100 Books Like It Chooses You

I almost didn’t include this Newbery Medal winner book by Louis Sachar on my list of magical middle-grade books set in the real world. Is it really magical? Is it set in the real world? With a fourteen-year-old protagonist, Stanley Yelnats, is it even middle-grade?

Here’s why my love for this book won out. Sachar weaves together a quirky, complex story, just interconnected enough to qualify as “magical.” The setting, a juvenile prison camp with a sadistic warden, is “real-world” enough. And Stanley, though emotionally young for fourteen, is a kind, thoughtful kid well worth rooting for.

About halfway through reading, its darkness almost prompted me to lay this book aside. I’m so glad I didn’t. In the end, its themes of perseverance, hope, and redemption shone through.

Every book on my list has changed my life in some way, but this novel probably had the biggest impact. When I first read it, my life had followed a similar trajectory to the protagonist. I had become disillusioned with the meaning of life, quit my job, and left home to travel the world for a year or so. This book explores a lot of big themes in deceptively simple language. I re-read it any time I feel a bit lost in life. It always helps me to feel better, and see that things fit together, in just the right way.

Without using any physically interactive mechanisms, this book still engages!

It breaks the fourth wall and the narrator asks you directly to do certain tasks—tap the dot, tilt the book to the left, shake the book, etc. When reading this book with my kids, I’ve never heard so many giggles. It is also a great way to help teach my kids colors, actions, and directions. Reading this book becomes a form of play!

This was one of the first books I ever read that showed me that there was an intelligent way to do self-help. I have always been interested in how to make it easier and more fulfilling to experience my human life, but I was always allergic to the watered-down or overly simplified takes of many self-help books out there.

But this book was well-reasoned, logical, rational, and smart, and it showed me that it was worthwhile to work on changing my perspective and my thinking without having to be delusional or in denial. It was the gateway book I needed at my most skeptical to start down the path of emotional and mental growth and self-improvement that transformed my life. 

It always seemed strange to me that the ad business has so often been terribly sniffy about the world of popular culture on which it depends.

Then, when I read this sociological history of the ad business, I understood why - how, from the very early days, ad agencies wanted to distance themselves from the disreputable medicine shows of the past and from the legacy of P.T. Barnum by aspiring to become a respectable "profession." Perhaps that was understandable. But in one way or another, this obsession has been the root of most of their mistakes ever since.

Largely recognized as McLuhan’s first major work, this book provides a trenchant analysis of 1940’s popular culture in the United States, with particular reference to print-media advertising. To this end, it consists of x chapters, each of which consists of an image culled from newspapers and magazines, accompanied by an insightful—and often ironic—text. Dismissed by some as lacking in direction and coherence, the book actually has a tightly woven narrative that sheds considerable light on the gender issues, technology, and power structures of the day. 

Obvious Adams is a gem of a “book.” It is 58 pages long, and was originally published as a short story in the Saturday Evening Post magazine in 1916. Adams becomes an advertising superstar because he does one hard thing: he thinks. By thinking, he discovers obvious solutions to knotty problems. Did you ever here someone say, “I wish I thought of that?” The answer is simple: you didn’t study, analyze, think, hard enough. When my mother read my first book, “How to Become CEO,” she said, “Jeffrey, much of this is obvious.” “Correct Mom, but nobody does it.”

Howard Luck Gossage was an advertising innovator—a genius, really—whose ideas leapt far ahead of traditional advertising. Working in San Francisco during the Mad Men era, he created unusual campaigns that got people involved, inviting them to reply, assist, and even create the ads themselves; in short, he devised interactive advertising before there was such a thing. His iconoclastic, liberating ideas influenced everyone. As Jeff Goodby put it, “When Goodby, Berlin & Silverstein was opened in 1983, we ran an ad with Howard’s picture and the headline: 'An advertising agency founded by a man who’s been dead for 14 years.' Gossage was the plastic guy on our dashboard and we were out there hitting the gas in his honor.” When you read about how he worked, how he thought, and what he created, you’ll press the pedal to the metal yourself.

This book appeals to me as both an academic and an artist. In my art practice, I critique gender stereotypes in commercial and commodity culture, and this book provides a brief history of advertising and why it is bad for societies, followed by brilliant creative case studies of activist artists and artworks.

It contains lots of images of poster campaigns and graphic designs that uncover the ways that adverts play with our fears and desires–a subject that I talk about in relation to body and beauty ideals in my book. The artists in this book are very clever and hugely talented, so the book is a constant source of inspiration.

If you want to run ads that work, you need to learn what makes them work. This book tells you. John Caples is widely regarded to be one of history’s most iconic advertising copywriters. The man knew how to influence people to buy. This classic book gets down to the very foundation of advertising effectiveness and is loaded with examples and success "recipes" that you can immediately apply to your own ads--no matter what you sell. 100% practical, too. Look for the 4th edition or earlier for a book that's “totally Caples” without dilution by editors to "modernize" (er, weaken!) it. Miss this, and you’re missing the Queen Mary