Reading

Marketing Essentials

Scientific Advertising

Claude Hopkins

Influence: The Psychology of Persuasion

Robert B. Cialdini, PH.D

How Customers Think: Essential Insights into the Mind of the Market

Gerald Zaltman

Truth, Lies & Advertising: The Art of Account Planning

Jon Steel

Networks & Community

The Cold Start Problem: How to Start and Scale Network Effects

Andrew Chen

The Atlantic: You Can Only Maintain So Many Close Friendships (interview with Robin Dunbar)

Sheon Han

Friends: Understanding the Power of Our Most Important Relationships

Robin Dunbar

Connected: Surprising Power of Our Social Networks

Nicholas Christakis & James Fowler

Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One

David R. Bell

Invest Like the Best #367: Optimizing Human Connection, with Robin Dunbar

Patrick O'Shaughnessy

The Square and the Tower: Networks and Power, from the Freemasons to Facebook.

Niall Ferguson

Market Tests

The Power of Experiments: Decision Making in a Data-Driven World

Max H. Bazerman & Michael Luca

Go To Market & Growth

How Brands Grow: What Marketers Don’t Know

Byron Sharp

The Science of Growth: How Facebook Beat Friendster--and How Nine Other Startups Left the Rest in the Dust

Sean Ammirati

David and Goliath: Underdogs, Misfits, and the Art of Battling Giants

Malcolm Gladwell

The Tipping Point: How Little Things Can Make a Big Difference

Malcolm Gladwell

Empire of Pain: The Secret History of the Sackler Dynasty

Patrick Radden Keefe

Zero to One: Notes on Startups, or How to Build the Future

Peter Thiel

Innovation

How to Kill a Unicorn: How the World's Hottest Innovation Factory Builds Bold Ideas That Make It to Market

Mark Payne

CPG & Food

Why We Buy: The Science of Shopping

Paco Underhill

The Emperors of Chocolate: Inside the Secret World of Hershey and Mars

Joël Glenn Brenner

The Secret Life of Groceries: The Dark Miracle of the American Supermarket

Benjamin Lorr

The Omnivore’s Dilemma: A Natural History of Four Meals

Michael Pollan

Raising the Bar: Integrity and Passion in Life and Business

Gary Erickson and Lois Lorentzen

Rising Tide: Lessons from 165 Years of Brand Building at Proctor & Gamble

Davis Dyer, Frederick Dalzell, Rowena Olegario

Invisible Giant: Cargill and its Transnational Strategies

Brewster Kneen