""Second That Emotion gives voice to a simple, pervasive - but profound - fact of human thinking and reasoning: that fact-based emotions and the self-authored narratives they shape are nothing less than the engine of history. As Holden aptly points out, emotions rule the roost, and he deploys a wide palette in elucidating this crucial aspect of human existence.” - Dr. Bob Deutsch, Cognitive anthropologist and founder of Brain Sell “A book about the ’whys’ and ’hows’ of cultural movements and why we not only believe the things we do but then act on those beliefs, no matter how illogical. . . . [It] is a must-read.” - David Baldwin, Former chairman of the One Show and founder of Baldwin& “Second That Emotion smartly focuses on different types of psychographics . . .and the one consistent presence throughout all of marketing’s history - the individual. For those in marketing, he makes a compelling case as to who, how, and when to target consumers based on an understanding of their emotion-based beliefs and decisions.” - Keith A. Grossman, Associate publisher for Wired “What an excellent read! . . . Thought provoking, insightful, and full of relevance. . . . Simple to comprehend but far-reaching and comprehensive in the spectrum of concepts that it explores. . . . A meticulously researched and thoughtfully presented work, written in an entertaining style.” - Johan de Nysschen, President of Infiniti Global Limited “Second That Emotion is a fantastic read in large part because it offers so many fascinating contradictions. It’s an informative book for business-people, yet many of the examples are from history, politics, and pop culture. It’s a progressive book for the digital generation, yet it’s full of studiously researched examples from ancient history. I recommend [it] to anyone, most of all because it’s richly entertaining.” - Jeff Jones, Chief marketing officer at Target