Fans pick 100 books like The Crowd

This was the book that kicked off my obsession with mind control, social psychology, and media hacking. Ryan Holiday is one of the modern era's best marketers, and he's a pretty great writer as well. When he ran the marketing at American Apparel (at twenty-something), he took hype to new heights.

A small list of some of his stunts: Hiring a porn star to pose in nothing but socks in an ad for a clothing company, secretly defacing his own clients' billboards to generate publicity, and provoking a famous Internet media startup legend to threaten to punch him in the face in order to drive up book sales.

In this book, he reveals all his tricks while delivering a scathing critique of the broken system that let him do what he did.

Though not a volume pertaining to “hard science,” Mackay’s book is an early and essential inquiry into “group psychology” long before the phrase was coined. I used this and Kuhn’s books as background when writing World on Fire.

Why do perfectly respectable people act against their own self-interests, often violently, I wondered, when drawn into the seductive folds of a crowd? Mackay wrote his first edition in 1841, just a few decades after the convulsions that swallowed up Priestley and Lavoisier, then updated it in 1852: he chronicled the spreading group madness of such historical phenomena as the South Sea Bubble, “alchymists,” the Crusades, witch manias, and the “popular admiration of great thieves.”

Mackay’s 1852 preface crystallized his theme with the question: “Men, it has been well said, think in herds; it will be seen that they go mad in herds while they only recover their senses slowly and one… show more.

This is one of my favorite books because rather than observing the follies of others, this author details his own. Reading it is like watching a tragedy when you already know the well-meaning protagonist is going to die.

The author chose to remain anonymous for obvious reasons: He thought he was a rare fool. But getting wiped out happens all the time, to many people. If you want to experience vicariously a dangerous thrill ride that you may or may not already have taken, this is your ticket. The book is out of print and hard to find.

Over 100 years ago, a stockbroker wondered why his clients lost money over a full cycle in the stock market. After all, if stocks were back to where they started, shouldn’t they have broken even? He found that at bottoms, investors were cautious short-term traders, whereas at tops, they were confident long-term owners.

This little booklet is available inexpensively on Amazon.

When I was at Yale, Professor Irving Janis became aware of my interest in mass psychology and asked if I would be interested in seeing a manuscript he was working on. I jumped at the chance and soon was reading Victims of Groupthink.

The book relates histories of bureaucratic decision-making that went wrong. Janis postulated that in a group setting, people defer the hard work of reasoning to others, whom they assume must be working on the problem. As a result, no one works on the problem, and whatever decision emerges derives from the dynamics of group psychology. This book is out of print and hard to find.

I have to admit it: I’m pretty sure I bought this book in my early twenties with less-than-pure intentions. It didn’t end up doing much for my romantic life, but it changed the way I think forever after.

In writing about how to get attractive people to fall into your arms (and into your bed), Robert Greene makes no distinction between seducing an individual and seducing an audience of millions. It’s one of those books that makes you feel like you want to take a shower. Then again, most of my favorite books make me feel that way.

If you want to read about how to make hype happen while making people happy, check out Shep Gordon’s autobiography. This book played a big part in making me realize that hype can be used as a force for good as well as evil. At the very least, it can add a whole lot of color to the world.

Shep Gordon had no connections and no money when he started out as a manager in the entertainment industry. But somehow, he managed to turn Alice Cooper into an international superstar, resurrect the career of a Vaudeville legend, and singlehandedly create the celebrity chef movement. This guy continues to inspire me. 

This one is a pure a page turner. It’s about a man named “Dr.” John R. Brinkley who became one of the richest people in the country by selling a procedure in which he transplanted goat testicles into healthy adult males. He was responsible for the deaths of nearly fifty people, came a few votes shy of becoming governor of Arkansas, and more or less invented modern marketing. What’s not to like?

I am attracted to books that take a broad theme and examine this across space and time –without being confined to a single academic discipline. Another requirement is that they are written in an elegant and accessible style that commands the reader’s attention. This book originally published in Germany in 1960 satisfies both criteria. It defies ready classification but includes social psychology, social anthropology, and ideas related to myth, ritual, and religion. His concept of ‘the pack’ builds on the abstract notion of ‘the crowd’ and leads to ideas such as ‘transformation.’ As the Brexit vote was a form of crowd behaviour, reading this book helped me understand more about it.

The book, written in mid-century, has some of the most powerful hypotheses of social psychology, which, along with the ideas of fellow émigré from Germany, Kurt Lewin, gave birth to the field of social psychology. Read Chapter 4 at least. I do every 5 years or so. The chapter gave rise to both dissonance theory and attribution theory, two of the major accomplishments of social psychology.