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Marketing
Think and Grow RichNapoleon Hill, 1937
Napoleon Hill, author of this 1930s classic, will remind you of an older, wiser, slightly wacky uncle who advises you about careers, life and love. This book is a wonderful collection of tips – many based on the ideas of Hill’s mentor Andrew Carnegie – that range from the practical (how to prepare a resume) to surprisingly New Age-like mystical talk about the infinite powers of the universe. Of course, like an old uncle, Hill can get long-winded and repetitive at times, but since he packs so much wisdom into his slender book, you will want to reread it over and over again, repetitions and all.
Contagious
Johan Berger, 2013
If you want your product, service or cause to become the talk of the town – or the talk of the Internet – don’t rely on advertising. People trust their friends’ and acquaintances’ opinions far more than paid promotions. The challenge is getting your offering on the tip of everyone’s tongue. Marketer Jonah Berger explains why some topics blaze their way around the world while others are ignored. His solutions go beyond social media; as he says, Twitter, Tumblr and Facebook are mere tools. Berger will show you how to turn your product or cause into a topic of public conversation, a subject that everyone wants to discuss.
Building a Story Brand
Donald Miller, 2017
Run your marketing message through Donald Miller’s framework to create a superstar narrative. His approach casts your brand in the fundamentally human language of a story. He offers a sharp, clear process for finding a story to tell about your product or service that centers on your customer as the hero – not on your offering. Miller’s advice can be somewhat self-promotional, but he provides marketers and entrepreneurs with solid advice and valuable ideas for implementing an engaging tale. His applicable, practical guidance teaches you how to view your message from your customer’s perspective.
The tipping point
Malcom Gladwell, 2000
Gladwell introduced in 2020, concepts that still resonate – for example, that effective ad campaigns, clothing trends, ways of thought and cultural changes have “stickiness.” They stick in your mind and influence your actions, purchases and self-perception. He discusses “social epidemics” and social “contagions” marked by the spread of localized trends or attitudes –. These epidemics spark broad change, generate solutions both conservative and “counterintuitive,” and redefine what you regard as normal. The theories Gladwell raises and the case histories he cites all support his central theme: that significant change doesn’t always evolve slowly. It can occur suddenly and spring from the influence of a small, select, well-connected few.
Start with why
Simon Sinek, 2009
Entrepreneur Simon Sinek “hit rock bottom” in late 2005. He had started his own consulting business in 2002, but three years later, he ran out of passion. Dead-ended, Sinek thought about what made him happy. He wondered why some leaders and companies succeeded and others do not. He realized that inspirational leaders identify a purpose and follow it. The actions they take and what they make is secondary to achieving their mission. Sinek calls this leadership process the “Golden Circle”: It starts with a vision (the “Why”), then moves to implementation (the “How”), and then conquers the product or service (the “What”). Unfortunately, many leaders have this pattern backward. They first focus on what they do and how; then they try to differentiate their product based on price, quality or features.
Thinking Fast and Slow.
Daniel Kahneman, 2011
The topics that Nobel Prize winner Daniel Kahneman addresses are both complex and integral to the human mind: He asks you to think about thinking by considering how your mind habitually contradicts itself, distorts data and misleads you. His prose is lucid, his reasoning rigorous and his honesty refreshing – more than once Kahneman illustrates conflicted thinking with examples from his own life. The result is a fairly slow read, but an ultimately rewarding experience.
