99 books like On Strategy

I am a firm believer that you never stop learning, and you learn from everybody.

I was very impressed by Nike. As a young athlete in the 60s, I sometimes had to run barefoot because I could not afford shoes, and I was a keen athlete. Phil Knight’s remarkable book was first published in 2016. I thought it was fascinating because he talked all about the tenacity, determination and commitment and the fact that you have to stand up to people because 99% of people will tell you you will never get there. He got there brilliantly, and, of course, Nike is a phenomenal success.

I was inspired by Phil Knight’s vision, courage, tenacity, and determination to overcome many enormous obstacles to build a great global brand. I sincerely believe this book will be very helpful to any entrepreneur.

I discovered marketing and was motivated by an amazing man called Theodore Levitt. I actually visited him at Harvard when he helped me with the Malibu launch in 1979. Levitt was an inspirational marketer, well ahead of his time.

This, his first book, was published in 1962. He rightly said in the book, “Every major industry was once a growth industry,” but as we know (and Levitt said it), there are some that are now riding a wave of growth enthusiasm very much in the shadow of decline.

You have to understand why things develop. The failure is usually at the top because the executives responsible for the company do not understand the changing environment or respond positively to it. For example, Hollywood barely escaped being totally ravished by television before the film companies went through drastic reorganisation but initially, they did not see television as a competitor. They did… show more.

This book was published in 2002 by Seth Godin, who has a very positive attitude. I agree when he says, “Marketing is too important to be left to the Marketing Department.” It has to be the total focus of the entire company, and he implied there are not enough p’s. For years, marketing has talked about the 5 p’s of marketing, and everyone has their favourite 5, but there are many more.

Ultimately it is the people throughout the entire company, and everyone has to realise that there is only one boss in business–the customer who votes with his or her feet (I quote this in my book).

Why is it called “Purple Cow”? All cows look the same, but the essence of a purple cow is that it must be remarkable. His book is about the how and why of remarkable. Coupled with remarkable is, of course, tenacity and… show more.

Neville Isdell, who retired as Chairman of Coca-Cola in 2009, whilst born in Ireland, grew up in Zambia, as I did, and by coincidence, we were both at Cape Town University, and we worked together at Coca-Cola in Johannesburg for a year in 1969.

Neville is very direct and cannot stand sycophantic behaviour, which I respect. He lived and worked in 11 countries on 5 continents in his 43 years at Coca-Cola, and he placed a great deal of importance on understanding and respecting local culture. He believed much of his success came from selecting strong people who focused on the importance of positive action over words. He also states that the majority of views often mean that something has happened, but more importantly, it is the minority view and ideas where breakthrough growth and success lie.

Between 2004 and 2009, when he took over as the CEO of Coca-Cola… show more.

For readers who are interested in learning how to think about international relations, strategy, security, and history.

The collection of essays discusses US foreign policy, nuclear politics, and the Cold War. My favorite is Trachtenberg’s critical reassessment of the origins of the First World War, a destructive conflict no one wanted to happen but still walked into.

I always assign this book to my students.

This book made me think differently about air war, arguably the defining element of 20th and 21st-century conflicts. Grayzel traces its evolution and experience for Britain from the first bombing raids of the First World War to the start of the blitz in the Second. Unlike most other studies, which focus on military strategy and state policy, she interweaves the stories and experiences of the civilians who were to be the targets of this new technology. The book reminds us (if we needed reminding) of the shock of air raids, and the way that these impacted every aspect of life.

While not as focused on strategy as the title implies, this book’s short offers an entertaining discussion of various military issues within the context of the Star Wars films and television shows. Among the standouts are a plea for nation-building on Endor by Max Brooks, best known for his novel World War Z (2006), and M.L. Cavanaugh’s “A Strategist Yoda was Not.” As Cavanaugh points out, there is no evidence of any strategic education in Jedi training, which shows. 

An influential political scientist and military analyst, Luttwak provides an insightful overview of military strategy. He provides clear explanations of important theorists and concepts but, most importantly, emphasizes the paradoxical nature of strategic planning in discussions that resemble the duel of wits in the book and movie The Princess Bride (1973 and 1987).

How does one outthink and outwit an enemy while avoiding falling into the traps an enemy has laid for you? How does one avoid executing obvious and easy strategies while still playing to one’s strengths and avoiding needless complexity? How does one encourage an enemy to make mistakes and lure them into traps? 

This remains one of my go-to texts for my World Wars class and is well-received by my students, whose ideas about the Second World War and its outcome are transformed by Overy’s brilliant book. It is a masterpiece of analytical history presenting a very different take on the war—one of industry, economics, technology, and production.

As a strategy consultant for over two decades, let me tell you: the world is full of bad strategy. This book lays out so clearly what makes bad strategy bad, as well as what good strategy consists of. Rumelt uses examples from business, of course, but he goes far beyond that realm, too.

The book opens with a description of how Admiral Horatio Nelson defeated Napoleon’s forces in the Battle of Trafalgar. Rumelt, a Professor at UCLA, gives recommendations that are specific, tied to examples, and actionable. I walked away with a clear set of takeaways and wonderful stories to back them up.