100 books like Marketing 5.0

If work is going to work again, we need to be curious. The world is moving fast and the issues we are facing are arguably more complex than ever before, so we must avoid at all costs the rigid my way or the highway thinking.

Sometimes it feels good when we lock a solution in quickly because we feel we have solved the problem perhaps ticked the box. I really encourage people to stay in the messy middle and to “think again” to make sure it is not the quick solution, but they stick with the problem solving so they get the best solution.

As Godin states: “Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems.” This book is for anyone in sales. For writers, you may find you see book marketing in a new light after reading this book. Not only is there psychology in how consumers (readers) make their decisions, learning to sell books also has a psychology behind it. Once you know who you are selling to and understand their needs, you can and will sell more.

Marketing the old way took for granted that the company was in control. Now the consumer is in control. Mark Schaefer’s book will help you see the end of control and give you a manifesto for human-centered marketing. You’ll learn to see how your customers are part of your marketing department and how that is at the heart of success today. The good news for smaller brands is that winning in the rebellion doesn’t hinge on ad impressions, and big budgets, alone. Schaefer’s book helped me to see this new human-centered marketing from a more direct perspective. Instead of an evolution of the Four P’s he simply connects constant human truths to business success in “A Manifesto for Human-Centered Marketing” that ultimately leads to the new reality that your customers are your marketers.

When I realised that brands and advertising campaigns are much more like hit records, blockbuster movies and celebrities than we usually admit, I wondered what makes some famous and others (mostly) not?

Thompson’s book is the best single answer I’ve found so far and shows that fame doesn’t automatically follow the best song, book, or advert – you have to work at being popular, distinctive, and talked about. Lessons all ad agencies should learn.

The YES Syndrome could have been written yesterday.

But it was first published in 1982. Proof that the basics of good selling are not new, but have been the foundation of successful, ethical selling for decades, if not longer.

Combine the timeless customer-focused sales skills that Beveridge shares with the emerging technologies of the 21st century and salespeople will not only remain relevant, but indispensable and invaluable to buyers.

Is tech a science? Close enough.

I was on my way home from the grocery store, and I heard Naomi Alderman in an interview about this, her latest book, on NPR’s All Things Considered. It's a good thing I didn’t buy ice cream that day because I sat in the car in the driveway, listening until the end. Hearing her, I knew I had to read the book. And when I did, I couldn’t put it down (the reading equivalent of sitting in the driveway listening to the radio?).

Populated with extraordinary characters, from genuinely good to incredibly greedy, this book both frightened me and gave me hope, but it never let me go until, well, after the last page (yeah, there’s a little bit of a trick at the end).

First published in 1958, this is one of Hannah Arendt’s most influential books and in it she attempts to define the human condition in the aftermath of World War II, developing her concept “natality.” 

It’s a challenging book that I’ve wrestled with and argued with and never forgotten. It includes some of her most powerful and frequently cited passages about birth. Lately, I’ve been returning to its opening pages, in which she discusses the launch of Sputnik into space. 

She saw this launch not as an exciting technological breakthrough, but as a fateful repudiation of our earthly existence, an existence that was defined by birth with possibilities and limitations.

This book surprised me. I was skeptical that Mary Sherman Morgan was the first female rocket scientist—surely I would have heard of her before now! But that’s the problem with pioneering women: most of them remain unknown, their contributions overshadowed by the men they worked for.

Thankfully, her son’s curiosity about his mother’s past uncovered an almost mythical story of a woman fleeing abject poverty and cruelty, giving her baby up for adoption for an inability to take care of it, and yet overcoming discrimination to apply her mathematical genius to formulate the rocket fuel that led directly to the first successful launch of America’s first satellite, Explorer 1.

Frankly, it makes me squirm to recommend this book, but it’s a topic we Americans need to understand better. Under Xi Jinping, China has expanded its use of surveillance cameras and begun a “social credit” system to track people who are—and aren’t—following the rules. Kai Strittmatter, who reported from China for a leading German newspaper for more than a decade, relies on strong research and concludes that China is Orwellian. And yet, most Chinese citizens I know do not feel watched and oppressed. I’m eager to get back to China to judge for myself.

The evolution of the mind is not over yet!

Clark is a philosopher and shows with wit and many great examples how our minds evolved to be a tight meshing between our brains, bodies, and the environment. In this account, our human endowment is to naturally absorb technologies, whether as simple as a stick or as complex as the internet, into our thinking and so warp and expand our consciousness and our capacity for thought.

So much discussion of artificial intelligence is about what computers will do better than humans or instead of humans. This book explodes the whole notion: intelligence has always been artificial, and the most interesting questions are about how we’re going to use technology to think. Onwards!