Today Picasso and Van Gogh are in the best museums in the world. Despite this, Van Gogh only manager to sell one painting in all his life. Picasso, on the other hand, sold everything he produced (which was a lot), became extremely rich and nobody was heard ever saying that his paintings were commercial. What was business-like was his intelligence. This is one of the many examples that Luis Bassat uses in this book to explain what commercial intelligence is. Also why it is necessary and how we can develop it if we haven’t been lucky enough to have been born with it.

For this task, he also summons the testimony of great exponents of commercial intelligence in today’s world like Isak Andic(Mango), Emilio Botín (Santander), Meter Brabeck (Nestlé), Paco Daurella (Cobega-DABA), Shelly Lazarus (Ogilvy), Ingvar Sviggum (Ford) and Kees van der Graaf (Unilever).

Throughout the book, we’ll discover that commercial intelligence isn’t simply a ruse in order to sell more. It is a way of behaving which generates trust, indispensable for all kinds of company, people in every profession and all those who need to convince someone of something. All of us.