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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.


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.


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

Media coverage

From 42courses Podcast:

In our latest podcast, we chat to the incredible Andy Nairn on his new book “Go Luck Yourself”, 40 tips on how to bring more luck into your life. Andy is a creative tour de force, and is the founder of Lucky Generals, an ad agency that works with some of the biggest brands including… Read more »

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From Think Advisor:

In his book, “Go Luck Yourself: 40 ways to stack the odds in your brand’s favour” (Harriman House – 2021), Nairn, named one of the five leading creative people in advertising by Business Insider, reveals how to improve your luck because, he says, “effort and talent are not enough.” Financial advisors can increase the odds… Read more »

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