Yes& CEO Bob Sprague can’t recommend any beach reads—because he’s not at the beach. For those interested in the new marketing era, he’s reading or looking forward to:
The Extended Mind: The Power of Thinking Outside the Brain by Annie Murphy Paul sets forth the powerful idea that our minds exist separately and in a much broader context than the grey matter confined to our skulls. The implications for marketers interested in engaging customers and stakeholders in new ways are profound.
Loonshots: How to Nurture the Crazy Ideas That Win Wars, Cure Diseases, and Transform Industries is by Safi Bahcall, who keynotes ASAE’s annual meeting in August. “Crazy ideas” can be a synonym for “good marketing,” and nurturing them is what Yes& is all about.
If you’re a Yes& competitor, please don’t read Winning is Better: The Journey to New Business Success by Bob Weisner. This is a practical and provocative guide to “pitching less and winning more.”
Sometimes great leaders allow themselves behaviors that keep them from top positions. Never Get Their Coffee: Empowering Fearless Leadership by Lakisha Woods, CEO of the American Institute of Architects and Chair of ASAE, helps women, minorities, and the organizations that want to see them succeed to get beyond the limiting factors.
The Undoing Project: A Friendship That Changed Our Minds by Moneyball and The Big Short author, Michael Lewis, tells the story of Daniel Kahneman and Amos Tversky, whose insights continue to turn behavioral economics upside down.