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…
The Year Mrs. Cooper Got Out More
by
Meredith Marple,
The coastal tourist town of Great Wharf, Maine, boasts a crime rate so low you might suspect someone’s lying.
Nevertheless, jobless empty nester Mallory Cooper has become increasingly reclusive and fearful. Careful to keep the red wine handy and loath to leave the house, Mallory misses her happier self—and so…
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…
I am passionate about the importance of telling stories in the classroom. My career has been as a children’s librarian in public libraries, but with much time spent telling stories in schools. My daughter and her husband followed in my footsteps as storytellers and found that using storytelling in the classroom has so many benefits. We all offer workshops for teachers, write articles encouraging storytelling, and try in any way possible to grow the corps of teachers who discover this joyful addition to the classroom.
This book contains twelve easily told tales that can be used to discuss character development. The Norfolks include suggestions for classroom use of the tales. I like to recommend this to the teachers in my storytelling classes as the advice comes from a teacher who has written several other books on using stories in the classroom.
To kids everywhere, in the hope that their elders will never stop telling stories.
Throughout history, traditional cultures have recognized the role of storytelling in teaching values to children. This user-friendly, hands-on guide to using storytelling and folktales in character education provides not only rationale for this approach, it includes stories. These twelve stories are fun, time- and audience-tested, and accessible to a wide range of listeners, from preschool to high school.
The tales are enhanced by suggested activities or informal lesson plans, source notes, and extensive bibliographies that point the reader to additional sources of folktales suitable for character…
Don’t mess with the hothead—or he might just mess with you. Slater Ibáñez is only interested in two kinds of guys: the ones he wants to punch, and the ones he sleeps with. Things get interesting when they start to overlap. A freelance investigator, Slater trolls the dark side of…
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.
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.
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…
I have been fascinated by the richness of fairy tales since I was a child. The fantasy writing offers endless possibilities to nourish my mind’s eye and pearls of wisdom that I can transfer to real life. I remember from childhood that I cried reading the Little Mermaid by Hans Christian Andersen. This childhood memory never left me. Fantasy writing is interwoven with the realm of nature and beings other than humans that offer a tapestry for the tradition of storytelling and nature writing, which I found a fascinating field to explore. I hope you can find the same in the books on this list.
I love how the wonderful illustration of the tree with three children on the book's cover evoked my imagination to read this story. This feeling was reinforced when I opened the book and read the quotation on the first page: “So much world all at once” by Wislawa Syzmborska.
It is, indeed, a fascinating story that immersed me in a rich plot and introduced me to a diversity of characters who gained life in the little town of Blackbird Tree.
In this story, I could see the mastery of creating a tapestry, with the written words as the threads that bring together different worlds, feelings, and emotions, like love, friendship, and forgiveness.
In the little town of Blackbird Tree a series of curious events unfold when Naomi and Lizzie, two spirited orphan girls, meet the strangely charming new boy, Finn. Three locked trunks, the mysterious Dingle Dangle man, a pair of rooks, a crooked bridge, and that boy change their lives for ever. As the story alternates between their small town and across-the-ocean Ireland, two worlds are woven together, revealing that hearts can be mended and that there is indeed a gossamer thread that connects us all.
'One of those stories that stays with you long after you have finished reading.' Booksellers'…
