business Insider. Now he wants to share his luck with others, so he’s donating his royalties to Commercial Break: an organisation that helps working class talent break into the creative industries.

Reviews

This brilliant book will change the way you think. Hugely practical and spilling over with examples and inspiration… all delivered with the wit and charm that we have come to expect from Andy Nairn.

Richard Huntington – Chairman and CSO of Saatchi & Saatchi London

“Andy is as insightful and practical as he is punchy and funny. Maybe you’ll buy this book for the title, but I guarantee you’ll find yourself returning to it whenever you could use a little luck.

– Elle McCarthy’s, VP, Brand at Electronic Arts

Andy’s influence on the industry is far-reaching, and his strategic leadership undeniable.

Campaign

An inspiring yet practical book, full of compelling ideas on how to enhance your competitive advantage and see opportunity everywhere. A brilliant read!

Syl Saller CBE – Former Global CMO of Diageo

A fabulous book on the underappreciated role of luck in business, brimming with fresh stories and practical advice.”

Richard Shotton – Author of The Choice Factory

Go Luck Yourself is like wandering round a gallery of great strategic thinking… and then getting to take it all home with you to make your own place look better. Fresh, fun, generous, fascinating – this a book stuffed full of stimulating ideas for any restless challenger to steal and use.

Adam Morgan – Author of Eating the Big Fish and A Beautiful Constraint

Andy is as insightful and practical as he is punchy and funny. Maybe you’ll buy this book for the title, but I guarantee you’ll find yourself returning to it whenever you could use a little luck.

Elle McCarthy, Head of Brand at Electronic Arts

I really enjoyed this. It’s a fascinating subject and Andy’s style is very readable. The selection is as much fun as the pick and mix at Woolworth’s, but without the security guard watching your every move.

Zaid Al-Qassab – CMO of Channel 4

This really is the perfect strategist’s handbook, with great examples, anecdotes, quotes, facts and advice. I found myself time and time again thinking ‘I wish I’d come up with that’ and now having read it , I just might.

Bridget Angear – Joint CSO of AMV BBDO

Don’t try to improve your luck by forking out your hard earned cash on expensive charms, amulets and talismans, buy this book instead. You won’t regret it.

Helen Rhodes – ECD of BBC Creative

Prepare to get well and truly lucked. Your team/agency/client/brand/customers will thank you.

Caroline Pay – CCO of Headspace

The one thing that ALL successful people have in common is a conscious relationship with luck. Luck is now something that you can practise daily. What a gift.

Jonathan Mildenhall – CMO of Dave

Media coverage

From WARC:

Andy Nairn has just launched a new book called Go Luck Yourself: 40 ways to stack the odds in your brand’s favour. Here, he picks out 5 lucky lessons from some classic effectiveness case-studies.

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From Campaign:

Luck is a four-letter-word in business circles. You won’t hear it at the AGM or read it in the annual report. You won’t find it in any awards entry, training manual or textbook. Nobody ever puts it on their CV. I mean, even I never mention it, and the word appears in my company’s bloody… Read more »

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From More About Advertising:

Lucky Generals co-founder Andy Nairn has just launched a new book called Go Luck Yourself: 40 ways to stack the odds in your brand’s favour. Here, he picks out 10 of the luckiest moments in advertising history and explains the lessons behind them.

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From Ad News:

Andy Nairn, founder of ad agency Lucky Generals (best known for its Amazon Christmas campaigns), has written a book, Go Luck Yourself, where he argues that luck is a four-letter-word in business circles. He then provides a series of thought-provoking strategies that will help anyone responsible for building a brand.

Read More…

From Creative Review:

This is set to change with Nairn’s forthcoming book Go Luck Yourself picking apart the subject of luck through a set of 40 principles to “stack the odds in your brand’s favour”. The book is split over four sections – appreciate what you’ve got; look out for opportunities everywhere; turn misfortune into good fortune; and… Read more »

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From Muse By Clio:

Crazy People was a pretty mediocre film, from 1990. It starred Dudley Moore as Emory Leeson, a stressed-out adman who is tired of peddling lies to the public. As his mental health unravels, he starts to write brutally honest headlines. For instance: “Jaguar. For men who’d like hand jobs from beautiful women they hardly know.”… Read more »

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From Creative Brief:

When we’re under pressure, as we all are now, we tend to focus on our own sector, our own organisation or even our own department. But many of the biggest commercial ideas actually come from elsewhere. In Go Luck Yourself, I talk about business ‘ecosystems’ to illustrate this point.

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From Little Black Book:

If you’re looking for a way to think about the year ahead without inducing a panic attack, one of the founders of Lucky Generals, Andy Nairn, has launched his first book. And it might provide a helpful way to think about 2021. Go Luck Yourself explores the power of luck in building a brand and… Read more »

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From Marketing Communication News:

GO LUCK YOURSELF explores the power of luck in building a brand. It’s published by Harriman House (whose other authors include Dave Trott and Richard Shotton) and is available for pre-order now, for a June launch. In the book, Nairn (who has been named Campaign’s top strategist for the last 2 years running) argues that… Read more »

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From Contagious:

His point is that a lot of luck is about not having a head so buried in a task that you’re blind to all the other opportunities around you,’ says Lucky Generals co-founder Andy Nairn, who has written a book about luck and brand building, called Go Luck Yourself, which will be published in June.

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From Little Black Book:

In the book, Andy (who has been named Campaign’s top strategist for the last two years running) argues that luck is a four-letter-word in business circles. He contends that organisations spend too much time trying to reduce the role of chance and not enough encouraging serendipity. He then draws on everything from architecture to zoology,… Read more »

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Published: 08/06/2021
Formats: paperback - ISBN 9780857198884
ebook - ISBN 9780857198891
Media enquiries

If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at pr@harriman-house.com or call +44 (0)1730 233870.

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We offer discounts for bulk purchases. Please contact specialsales@harriman-house.com for a quote.