I contacted Steve Harrison, the author of Changing the world is the only fit work for a grown man, soon after reading it. I told him that while I thought it was about time someone had written it, and that everyone should read it, I would actually rather they didn’t.

Having been introduced to Howard Gossage’s work many years ago I wasn’t sure I was comfortable sharing this advantage with the rest of the world. Steve said he had exactly the same misgivings while writing it.

So please don’t join the small group of people who have delved beyond Bill Bernbach and David Ogilvy to discover the greatest thinker that advertising has ever known. And please don’t expose yourself to the terrible thought that the modern style of interactive, social, PR-provoking advertising is not actually new but was invented fifty years ago in a small agency in San Francisco.

Gossage’s ads would end with a coupon and a request to get in contact. In a similar vein, here is my email. Paulc@barnescatmur.com. If you have any thoughts about Gossage to share before or after reading this book (please don’t), then let me know.

• Paul Catmur is creative managing partner at Barnes, Catmur & Friends. Buy the book here.