Campaign US recently asked advertising and marketing professionals to share the books that inspire their work. As someone who spends a lot of time reading, strategizing, and thinking about how to build great businesses and campaigns, I was honored to contribute.
The Books on My Shelf
The titles that have shaped my thinking span across business, psychology, creativity, and personal development. Here’s why they matter to me:
On Strategy and Business
“Good Strategy, Bad Strategy” by Richard Rumelt
This book cuts through the noise of management jargon to get at what really matters: understanding what you can win at, and building a coherent set of actions around that insight. Essential for anyone building a marketing strategy.
“The Strategy Paradox” by Michael E. Raynor
In a world of uncertainty, perfect strategy is impossible. This book teaches you how to build strategic flexibility into your plans.
On Creativity and Ideas
“A Whack on the Side of the Head” by Roger Von Oech
A classic for a reason. It’s about breaking mental locks and seeing problems differently—exactly what great creative work requires.
“The Art of Creative Thinking” by Rod Judkins
Challenges conventional wisdom about how creativity works and offers practical approaches to expanding your thinking.
On Human Nature and Persuasion
“Influence: The Psychology of Persuasion” by Robert Cialdini
If you’re in marketing or communications, you need to understand the psychological principles that drive human behavior. This book is the foundation.
“Thinking, Fast and Slow” by Daniel Kahneman
A deep dive into cognitive biases and decision-making. Understanding how people actually think (not how we assume they think) is crucial for effective marketing.
On Leadership and Culture
“Dare to Lead” by Brené Brown
As someone who builds and leads teams, Brown’s work on vulnerability, courage, and creating brave spaces resonates deeply. Leadership isn’t about being the smartest person in the room—it’s about creating psychological safety.
On Personal Growth
“Man’s Search for Meaning” by Viktor Frankl
A profound meditation on finding purpose and meaning, even in the most challenging circumstances. It’s a reminder that work is meaningful when it’s connected to something larger than ourselves.
Why These Matter
The best marketing professionals aren’t just tactical executors. They understand psychology, strategy, human behavior, and creativity. They read widely, think deeply, and bring insights from diverse fields to their work.
The books we read shape how we see the world. Choose wisely.
What books have shaped your thinking about marketing and creativity? I’d love to hear what’s on your shelf.