Do we need another reading list?

A couple of people have asked me to write about my recommendations for books that strategists should read. Thinking about what I can say in general on this matter, I realized that it would be interesting to share the materials and books that I have collected during these years. And try to outline a little bit of how my thought process is formed.

You will have the opportunity to learn about my approach to how I find books, learn a little about my research findings, and take a look at my bookshelf.

Let's start with inspiration

For years, I've been collecting pictures of book covers that other strategists read. I was very curious and wanted to know how others shape their way of thinking and what authors and ideas influence them. So here you can see a collage of a couple of my screenshots:

I'm not sure if this way of collecting pictures is for everyone, but it's my way. I have always found these pictures very fascinating. Since childhood, I have always thought that a person can be defined by his choice of books. Just don't get me wrong, I know that the people who post these pictures on the internet don't necessarily read all of these books. But it doesn't matter, because these people still try to show how interesting and passionate they are about their profession.

I've also found that there are pre-made reading lists available online for people who want to get started with strategy or improve their strategy skills. Here's one from BBH:

Here's another list from Julian Cole and his strategy buddies:

I have even found a list of books for the summer holidays for those who can't forget about work on their holidays:

And then Kassandra Smykowski and I created a Sweathead reading list . We came up with the idea that we want people to vote for their favorite and most useful books in the field. Our job was to collect the votes and comments and make a list accordingly. We wanted to understand how and why these books have helped practitioners. And are they really useful or just creating a buzz around nothing?

All these lists were very helpful, but I still missed the insight into the minds of real practitioners and their honest opinions. Do we just collect these books to look and sound smart and intelligent?

My research

I had so many questions in my mind when I started my research ("Undervalued skills in strategic planning", interviewed more than 50 strategists around the world). And the question of inspirations, influences, and books was one of them. Here's what I found - some quotes from my research interviews:

• We live in an echo chamber of influence and thought leaders. Everyone reads the same three books. Everyone follows the same three people on Twitter. At APG conferences or workshops, everyone listens to the same three people. So everyone thinks the same. If everyone thinks the same and offers the same solutions, you end up with the same problem definitions and solutions. Our challenge is to get out of the strategy bubble and get out into the real world to find different influences, different ideas, and ways of thinking.
• Young planners especially think that the only way to become great is to read books and follow people on Twitter, using the same templates and ideas. It's good to start your career, but after that, you have to find your voice, your inspiration, and your influence. Another approach must be found. You need to have your own thing that can be the basis of best practice. But you need to put another filter. Otherwise, we'll all be doing the same thing, which won't produce great or interesting work.
• It is important to read books by great strategists and also put their conclusions into context. Understand that this was historical thinking at the time and it's useful to know that, but it's also useful to know how people think today.
• I stopped reading all strategy books because I found that at the end of the day they always confused me more than they really helped. Read something that helps you think. Not books that teach you how to fit into marketing best practices. Find out what makes you think. Search for workbooks in different disciplines.

My takeaway from these interviews was that yes, I need to read books about my discipline to know how to do my job, but it's also important to be inspired by the outside world. How the culture works, how people think, and how they actually live their lives.

My takeaway from these interviews was that yes, I need to read books about my discipline to know how to do my job, but it's also important to be inspired by the outside world. How culture works, and how people from different cultures think and approach life differently. How real people actually live their lives.

Let's finally sneak onto my bookshelf

I'm one of those kids who was always embarrassed after summer vacation when I was put in front of the class as a good example of reading books (bookworm). I don't know why, but whenever I stood there in front of everyone I felt more stupid than proud of myself. It was this silly feeling that all the other kids were doing something cool with their siblings, but I spent the whole summer reading books (boring). And that feeling of not belonging hasn't changed. Last winter I was looking for a new apartment, and my new landlord asked me on the phone - how much stuff do you have? - Well, I don't have furniture, but I will have a lot of books. Is this a problem?

Knowing these little weird facts about me, you can tell that book reviews aren't something I want to talk about for hours. Rather, it can be an intimate conversation in a quiet room with one person - hey, have you read the latest Hoover book?

I have always felt a bit like Eve from Only Lovers Left Alive.

However, you asked and I will show you my "shelf" (in pictures it's more like a book floor). The first picture shows half or 1/3 of the books I have collected and read over the years. Some of them I really liked, like "What is a 21st-century brand?", "How emotions are made" (explaining why Orlando Woods' ideas are not 100% true) or "Hey, Whipple, Squeeze this". There are some books that I think are overrated, like "The Choice Factory" and "Eat Your Greens".

And here you can see another half of my collection that travels with me. I love "Sticky Wisdom", which is all about how to come up with new and interesting ideas (Thanks, Steve, for the recommendation to buy this book!). "Cultural Strategy" is awesome. "What Sticks" is one I would recommend everyone read. The book is based on research that explains why so many things in our industry don't work and how to fix them. (Thanks, Ivo, for the suggestion to read this!).

The book I found a bit overhyped was "Go Luck yourself". It is written in such a way that it loses touch with reality. There is a lack of evidence to support the author's claims. For example, the Hovis campaign. I had to verify the author's claims via IPA "Advertising Works" Issue 12, where you can read a case study of this campaign. And then I just realized that the author's statements are true. But I don't think it's a good style to make readers double-check statements. It is my opinion. I'm sure most readers would never think of that, and they love the book.

And one step further in my geekiness - academic research

I have always been fascinated by the idea of searching for truth. Okay, people talk, and everyone has an opinion, but which opinion is the right one?

It's no secret that in academia, scholars believe that books are something that is reproduced for the masses. But the purest information will always be found in scientific research. That is why I have always looked for the original source - research and author. And keep in mind, that there is no absolute truth, but there are different angles to look at the information.

To summarize everything, I can say that everyone is different. There have been strategists who have highly recommended using the Blinkist application. To read only a summary or extract of a book. One book author told me this summer that no one looks to books for information. That we have new tools to get the necessary information faster. I have also met a CSO who said that reading strategy books is booooring.

I showed my way how I like to approach information. My advice to you is to find your own way of separating the wheat from the chaff.