Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap
by Paul Leinwand and Cesare Mainardi

Two-thirds of organizations say they don’t have the capabilities to support their strategy; Leinwand and Mainardi explain why. They reveal five practices for bridging the gap: Commit to what you do best, Build your own unique capabilities, Put your culture to work, Invest where it matters, and Shape the future instead of reacting to it.

 

The Anatomy of Humbug
by Paul Feldwick

The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common — and often contradictory — beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication. 

 

The Signal and the Noise: Why So Many Predictions Fail But Some Don't
by Nate Silver

Nate Silver examines the world of prediction, investigating how we can distinguish a true signal from a universe of noisy data. By distinguishing the predictable from the unpredictable, and we can notice a thousand little details that lead us closer to the truth. Because of the appreciation of probability, we can begin to distinguish the signal from the noise.

 

Can't Buy My Love: How Advertising Changes the Way We Think and Feel
by Jean Kilbourne

Drawing upon her knowledge of psychology and media, Kilbourne offers a new understanding of a ubiquitous phenomenon in our culture: The average American is exposed to over 3,000 ads a day and watches three years' worth of TV ads over the course of a lifetime. Kilbourne paints a gripping portrait of how this barrage drastically affects people by offering false promises of rebellion, connection, and control.

 

Confessions of an Advertising Man
by David Ogilvy

David Ogilvy was considered the "father of advertising" and a creative genius by many of the biggest global brands. This seminal book revolutionized the world of advertising and is fizzing with Ogilvy's pioneering ideas and inspirational philosophy. It covers not only advertising, but also people management, corporate ethics, office politics, and forms an essential blueprint for good practice in business.

 

A Technique for Producing Ideas.jpg

A Technique for Producing Ideas
by James Webb Young

A Technique for Producing Ideas has helped thousands of people smash through internal barriers to unleash creativity. Professionals from poets and painters to scientists and engineers have used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now look inside yourself to find that big, elusive idea and lift the veil of mystery from the creative process once and for all.

 

Truth, Lies, & Advertising
by Jon Steel

Account Planning exists for the sole purpose of creating advertising that truly connects with consumers. While many are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity - an approach that accesses consumers' hearts and minds, develops on-going relationships with them, and (most importantly) embraces them as partners.

 

Killer Customers
by Larry Selden and Geoffrey Colvin

The companies featured in Killer Customers (in industries ranging from retail to manufacturing to financial services) are taking a fundamentally new look at their best and worst customers. For corporate leaders, business managers, or small business owners, Killer Customers offers a breakthrough plan to delight their best customers and drive consistently superior results.

 

Disrupt: Think the Unthinkable to Spark Transformation in Your Business
by Luke Williams

In a business world of nonstop change, there's only one way to win the game: Transform it entirely. This requires a revolution in thinking —a steady stream of disruptive strategies and unexpected solutions. Learn why the most unexpected ideas draw the least competitors and offer the greatest potential. Then, combine fluid creativity with analytical rigor in a simple, five-stage process to successfully disrupt any market.

 

The Idea Writers: Copywriting in a New Media and Marketing Era
by Teressa Iezzi

The Idea Writers guides both new and experienced writers through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical advice, plus details on creating award-winning multimedia campaigns.

 

The Trusted Advisor
by David Maister, Charles H. Green, and Robert M. Galford

In today's fast-paced economy, professionals must work harder than ever to maintain and improve their business skills and knowledge. But technical mastery of one's discipline is not enough: The key to success is the ability to earn the trust and confidence of clients. Through anecdotes, experiences, and examples (successes and mistakes), this book brings us an essential tool for all consultants, negotiators, and advisors.

 

Propaganda
by Edward Bernays

A seminal and controversial figure in the history of political thought and public relations, Edward Bernays pioneered the scientific technique of shaping and manipulating public opinion. This framework would become the blueprint in which future marketing strategies would be based upon.

 

Hey Whipple, Squeeze This!
by Luke Sullivan

Part how-to and part exposé, Hey Whipple, Squeeze This! is an insider's guide to coming up with great ideas as well as an unapologetic send-up of all that's heavy-handed, dim-witted, and ineffectual in the industry. "Luke's reflections on the advertising industry make me wish I could do it all over again."

 

Positioning: The Battle for Your Mind
by Al Ries and Jack Trout

When communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. 

 

The Medici Effect: What Elephants and Epidemics Can Teach Us About Innovation
by Frans Johansson

Why do so many world-changing insights come from people with little or no related experience? Frans Johansson shows how breakthrough ideas most often occur when we bring concepts from one field into new, unfamiliar territory, and offers examples on how we can turn ideas into path-breaking innovations.

 

Creative Confidence: Unleashing the Creative Potential Within Us All
by Tom Kelley & David Kelley

Too often, companies and individuals assume that creativity and innovation are the domain of the "creative types." In an entertaining and inspiring narrative drawn from their work, David and Tom Kelley identify principles and strategies that help us tap into creative potential in our work and personal lives, allowing us to innovate in terms of how we approach and solve problems.

 

Thinking, Fast and Slow
by Daniel Kahneman 

A groundbreaking tour of the mind explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. Overconfidence, predicting what will make us happy in the future, the effects of cognitive bias on everything ― each of these can be understood only by knowing how the two systems shape our judgments and decisions.

The Practical Pocket Guide to Account Planning
by Chris Kocek

A no nonsense approach to understanding what Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious.

 

 
Detonate

Detonate: Why Corporations Must Blow Up Best Practices
by Geoff Tuff & Steven Goldbach

Most organizations continually waste precious time and money on processes and activities that don't create value and no longer make sense in today's business environment. Detonate focuses on an approach and mindset which are critical to successfully compete in an era characterized by profound technological advances and uncertainty. 
 

The Power of Moments

The Power of Moments
by Chip Heath & Dan Heath

Chip and Dan Heath explore why certain brief experiences can jolt, elevate and change us - and how we can learn to create such extraordinary moments in our own life and work. Many of the defining moments in our lives are the result of accident or luck - but why leave our most meaningful, memorable moments to chance when we can create them?

Creative Strategy

Creative Strategy: A Guide for Innovation
by William Duggan

The real difficulty with innovation is not the execution, but coming up with great ideas in the first place. Duggan uses the neuroscience of innovation to describe the brain's learning-and-memory process of analysis to come up with the best new ideas, and to break down the process step by step. Creative Strategy offers a guide to help you and your company put that same method to work for your own innovations.
 

 

Looking for more reading suggestions?
View my recommended articles on Pocket or view my personal reading recommendations.

 

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