I'm sure I'm not the only person in advertising that has been recommended about 3 million must-read books about behavioural economics, strategy, thinking differently, problem solving, social anthropology... the list goes on. So it's with a bit of trepidation that I'm writing this post. Having said that these three books all made a big impact on how I work fairly immediately and I think that's worth sharing.
A Technique For Producing Ideas
This book is 45 very small pages long, you can read it in half an hour. That alone almost makes it worth reading. However the legendary Bernbach makes an even more compelling case than that - 'James Webb Young conveys in his little book something more valuable than the most learned and detailed texts on the subject of advertising.'