What Tom’s Reading

NON-FICTION

CORPORATE RELIGION, Jesper Kunde, Financial Times/Prentice Hall (UK). A totally fresh ... AND INCREDIBLY IMPORTANT ... look at brands: Brand Power in the "outside" market is a direct byproduct of the internal soul and personality of the Firm.

Kunde and Company Website

 

EXPERIENTIAL MARKETING: How to Get Customers to Sense, Feel, Think, Act, Relate, Bernd Schmitt, Free Press. Beyond "service" to the Total Experience of Dealing with the Company. [Every airline CEO oughta memorize this, for starters.]

 

201 GREAT IDEAS FOR YOUR SMALL BUSINESS, Jane Applegate, Bloomberg. Fabulous "stuff" for all of us ... not just small business owners.

Excerpt: Always Go to the Top Guy

 

RADICAL MARKETING, by Sam Hill and Glenn Rifkin. Cases of unconventional, passionate marketing ... from Harley to the NBA. [I'm re-reading this.]

 

DESIGNING WEB USABILITY, Jakob Nielsen, New Riders. BEST WEB DESIGN BOOK. PERIOD. [NO SHIT!]

Jakob Nielsen's Website—lots of web usability ideas

 

MACHINE BEAUTY: ELEGANCE AND THE HEART OF TECHNOLOGY, by David Gelernter, Basic. "Beauty" and "business" ... YES!

Author Interview: Science Friday (Audio)

 

FUNKY BUSINESS, Kjell Nordström and Jonas Ridderstråle, Bookhouse (Sweden). A "crazy" ... and brilliant ... book ... by two "straight" Swedish business-strategy profs. (I LOVE THIS BOOK!!!)

FunkyBusiness.com

 

THE FUTURE AND ITS ENEMIES, Virginia Postrel, Free Press. Extremely thoughtful analysis of why unvarnished competition and entrepreneurialism power economic growth. (The best thing since Hayek!)

Virginia Postrel's Website

 

THE ORIGIN AND EVOLUTION OF NEW BUSINESSES, Amar Bhide, Oxford. Thoroughly original research on the shape of entrepreneurialism.

 

THE CATHEDRAL & THE BAZAAR: MUSINGS ON LINUX AND OPEN SOURCE BY AN ACCIDENTAL REVOLUTIONARY, Eric Raymond, O'Reilly. A software "potboiler"!

Book Site

 

THE BEAK OF THE FINCH, Jonathan Weiner, Vintage. If this doesn't make you an "evolutionist," I don't know what will!

 

THE RISE AND FALL OF STRATEGIC PLANNING, Henry Mintzberg, Free Press. I called this "the book of the decade." I meant it. This is about my 5th close reading.

 

THE LOOK OF THE CENTURY: DESIGN ICONS OF THE 20TH CENTURY, Michael Tambini, DK. This is a wonderful catalog of the products that have shaped our lives.

 

THE PENCIL: A HISTORY OF DESIGN AND CIRCUMSTANCE, Henry Petroski, Knopf. 434 pages on the origin and evolution of the not-so-humble pencil! I love "sagas" like this; among other things, they reinforce one's [MY!!] views about the fascinating messiness of "progress."

 

BLIND MAN'S BLUFF: THE UNTOLD STORY OF AMERICAN SUBMARINE ESPIONAGE, Sherry Sontag and Christopher Drew, Public Affairs. Yes ... a page turner. But I also read it as a "management" story ... dealing with the "risk-reward tradeoff" ... when the stakes are the future of the world!

 

BETWEEN SILK AND CYANIDE: A CODEMAKER'S WAR 1941—1945, Leo Marks, Free Press. Even when the cause is clearly just—beating Hitler—WOW Projects must survive tortuous politics!!!

What Tom’s Reading

NON-FICTION

RULES FOR RADICALS, Saul Alinsky. The 1971 organizer's classic. The Bible on moving people to action. Hint: Applies to a Y2K finance project as much as to a 1960s union certification drive!

INFLUENCE: SCIENCE AND PRACTICE, Robert Cialdini. Best and best researched book ... ever(?) ... on this topic. He would have predicted 10 years ago the power of permission marketing on the Web!

THE POWER OF MINDFUL LEARNING, Ellen Langer. When we are deeply engaged, we soar. When we ain't, we don't! This is an incredibly readable, brilliantly researched tome.

DIFFICULT CONVERSATIONS: HOW TO DISCUSS WHAT MATTERS MOST, Douglas Stone, Bruce Patton, Sheila Heen. I'm on my third reading. Half the pages are dog-eared. This is a mind-bogglingly (yech!) powerful book. For life. For getting things done in organizations. (From members of the renowned Harvard Negotiation Project.)

WHY WE BUY: THE SCIENCE OF SHOPPING, Paco Underhill. Goes very deep on this eternally relevant subject. (More relevant than ever, as we try to fathom the impact of the Web.)

WORLDLY GOODS: A NEW HISTORY OF THE RENAISSANCE, Lisa Jardine. I find that, paradoxically, reading history helps me feel my way through these mad times much more effectively. (This has long been Peter Drucker's secret weapon.)

THE VICTORIAN INTERNET: THE REMARKABLE STORY OF THE TELEGRAPH AND THE NINETEENTH CENTURY'S ON-LINE PIONEERS, Tom Standage. The telegraph, relatively, was as big a deal as the Web! Great read!

THE AGE OF SPIRITUAL MACHINES, Ray Kurzweil. If you only read one book in the next few months, make it this one. In short, we ain't seen nothin' yet! Speaking of ain't, Ray Kurzweil ain't no flake!

FICTION

DAMASCUS GATE, Robert Stone.

THIS SIDE OF BRIGHTNESS, Colum McCann.

What Tom's Reading.
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