Books like Normal Accidents — picked by fans

By now, you might have noticed a theme: if I don’t enjoy reading a book, I don’t trudge through it for the deep insights or how-to information. The storytelling needs to be as strong as the concepts are useful.

Just like The Copy Workshop Workbook, I read an earlier edition of this book when I was just starting out – and it formed the basis for some of my thinking around how to influence – i.e., persuade – consumers and the role psychology and behavioral economics play in crafting effective marketing and brand development programs.

I also recommend this book if you are a consumer, too (who isn’t), because it will help keep you from falling into many of the traps that Cialdini identified.

This book is one of my all-time favorites, because even though I knew it was fiction, it felt like nonfiction as I was reading it. It was that authentic, and that alive. I truly felt like I was reading an actual history book about an event from my own world. 

The narrative structure was also amazing, telling the entire story through interviews with survivors of the zombie war, and I was riveted by those stories. They showed me what it was like to face that zombie horror, which made me desperate to know what happened, how they survived, and how they managed. Although I was reading, it felt like I was watching actual people tell their tales.

We’ve all felt like a Cassandra at times, imploring people to see the obvious disaster to come - only to be ignored.

And even when that disaster as predicted materializes, we are rarely credited for having successfully seen what others could not so easily imagine. That said, for every accurate prediction, there are dozens, if not hundreds or even thousands of predictions that prove false.

As risk managers, our job is to reduce uncertainty by predicting the future as accurately as possible. So how do we sift through the chatter and find the most accurate warnings?

This book, written by former national security experts, offers an interesting methodology that can help us do that.  

This is the obvious recommendation, but a ‘must read’ nonetheless. 

Whereas Cialdini’s text focuses on our response to messaging (on risk or otherwise), Ripley’s book focuses on our response to the incident itself (…and so where the former leaves off, the latter picks up).

The Unthinkable gives readers a deep look into our own psyche to prepare us for how we are likely to response when faced with physical or mortal danger. Nobody knows exactly how they will respond in a high-hazard incident because so many instinctual processes take over.

But as Ripley so effectively explains, it is possible to know what these phenomena look like so that when we are experiencing them we can adjust accordingly to be more effective responders.

Amanda Ripley’s approachable journalistic style effectively turns a collection of meaningful risk management messages into a hard-to-put-down page-turner. 

Ainissa Ramirez is a scientist and a storyteller, and from page one of this book, I found myself transfixed by her ability to make complex things comprehensible. From the springs that make clocks work and the carbon filaments that help us see to the electrons in glass that now power computers and smartphones, Ramirez taught me how much matter matters in understanding technological developments of the present moment.

My favorite part of the book is her writing style, as she begins each chapter with an inviting anecdote, like how Abraham Lincoln’s body was carried in a funeral rail car made possible by the steel in train tracks. 

As an author of science fiction, I loved this book because each chapter included a brief science fiction short story illustrating the chapter’s subject. This is another very-readable book for non-technical people interested in what the future of AI will be like.

The book estimates when various ramifications of AI will occur, but the field is advancing at an accelerating rate, so the dates need to be taken with a grain of salt.

Mumford’s classic describes the emergence of hierarchical power systems that subjugate both humans and the more-than-human nature, from ancient Egypt to modern capitalism and the “Pentagon of Power”. The book takes on the technocratic worldview, inherent in modern capitalism, with a huge scope of knowledge and remarkable detail, combined with Mumford’s deep humanism. Mumford also coined the term “Megamachine” to which I refer in my own book.

Diamandis’ book is one of hope, sort of like applying Kurzweil’s futurism to pure business. And like his friend Kurzweil, the author’s enthusiasm is contagious: one emerges from this book ready to march forth and change the world.

Peter insists that while we may look back at the successes of Zuckerberg or Musk, the best is yet to come; that looking back a few decades from now, people will think: “this was a formidable time to set out and start a business”.

Indeed that was the case at the first stages of every industrial revolution, and the 4th should bear no different. Unless entrepreneurship is suffocated by Big Tech incumbents and overly cautious regulators. 

This excellent book provides a detailed history of technology and employment during the Industrial Revolution and up to the present. It is very well-researched and provides many useful insights.

For example, although the term ‘Luddite’ is often used negatively to describe those resistant to technology, the real Luddites were justified in their concerns as they were ultimately displaced due to automation. People were even put to death because they destroyed some of the new machines.

One of the main ways AI might affect our lives is in terms of employment, or rather, a lack of employment.

Frey empowers us to have a greater understanding of previous technological innovations and how they affected workers so that we are able to have more nuanced opinions on the matter. 

The evolution of the mind is not over yet!

Clark is a philosopher and shows with wit and many great examples how our minds evolved to be a tight meshing between our brains, bodies, and the environment. In this account, our human endowment is to naturally absorb technologies, whether as simple as a stick or as complex as the internet, into our thinking and so warp and expand our consciousness and our capacity for thought.

So much discussion of artificial intelligence is about what computers will do better than humans or instead of humans. This book explodes the whole notion: intelligence has always been artificial, and the most interesting questions are about how we’re going to use technology to think. Onwards!