There are times when bad decisions are especially regrettable. Fortunately, the Kein & Aber book ’50 Success Models – A Small Handbook for Strategic Decisions’ provides tips for keeping a cool head in sticky situations, helping you to make better choices. The aim of the campaign was to demonstrate the usefulness of this little black book as an aid to making good decisions. The entertaining double-page ad ran once only in the conservative FAZ (Frankfurter Allgemeine Zeitung) and was then picked up by some of the most widely read newspapers, who provided more publicity by commenting and reporting on the ad. Shortly thereafter the book climbed the charts and, with 100’000 copies sold, has become the most successful Kein & Aber book.