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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

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 Forbes:

Andy Nairn knows that luck plays a bigger role than most realise. As one of the founders of ad agency Lucky Generals, with clients including Amazon, Virgin Atlantic, Yorkshire Tea and the Co-op, he crafts campaigns that incorporate chance. Campaign magazine has named Nairn the top brand strategist in the United Kingdom for the last… Read more »

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From Perlego:

Andy is an award-winning brand strategist and creative in the advertising world. In 2013, he co-founded Lucky Generals, which describes itself as ‘a creative company for people on a mission’. His first book, Go Luck Yourself: 40 ways to stack the odds in your brand’s favour, was published in 2020. As a pessimist and a… Read more »

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From Uncensored CMO:

We have all said it haven’t we? They just got lucky. But how much of our success in business is down to luck vs what we do with our luck, or lack of it. In a brilliant new book called Go Luck Yourself, Andy Nairn, co-founder of Lucky Generals, argues that it is what we… Read more »

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From Shots:

In Go Luck Yourself, Nairn examines how luck is often considered a four-letter-word in business circles but that, in truth, fortune plays a part in every success story as well as in every failure. Below, Nairn discusses the business world’s relationship with luck, why people shy away from letting it anywhere near their successes, and… Read more »

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From The Drum:

So don’t be afraid to walk on the cracks, smile when you see that black cat crossing your path and take a detour under that ladder if you can. Because sometimes, a bit of misfortune can turn out to be your saviour. And as for Friday 13th? Well, my paraskevidekatriaphobic friends, this could be your… Read more »

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From Creative Boom:

With nearly 30 years in the advertising industry under his belt, Lucky Generals co-founder Andy Nairn knows luck is as important to success as hard graft. With his new book Go Luck Yourself revealing how chance can play its part in the creative process, we caught up with Andy to hear how you can harness… Read more »

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From The Marketing Book Podcast:

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. Just how creative is Andy? Business Insider has listed him as… Read more »

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From Ad Age:

So instead of setting up your process with the idea of “leaving nothing to chance,” why not plan for luck and take active steps to stack the odds in your favor? Andy Nairn is founding partner of Lucky Generals and author of “Go Luck Yourself, 40 Ways to Stack the Odds in Your Brand’s Favor.”

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From East meds West:

In Episode 3 we invite our first guest. I chat to Andy Nairn, co-founder of the International advertising agency Lucky Generals and rated by Business Insider as one of the top 5 Creative people in world advertising. Our discussion explores the ancient concepts of Luck, Fate and Destiny, often taboo or dismissed in the west,… Read more »

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From Suits & Sneakers TV:

We’re honoured that Andy would share his knowledge with our community and found him the legend to talk to that his reputation suggests. Andy is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It’s been shortlisted for Campaign’s Agency of the Year for 5 years in a… Read more »

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From Ice Crean for Everyone:

We talked about luck, Andy’s life and career, and this being the podcast where play meets strategy, Andy was gracious to participate in a playful exercise we put together with a couple of examples of exercises to come up with possible ideas for Go Luck Yourself’s fictional book launch event. We used inspiration from newspapers… Read more »

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From Marketing Starter For Ten:

For the latest in The Marketing Society podcast series, Starter for Ten – a series of ten-minute talks from clever people in our network about things of interest to marketers, we have a founding partner of Lucky Generals and author of Go Luck Yourself: 40 ways to stack the odds in your brand’s favour, Andy… Read more »

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From Mediatel:

In a second exclusive extract from Go Luck Yourself, a book written by Lucky Generals founder, Andy Nairn, he discusses D&I’s role in creativity and reminds us of some much-loved aliens

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From Management Today:

In short, luck is a powerful force in life – and that includes business. We shouldn’t dismiss it as superstition or meekly accept our fate. While it might be true that “the harder you work, the luckier you get” there’s more to leadership than slogging away and making everybody else do hard labour too. So… Read more »

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From Management Today:

In short, luck is a powerful force in life – and that includes business. We shouldn’t dismiss it as superstition or meekly accept our fate. While it might be true that “the harder you work, the luckier you get” there’s more to leadership than slogging away and making everybody else do hard labour too. So… Read more »

Read More…

From Business at Bedtime:

In Go Luck Yourself, Andy Nairn 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. The author draws on everything from architecture to zoology, as well as almost 30 years working with some… Read more »

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From Just a Chat With:

In this episode we sat down with Andy Nairn who is a Founding Partner at Lucky Generals. With nearly 30 years’ experience in the creative industry, Andy is now one of the world’s most respected brand strategists. As one of the UK’s most successful creative agencies, Lucky Generals have done and are famed for their… Read more »

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From The Behaviour Business Podcast:

I spoke to Andy about his first book GO LUCK YOURSELF, which is a fantastic read and full of wit and wisdom about how brands can use luck, good and bad, to their advantage. A huge thanks to Andy for sparing the time to talk to me about it. And you can feel great about… Read more »

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From The Looking Glass:

So if you find yourself running from meeting to meeting, brief to brief, financial statement to financial statement, maybe stop for a moment and ask yourself whether you’ve left any room for luck. And if not, why not? Here’s Andy Nairn.

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From Mumbrella:

In recent years, marketers have become fond of saying that “data is the new oil”. I’ve never been a fan of this expression (I’m old enough to remember similar pronouncements about integration, personalisation, experience, influence and many more). But the phrase did finally resonate with me on the 20th April last year: the day oil… Read more »

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From Mediatel:

Go Luck Yourself, a book written by Lucky Generals founder, Andy Nairn will be published in June. It’s all about the role of luck in building a brand. In this exclusive extract for Mediatel News, he touches on the potential to turn misfortune into good fortune and why you need to create a culture that… Read more »

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From Having a GAS!:

Andy has written a new book called ‘Go Luck Yourself: 40 ways to stack the odds in your brand’s favour’, which you can pre-order here. In the book, 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… Read more »

Read More…

From The Marketing Society:

This month Andy Nairn, Founder of Lucky Generals, launches his first book. Go Luck Yourself, which contains ’40 ways for you to stack the odds in your brand’s favour’. In this exclusive piece he takes all of that research and knowledge and applies it to managing a crisis.

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From Marketing Week:

‘Go Luck Yourself: 40 ways to stack the odds in your brand’s favour’ is available to pre-order now, from Amazon or Waterstones. Andy will be donating all his royalties to an organisation called Commercial Break, which helps give working class kids a lucky break into the marketing industry.

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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 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 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 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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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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Published: 08/06/2021
Edition: 1st
Pages: 228
Formats: paperback - ISBN 9780857198884
ebook - ISBN 9780857198891
audio - ISBN 0000000000053
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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