Independently minded publishing

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.


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


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