Books like A Technique for Producing Ideas — picked by fans

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. 

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.

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.

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. 

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.

Matthew is a serial public speaking champion who basically should be entered in The Moth Hall of Fame asap. If you've never heard Matthew Dicks talk, pause this and go watch his videos online. He's that good. What I love about his book is that he shares how he crafts his own stories and shares some amazing tips on how to capture everyday events that can later on be turned into powerful stories. Although this book isn't so much geared towards business or work, I think everyone can learn a great deal from Matthew's impressive experience of making people pay attention and connect to what you say (both as a best-selling novelist, school teacher, and public speaking champion).

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.

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. 

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.  

When I read this book, it was the full Jade Phoenix trilogy put into one paperback, so for me it was a really long book that showed someone completely fail in life, then drag himself back up and crawl his way to the top. It also exposed me to the ‘Clans’ and what they meant. 

Position by merit. Earning your place through combat. A desire to prove yourself and gain power, but not by sucking up or backstabbing. Imagine a nation led by warriors instead of politicians. Even though the Clans aren’t the ‘good guys,’ there’s a huge difference between this book and all others. Enough that it stuck with me and the concept was reused in my own book as an homage to these Battletech books.