Books like The Crowd — picked by fans

This was probably one of the most intense experiences with non-linear storytelling I ever had, and that did something to me I could not have predicted.

In fact, while reading this book, I started to turn the story into something of a philosophical discourse in my head. 

I really like how this book is at the same time utterly insane in parts—and I do say that with the greatest respect, it‘s the good kind of insane—while at the same time, it explores themes of dealing with earth-shattering events on a very individual level.

For me, the icing on the cake is that Kurt Vonnegut manages to even mix in a little history lesson there, because that bombing of the prisoners in Dresden? That did happen. And I didn‘t even learn about it in school—I learned it from this novel!

This was the book that kicked off my obsession with mind control, social psychology, and media hacking. Ryan Holiday is one of the modern era's best marketers, and he's a pretty great writer as well. When he ran the marketing at American Apparel (at twenty-something), he took hype to new heights.

A small list of some of his stunts: Hiring a porn star to pose in nothing but socks in an ad for a clothing company, secretly defacing his own clients' billboards to generate publicity, and provoking a famous Internet media startup legend to threaten to punch him in the face in order to drive up book sales.

In this book, he reveals all his tricks while delivering a scathing critique of the broken system that let him do what he did.

Though not a volume pertaining to “hard science,” Mackay’s book is an early and essential inquiry into “group psychology” long before the phrase was coined. I used this and Kuhn’s books as background when writing World on Fire.

Why do perfectly respectable people act against their own self-interests, often violently, I wondered, when drawn into the seductive folds of a crowd? Mackay wrote his first edition in 1841, just a few decades after the convulsions that swallowed up Priestley and Lavoisier, then updated it in 1852: he chronicled the spreading group madness of such historical phenomena as the South Sea Bubble, “alchymists,” the Crusades, witch manias, and the “popular admiration of great thieves.”

Mackay’s 1852 preface crystallized his theme with the question: “Men, it has been well said, think in herds; it will be seen that they go mad in herds while they only recover their senses slowly and one… show more.

This is one of my favorite books because rather than observing the follies of others, this author details his own. Reading it is like watching a tragedy when you already know the well-meaning protagonist is going to die.

The author chose to remain anonymous for obvious reasons: He thought he was a rare fool. But getting wiped out happens all the time, to many people. If you want to experience vicariously a dangerous thrill ride that you may or may not already have taken, this is your ticket. The book is out of print and hard to find.

Over 100 years ago, a stockbroker wondered why his clients lost money over a full cycle in the stock market. After all, if stocks were back to where they started, shouldn’t they have broken even? He found that at bottoms, investors were cautious short-term traders, whereas at tops, they were confident long-term owners.

This little booklet is available inexpensively on Amazon.

When I was at Yale, Professor Irving Janis became aware of my interest in mass psychology and asked if I would be interested in seeing a manuscript he was working on. I jumped at the chance and soon was reading Victims of Groupthink.

The book relates histories of bureaucratic decision-making that went wrong. Janis postulated that in a group setting, people defer the hard work of reasoning to others, whom they assume must be working on the problem. As a result, no one works on the problem, and whatever decision emerges derives from the dynamics of group psychology. This book is out of print and hard to find.

I have to admit it: I’m pretty sure I bought this book in my early twenties with less-than-pure intentions. It didn’t end up doing much for my romantic life, but it changed the way I think forever after.

In writing about how to get attractive people to fall into your arms (and into your bed), Robert Greene makes no distinction between seducing an individual and seducing an audience of millions. It’s one of those books that makes you feel like you want to take a shower. Then again, most of my favorite books make me feel that way.

I love translation. Oftentimes, the style to which I aspire could be called “as translated.”

I especially enjoy translations of sacred texts. The Tao Te Ching stands out in that regard first because it admits in its first line that “the Tao that can be named is not the Tao.” Second, the entire text is so short you can compare translations while standing in the aisle of the bookstore.

I recommend this one because Stephen Mitchell is kind of the Goldilocks of all translators, and because this version is also among the smallest and most portable. I also enjoy that, when I voice-typed this description, the computer translated my pronunciation of the title as “the dowdy chain.”   

If you want to read about how to make hype happen while making people happy, check out Shep Gordon’s autobiography. This book played a big part in making me realize that hype can be used as a force for good as well as evil. At the very least, it can add a whole lot of color to the world.

Shep Gordon had no connections and no money when he started out as a manager in the entertainment industry. But somehow, he managed to turn Alice Cooper into an international superstar, resurrect the career of a Vaudeville legend, and singlehandedly create the celebrity chef movement. This guy continues to inspire me. 

This one is a pure a page turner. It’s about a man named “Dr.” John R. Brinkley who became one of the richest people in the country by selling a procedure in which he transplanted goat testicles into healthy adult males. He was responsible for the deaths of nearly fifty people, came a few votes shy of becoming governor of Arkansas, and more or less invented modern marketing. What’s not to like?