I am a voracious reader, have been all my life, all sorts of stuff from fiction, biographies, and books of ideas, to technical journals that challenge me to come to an even basic understanding. Perhaps it is because I am a bit of a dreamer, but also intensely curious, and reading feeds both.
As a management contractor and consultant, reading also gives me the foundation upon which to build the activities I recommend, sometimes implement, and write about incessantly on this blog.
However, there are a very few books that I go back to again and again, some that I read, remember, and refer to from time to time, some that get read and put aside as interesting, and many that do not get finished, as the message is simply not of the interest I assumed from the name, cover blurb and often the endorsements.
When asked which are the ‘go to’ books on the areas in which I practice, strategy, marketing, sales, and business improvement, it is a very small list. These few have added to both the width and depth of my thinking on my area of professional expertise. They are the standouts among a library of terrific books.
‘Influence: The psychology of persuasion’ by Robert Cialdini.
I first read this book probably 25 years ago, and have used the insights it offered ever since as a foundation for all my thinking related to marketing and selling. My current dog eared and scribbled on copy, probably the third or fourth I have had (I tend to lend them, but books are not boomerangs) is again on loan to someone I was trying to help.
‘Spin Selling’ by Neil Rackham’
Spin Selling is another oldie but goodie I first read over 20 years ago. There have been thousands of books written on all aspects of the sales process, and while I have not read anything like all of them, none of those I have read goes even close to laying out the sales process as well as this one. Even in this digital age, nothing like the time when it was written, the principals remain, because they are about human behavior, not just creating a transaction.
‘The Goal’ by Eliyahu Goldratt.
The Goal is an unusual book, a text book written as a novel. I first came across it a very long time ago trying to get my head around making operational improvements in a ‘broken’ factory. The lessons in the book have subsequently become entrenched in the writings around the TPS, Lean and 6 Sigma improvement movements around the world.
It is not a marketing book, it is one that describes the improvement challenges in the manufacturing environment we see evolving in front of us, and the means by which those challenges can be met. As such, it is applicable to marketing, which should be as welcoming of continuous improvement as any other process. Besides, it is a good read!
Goldratt is a mathematician, and philosopher who first proposed the mathematical equations that now make up game theory, not a marketer. This makes, again, the point that great marketing always has a quantitative base, if you look hard enough to find it. .
‘Team of Teams’ Gen. Stanley McChrystal
I love this book, as it describes the manner in which General McChrystal turned the command and control culture of the US army on its head in the face of fierce opposition in Iraq that did not follow the ‘rules of war’ by which the US army had evolved. It was unthinkable that an apparently disorganised and leaderless bunch of terrorists (or freedom fighters, depending on your perspective) could, and did , render the overwhelming might of the US military redundant. This book provides a blueprint for every organisation to follow as it sets about reconfiguring its activities to meet the challenges of a fragmenting and information rich world.
A very useful addition is a follow up called “One Mission’ written by Chris Fussell, who was McChrystal’s offsider in Iraq, and collaborator in the writing of Team of Teams. It describes how the team of teams methodology has been translated into the world of business.
‘Playing to win’ by A.G. Lafley and Roger Martin.
This book builds on the work of Michael Porter, who wrote the seminal book on competitive strategy way back in 1980. There have been libraries written about strategy, how to develop, deploy, manage, and account for it, and some are very good, well known books of great value. None however come close to this book first published in 2013, for a practical and useable model by which to manage the complex strategic processes necessary for success. For me, this model goes hand in hand with Business Model Generation (below) which looks more specifically at designing a business model that will best deliver a strategy. Both require iteration and deep analysis of your business, its objectives and competitive environment.
‘Business Model Generation’ by Alexander Osterwalder.
There has been a slew of offshoots from this book, which presented for the first time the idea of a ‘Business Model Canvas’. This idea evolved from the work and writing of many scholars and practitioners, especially those involved in the ‘Lean Startup’ movement that evolved into the book of that name written by Eric Ries. The Business Model Canvas is now a tool I use in virtually every strategy assignment as a means to visualise in a simple way all the key components of an effective business model. It is not just for startups, but for every business that is seeking to critically analyse their current and evolving business models, and that should be everyone.
‘Pre-Suasion’ by Robert Cialdini.
I bought this book on the basis of ‘Influence’ but quietly wondered what more Dr. Cialdini could possibly say that would add to the depth of his first masterpiece. It is a very recent book, published in late 2016, which I have just finished for the first of what will be many readings. The amazing thing is that so many of the ideas when written down make so much common sense, but I had never really considered them, most being just so ordinary as to escape notice. This is potentially the most important marketing book of the last 20 years. As marketers struggle with the homogenisation of markets, and increasing challenges of building a brand in the face of customer and media fragmentation, the ideas in this book may make the vital difference between success and failure.
The challenge in compiling such a list is what you leave out. Amongst the piles of dross, there are some gems that deserve your attention. Simon Sineks ‘Start with Why’ upon which his seminal TED talk is based, Stephen Pinkers ‘How the mind Works’, Daniel Kahnemans ‘Thinking fast and Slow, and Ray Dalios ‘Principals’ are just a few.
I still prefer to read a physical book, or journal, in hand. I find it hard to write thoughts as they occur on a screen, and the physical connection is for me, an important element. My view is that so long as you remain curious, and feed the curiosity, you will uncover a few books which for you represent the list you recommend to others. This is just mine.
Happy reading!
Header: courtesy Jay Cross via Flikr
