The best books on individualism

Gonzales has a way of providing information in a compelling manner, managing to use stories to present ideas rather than approaching them clinically. Deep Survival is a fascinating look at how people interact with the world as influenced by their unique and our shared human psychology and experiences. This book provides insight, but also inspiration to pay more attention and learn from our own experiences, creating a mental foundation for further exploration and growth. 

In the Name of Identity challenges our thinking about how we decide who we are as individuals, as groups and what makes us behave as we do with each other.

Maalouf addresses the dangers of defining people solely on a singular component of their identity rather than their identity as a whole. He examines his own identity, and acknowledges that it is complex.

He is Arab and Christian, both Lebanese and French. Yet his identity is more than the aggregate of these components. He urges the reader to avoid generalizing based on a singular component of one’s identity and convincingly argues how this can lead to violence.

Maalouf’s wisdom on how we use our identities to define ourselves against each other can help us understand how to avoid hatred and violence. 

Robert Putnam and Shaylyn Romney Garrett provide an analysis of the past 125 years of American history that makes a significant contribution to the growing movement to reform American Society. They carefully analyze trends in American life in a way that delineates the tangle of problems we are currently experiencing while at the same time offering hope that we can overcome them. The essence of their analysis is that across a wide variety of societal indicators, the past century and a quarter has involved an upswing in prosocial or communitarian norms and practices, beginning in the progressive era of the early twentieth century. That was followed by a reversal toward less communitarian and more individualistic and self-centered norms and practices.

A key insight of economics is the power of markets to organize human affairs. The Machinery of Freedom takes that insight to the limit. How might society work if even governmental functions were organized using markets? Friedman’s answer will surprise and challenge you. And whether you come away convinced or not, you will come away with a better understanding of markets.

Lilla’s goal in this book is to show how identity politics threatens the electoral prospects of the Democratic Party. He argues that the party has thrown citizenship—the “we” in political conversation—out the window in favor of “personal identities in terms of the inner homunculus, a unique little thing composed of parts tinted by race, sex, and gender,” and that this will be electorally disastrous for the Democrats. But Lilla’s arguments show that it is disastrous for our national conversation as well. When we give personal identity weight in an argument (Lilla is superb at eviscerating the shopworn phrase “speaking as an X”) we turn the intellectual clock back to premodern times when arguments were settled by power and force.

A series of essays and observations by one of literature’s most incendiary writers, written during the decade of his greatest creativity which ended in a life-changing fatwa. Rushdie takes aim at diverse subjects such as racism in Britain, religious fanaticism and literature, the cult of individualism, writers conferences, and trivia about other writers. He holds a candle for the colonial writer who infused the English language with a multitude of thoughts, words, and phrases, and claims that the novel should be subversive, not representative. He also punches back at accusers and justifies his most vilified novel, The Satanic Verses, as a work of dissent not of abuse or insult, and explains its imagery and symbols.

For starters an absolutely brilliant book title: beautifully capturing the complexities of American culture, at once compelled by soaring social aspirations while tending to act out of pure individualism often with disdain for social impact. The narrative abounds in identifying seemingly contradictory national impulses – imported vs. Indigenous traditions, socialism vs. libertarianism, utopian vs. prosaic undertakings, the welcoming of and resisting of others – with the author arguing that through the interaction of such opposite impulses over time the particular genius of American society evolved. Kammen delights in reminding Americans of our “unstable pluralism,” and supports William James’ conclusion that “Americanism” continues to be a “volatile mixture of hopeful good and curable bad.”  Overall impressive scholarship and a delightful read.   

This is the original, classic rock book against which all others are measured. It originally came out in 1974, when I was a child, and I read it to my kids more than 20 years later. Happily, it’s still around. The book is written in first person, with the main character sharing 10 rules that will help readers find their own perfect rock. One of my favorite lines from the book is: “It has to feel easy in your hand when you close your fingers over it. It has to feel jumpy in your pocket when you run.”

For an absolute classic, I would be amiss if I did not include Yevgeny Zamyatin’s We in this list, as it’s been credited for inspiring both Orwell and Rand in their dystopian journeys. This is a classic dystopian novel set in something called ‘OneState’- a city enclosed in glass under the totalitarian rule of the ‘Benefactor'. In ways similar to Fahrenheit 451, I love We for its exploration of what happens when free thought collapses and is replaced by government-enforced conformity.

The main protagonist (simply named D-503) lives a life void of all passion and creativity. The most precious things like love, family, and reproduction are all closely monitored – with rebellion viciously condemned. All it takes is one person- I-330, one of the few left with a free, courageous spirit to inspire D-503 to break free from the system and decide that ultimately, life is worth living for… show more.

Pnin, a Russian émigré teaching at a not-wonderful college, is a remarkably endearing protagonist. I would welcome him into my home. Constantly swimming upstream, he is resolute yet humble. He takes on life in America with thoughtful determination and becomes victorious even in defeat. A stellar individual. Nabokov’s deftness with the English language enriches this short and highly accessible novel.

Admittedly I don’t read enough fiction. However, good fiction books can be just as (if not more) instructive to business ethics students and practitioners as the best non-fiction works. The best ones provide lessons that are timeless. One example of this is Lord of the Flies. Based on the story of a group of schoolboys who become stranded on a deserted island, the book is a window into the dynamics that emerge when humans form groups – hierarchies naturally emerge, the battle for power is rarely pleasant, and power in the wrong hands invariably corrupts. More importantly, it shows that without the appropriate institutional guardrails to commend the good and condemn the bad, groups (and institutions) ultimately become dysfunctional and decay.

Marketing psychologist Kit Yarrow explains how technology has rewired our brains, making us more individualistic, isolated, emotional, and distrustful. This is not a pessimistic book—it’s a practical guide to addressing customers’ desires and insecurities in a time of deep cultural shifts. Not only has she done her homework, but she also presents the results with lightness and clarity.

A classic book on the pain that fashion inflicts on both people and planet. This book does an excellent job of showing how the exploitation of people is inseparable from the exploitation of the biosphere. It is a searing critique of the fashion industry and its voracious appetite for evermore profit, and how this short-termist model is driving us towards disaster.

At 18 years old, this book taught me that it was okay to be different and that it was okay to aim for greatness and success without worrying about what other people thought of me.

The book also taught me the value of perseverance and the importance of staying true to oneself even in the face of adversity.  

Perhaps Max Weber’s book on the Protestant Ethic should be on my list. But I prefer this book by sociologist Campbell which is at least as bold in its argument. It takes a fresh look at consumption and suggests that modern consumption draws on human imagination, a desire for novelty, and experimentation. Like Weber, Campbell traces the historical roots of modern economic action, and he does so by suggesting that Romanticism was not a hostile reaction to capitalism, but the imaginative counterpart to the productive revolution of the eighteenth century. As such Romanticism facilitated the Industrial Revolution and made the modern economy possible. Campbell does not explore this, but I think of the Romantic Ethic as the cultural background for the subjective theory of value in economics.

Ralph Waldo Emerson is recalled as one of the great essayists and speakers of the nineteenth century.

In a time of extraordinary change, Emerson helped forge a universal voice through the prism of the emerging American experience. Emerson ultimately conjured a unique, unmistakable American narrative.

This renders his work timeless. His essays—such as “Self-Reliance”—have been rediscovered by new audiences in the early 21st century.

In another moment of tumult and evolution, Emerson continues to offer actionable inspiration, encouraging everyone to cultivate the courage to experience life and work as a great adventure.

This book is perhaps one of the best-kept secrets in economics, overshadowed by Keynes’ more path-breaking General Theory, but oozing with wisdom on every page. Here Keynes transcends the bounds of economics. In his words: “It is one of the objects of this book to urge that the best way to cure this mortal disease of individualism is to provide there shall never exist any confident expectation either that prices are generally going to fall or that they are going to rise; and also that there shall be no serious risk that a movement, if it does occur, will be a big one.” Of course, inflation is the subject here. Its writing style alone elevates it above the commonplace. In this book, the reader finds the balance of practical judgment found in the best economists. 

This slim volume by Toni Morrison is a spare, elegant meditation on how what is absent – from view, from awareness, from narrative (in this case, what she calls the “Africanist presence” in the literary imagination) – exerts a structuring influence on what is present. The prose is characteristically beautiful, but what keeps me coming back to this book is the luminous tenor of Morrison’s engagement with literature that many people find objectionable and even racist. Rather than dismiss, condemn, and cancel, Morrison wants to understand, engage, and gain insight. “My project arises from delight, not disappointment”, she says, and that truly shows.

In A Girl’s Story Annie Ernaux – the author of many memoirs about her parents, her lower-class background, and her sexual life – revisits the summer when she was 18 and a summer camp counselor. For the first time away from home, she was so eager for love that she ended up pursuing a man who dumped and humiliated her. Ernaux has a unique way to find lost time again. She scrutinizes the past with such a precise scalpel that it allows us to identify with the lost young girl and to share her confusion and shame. 

While hundreds of books have been written on early New England, Ben Mutschler deftly paints a portrait of life in New England “with sickness at its center.” He thoroughly integrates family struggles over illness and the demands placed on local governments into the story of the social and political development of this region that has long valued public health even as it has also endured tragic circumstances.