Reading Time: 10 minutes

I’ve read a good number of books, but only a subset remain on my bookshelf. For instance, I love graphic novels, but I pass them on to friends. They entertain, but in general they don’t stay on the bookshelf. When I say bookshelf that’s probably inaccurate for a few reasons.

Some of the older books remain in crates at my parents house from my move to Hong Kong, but are still valued. I’ve managed to repurchase some of these again by accident. Others that I tend to use for work are in the bookcase in my living room, so bookshelves rather than a bookshelf. I tried using ebooks. That was fine or entertainment, but for some reason I didn’t retain any of the content.

I’ll be updating this bookshelf page over time, so think of it as a living document. Here’s some to kick things off and I’ll keep adding to it (Updated August 5, 2020).

Behaviour change

Behaviour change is important to so many things now: design, new product development, advertising and service provision. This is why it has become a major part of my bookshelf.

Tiny Habits by BJ Fogg – Fogg wrote this consumer-friendly book on personal behaviour change.


East and Southeast Asia went from being the poorest region of the world in the immediate aftermath of world war 2, to the most dynamic region today. China and the overseas Chinese community is a key piece in this puzzle.

Age of Ambition: Chasing Fortune, Truth and Faith in the New China by Evan Osnos. Osnos does a good job of catching the ambition of the Chinese people. If the book has a flaw, it is in its lack of real understanding of Premier Xi Jingping and his administration.

What Chinese Want by Tom Doctoroff. From 1994 to 2016 Doctoroff worked for J Walter Thompson as a client services lead covering Greater China markets. Initially he was based in Hong Kong and then he moved to Shanghai. What Chinese Want is a distillation of everything Doctoroff learned delivering work in China for the likes of Kraft and Kimberley Clark. Firstly, few people get that opportunity immerse themselves in a market, with one agency in the way that Doctoroff managed to do. Secondly, Doctoroff manages to articulate his thoughts in knowledge in a manner that I would expect from a senior strategist; rather than someone from the client services side of the business. I got this book soon after I started working in Hong Kong and it served me really during my time in China and afterwards when I worked on Huawei’s fast-growing smartphone business.


Design isn’t just making a thing. But an expression of an idea, a philosophy and an embodiment of quality. Poor design indicates poor thinking, a flawed or lack of philosophy behind the product and goes hand in hand with poor quality. With that in mind, I have always thought that the thinking behind design is similar to the thinking behind strategy. And sometimes we just need nice things around us. That’s why design gets a place on my bookshelf.

Creating a brand identity by Catherine Slade-Brooking – although its orientated towards graphic designers this is an excellent guide to process, methodology and avoiding pitfalls in crafting a brand identity.

Less and More: The Design Ethos of Dieter Rams edited by Klaus Klemp and Keiko Ueki-Polet. One of the best works cataloguing the work of Dieter Rams. Rams philosophy of good design does a lot to inform us of what good strategy should exhibit

teamLab Continuity edited by Kari G Oen and Clare Jacobson – teamLab is a a Japanese collective that have been going since 2001, they’re work crosses boundaries between art and design. The digital world and the real world. Art often informs the future that we create, which is why I think teamLab’s work is so important.


My Dad is an engineer. He never went to university but instead served a four-year apprenticeship working for what was the Irish Sugar Company. He was servicing and making machinery out of parts that they had to hand, and manufactured in their own machine shop. This weird mix of devices were used in an experimental farm in peat land exhausted from harvesting by Bord na Móna. He went on to help build nuclear submarines, maintain car manufacturing plants during scheduled shutdown and work in plant hire. He fabricated fixes to various machines, the original manufacturers then paid my Dad’s boss and patented those innovations. He gave me an appreciation (if not the talent) for engineering whether its Swiss watches or power stations. My time working in the petrochemical industry was partly down to his influence.

Modern Petroleum Technology by the Institute of Petroleum takes you through all the stages of the oil industry. From understanding the geology, right the way through to refining oil for chemical feedstocks. The engineering solutions outlined in of themselves highlight solutions to future problems that we’ll have with geothermal energy to hydrogen fuel cells. It also brings home the ubiquity of oil in our lives. Oil isn’t just about home heating oil, fuel for the car or the airplane, but the polymer covered batteries and circuit boards in the computer I type this on.

Getting stuff out of meetings

The Surprising Power of Liberating Structures: Simple Rules to Unleash A Culture of Innovation by Henri Lipmanowicz and Keith McCandless – think of this as a tool box for moving forward workshops, product development meetings etc.


Civilisation: A Personal View by Kenneth Clark – I’ve got a lightly worn soft back edition of the book that mirrored and complemented Clark’s tale of western Europe after the fall of the Roman Empire. It is a beautiful and coherent portrayal of European history. I can also recommend the series which is available on DVD. The BBC revisited this with a portfolio of presenters in the TV series Civilisations – which felt dumbed down for a modern audience.

Ireland by Robert Kee. My Dad bought this book for me. It was designed to give me a sense of my own history. This book was an accompaniment to Ireland – A Television History. A thirteen-part series narrated by Robert Kee. Kee’s TV series isn’t available on Blu-Ray or DVD; but if yu poke around on YouTube, you may be in luck. Having the book and the show authored by Kee meant that both worked really well with each other. Despite Kee’s sterling efforts, there is a still a lack of understanding of Irish history in Britain.

The World At War by Mark Arnold-Foster – the book accompanied at TV series of the same name that featured real world accounts from people at the time still alive to remember and recall the events. The book tells the story in a balanced way, but with a definite British view point. I read this as a child and recently when I was back at my parents one Christmas.


I’d put some marketing-specific recommendations for reading materials here. It pulled in books from different disciplines that would work to inspire a marketer and provide them with effective tools. There is some overlap with this page.

eMarketing eXcellence by Dave Chaffey and PR Smith. Like Internet Marketing by Chaffey, this is a good primer on digital marketing for marketers. PR Smith brings his expertise in terms of environment and analysis to this work.

How Brands Grow part 1 and part 2 by Byron Sharp is the modern marketers bible for B2C brands of various stripes. Sharp and his colleagues distill down decades of evidence-based research that has been carried out by Ehrensberg-Bass Institute of Marketing Science attached to the University of South Australia. (Reading the books gives you a sense of how marketing technology is often at odds with the task of achieving efficient and effective marketing campaigns. These tools are built and designed by engineers rather than being guided by marketing science.)

The research institute has got a who’s who of corporate sponsors supporting their work and using their data:

  • General Mills
  • Grupo Bimbo
  • Procter & Gamble
  • Red Bull
  • Unilever

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey, Richard Mayer, Mr Kevin Johnston and Fiona Ellis-Chadwick. Dave Chaffey is a bit of a legend when it comes to internet marketing. This book is a good primer for marketers on digital marketing.

The Dentsu Way by Kotaro Sugiyama and Tim Andree highlighted Dentsu’s Cross Switch approach. Much of marketing is very much about silos, if someone talks about multichannel it usually means online with a fig leaf of offline brand advertising. Sugiyama-san and Andree outline a long running more integrated approach to marketing communications. It is remarkably different to most agencies who go with ‘digital is the answer, now what’s the question’. Many similar books are self-serving pieces of agency marketing, but this isn’t, which is why it earned a place on my bookshelf.

The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers by Ray Poynter. I first reviewed Poynter’s book on this blog back in 2010 and it has weathered that time exceptionally well. One of the things that sets it up so well is that Poynter thought about online in a very wide way, rather than falling into the trap of obsessing about insights derived from social media. I still dip back into it on a regular basis. So it goes on and off my bookshelf on a regular basis.


Meditations by Marcus Aurelius – Aurelius was the only Roman emperor who was also a philosopher. Meditations is a set of reflections and exercises that he developed as he sought to understand himself and the universe around him. They were designed to increase his resilience, providing personal consolation and encouragement. Which is the reason why they have been revisited through the ages.

The Three Pillars of Zen by Philip Kapleau. Despite being over 50 years old as a book, Kapleau still provides the western reader with the best comprehensive yet accessible guide to zen buddhism.

Zen And The Art Of Motorcycle Maintenance by Robert M Pirsig. I’ve reread this book several times and some of the best times I had in college was discussing it with my house mates during the final year of my degree. ‘Zen’ was our shorthand for the book and the way we used it to reflect on the things going on around us. It’s a great read on many levels. My original copy, was held together by sellotape for many years until it could no longer retain the pages. I am now on my third copy. In the book, Pirsig provides a narrative account of his own pursuit to discover the nature of quality. He paid a high price, which is outlined in the book. In a world of iterative builds on products and ‘move fast and break things’; an understanding of quality has never been more important. Pirsig wrote his book when the most complicated objects in people’s homes where the car in the garage, the TV in the lounge. A sowing machine periodically removed from the cupboard and watch on their wrist. But that doesn’t mean the need for quality has diminished, on the contrary it has increased as fewer objects seem to now possess it.


Blue Ocean Strategy by W Chan Kim and Renée Mauborgne. Back when I read the book I summarised as: The book’s premise is that most business strategy books are about conflict and competition and this is wasteful. Instead it provides a framework for strategists to Think Different and differentiate their businesses instead. What’s interesting, but not discussed by the authors is how their work is received by the kind of type-A personalities typically found at the top of businesses. It is well worth having on your bookshelf though.

The Art of War by Sun Tzu – Yes I know that applying military thinking to business strategy is a dangerous rabbit hole to go down. But I think that this book is powerful because it acts as a framework to think about problems rather than suggesting answers. I go back and re-read this every so often for inspiration, which it has such a prominent place on my bookshelf.

The Manager’s Guide to Systems Practice: Making Sense of Complex Problems by Frank Stowell and Christine Welch – the book outlines a framework for looking at the world that helps in problem solving. It has a good base given that the authors provide a balanced view of different systems thinking approaches. I liked the book as it eases you into systems thinking and then ramps up your learning. That learning curve alone makes this essential for my bookshelf.

Technology and economics

New Rules for the New Economy by Kevin Kelly – this was pretty much a bible-like publication during the dot com boom. It fed of the utopian post-counterculture vision that the hippies brought to Silicon Valley. But of course, there aren’t perfect markets and consumers don’t have perfect knowledge.

Technology and history

From Satori to Silicon Valley: San Francisco and the American Counterculture by Theodore Roszak – back in 2008, I wrote a post about a little known 64-page essay pamphlet that outlined the personal memories of a Stanford academic who saw how the counterculture influenced, and gave way to yuppie culture in Silicon Valley. It now costs over £300 on the Amazon UK site.

Google Hacks by by Rael Dornfest, Paul Bausch and Tara Calishain. So five years ago this book would have been in a section called tools. The problem is that a lot of the ‘hacks’ in this book have been shut down by Google as it grew larger and become less Googly. Instead the book has become an artefact of what power netizens have lost. A number of the ideas in there sound like they might make good start-up concepts in themselves; often an idea needs a few attempts before it becomes a business. Skype built on a long line of voice over IP clients, WhatsApp owes a huge debt to countless IRC and instant messaging clients. Google Talk died in 2013 when they decided to no longer support the XMPP standard. Google Blog Search was shut down in 2011., Google Base was a way of getting documents, images and spreadsheets directly into Google. Google Reader shut down in 2013, after it had devastated the market for RSS readers – RSS newsreaders survive as a cottage industry thanks to the likes of Newsblur. Google Reader had a bookmarking service in it as well, where users lost stored articles when it closed down. Google Desktop provided Google smarts to searching a journaled version of your computer’s hard drive was discontinued by 2011.

The Idea Factory: Bell Labs and the Great Age of American Innovation by Joe Gertner – Before there was Silicon Valley there was Thomas Edison and the Bell Telephone Company. A monopoly on telecommunications allowed Bell Telephone to invest in deep research. Gertner pulls together a history that starts to fall down when covering the break up of AT&T in 1984. More on my initial reading of the book here.

The New, New Thing by Michael Lewis. Pretty much every book that Lewis writes will compare unfavourably to his first book Liar’s Poker, but that book doesn’t mean that The New, New Thing shouldn’t be read. The book profiles Jim Clark, who founded Netscape and Silicon Graphics and aimed at the time to turn the healthcare industry with a new project. Lewis is capturing Clark when he is past his prime from a creative point of view. What Lewis does capture is the optimism and hubris in Silicon Valley that it can change anything.


Books that I have found which aided in personal productivity, getting stuff done or thinking myself out of problems.

Mac Hacks – Chris Seibold’s book is a handy primer for newbie Mac users. I’ve give out several copies of this over the years and keep one at home. Unfortunately Seibold no longer seems to be writing books for O’Reilly any more.


How To Write A Thesis by Umberto Eco. Eco’s book is a really good guide to collecting one’s thoughts and presenting facts gained through a comprehensive research process.

The Yahoo! Style Guide: The Ultimate Sourcebook for Writing, Editing, and Creating Content for the Digital World – when I started off in agency life, there were three main style guides on your bookshelf. The AP Stylebook, which was adhered for copy going into American newspapers. Either of the Economist or FT style guides were used for UK and Irish business writing. When I got to Yahoo! in the spring of 2005 – I was given a ring bound version of what would be later published as The Yahoo! Style Guide. The Yahoo! Style Guide distills the knowledge of editors who had been writing for the web since the mid-1990s and was pitched at a mainstream audience. If you want to talk and pitch the average member of the English speaking public, there is no better guide to writing than this. Given the reference nature of this book, if you have the opportunity; buy a style guide that is spiral bound. It will be more hardwearing than its softbound brethren and sits flat on a desk when open without having to leave it page down. (I also miss old school spiral bound technical manuals for the same reason). At the time of writing only AP provide this option to the general public and it is worth the extra $12 dollar or so, premium you pay. Especially if you are using the guide day-in, day-out.