Attract or Repel is a useful book for those who have not figured out how to use psychological principles to develop their culture. It wisely endorses seriously thinking about a point that too few businesspeople consider: It's not just what you do, but how you do it. The Keys suggested are all grounded in solid science and research; I'm glad that there's focus on considering the insights from Thinking Fast and Slow by Daniel Kahneman. Considering the way the mind works is important for both personal growth and how a leader can develop their teams.
Unfortunately, Brown's premises and prose get bogged down with a lot of acronyms and jargon that can turn off a lot of people (myself included). While I'm a big fan of neologism and euphemism to have a useful impact on language, the book often feels like it is too rigidly pushing these terms over the underlying ideas. The principles are useful and many are concepts already in my management style as a thirty-years-in business leader. Yet, I'd strip away some of the branding before introducing these otherwise sensible guidelines into a company.