📚 Education — Books
Must ReadMarketing
The Culting of Brands
Atkin studied actual cults to understand what makes people surrender their identity to a group -- and found the same mechanics operating inside the world's most powerful brands. The most penetrating framework for understanding brand loyalty, community building, and the psychology of belonging in marketing.
Must ReadMarketing
Contagious: Why Things Catch On
Berger's research-backed framework for why products, ideas, and behaviors spread virally. Six principles -- Social Currency, Triggers, Emotion, Public, Practical Value, Stories -- explain what makes content shareable and how to engineer word-of-mouth at scale.
Must ReadMarketing
Shoe Dog
The memoir of Nike founder Phil Knight. A raw, honest account of the chaos, near-bankruptcy, and obsessive drive behind one of the most iconic brands ever built. One of the great entrepreneurship books ever written.
Must ReadMarketing
Alchemy
Sutherland argues that logic and conventional economic thinking systematically miss the irrational but real ways humans make decisions. A manifesto for why perception, framing, and irrationality are more powerful than reason in shaping behavior and value.