Here are 100 books that A Technique for Producing Ideas fans have personally recommended if you like
A Technique for Producing Ideas.
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After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
Wharton Marketing Professor Jonah Berger has spent decades researching what makes ideas spread and marketing go viral. The best idea and brand story with the right archetype won’t make a difference if it isn’t seen. With today’s fragmented media landscape, you need to know what makes something catch on and drives word-of-mouth to spread your story.
This book outlines 6 characteristics of what makes things catch on with social currency, triggers, emotion, public, practical value, and story. Understanding these factors helped improve my brand stories. Even social media advertising only buys an interruption. It doesn’t guarantee action and spread.
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to…
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
David Aaker is an American Marketing Association Hall of Fame member and innovator in marketing management and branding through research, teaching, and books.
This book is his insight on brand storytelling with inspiration from his daughter Jennifer Aaker and other’s research on the power of stories. Aaker explains that stories are powerful in communicating strategic messaging. He also explains that in a digital age where content is king, stories are the key to content.
I especially liked his explanation of the types of signature stories and examples of brand signature stories – including the L.L. Bean story in the very beginning.
Stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories-intriguing, authentic, and involving narratives-apply the power of stories to communicate a strategic message. Marketing professionals, coping with the digital revolution and the need to have their strategic message heard internally and externally, are realizing that a digital strategy revolves around content and that content is stories.
Creating Signature Stories shows organizations how to introduce storytelling into their strategic messaging, and guides organizations to find, or even create, signature stories and leverage them over time. With case studies built…
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
This book is all about brand building and it was integral to my advertising copywriting days.
Mark and Pearson use Jung’s 12 archetypes to classify brands, consumer markets, and consumers. We used their system to help our clients identify brand meaning and archetype and then used that as the basis for establishing relationships with customers.
Knowing the brand archetype helped me know what type of character’s story to tell. Brand and story archetypes become a shortcut to letting an audience and prospective customer know your brand story is about their story.
This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation' - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and…
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
Like discovering the hidden process for generating ideas, discovering the hidden power of curiosity unleashed my capabilities and improved my efforts.
Leslie explains that curiosity declines as we grow older and as technology increases. Both work against a sustained quest for understanding that leads to insight, innovations, and ideas. If you know this, you can nurture your desire to know and stay curious in a modern world where we can seemingly answer any question almost instantly.
This book opened my eyes to new possibilities illuminating new ways to become a more engaging brand storyteller.
"I have no special talents," said Albert Einstein. "I am only passionately curious." Everyone is born curious. But only some retain the habits of exploring, learning, and discovering as they grow older. Those who do so tend to be smarter, more creative, and more successful. So why are many of us allowing our curiosity to wane? In Curious, Ian Leslie makes a passionate case for the cultivation of our "desire to know." Just when the rewards of curiosity have never been higher, it is misunderstood, undervalued, and increasingly monopolized by a cognitive elite. A "curiosity divide" is opening up. This…
I worked for thirty years in what was one of the world's finest ad agencies, producing campaigns that were popular, famous, and effective. I found it fun, fascinating but also frustrating, because I gradually realised that what we did that worked had little to do with the theories we were taught to believe. I can see now that our campaigns had much more in common with the worlds of entertainment, popular culture, PR, and showmanship than the dry ‘official’ concepts of propositions and persuasion that seemed to rule our lives. These five books helped open my eyes to this broader perspective, and I hope they will open yours too.
A well-written and dispassionate review of the US advertising scene, written by a journalist in the nineteen-fifties, might just sound like (ancient) advertising history. But when I first read this, it came as a massive revelation to me.
I realised that all the core concepts we’d been taught about advertising – propositions, reasons why, message recall, attention, and the rest – were nothing more than phrases spouted by some glib ad man of the past. And we don’t have to believe any of them unless we choose to.
Madison Avenue U.S.A. is a reporter's portrayal of the advertising world and the creative and business minds that have shaped it. A best seller when it was first published in 1958, Martin Mayer's book is the result of hundreds of interviews with the greatest talents in the industry--among them advertising giants Bill Bernbach, James Webb Young, David Ogilvy and Rosser Reeves. Mr. Mayer highlights classic campaigns and the agencies that created them, capturing the excitement, the frenzy and the long hours of work behind original print and broadcast ads. He also reveals the workings of the industry--the money spent (and…
Nearly forty years ago, as a young poet, I started going to a storytelling circle in Toronto, thinking it would be a good venue to recite my poems. What I heard there awakened something in me. When I was a child, my parents read me wonder tales, and I soon began to read them on my own. Now I was hearing these stories, the way they were heard for millennia before anyone wrote them down. Today, I am a storyteller, I am married, and I am a professor who teaches a course on storytelling and writes about stories – all because of those weekly gatherings years ago and the storytellers there.
Stories come alive when people tell them to each other.
In my mid-20s, I happened upon a weekly gathering in Toronto, “1001 Friday Nights of Storytelling.” In a former synagogue turned art school – with candlelight shining on works in progress – people told old tales, by heart and with heart. This was the beginning of many things in my life, and this is the community that folklorist Kay Stone has written about.
She shows that the Toronto storytelling circle is part of a worldwide movement. She talks with great storytellers and explores favourite stories with them. And she shares her own struggle with a witch story from Grimms’ Fairy Tales, and how, as she told it again and again, she changed the story and the story changed her.
Burning Brightly is the first full-length book treatment of professional storytelling in North America today. For some years there has been a major storytelling revival throughout the continent, with hundreds of local groups and centres springing up, and with storytelling becoming an important part of the professional training for librarians.
In the book, Stone explores storytelling through storytellers themselves, while providing enlightening commentary from her own background as a storyteller. Included in her analysis are informative discussions of organized storytelling communities, individual tellers, and tales. Issues such as the modern recontextualization of old tales and the role of women in…
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
Birds of Heaven is a tiny book full of noble thoughts on why stories and storytelling are integral to our humanity. Okri, the Man Booker Prize author of ‘The Famished Road’, eloquently states ‘The universe began as a story… we are part human, part stories.’
The text contains two inspirational essays on the meaning of language and its power to shape our lives. The work presents an alternative spiritual response to the problems of the present day. It is bursting with beautiful and insightful gems.
This text contains two inspirational essays from the author of "The Famished Road", on the meaning of language and its power to shape our lives. The work presents an alternative spiritual response to the problems of the present day.
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
If you feel inhibited about making up stories and telling them to children, this is the book for you. Encouraging you to spin golden tales, Nancy Mellon shows how you can become a confident storyteller and enrich your family with the power of story. Children love the unique and human quality of storytelling, and parents and teachers alike can learn this practical, magical art with Nancy’s methods, tips and resources. This book may help give you storytelling wings - even if you didn’t think you could fly this way! It is a must for any adult who seeks to enrich and deepen communications with the young ones in their life.
Telling stories awakens wonder and creates special occasions with children, whether it is bedtime, around the fire or on rainy days. Encouraging you to spin golden tales, Nancy Mellon shows how you can become a confident storyteller and enrich your family with the power of story.
Children love family storytelling and parents can learn this practical, magical art. Here are methods, tips and resources to enable you to:
Create a listening space
Use the day's events and rhythms to make stories
Transform old stories and make up new ones
Bring your personal and family stories to life
Learn stories by…
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
Why do we tell stories? What power lies within storytelling? From the great myths and legends to enchanting fairy tales, parables, fables, and folk tales, stories can have a great healing and educative power. They come from our subconscious and imagination, deep inside us. They have much to teach us about ourselves and the world we create around us.
Described as a manual for ‘soul ecology’, in his book Kornberger first explores this ‘story power’, then explains how to apply it to help a child develop, or to heal and transform a child with difficulties. He then discusses the art and practicalities of creating new stories to help children with particular needs.
This is a valuable and inspiring book for teachers, parents, creative writers, and students of literature.
From the great myths and legends to enchanting fairy tales, parables, fables and folk tales, stories can have a great healing and educative power. They come from our subconscious and imagination, deep inside us. They have much to teach us about ourselves, therefore, and the world we create around us.
Horst Kornberger, a writer, artist and Steiner-Waldorf teacher, first explores the power of particular stories such as Odysseus, Parsifal, Oedipus, Bible stories and fairy tales. He then explains how to apply that power to help a child develop, or to heal and transform a child with difficulties.
Ever since my primary school teacher read out my essay about a friendly octopus to the whole class, I’ve known I was a storyteller. I went on to enjoy a long career as a journalist–first, writing stories about rock and pop groups for the music paper Sounds (where I coined the term ‘The New Romantics’), then as editor of the pop magazine Record Mirror, and subsequently as a writer/editor for national newspapers including The Observer and The Sunday Telegraph. After that, I became a coach, a public speaking trainer, and a book editor. However, my most enduring passion is helping people find and tell their most meaningful stories.
I feel deeply connected to this book because it helped me navigate the break-up of my marriage.
It puts into beautifully poetic words what I was feeling on an intuitive level about the transformative power of telling our own stories and the importance of ‘storying out’ unarticulated experiences.
Becoming a "storycatcher" and taking ownership of my story pulled me through a dark time and set me on the path toward a more empowering narrative.
Story is the heart of language. Story moves us to love and hate and can motivate us to change the whole course of our lives. Story can lift us beyond our individual borders to imagine the realities of other people, times, and places. Storytelling — both oral tradition and written word — is the foundation of being human. In this powerful book, Christina Baldwin, one of the visionaries who started the personal writing movement, explores the vital necessity of re-creating a sacred common ground for each other's stories. Each chapter in Storycatcher is carried by a fascinating narrative — about…
