Instruct: Classify a given Amazon review into positive or negative sentiment.
Query: Disappointing and Shallow

Some of the reviews made this book sound like a gem. However, after reading it I was appalled at the lack of substance and information. The author does not shed any 'innovative' ideas or strategies. The theme of the book is very interesting however, sadly it does not live up to the hype or the basic expectations of a business book. It lacks details, and is filled with fluff. The author could have taken some tips from Michael Dell's Direct from Dell which gives the reader loads of information, insight without painting just the positive points but also, the failures and disappointments that form solid learning material with regards to the building of a global brand.