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.

Of the many books explaining the success of the Roman Empire, this is by far the best in that it shows how Rome continually adapted its strategy in building and sustaining its empire. Rome's strategy was not ceaseless fighting but comprehensive strategies that unified force, diplomacy, and an immense infrastructure. Initially relying on client states to buffer attacks, Rome moved to permanent frontier defense. Finally, as barbarians began to penetrate the empire, Rome fielded large armies in a strategy of defense-in-depth. This book's lesson for business strategy is that companies need to constantly adapt their strategies as their circumstances change. The book also has powerful implications for modern geopolitical strategy—be flexible in both means and ends.

This book makes strategy practical for founders, and strategy is so often done badly and contributes to business failure.

The essence of it is to recognize and solve the “decisive challenge.” For example, Elon Musk identified and solved the decisive challenge facing SpaceX when he made Falcon 9 the world’s first orbital class reusable rocket.

Back down to earth, strategy has to face the business challenges honestly and provide a coherent approach to tackling them. This book genuinely helps us to do just that.

This book is a beautiful, non-mathematical introduction to Game Theory for everyone, even high school students interested in strategy, its basic modeling, and how to solve games.

It has applications to everyday life, including examples from real business and political science, making it accessible to all sorts of readers. Its verbal description of some solution concepts and mathematical results is, however, too lengthy at times, especially for non-English speakers and students with a good math background, potentially leading to unnecessary confusion.

There’s an old saying that states, “Amateurs discuss battles; Professionals discuss logistics.” 

Engel’s book proves the point, arguing that the Macedonian king’s real genius was not tricky moves on the battlefield, but by making sure his men had enough food and water to sustain themselves for twelve years.  One of the great things about this book is that Engels covers things that work for any premodern era: how much a human or animal can carry; how much food and water they consume on a daily basis, and what it requires to keep tens of thousands of humans on the march adequately supplied. 

You’ll never think the same way about premodern warfare again after reading it.