The Whale Vomit MethodÑ2nd Edition (hardcover)What's up with this book? Hard to say. I'm just looking at the back cover, hoping to get some idea of what's inside. It appears to be some kind of weird business book. Or marketing and advertising book. I'm not really sure. I've heard it explains what $1,500 Sphynx kittens and four Swedish divorcees have in common, why Bob Barker has been lying to us about unicorns, and how Optimus Prime and Winnie the Pooh teach us a vital lessons on brand identity.