Useful Lunacy

2009: The Age Of Conversation 2

I'm a bit late to the party on this. Back in October, 2008 a few hundred of us contributed to the book Age of Conversation 2: Why Don't They Get It? (Link to the AOC blog here.) It's a wonderful opus, with 237 authors from around the globe contributing one chapter each to one of five core subjects.

The book is available here (from Lulu publishing), as hardcover, softcover or download. All proceeds from the sales of the book (less printing and shipping) go to Variety, The Children's Charity.  

I chose the subject "business model evolution," and wrote the chapter, "Models Are People, Too." In essence, I argue, 

"A business model can't take action, can't react, can't create the next great idea. People, however, can and will do all of the above. If you hire and nurture correctly, the (business) model becomes self-evident."

There are 236 even better chapters to peruse inside AOC2. 

Podcasts with many of the authors are available here. And brief intros to many of the authors are here (more added every week). You can also engage with the book's community on Facebook, and follow us via Twitter (@aoc2).

Maybe you've still got some holiday shopping to do, or are looking for a great book to start 2009 with. I highly recommend purchasing this one. Your investment will go to a great cause.

* * *

Here's a list of of all the contributing authors to AOC2, by first name:

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G. Kofi Annan, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw and James G. Lindberg, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem.

The Tufte Impact

It's going to take a few years to unravel, but I suspect today marked a significant change in how I want to think and how I'd prefer to present what I think.

A few years ago my friend Dmitri Cavander, a fantastic web designer and painter, got me interested in the work of Edward Tufte. I've rifled through a few of Tufte's books, but never found the opportunity to dig in. Until today.

The gal at the registration desk (one of Tufte's four assistants) said there were "just under 500 people" present at today's "Presenting Data and Information: A One-Day Course Taught By Edward Tufte." This was his first of two days in Minneapolis—it speaks well of the Twin Cities that we have that many people interested in efficient display of information and clarity of design.

(Interestingly, Tufte's assistants aren't his grad students; he hasn't been teaching at Yale for a while. Rather, they met Tufte by helping him with sculpture projects and yard work. He hires well. The course was flawless in terms of audio/visual, course materials and all that.)

The price of the course includes hardbound copies of Tufte's four major books (The Visual Display of Quantitative Information, Envisioning Information, Visual Explanations and Beautiful Evidence). You're encouraged to arrive early and read a few selections before class. (I didn't manage that feat.)

Tufte speaks gently, with wit, precision and grace. His style of rhetoric reminds me of the writings of the author Robert Grudin. Both are exceedingly well-versed in broad ranges of insights, experiences and knowledge; and keen to share.

The course moves through selections from each of the four books. Lots to think about in the coming years. We covered the beauty (and really, the better practice) of using just nouns, numbers and simple arrows in presenting complex information vs. succumbing to the failings of Powerpoint. We learned about utilizing sparklines to simply convey vast amounts of numerical data.

Tufte also emphasized trusting your audience's ability to understand (the human brain can read and comprehend much faster than it can hear), and advocated for empowering your audience by giving them a summary of your presentation before you present—and in some cases, instead of presenting.

It's clear: Tufte doesn't much like Powerpoint. And for very good reasons. I'd always struggled with PP's inept design tools. Obviously spending so much time focusing on designing my presentations is proof enough I was using the wrong tool. I use Keynote now, but probably still spend too much time concerned with how words look versus what they actually say. Tufte's lesson: Focus on content. Focus on what you have to say, using the most efficient means of saying it. As he put it today, "Use PP (or Keynote) as a slide projector only."

But I wonder. What about drama?

I've given quite a few presentations around the subject, "What is the future of advertising?" My presentation format includes some paragraphs revealed over time (i.e. bulleting) and a bit of window dressing between major sections to help shift the mood. I use what's on screen as both a dramatic tool—to reveal a new point—as well as a foil for my running commentary. I think of it as a performance, with some value in the performing. And I seek to reduce what's on screen to a bare minimum. Is that effective by Tufte's definition? I think it has to do with content and context.

Then consider those strictly business presentations: New business proposals, project summaries, campaign presentations. Here, I completely agree with Tufte, and look forward to stripping away many of the "extras" I've found myself using with clients. Time to broom the sequenced reveals, the transitional effects between slides. Time to consider brooming Keynote all together.

Tufte gave an example today, which I'll paraphrase:

"Imagine you've got seven minutes with your boss to present something really important. First, take an 11x17" piece of paper, fold it once, which gives you four pages. Put everything down on that one (four page) document. At the start of the presentation, give your boss the document and ask them to read it, assuring them it should take about four minutes, and then there will be plenty of time to ask questions afterwards. Knowing people can read faster than they can hear, your boss finishes on time, and maybe asks a question or two—which you've been rehearsing for. Hopefully, you finish your 'presentation' ahead of the seven minutes. (What a gift for your boss!) And, of course, you leave a copy of your document with your boss, which they will probably return to."

It's about empowering your audience. It's about knowing they're smart enough to comprehend what you have to communicate—so you let them read, you let them control the presentation. It's about recognizing your content is more important than your presentation. Of course, this method requires you have to have your shit together, doesn't it? It means you've got to really know your content, have it researched and edited. No wonder so many presentations focus on the pretty nuisances.

Again, it's probably not the right approach for every presentation—otherwise, Al Gore wouldn't have won that Oscar. But if I learned or reaffirmed anything today, it's to prioritize a presentation's content above the presentation style or methodology and (whenever it's appropriate) to empower my audiences with as much information before we start presenting. The ultimate goal—to create conversation as soon as possible.

Jack Foster on Line 1

A few weeks ago I was doing my best to procrastinate at work when my cell phone rang. It was the author of How To Get Ideas, Jack Foster, calling.

Calling me.

I've never met Jack. Never written him. Or called. Or emailed. And here he is on the other end of the telephone. A guy who's book merits five stars from 51 of 54 reviews on Amazon. A book that's cited by 31 other books. Over 90,000 copies of the first edition sold. This was wonderfully astounding.

I first read How To Get Ideas in 1998 or 99, a few years after it was first published. It didn't save my life, but it certainly helped me figure out how to work smarter and faster in advertising. I've probably given away a few dozen copies, and always included it in required reading lists for classes I've taught.

"Getting an idea depends on your belief in its existence. And your belief in yourself."

So it seems a friend of Jack's found this blog and noted my recommended books, including an out-of-date edition of How To Get Ideas. Jack asked if he could send me the latest edition, since it's got two new chapters? What's my address? Could I update my link?

This wasn't a blog comment or email asking, this was a real live author using the phone to connect with his audience. Talk about social media.

"The child swings for the fences. The adult thinks too much and has too much scar tissue and is manacled by too much knowledge and by too many boundaries and rules and assumptions and preconceptions. In short, the adult is a poop. A handcuffed poop." (Be more like a child.)

The new edition includes two new chapters: Rejoice In Failure and Team Up with Energy. Both are welcome additions to an already solid philosophy. Clearly, Jack's work in advertising—being required to come up with all kinds of different ideas (not just ads)—and his teaching provided experience and context for developing useful technique. I've turned to this book more times than I can count to get over a block, or procrastination or myself.

"If you're like most people, many times your thinking is inhibited because you unconsciously assume that a problem has restrictions and boundaries and limitations and constraints, when in fact it doesn't."

And I think How To Get Ideas is the book that initially turned me on to another all-time favorite, Robert Grudin's The Grace of Great Things, with its powerful entreaty: "Creativity is dangerous. We cannot open ourselves to new insights without endangering the security of our prior assumptions. We cannot propose new ideas without risking disapproval and rejection."

My old copy has all kinds of underlines and notes in the margins, some indicating the book's value in parsing the difficulties ad agencies were (and currently still are) facing as marketing evolves into the digital space.

"Something is going on right now in some other field that could help you solve your problem, that could give you fresh insight, that could turn your thinking in a new direction, that could combine with something you already know, that you could use to unlock your mystery. Keep your eye and ear out for it."

If it isn't clear, you really ought to get yourself a copy of this book, preferably the new edition. Heck, buy a couple copies and give 'em to friends and co-workers. 

"The truth is: There is no difference between (a) having an idea and not doing anything with it and (b) not having an idea at all."

Thanks for calling, Jack.

"Models Are People, Too"

I'm one of a few hundred authors (yikes!) contributing individual chapters to the second iteration of The Age of Conversation, edited by Drew McLellan and Gavin Heaton. I think we're trying to set a record or something.

Anyway, "Models Are People, Too" is my chapter title. It's one of those ideas that crept into my brain while I was trying to write something else, something I thought would be really super awesome (but clearly wasn't). So this new idea camped out, wouldn't take no for an answer and ultimately became my contribution.

The second edition of The Age of Conversation is divided into various topics. I chose Business Models. Other topics include Manifestos, A New Brand of Creative, Life In The Conversation Lane, etc. It promises to be just as insightful as the original. The new book should be out in late August; you can keep track here.

Here's a taste of my chapter:

"Why does business struggle in the Age of Conversation? Probably because the business models they’re laboring to uphold blind them, and limit their ability to imagine and to act.

The answer today is: Don’t have a business model, have people.

If you hire and nurture correctly, the model becomes self-evident."

And here's a list of the army of contributing authors. Impressive company.

Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Beeker Northam, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

Age of Conversation: Why Don't People Get It?

The Age of Conversation came out last year. 103 authors on one topic -- everyone gets one page. A brilliant new marketing concept that turned into a brilliant book, definitely one to add to your library of marketing and advertising tomes.

And now it's time for the sequel: Age of Conversation: Why Don't People Get It?

I'm proud to be one of 275 authors on this one. Yep, 275. Lots of returning authors, and all of us n00bs. (By the third installment, we'll probably give the Fall collection issues of Vogue a run for their money.)

The new book is being divided into eight topics. I choose to write about "business models," as in -- the current ad agency business models provide evidence of why agencies and marketers don't get the age of conversation. Looking back at my own writing from the past year helped me figure that choice out.

It'll be a wonderful challenge.

Join the Conversation, Part 1

I'm admitting nothing other than there simply aren't enough hours in the day. Or days in the week. Or weeks in the month. I could go on.

And so I've decided the best way I can participate in the UN2PNM review process for Joseph Jaffe's Join the Conversation is in parts. I'll review as I go.

Currently I have five books stacked up. I read snippets at a time, pen in hand. I'm an underliner, bracketeer, page corner folder. You should see my copies of Grudin's The Grace of Great Things or McKee's Story. I write in margins, on PostIt notes stuck into pages.

To begin with, I'm enjoying this book. The tone is wry and blunt. I can feel Joseph's energy bubbling up. And from my vantage point in the marketing world, I think we need more fanning of these kinds of flames. Marketers of all stripes should be reading this book.

I started annotating heavily in Chapter 3. The section on "ROI: The New 666?" struck a chord. "CFOs, purchasing, and procurement have confused the hell out of marketing folk," writes Jaffe. "Marketing used to be an art. Today it is a science." I can't tell you how many times I've witnessed this struggle the past five years. Perhaps that's what drove me to underline the following and add three asterisks in the margin.

"Whereas [old marketing] puts the brand on a pedestal and expects consumers to worship it, covet it, aspire to it, and ultimately take a subservient position to it, [new marketing]  asserts the opposite: that the brand must fit into consumers' lives. Expressed differently, brands need to bring value to the table that exceeds the utility associated with simply purchasing and consuming the said good or service."

Chapter 5, "The Rise of the Prosumer" (or as Jaffe calls them, "merchants of conversation") ought to be required reading for planners and those who view focus groups as a means of merely proving preconceived notions. I especially enjoyed the idea of The Producer's Honor Code. Advertisers should aspire to such levels of communication and respect.

I've just finished Chapter 7, featuring "The Six Cs: Three Phases of Conversation." Perhaps four asterisks, a bracket and lots of underlining indicates far too many personal experiences with clients who still, "look at the Web as an inherited stepchild next to their favorite son, the bricks-and-mortar stores. (And the same applies to messaging, relationship, and service with respect to television, experience, and customer service, respectively.)" Jaffe's observations on this point -- the third "C" (Commerce) -- provide a balanced philosophy with respects to the traditional pressures of ROI and the (newly) enabled consumer.

More on this book in time.

UNM2PNM PDQ, ETC.

It's an acronym jungle, and Jaffe's got naming rights.

I was in the midst of reading his latest book, Join the Conversation, a few weeks ago when Jaffe tweeted about his latest "Use New Marketing to Prove New Marketing (UNM2PNM) effort. In short, if I agree to review the book here, his publisher will send me a copy.) Seems like there could be an entire industry built on this premise--we'll send you our stuff (books, music, films) if you agree to review, and thus promote, our stuff. I suppose an entrepreneurial person would create a portal linking creators and reviewers...

Given that I'm prone to underlining, bracketing, staring and otherwise annotating almost every book I read, I figured having a clean copy wouldn't hurt. (Maybe I should auction off my "edited" copy when I'm done.) And it appears more than a few of us have taken Jaffe up on the offer--Valeria Maltoni just posted her review.

I'm also using the book in my Future of Advertising class at MCAD. Next Monday we'll use Chapter Two ("The Many-To-Many Model") as a jumping off point for a brief history of the evolution of an industry.

And I'll post my review of JTC in a few weeks.

Listen to Nike+.

Damn.

Trevor Edwards, Nike’s corporate vice president for global brand and category management, has some strong words in this New York Times article for those still believing in the supremacy of TV or print advertising.

“We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”

As the Times puts it, "The success of Nike+ is bad news for the traditional media companies that have long made money from Nike’s television commercials and glossy magazine ads."

"Last year, Nike spent just 33 percent of its $678 million United States advertising budget on ads with television networks and other traditional media companies. That’s down from 55 percent 10 years ago, according to the trade publication Advertising Age."

The Nike+ Lesson is simple:

Successful marketing now and in the future embraces and empowers tools and functionality over bullhorned content -- unless that content is a) useful, and/or b) created by people I trust (e.g. likely not you, the marketer).

And yet, we continue to see example after example of marketers who clearly don't get it.

One step in the right direction: Pick up a copy of Jaffe's new book, "Join The Conversation." In fact, do it this Sunday and help send a message.

Books for The Future of Advertising?

Class doesn't start until January. But I've got to figure out which books to reference and possibly mandate for my Future of Advertising class at MCAD. This stack is my starting point.

I haven't read them all, yet. But I've read a few of them more than twice. Some are likely familiar, others possibly a bit unusual for a course on advertising, much less the future. But there's method in my madness.

The Courage To Create
by Rollo May
I first read this about 15 years ago. My memory's vague at the moment, but I seem to recall value in May's observations about the common structures of creativity, across almost any and all disciplines. Seems like a good foundation.

On Writing: A Memoir To The Craft
by Stephen King
This was the first book that taught me how to write. I think writing coherently, but with flavor, will continue to have merit. Even in the future.

How To Lie With Statistics
by Darrell Huff
"The fact is that, despite its mathematical base, statistics is as much an art as it is a science," writes Huff. Ah ha! My buddy Chris Wexler recommended this slim tome, first published in 1954. Given the continual rise of the importance of data -- be it Google Analytics or an ROI statement -- I'm feeling like Huff's work is worth examining.

Made To Stick
by Chip Heath & Dan Heath
I haven't read this yet. By all appearances, it seems to provide lots of worthwhile perspective.

How To Get Ideas
by Jack Foster
First read this about 10 years ago while preparing to teach a course on advertising at Emerson College. I continue to turn to this book for reference and help when the wheels need grease.

Directing Actors: Creating Memorable Performances
by Judith Weston
Typically, I underline, circle and bracket particularly compelling sections of the books I read. I fold page corners, too. My copy of this book, much like "Gossage" or "Grace of Great Things," is littered with inky markings. "Sometimes a mistake is our subconscious speaking, and we ought to listen to it," Weston writes. This book is written for people in TV and Film, but it's equally applicable to running an advertising agency or working in this new world.

Getting Real: The smarter, faster, easier way to build a successful web application
by 37Signals
We saw Jason Fried speak at the recent MIMA Summit. I just got this in the mail from Lulu Publishing. Can't wait to read it, pen in hand. I'm curious about the ethos or practice of working, and how our newer culture of conversation, "always in beta" and "always on" are affecting methodology.

Actionable Web Analytics
by Jason Burby & Shane Atchison
Same story. We saw Jason Burby speak at the MIMA Summit, and I thought, "If this guy has a book, I'm buying it." And he does. What drew me in here was the simplicity and strength of Burby's approach to divining business goals and the metrics to measure them. Funny how little of this rigor actually occurs in business today.

The Grace of Great Things
by Robert Grudin
Perhaps my favorite book. Enough said.

Feakonomics
by Steven Levitt & Stephen Dubner
This book has been sitting on my desk for at least a year. I think the underlying idea of 'seeking connections in new ways' ought to have a place in the Future of Advertising.

Hey Whipple, Squeeze This: A Guide To Creating Great Ads
by Luke Sullivan
I wonder if Luke's considering a revised edition that acknowedges the Internet? Hands down, one of the best, if not the best, book on making ads inside an advertising agency. I suspect this book is used in other classes at MCAD, so I might not include it for that reason.

Life After The 30-Second Spot
by Joseph Jaffe
(Is it safe to admit I haven't read the entire book yet?) I'll get there. Looking forward to being able to call Across The Sound with a clear conscious.

The Book of Gossage
by Howard Gossage, et al
My copy is quite well underlined, bracketed and generally marked up. Despite his age and era, Gossage really did have an eye and ear towards the future. "The audience is to be considered first and foremost. You are there at their leisure."

The Age of Conversation
Edited by Gavin Heaton & Drew McLellan
Seems like a no-brainer to include this one. My copy arrived a few weeks ago. I'm looking forward to reading it (after I finish Jaffe's book, of course).

Granted, a vast majority of classroom reference and research for The Future of Advertising will consist of blog reading, posting and participation. But academia requires some scholarly fealty to the printed word.

What are your thoughts? Are these books worth the effort? Are there other books my students and I should be reading? Should I include Chris Anderson's The Long Tail, for example?

What's on your bookshelf? What do you read again and again? What books do you share?

No One Belongs Here More Than You

I just ran across a great site promoting a new book. (Kudos to Clo Willaerts for the tip.) It's such a simple, conversational idea and execution. It gives great insight into the author, and it gives me a sense of the book itself without revealing really anything about the book. Brilliant.