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Schwartz explains that as a market becomes more crowded, consumers become more skeptical. He calls this .

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The book was originally published in 1966 by Prentice-Hall and sold only a few thousand copies. However, since its publication, countless entrepreneurs and marketers have directly credited reading this book with helping them make millions of dollars. Schwartz passed away in 1995 at the age of 68, but his wisdom lives on. A passionate art collector as well as a businessman, he once famously noted that "collecting is the only socially commendable form of greed"—a perspective that reflects the unique, multi-dimensional genius he brought to advertising. Schwartz explains that as a market becomes more