You've seen the headlines before: 10 tips guaranteed to boost your conversion rate! The only branding blueprint you'll ever need! 5 steps to hacking Facebook's algorithm! The marketing industry is saturated with so-called gurus who are desperate to bestow their brilliant formulas to eager audiences. Ironically though, brands achieve the best results when rulebooks get tossed out. Something's gotta give. So, what can you expect from two marketers putting their own industry on blast? For starters, you'll learn the power of dissent and the pitfalls of "best practices." But most importantly, you'll see why following rules isn't all it's cracked up to be. In fact, it might be the worst marketing decision you'll ever make.