Here are 100 books that A Technique for Producing Ideas fans have personally recommended if you like
A Technique for Producing Ideas.
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Throughout my career, I’ve come across so many everyday people with awesome ideas of life-changing potential for a select group of people. And most of them struggle to reach the people they can most help. This is such an incredible shame! I’m passionate about connecting those entrepreneurs and business owners who have great ideas with the people who will most benefit from their solutions, so both parties win. A big part of that is ensuring their marketing engages their target audience, hence this book list.
No one can truly predict what will go viral, and honestly, I don’t aim for virality—my focus is on reaching a specific audience, not the masses. That said, I did want to understand the factors that make content more shareable. I wanted to craft content that resonates deeply while encouraging organic sharing, and Contagious provided a wealth of insights to achieve exactly that.
Jonah provides many examples and explains the science of why people share things in a way that I found fascinating and practical. I walked away with clear strategies for adding more share-worthy elements to my content without sacrificing authenticity or integrity.
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…
It is April 1st, 2038. Day 60 of China's blockade of the rebel island of Taiwan.
The US government has agreed to provide Taiwan with a weapons system so advanced that it can disrupt the balance of power in the region. But what pilot would be crazy enough to run…
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.
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.
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…
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.
This book is all about brand building and it was integral to my advertising copywriting days.
Mark and Pearson use Jung’s 12 archetypes to classify brands, consumer markets, and consumers. We used their system to help our clients identify brand meaning and archetype and then used that as the basis for establishing relationships with customers.
Knowing the brand archetype helped me know what type of character’s story to tell. Brand and story archetypes become a shortcut to letting an audience and prospective customer know your brand story is about their story.
This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation' - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and…
A Duke with rigid opinions, a Lady whose beliefs conflict with his, a long disputed parcel of land, a conniving neighbour, a desperate collaboration, a failure of trust, a love found despite it all.
Alexander Cavendish, Duke of Ravensworth, returned from war to find that his father and brother had…
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.
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.
"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…
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.
A well-written and dispassionate review of the US advertising scene, written by a journalist in the nineteen-fifties, might just sound like (ancient) advertising history. But when I first read this, it came as a massive revelation to me.
I realised that all the core concepts we’d been taught about advertising – propositions, reasons why, message recall, attention, and the rest – were nothing more than phrases spouted by some glib ad man of the past. And we don’t have to believe any of them unless we choose to.
Madison Avenue U.S.A. is a reporter's portrayal of the advertising world and the creative and business minds that have shaped it. A best seller when it was first published in 1958, Martin Mayer's book is the result of hundreds of interviews with the greatest talents in the industry--among them advertising giants Bill Bernbach, James Webb Young, David Ogilvy and Rosser Reeves. Mr. Mayer highlights classic campaigns and the agencies that created them, capturing the excitement, the frenzy and the long hours of work behind original print and broadcast ads. He also reveals the workings of the industry--the money spent (and…
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
Why do we tell stories? What power lies within storytelling? From the great myths and legends to enchanting fairy tales, parables, fables, and folk tales, stories can have a great healing and educative power. They come from our subconscious and imagination, deep inside us. They have much to teach us about ourselves and the world we create around us.
Described as a manual for ‘soul ecology’, in his book Kornberger first explores this ‘story power’, then explains how to apply it to help a child develop, or to heal and transform a child with difficulties. He then discusses the art and practicalities of creating new stories to help children with particular needs.
This is a valuable and inspiring book for teachers, parents, creative writers, and students of literature.
From the great myths and legends to enchanting fairy tales, parables, fables and folk tales, stories can have a great healing and educative power. They come from our subconscious and imagination, deep inside us. They have much to teach us about ourselves, therefore, and the world we create around us.
Horst Kornberger, a writer, artist and Steiner-Waldorf teacher, first explores the power of particular stories such as Odysseus, Parsifal, Oedipus, Bible stories and fairy tales. He then explains how to apply that power to help a child develop, or to heal and transform a child with difficulties.
The Duke's Christmas Redemption
by
Arietta Richmond,
A Duke who has rejected love, a Lady who dreams of a love match, an arranged marriage, a house full of secrets, a most unneighborly neighbor, a plot to destroy reputations, an unexpected love that redeems it all.
Lady Charlotte Wyndham, given in an arranged marriage to a man she…
I’m an Executive who started life as an Occupational Therapist. As an undergrad, I had an innate curiosity around mental health, and what makes people thrive not just survive. This fascination sent me to university multiple times, and, as a self-confessed book nerd (my teams tell me one of my most common sayings is ‘There is a book you could read..’), constantly testing book theories at work. As an executive, I mentor up-and-coming leaders. This compilation of books represents the most common books I recommend to people to help them thrive at work as a leader. I hope you find them as useful as I have.
While we would love to think we are always rational, we are hard-wired for story not the rational data (albeit key data can be a strong anchor in a story). I started my career far more in the assumption of rational data trumps all, but recognised, through bumps and bruises, how stories can overtake decision-making. When I learned how to tell a better story, I learned how to get the results I needed. Gabrielle is such a down-to-earth, energising speaker and writer, and this book provided me with such a practical, relatable framework for always having a good story or two in my back pocket.
Learn the science and master the art of telling a great story
Stories for Work walks you through the science of storytelling, revealing the secrets behind great storytellers and showing you how to master the art of storytelling in business. Stories hold a unique place in our psyche, and the right story at the right time can be a game-changer in business; whether tragedy, triumph, tension or transition, a good story can captivate the listener and help you achieve your goals. In this book, author Gabrielle Dolan draws from a decade of training business leaders in storytelling to show you…
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
Birds of Heaven is a tiny book full of noble thoughts on why stories and storytelling are integral to our humanity. Okri, the Man Booker Prize author of ‘The Famished Road’, eloquently states ‘The universe began as a story… we are part human, part stories.’
The text contains two inspirational essays on the meaning of language and its power to shape our lives. The work presents an alternative spiritual response to the problems of the present day. It is bursting with beautiful and insightful gems.
This text contains two inspirational essays from the author of "The Famished Road", on the meaning of language and its power to shape our lives. The work presents an alternative spiritual response to the problems of the present day.
My name is Susan Perrow. I am an Australian whose ‘work’ passion is stories and storytelling. I am an author, storyteller, teacher trainer, and parent educator. For the last 30 years, I have been documenting stories from other cultures, writing stories, and telling stories to groups of children and adults – all this woven in with a career in teaching, lecturing, and consulting in Australia, Africa, Asia, China, Europe, and North America. I currently have four published story collections, in a total of 14 languages. Three of my collections are Healing Stories for Challenging Behaviour, An A-Z Collection of Behaviour Tales, and Stories to Light the Night: A Grief and Loss Collection for Children, Families and Communities.
I have chosen my fourth collection to introduce to you below.
If you feel inhibited about making up stories and telling them to children, this is the book for you. Encouraging you to spin golden tales, Nancy Mellon shows how you can become a confident storyteller and enrich your family with the power of story. Children love the unique and human quality of storytelling, and parents and teachers alike can learn this practical, magical art with Nancy’s methods, tips and resources. This book may help give you storytelling wings - even if you didn’t think you could fly this way! It is a must for any adult who seeks to enrich and deepen communications with the young ones in their life.
Telling stories awakens wonder and creates special occasions with children, whether it is bedtime, around the fire or on rainy days. Encouraging you to spin golden tales, Nancy Mellon shows how you can become a confident storyteller and enrich your family with the power of story.
Children love family storytelling and parents can learn this practical, magical art. Here are methods, tips and resources to enable you to:
Create a listening space
Use the day's events and rhythms to make stories
Transform old stories and make up new ones
Bring your personal and family stories to life
Learn stories by…
This book follows the journey of a writer in search of wisdom as he narrates encounters with 12 distinguished American men over 80, including Paul Volcker, the former head of the Federal Reserve, and Denton Cooley, the world’s most famous heart surgeon.
In these and other intimate conversations, the book…
I’ve
been a student of story structure for decades. As a novelist, this initially
started as a means to learn as much as I could from those with more experience
than myself, but quickly grew into a passion. I read everything on the subject
I could get my hands on and eventually began analyzing the plots of novels and
movies for myself, amalgamating what I had learned with my own theories and
insights which coalesced into a wholly new structural paradigm. Since then,
I’ve had the privilege of working with many talented screenwriters and
novelists to help them shape their stories using Six Act Structure.
As
the title suggests, Williams’ book focuses on identifying the Moral Premise at
the heart of your story idea and building around it. It’s a very thematic
approach to storytelling. This Moral Premise essentially breaks the story into
four components: a positive “virtue”, a negative “vice”, desirable consequences
(success), and undesirable consequences (defeat). You can use this to create a
simple structure of “Vice leads to undesirable consequences (defeat), while
Virtue leads to desirable consequences (success)”. I'm admittedly oversimplifying
it, but it's a great tactic to get to the heart of your story's theme and
strengthen your narrative.
The Moral Premise reveals the foundational concept at the heart of all storytelling and successful box office movies. In concrete terms it explains how you can create your own success and, in the process, entertain, delight, challenge, and uplift this generation and the ones to come.
