58 books like The Hero and the Outlaw

By Margaret Mark, Carol Pearson,

Here are 58 books that The Hero and the Outlaw fans have personally recommended if you like The Hero and the Outlaw. Shepherd is a community of 10,000+ authors and super readers sharing their favorite books with the world.

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Book cover of Contagious: Why Things Catch on

Keith A. Quesenberry Author Of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

From my list on business books to master the art and science of brand storytelling.

Why am I passionate about this?

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.

Keith's book list on business books to master the art and science of brand storytelling

Keith A. Quesenberry Why did Keith love this book?

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.

By Jonan Berger,

Why should I read it?

3 authors picked Contagious as one of their favorite books, and they share why you should read it.

What is this book about?

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…


Book cover of Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires

Keith A. Quesenberry Author Of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

From my list on business books to master the art and science of brand storytelling.

Why am I passionate about this?

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.

Keith's book list on business books to master the art and science of brand storytelling

Keith A. Quesenberry Why did Keith love this book?

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.

By David Aaker,

Why should I read it?

1 author picked Creating Signature Stories as one of their favorite books, and they share why you should read it.

What is this book about?

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…


Book cover of A Technique for Producing Ideas: A Simple Five Step Formula for Producing Ideas

Keith A. Quesenberry Author Of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

From my list on business books to master the art and science of brand storytelling.

Why am I passionate about this?

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.

Keith's book list on business books to master the art and science of brand storytelling

Keith A. Quesenberry Why did Keith love this book?

To tell a brand story, you need ideas. Where do ideas come from? No one really knew, including me, until James Young Webb wrote this book, and I discovered it years into my career.

Before reading Young's book, my ideas for marketing clients were often hit or miss. Sometimes, they were brilliant, and sometimes, just okay. What was the difference? I didn’t know until I read this five-step process. When I followed this process my ideas were better. Knowing and following the process will make your ideas and brand stories better.

By James Webb Young,

Why should I read it?

1 author picked A Technique for Producing Ideas as one of their favorite books, and they share why you should read it.

What is this book about?

This concise and powerful book lifts the lid on the creative process and eloquently details the steps needed to create exciting new ideas.

Advertising copywriters, engineers, poets, painters and scientists have all benefited from its text to make creative breakthroughs.

Advertising trailblazer William Bernbach wrote, "James Webb Young conveys in his little book something more valuable than the most learned and detailed texts on the subject of advertising. Mr. Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process".

Table of contents

How it started The formula of experience The…


Book cover of Curious: The Desire to Know and Why Your Future Depends On It

Keith A. Quesenberry Author Of Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape

From my list on business books to master the art and science of brand storytelling.

Why am I passionate about this?

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.

Keith's book list on business books to master the art and science of brand storytelling

Keith A. Quesenberry Why did Keith love this book?

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. 

By Ian Leslie,

Why should I read it?

1 author picked Curious as one of their favorite books, and they share why you should read it.

What is this book about?

"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…


Book cover of A Cannes Lions Jury Presents: The Art of Branded Entertainment

Robin Landa Author Of Advertising by Design: Generating and Designing Creative Ideas Across Media

From my list on creative advertising, art direction, and typography.

Why am I passionate about this?

I'm a Distinguished Professor in the Michael Graves College, Kean University. I’ve written over twenty books about advertising, graphic design, branding, personal branding, creativity, and drawing. On May 17, 2022, Routledge will publish my new book, Strategic Creativity: A Business Field Guide to Advertising, Branding, and Design. I’ve won numerous awards for my design, writing, and research, including awards from the National Society of Arts and Letters and the National League of Pen Women. In 2015, I received the Human Rights Educator award, 2016 Kean Presidential Excellence award for research, 2013 Teacher of the Year, and the Carnegie Foundation lists me among the great teachers of our time.

Robin's book list on creative advertising, art direction, and typography

Robin Landa Why did Robin love this book?

Anyone in advertising or interested in advertising should read anything PJ Pereira (co-founder and Creative Chairman of Pereria O’Dell) has to say. Period. That should be enough reason to read this tome but there are more.

Content is everything. Advertising competes with entertainment online and everywhere 24/7. This book is a collection of essays from jurors on the 2017 Lions Entertainment award jury—therefore these folks know what they’re talking about.

By PJ Pereira, Monica Chun, Jules Daly

Why should I read it?

1 author picked A Cannes Lions Jury Presents as one of their favorite books, and they share why you should read it.

What is this book about?

A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Festival of Creativity.

A collection of essays from jurors on the 2017 Lions Entertainment award. Drawing on years of experience and expertise, working for brands such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and advertising giants such as Bartle Bogle Hegarty and MediaCom, the contributors provide a fun and far-reaching study of the evolution of branding and the future of advertising.

Live television viewing is decreasing as audiences choose to stream television…


Book cover of Building a Storybrand: Clarify Your Message So Customers Will Listen

Jose Ucar Author Of Global Influence: How business leaders can simplify, improve, and amplify their international impact

From my list on supercharging your communication skills.

Why am I passionate about this?

When I first started traveling at 16, I struggled. It's not always easy to learn a new language, adapt to a different culture, and build connections. But as I got more comfortable and confident navigating through my new environment, things started to improve. I know what it’s like to start from scratch, to move to a new country, to develop and use my communication skills to move up the business ladder. This is why I now use my experience to speak, train, and coach people from a variety of countries and cultures on how to become impactful communicators, and have written a book on the importance of global communication skills. 

Jose's book list on supercharging your communication skills

Jose Ucar Why did Jose love this book?

This book by Donald Miller has improved how I communicate with customers. By applying the seven universal storytelling elements Miller outlines, I've learned to convey my brand's message with unprecedented clarity and impact. This book has not only simplified my marketing approach but also made it infinitely more effective, helping me to truly connect with my audience and stand out in a crowded market.

Miller's framework is a game-changer, offering practical steps to transform any brand's messaging into something genuinely compelling. It is an indispensable resource for anyone aiming to improve their marketing and connect more deeply with their customers.

By Donald Miller,

Why should I read it?

8 authors picked Building a Storybrand as one of their favorite books, and they share why you should read it.

What is this book about?

More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times bestselling author and marketing expert Donald Miller. And they are making millions.

If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.

In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares…


Book cover of Continuous Discovery Habits: Discover Products that Create Customer Value and Business Value

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

Product discovery is the way in which great product teams learn whether or not they’re building something of value. Teresa has distilled and sharpened this practice into a set of tools and techniques that she delivers in her signature direct style. Must read for all product managers and UX designers.

By Teresa Torres,

Why should I read it?

1 author picked Continuous Discovery Habits as one of their favorite books, and they share why you should read it.

What is this book about?

"If you haven't had the good fortune to be coached by a strong leader or product coach, this book can help fill that gap and set you on the path to success."

- Marty Cagan

How do you know that you are making a product or service that your customers want? How do you ensure that you are improving it over time? How do you guarantee that your team is creating value for your customers in a way that creates value for your business?

In this book, you'll learn a structured and sustainable approach to continuous discovery that will help…


Book cover of Escaping the Build Trap: How Effective Product Management Creates Real Value

Jeff Gothelf Author Of Forever Employable: How to Stop Looking for Work and Let Your Next Job Find You

From my list on product management from an experienced product manager.

Why am I passionate about this?

Jeff has been a UX designer, team leader and product manager for over 20 years. His work in the field helped define some of the key practices product managers use today. Building a customer-centric practice is key to successful products and services and Jeff has demonstrated that not only in the products and companies he’s helped build but in the writing and thinking he’s contributed to the product managaement community.

Jeff's book list on product management from an experienced product manager

Jeff Gothelf Why did Jeff love this book?

Melissa is rewriting the book on modern product management. Her advice is hard-earned, practical, and useful. If you’re interested in starting a career in product management, this book offers up specifics on what exactly is product management and how to excel at it in modern, agile cultures.

By Melissa Perri,

Why should I read it?

1 author picked Escaping the Build Trap as one of their favorite books, and they share why you should read it.

What is this book about?

To stay competitive in today's market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the "build trap," cranking out features to meet their schedule rather than the customer's needs.

In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You'll learn product…


Book cover of Competing Against Luck: The Story of Innovation and Customer Choice

Chris Goward Author Of You Should Test That: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing

From my list on human behavior and conversion rate optimization.

Why am I passionate about this?

I’m the Founder & CEO of Widerfunnel, and the author of You Should Test That!. I launched Widerfunnel as the "anti-agency" with a purpose to prove that evidence-based decisions get the best results. Today, we run the experimentation, conversion rate optimization, qualitative research, and behavioral science programs for companies such as HP, Microsoft, Dollar Shave Club, The Motley Fool, TaylorMade Golf Company, and many more across all industries. I've spoken at over 300 events globally, sharing case studies, planning frameworks, and best practices of leading growth brands.

Chris' book list on human behavior and conversion rate optimization

Chris Goward Why did Chris love this book?

Every company wants to innovate, but it's not always clear how to do that in practice. Competing Against Luck highlights the importance of understanding what "jobs" your customer "hires" your product to do. The ‘Jobs to be Done Theory’ is one of the best frameworks I have seen to drive toward innovation and product-market fit. In the CRO world, we typically think about optimizing experience, but optimizing the product-market fit is equally as important.

By Clayton M. Christensen, Taddy Hall, Karen Dillon , David S. Duncan

Why should I read it?

1 author picked Competing Against Luck as one of their favorite books, and they share why you should read it.

What is this book about?

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for. How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he…


Book cover of Hit Makers: How to Succeed in an Age of Distraction

Paul Feldwick Author Of Why Does The Pedlar Sing? What Creativity Really Means in Advertising

From my list on making sense of the madness of advertising.

Why am I passionate about 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.

Paul's book list on making sense of the madness of advertising

Paul Feldwick Why did Paul love this book?

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.

By Derek Thompson,

Why should I read it?

3 authors picked Hit Makers as one of their favorite books, and they share why you should read it.

What is this book about?

NATIONAL BESTSELLER

A Book of the Year Selection for Inc. and Library Journal

"This book picks up where The Tipping Point left off." -- Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKE

Nothing "goes viral." If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today's crowded media environment, you're missing the real story. Each blockbuster has a secret history-of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity…


5 book lists we think you will like!

Interested in product management, archetypes, and advertising?

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