[ck425]

I don't agree. I've not read the new one yet, but So Good They Can't Ignore You was brilliant.

The 'fluff' was all the examples, and unlike many other writers (Ryan Holiday and Robert Greene are particularly bad for this) he goes in-depth in his examples and references them going forward too. They're well thought out examples and not throw away anecdotes. Sure you could get the basic content from his blog but I genuinely think the books are better as they highlight the theory through good use cases. I also enjoy his deliberately provocative style, it's like a toned down MMM. That might not be for everyone but I find it entertaining.