20 Books Every Creative, Designer, Marketer, or Artist Should Read

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Introduction to the Curated Book List [0:00]

The presenter introduces a diverse list of books for creatives, including designers, marketers, videographers, and artists. He explains that these selections aim to foster critical thinking and provide a unique perspective in the modern creative landscape, unlike generic self-help books. The books are divided into categories such as oral histories, making money, fashion, world-building, marketing, and general business.

Branding, Marketing, and Design [1:13]

Understanding Advertising and Branding [1:13]

• Like Art by Glenn O’Brien [1:18]
  • This book offers a sophisticated and nuanced look at the world of selling, critiquing advertising in a classic era when copy and messaging were paramount.
  • It provides a valuable glimpse into advertising thought during a period of significant change, including the rise of infomercials.

    

• Emotion by Design by Greg Hoffman (Former Nike CMO) [2:00]
  • The book breaks down Nike's strategies for building a big brand, focusing on concept and emotional connection in design.

    

The Impact of Graphic Design on Capitalism [2:13]

• CAPS LOCK: How Capitalism Took Hold of Graphic Design, and How to Escape from It by Ruben Pater [2:15]
  • This dense but impactful book examines graphic design's role in capitalism, from currency and credit cards to modern UX.
  • It explores the difference between design and advertising, and how cities are "sold" through design and tourism.
  • The book significantly shapes one's view of how our graphically presented world is designed to sell concepts and things.
  • The presenter encourages readers to skip around and find interesting nuggets, as it helps build one's own lens for critical thinking.

    

Finding Meaning in Work [3:55]

• Meaning at Work (and Its Hidden Language) by Danny Gutknecht [3:56]
  • This book helps creatives reconcile their aspirations with the realities of their jobs, particularly when struggling between creative pursuits and practical work.
  • It provides context for the role work plays in life, helping individuals find meaning and navigate the blurred lines of the modern hybrid work era.

    

Context Setting: Oral Histories and Journalism [5:02]

Industry Turning Points [5:02]

• Powerhouse: The Untold Story of Hollywood’s Creative Artists Agency by James Andrew Miller [5:11]
  • An oral history of CAA, a talent management agency that revolutionized Hollywood, detailing how artists were managed and careers pursued.
  • This book offers context for understanding the current shift from traditional talent to the influencer generation.
• Those Guys Have All the Fun: Inside the World of ESPN by James Andrew Miller & Tom Shales [5:36]
  • An oral history of ESPN, showcasing how it transformed television, cable, and media personalities from its unlikely base in Bristol, Connecticut.
  • It provides historical context for the current decline of traditional cable and the rise of streaming services and new sports media deals.

    

The Pinnacle of Journalism [6:51]

• The presenter argues that journalism is at an all-time low, with most content being "slop" or serving agendas.
• He refers to Grantland's compilations as a recent pinnacle of well-written journalism, especially for those who have only experienced online journalism with pop-ups and ulterior motives.

  

• Fear and Loathing on the Campaign Trail '72 by Hunter S. Thompson [7:49]
  • This book offers a compelling, nuanced look at politics from the 1970s, showcasing how a different era's political divides were interpreted with high-quality writing, which is lacking in today's media landscape.

    

Mindset and Personal Development [9:25]

Overcoming Resistance [9:25]

• The War of Art by Steven Pressfield [9:28]
  • This book addresses the common creative struggle of procrastination and not completing desired work by personifying the internal enemy as "the resistance."
  • It provides a framework for identifying and fighting against this resistance to achieve creative goals.
  • The presenter highlights Pressfield's other work, like "Gates of Fire" [10:37] (which 300 is based on), to show that even a best-selling author struggled with these issues, providing a powerful duality to the self-help advice.

    

Embracing Obstacles [11:24]

• The Obstacle Is the Way by Ryan Holiday [11:36]
  • This book promotes the stoic philosophy that challenges and obstacles are not impediments but opportunities for growth.
  • The presenter shares how this book helped him overcome his reluctance to engage in sales, transforming it into a valuable skill.

    

The Courage to Be Disliked [13:02]

• The Courage to Be Disliked by Ichiro Kishimi & Fumitake Koga [13:04]
  • This book encourages embracing the idea that being disliked is sometimes necessary to achieve objectives, especially in leadership roles or as a creator.
  • It helps individuals overcome people-pleasing tendencies and act with conviction, understanding that not everyone will approve, particularly in public-facing roles.

    

Designing for Scale and Efficiency [13:58]

• The 4-Hour Workweek by Tim Ferriss [14:00]
  • While not promising an actual four-hour workweek, the book is valuable for teaching principles of designing scalable businesses, outsourcing tasks, and optimizing time.
  • It's useful for building small businesses or side hustles and for quantifying time spent to align with lifestyle goals.

    

Fashion [16:14]

Brand Story and Technical Knowledge [16:14]

• House of Errors - Brand Book [16:18]
  • This book offers an authentic, photo-driven account of a fashion brand's journey from inception to success, including struggles with production and sales.
  • It provides a realistic perspective on building a brand, contrasting with often exaggerated online narratives.

    

• Atlas of Modern Clothing [17:13]
  • A comprehensive guide that identifies and names every part of different clothing types (e.g., safari jacket components).
  • It helps designers and manufacturers communicate using precise terminology.

    

• Textilepedia: The Complete Fabric Guide by Fashionary [18:04]
  • This book details various fabrics, their common uses, structures, and even printing and dyeing techniques.
  • It's essential for understanding the materials and processes behind clothing production, allowing for more informed design and manufacturing decisions.

    

Making Money and Business [18:43]

Sales and Business Strategy [18:43]

• $100M Offers by Alex Hormozi [18:57]
  • This book is highly recommended for structuring offerings effectively, teaching how to package services into compelling offers rather than just selling time or freelance work.
  • It covers sales psychology, including guarantees and extras, to increase conversion rates for creatives.

    

• Sponsor Magnet by Justin Moore [19:57]
  • A guide for creators seeking brand sponsorships, covering outreach strategies and preparation for successful deals.
  • It applies broadly to selling oneself and one's creative work.

    

Business Case Studies [20:20]

• Becoming Trader Joe by Joe Coulombe (with Patty Civalleri) [20:25]
  • This book highlights how Trader Joe's built a successful business through meticulously thought-out decisions in packaging, pricing, store layout, and employee compensation, all aligned with a strong brand culture.

    

• Super Pumped: The Battle for Uber by Mike Isaac [20:46]
  • Although intended as a cautionary tale about Uber's founder Travis Kalanick's ego and aggressive management, many view it as a manual for aggressive business building.
  • It offers an interesting character study of unconventional, and sometimes problematic, approaches to scaling a company.

    

Scaling Organizations and Messaging [21:33]

• Exponential Organizations by Salim Ismail (with Michael S. Malone & Yuri van Geest) [21:43]
  • This book introduces the concept of businesses that grow exponentially rather than linearly, scaling beyond the direct input of labor.
  • It offers insights into how to build organizations that can achieve rapid, significant growth, often through automation and leverage.
• Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath & Dan Heath [22:11]
  • A "bible" for messaging, teaching how to make ideas, products, or services memorable and impactful.
  • It's crucial for marketers and product developers to effectively communicate their unique value proposition.

    

• Traction: Get a Grip on Your Business by Gino Wickman (EOS) [22:56]
  • This book outlines the Entrepreneurial Operating System (EOS), a powerful framework for running businesses with more than 10 people.
  • It provides structures for goal-setting, executive communication, and making organizations highly functional.

    

World Building and Fiction [23:30]

Understanding Human Emotion and Society [23:30]

• Zeroville by Steve Erickson [23:45]
  • This is an example of an "American fiction" book that explores human emotion and experiences across previous generations, encouraging reflection on one's own life and how it could be interpreted.
• The Adderall Diaries by Stephen Elliott [23:48]
  • Another American fiction book that delves into human emotion and previous generations.

    

• Blood Meridian by Cormac McCarthy [24:09]
  • A dark historical novel set in the 1850s Texas-Mexico border, praised for its immersive world-building through vivid writing and consistent thematic presentation.
  • It demonstrates how words and story can create a deeply engaging world, a principle applicable to building modern brands.

    

Diverse Perspectives [24:45]

• The Three-Body Problem by Cixin Liu [24:46]
  • A Chinese science fiction novel that contrasts Western and Eastern storytelling, particularly regarding protagonists.
  • It highlights a cultural difference where the "people" are the hero, offering a fresh perspective for those accustomed to Western narratives.

    

Conclusion: The Importance of Reading for Critical Thinking [25:21]

The presenter stresses the importance of reading for developing critical thinking skills and a unique perspective, especially in an era of easily accessible information and homogeneous content. He recommends reading for 30 minutes before sleep, off devices, and encourages readers to share their own book recommendations.