Dr Clotaire Rapaille is a marketing expert - drawing on psychology and anthropology in his research - and the CEO and founder of Archetype Discoveries Worldwide. He has written over fourteen books, most recently The Culture Code, which has been translated into twelve languages. Dr Andrés Roemer is a diplomat, civil servant, entrepreneur and academic. He has written over eighteen books on a diversity of topics including economics, happiness, art and crime, and is the President of La Ciudad de las Ideas.

Not since The Naked Ape have I seen a book that so gleefully revels in tweaking the nose of conventional sensitivities. Whether you love it or hate it, this quirkily perceptive - or insouciantly provocative - book will enliven dinner party conversations, and will delight and infuriate in equal measure