10 Books That Taught Me How to Create Products and Marketing People Care About [Reading List]

 

10 Books That Taught Me How to Create Products and Marketing People Care About [Reading List]

I speak a lot about the epidemic of disengagement, and try to share some of what I know about how to create products and content people care about

But there’s never enough time. I always have to leave a lot out. THIS IS UNFORTUNATE. I’ve got a lot to say.

What often gets left out are the references to books that have been so formative to my approach (now the TCI approach) to research and strategy. These books have been foundational to the we go about helping our clients ENGAGE customers, drive loyalty, capture hearts and minds. They were my early textbooks and more recent inspiration for creating high-value content and products that transforms people’s lives. They will help you engage in lifelong love affairs with your customers, too.

So, here they are. I suspect you’ll learn as much from them as I have.

Enjoy,

T

#1: Lovemarks: A future beyond brands

Author: Kevin Roberts

Why You Should Read It:  Blew my mind when I first read it, as a young marketer – a vision for brand love that, while very emotional and not so quantifiable, laid a foundational belief system for how we could and should be trying to connect with our customers.

#2: Start with Why: How Great Leaders Inspire Change

Author: Simon Sinek

Why You Should Read It:  Straight-up inspiration on how to create change in your company and in your customers’ lives, largely through content. Big thought shifts. My favorite bit: “Dr. King gave the ‘I have a dream’ speech, not the ‘I have a plan’ speech.

See also: Sinek’s TED Talk: How Great Leaders Inspire Change

#3: Coaching: Evoking Excellence In Others

Author: James Flaherty

Why You Should Read It:  Beautiful methodology and systems for using narrative to help surface new possibilities to people and create behavior change, something all great transformational content does.

#4: A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas

Author: Warren Berger

Why You Should Read It:  Most ineffective customer research, design and even marketing strategies fail in that they start with the wrong question, asked at the wrong level. Berger is a master at showcasing just how unlimiting asking the right question can be. Can be a power tweak to almost any part of your business or work: vision, product design, strategy, customer research, marketing, etc.

#5: If the Buddha Got Stuck

Author: Charlotte Kasl

Why You Should Read It:  Modules of wisdom on how to get unstuck, including compassionate healing from past stuckness, traumas – can use in your content or to shift your own stuck programs, thinking, teams

#6: Nudge: Improving Decisions About Health, Wealth and Happiness

Authors: Richard Thaler and Cass Sunstein

Why You Should Read It: Too often, we build products and content to solve a customer problem with logic. News flash: humans aren’t always logical. This book is a perfect primer on behavioral economics: the biases and decision shortcuts common amoung we perfectly illogical humans, and how different institutions can help people make better decisions.

#7: Persuasive Technology: Using Computers to Change What We Think and Do

Author: BJ Fogg

Why You Should Read It: Fogg’s models for how computers can drive behavior change apply (IMO) to all products and marketing. He also originated the most elegant, useful model of behavior change for businesses/products that I’ve ever come across. This cuts through decades and decades of research and distills human behavior change down into models we use literally daily at TCI, and most effective behavior changing products I’ve ever seen use, as well.

See also: BJ Fogg’s Behavior Model

#8: Hardwiring Happiness: The New Brain Science of Contentment, Calm and Confidence

Author: Rick Hanson

Why You Should Read It: All about the evolution of the brain and self-directed neuroplasticity. This provides the basis for content that helps customers feel better, more grounded, less distressed and more able to make change.

#9: Mental Models
Author: Indi Young

Why You Should Read It: My number 1 rule of customer research is this: DO IT. This is the actual primer on building research-based customer journey models from a design thinking perspective. (Side note: At TCI, we take a pretty different approach to the initial question, the integration of quantitative data, who we define as “customer” in customer research, etc. from what you’ll see in this book. But I’ve never seen a better resource for actual model-building.)

#10: The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses

Author: Eric Ries

Why You Should Read It: Most product and R+D folks have probably already read this. Because of the challenges marketers face in getting budgets for content programs, I urge every single marketer to learn Lean Methodology and apply it to content programs. Launch an MVP, get feedback, optimize and iterate from there.

Disengagement Is Not a Digital Problem

Brands published 35% more content in 2015 than in the prior year. And people engaged with it 17% less than they did the year before. [Source: Track Maven] This is the ultimate Content Marketing Paradox: We’re making more content than ever. And people care about it less.

Disengagement is not a digital problem

Most business leaders and marketers believe that this epidemic of disengagement is a digital era problem. People are overloaded. Overwhelmed. They’re taking de-friending sprees and digital Sabbaths. All of God’s children have Facebook fatigue. I was out with friends the other night, and we realized that 3 of the 4 tech and marketing leaders at the table have uninstalled Facebook from their phones.

TCI-SocialQuotes_Disengagement

The struggle of digital overwhelm is real. But the issue of people being disengaged with content created by brands is not a digital problem.

Exhibit A is this quote:

“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.”

You can probably tell that this was not written last week, just from the archaic language.

Here’s another clue, though: this is the guy who wrote it.

American_Dr._Samuel_Johnson_President_of_King's_College_by_Smibert_c._1730

Photo Credit: Wikipedia

His name was Samuel Johnson, and he created the term “advertisement”. He published this quote in his weekly magazine, The Idler.

On January 20, 1759.

1759, folks.

I repeat: disengagement is not a digital issue. It is a human issue. And the solution will also be human. Experience has taught me that the solution is to understand humanity better, more deeply, with more insight. To understand why people do the things they do, what they care about, and what motivates them, at a primal level. Then to serve those motivations, unlock the changes they want to make, solve their problems and serve their dreams, at a human scale.

And digital can help with that. Data, wielded wisely, can help with that.

But it’s not enough.

Start with humanity. Commit to being a lifelong student of people. Driving engagement—creating products and marketing messages that people care about—follows from there.

Appendix: Full text of Samuel Johnson’s 1759 commentary On Advertising

The practice of appending to the narratives of public transactions, more minute and domestic intelligence, and filling the Newspapers with advertisements, has grown up by slow degrees to its present state.

Genius is shown only by Invention. The man who first took advantage of the general curiosity that was excited by a siege or battle, to betray the Readers of News into the knowledge of the shop where the best Puffs and Powder were to be sold, was undoubtedly a man of great sagacity, and profound skill in the nature of Man. But when he had once shown the way, it was easy to follow him; and every man now knows a ready method of informing the Publick of all that he desires to buy or sell, whether his wares be material or intellectual; whether he makes Cloaths, or teaches the Mathematics; whether he be a Tutor that wants a Pupil, or a Pupil that wants a Tutor.

Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.

Promise, large Promise, is the soul of an Advertisement. I remember aWash-ball that had a quality truly wonderful, it gave an exquisite edge to the razor. And there are now to be sold, for ready money only, some Duvets for bed-coverings, of down, beyond comparison superior to what is called Otter Down, and indeed such, that its many excellencies cannot be here set forth. With one excellence we are made acquainted, it is warmer than four or five blankets, and lighter than one.

There are some, however, that know the prejudice of mankind in favour of modest sincerity. The Vender of the Beautifying Fluid sells a Lotion that repels pimples, washes away freckles, smooths the skin, and plumps the flesh; and yet, with a generous abhorrence of ostentation, confesses, that it will not restore the bloom of fifteen to a Lady of fifty.

The true pathos of Advertisements must have sunk deep into the heart of every man that remembers the zeal shown by the Seller of the Anodyne Necklace, for the ease and safety of poor teething infants, and the affection with which he warned every mother, that she would never forgive herself if her infant should perish without a Necklace.

I cannot but remark to the celebrated Author who gave, in his notifications of the Camel and Dromedary, so many specimens of the genuine sublime, that there is now arrived another subject yet more worthy of his pen. A famous Mohawk Indian Warrior, who took Dieskaw the French General prisoner, dressed in the same manner with the native Indians when they go to war, with his face and body painted, with his scalping knife, Tom-ax, and all other implements of war: A sight worth the curiosity of every true Briton! This is a very powerful description, but a Critic of great refinement would say that it conveys rather horror than terror. An Indian, dressed as he goes to war, may bring company together; but if he carries the scalping knife and tom ax, there are many true Britons that will never be persuaded to see him but through a grate.

It has been remarked by the severer judges, that the salutary sorrow of tragic scenes is too soon effaced by the merriment of the Epilogue; the same inconvenience arises from the improper disposition of Advertisements. The noblest objects may be so associated as to be made ridiculous. The Camel and the Dromedary themselves might have lost much of their dignity between The true Flower of Mustard and The Original Daffy’s Elixir; and I could not but feel some indignation when I found this illustrious Indian Warrior immediately succeeded by A fresh Parcel of Dublin Butter.

The trade of advertising is now so near to perfection, that it is not easy to propose any improvement. But as every art ought to be exercised in due subordination to the publick good, I cannot but propose it as a moral question to these masters of the publick ear, whether they do not sometimes play too wantonly with our passions, as when the Register of Lottery Tickets invites us to his shop by an account of the prize which he sold last year; and whether the advertising Controvertists do not indulge asperity of language without any adequate provocation; as in the dispute about Straps for Razors, now happily subsided, and in the altercation which at present subsists concerning Eau de Luce.

In an Advertisement, it is allowed to every man to speak well of himself, but I know not why he should assume the privilege of censuring his neighbour. He may proclaim his own virtue or skill, but ought not to exclude others from the same pretensions.

Every man that advertises his own excellence, should write with some consciousness of a character which dares to call the attention of the Publick. He should remember that his name is to stand in the same Paper with those of the King of Prussia, and the Emperor of Germany, and endeavour to make himself worthy of such association.

Some regard is likewise to be paid to posterity. There are men of diligence and curiosity who treasure up the Papers of the Day merely because others neglect them, and in time they will be scarce. When these collections shall be read in another century, how will numberless contradictions be reconciled, and how shall Fame be possibly distributed among the Tailors and Boddice-makers of the present age?

Surely these things deserve consideration. It is enough for me to have hinted my desire that these abuses may be rectified; but such is the state of nature, that what all have the right of doing, many will attempt without sufficient care or due qualifications.

Monk Mode: How and Why I Gave Up the State of Distractedness for Lent

I sweat a lot. After 20+ years of working out 5 or more days a week, my body detects nearly any degree of temperature increase as a signal of an impending workout. This makes for lots of interestingly sweaty moments.

As a result, on top of my yoga mat, I use an absorbent rug to give my hands some traction. The rug I’m using these days has a bunch of non-stick material in the spots where your hands and feet most commonly go, in the form of mantras and phrases from the lululemon manifesto.

Most of them are nice little notes with reminders to sweat (on it!), breathe and eat lots of veg.

But one, in particular, has been on my mind a lot recently, and it goes a little something like this:
“that which matters the most should never give way to that which matters the least.”

A number of you have reached out to ask what I’m working on. What’s shareable at this point is that I’m writing a book and ramping up to launch a business. Yes, at the same time.

But when Lent rolled around a few weeks back, I was in the midst of interviewing candidates for the community farm I helm the Board of, attending family weddings, facilitating a Retreat, and hosting an Alice in Wonderland themed birthday party at my home for a dear friend. I was meeting with sometimes 2 or 3 other entrepreneurs, colleagues and investors every day of the workweek.

I calculated that I was fielding an average of 6 invitations for meetings, every single day, and this doesn’t even include the never-ending flow of brunch invites. So much brunch is happening, guys. So much brunch.

All marvelous things. But, despite having recently quit the best job ever, I was busy. Too busy, even, to decide what to give up for Lent. I Googled what Lent is really for. It’s supposed to turn our focus back toward God (the most important thing), purify us, and prepare us for celebrating Easter. I decided that giving up food or Facebook or something wouldn’t really fit the bill, for me – I don’t really struggle with them. I’d actually sort of decided that I was too busy to figure this out, and was just going to honor Easter which a big brunch and keep it moving.

After a 6-day run at breakneck intensity, in which I got no writing done, I was on the yoga mat, de-chaosing my nervous system to onramp back into writing.I looked down, saw those words, and it became crystal clear that there was something I needed to give up for Lent this year: distractedness.

I know that phrasing is awkward, but it is also precisely accurate. At 40 years old, I know by now that you can’t actually give up distraction. There’s lots you can do to manage incoming distractions, but life happens, people you love will need you, and trying to stop the world from turning and events from happening is a little like trying to stop the ocean from creating new waves.

It’s a losing battle.

What you do have control of—utter control of, actually—is the way you allow your mental state, your calendar and your priorities to respond to the incoming flow of distractions.

I realized that I had allowed my mental state to shift from flow and focused creation mode to meeting mode or executive mode, which is what I’m wired for. Normally, taking meetings and nurturing relationships are the cornerstones of my career. But taking all those meetings during this critical, micro-season for my book and my business was keeping me from the creation projects that must happen right now for the longer-term vision to come to life.

Ultimately, I decided to give up the state of distractedness from my mission-critical creation projects for Lent. Here are the exact steps I took:

1. I created a decision rubric. I worked through a detailed outline and strategic action plan for the book and my company launch, and created a decision rule: for 60 days (a long Lent, certainly), my decision rule for whether I’ll take a meeting is based on whether it furthers the book (including its marketing and promotions) or the launch of the business.

Meeting with prospective clients, it might surprise you, does not fall into the “meetings I’ll take” side of the rubric. That’s a lot of what I’d been doing, and I’ve found that most prospective clients are urgent enough that it’s difficult to extract from the conversation, and that most of the great prospective clients for my business are so engaged that one conversation snowballs into 5 meetings and then poof! a week of writing is gone. I spent the first few days still taking meetings that had long been calendared, but am now well into the delirium of uninterrupted, deep work and thought time.

2. I communicated it directly, unabashedly and consistently. Where I live and work, things get done, built, created, started via relationship, conversation and action. My bias is toward yes, toward connecting and toward action. I’ve long cultivated that. And people know it, which is why the calls and emails come in.

I love that about myself, and my circle.

I got some help from my team in clearing everything I could from my calendar. And I also simply started fielding incoming meeting requests – even some from friends! – with some version of this:

Hey – I would love to connect soon. Here’s the deal. I’m in Monk Mode1 right now, working on my book and business. You know I love to connect with people, and I was finding that it was really distracting me from the things I need to get done right now. Do you mind if I reach back out in April or May to set something up? Thanks so much for understanding!

I’ve gotten maybe one response that gave away some irritation. I’ve gotten about 2 dozen that have expressed some form of admiration, appreciation or even flat-out jealousy. So far, verbatim, I’ve gotten: “I love that!”, “I admire that”, “I admire your directness”, “I want to do Monk Mode!!”, and so on.

It is a luxury to be able to focus most of your time and bandwidth on the projects you’ve always wanted to work on. Giving up distractedness is a mindset management move, not only a time management move. If you feel like you’d love to do Monk Mode, but could never get that much control over your own time, I’d challenge you to look at your calendar, look at what you do with your unbooked moments and get real about how you could devote more of your mental bandwidth to the projects or people you say you care about.

3. I observed my internal resistance without judgment. My nervous system is wired for a fast pace and for a lot of interpersonal interaction. So I definitely have experienced some internal resistance to Monk Mode, as luxurious as it really is. This mostly comes up in the following forms:

  • saying yes to invitations and projects, especially exciting ones
  • falling prey to calendar creep, that thing where you agree to do one 30-minute call and end up booking 6 hours of meetings that day, and
  • fantasizing about elaborate mental or logistical “prerequisites” to going into Monk Mode, like thinking about going away to my favorite retreat Ranch.

I’ve been treating these things the same way you’d treat your wayward mind during meditation: noticing the drift, and softly releasing it. This is a course of constant course-correction. I’m not even really tempted to be harsh with myself on this point, because (a) harshness with self never got anyone anywhere, and (b) it’s precisely my normal nervous system wiring that makes me an effective leader and entrepreneur and marketer and speaker and thinker.

This is just a season in which I can’t give way to that tendency to run on a constantly booked calendar. I’m allowing myself to down-regulate on my nervous system’s own natural timetable, just constantly reminding myself to say no, to keep the calendar clear, and to enjoy this experience.

Here’s what has happened in my world since going into Monk Mode: compounding energy, clarity and creativity. When I went into Monk Mode it was a lot like that financial strategy of paying yourself first, but with my time and my energy. And in the same way paying yourself first creates compounding interest on top of interest over time, I found myself finding new stores of energy, getting clear on things that had been foggy, then even clearer on more things, fast, and finding creative solutions to challenges that had been long stuck in my mental parking lot of issues to work out.

Flow has become my friend. Productivity, too. I’ve made about as much progress on my two important projects in the last 14 days as I had in the first 6 weeks of the year.

The projects I’m working on will bring to the fullest expression and impact the work I was put on this planet to do. I know that. They are the most important thing. So giving up distractedness from those projects for Lent seems more appropriate, in many ways, than giving up, Facebook or, well, all of those brunches.

TL; DR: Going into Monk Mode will churn up all sorts of creativity, energy, productivity and flow for your most important projects. Don’t let your most important things give way to anything else.


1. Hat tip to Jim Collins – I borrowed the phrase “Monk Mode” from a passing comment he made in the intro to Good to Great.

How to Be a Happy Marketer: Survive the Content Crisis and Drive Results by Mastering Your Customer’s Transformational Journey
Branded content is way up, but customer engagement with that content is plummeting. This whole scene makes it hard to get up in the morning, as a marketer. But there’s a new path beyond the epidemic of disengagement and, at the end of it, your brand and your content become regular stops along your customer’s everyday journey.

 

Tara-Nicholle Nelson, author of The Transformational Consumer: Fuel a Lifelong Love Affair With Your Customers by Helping Them Get Healthier, Wealthier and Wiser, will share how to get your energy and joy for your work back by: mastering your customers’ real world aspirations and journeys, using marketing levers to trigger their progress and doing work that changes people’s lives.

Date: April 28, 2017
Time: 3:15 p.m.
Event: Social Media Strategies Summit
Topic: How to Be a Happy Marketer: Survive the Content Crisis and Drive Results by Mastering Your Customer’s Transformational Journey
Location: Chicago, IL
Public: Public
Registration: Click here to register.

“Tara has created a manual for a new way to do business: by sparking a virtuous cycle of transformation for your company and your customers.”

~ Pete Flint, Founder and former Chairman and CEO at Trulia

You are invited to attend a special evening with Tara-Nicholle Nelson, Business Insider’s #1 woman Silicon Valley tech companies should be putting on their board, and the author of the new book, The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier and Wiser.

Tara will share her Transformational Consumer framework, illuminating the “most valuable, least understood customers of our time.” These are people who see all of life as a series of behavior change projects, and they are eagerly seeking to patronize the companies that help them make these changes.

She will fire you up with a vision for a new path beyond the epidemic of customer disengagement and churn: a new, human lens through which you can reposition your brand as a beloved part of Transformational Consumers’ everyday lives.

Tara will share a few Transformational Consumer Trends for 2017, and surface surprisingly fertile opportunities for you to reach and engage this audience with your products, services and marketing messages.

If your company needs to grow, engage customers more regularly, or even engage employees around a beautiful vision of the human-scale problem your company exists to solve, come get inspired and celebrate the launch of The Transformational Consumer book. . . and join this movement.

After Tara’s talk, we invite you to join us for a networking reception and book signing.

Date: March 29, 2017
Time: 6:00 p.m.
Event: Transformational Consumer: Trend Talk and East Coast Book Launch Event
Venue: charity: water NYC HQ
Location: New York
Public: Private

“Tara has created a manual for a new way to do business: by sparking a virtuous cycle of transformation for your company and your customers.”

~ Pete Flint, Founder and former Chairman and CEO at Trulia

You are invited to attend a special evening with Tara-Nicholle Nelson, Business Insider’s #1 woman Silicon Valley tech companies should be putting on their board, and the author of the new book, The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier and Wiser.

Tara will share her Transformational Consumer framework, illuminating the “most valuable, least understood customers of our time.” These are people who see all of life as a series of behavior change projects, and they are eagerly seeking to patronize the companies that help them make these changes.

She will fire you up with a vision for a new path beyond the epidemic of customer disengagement and churn: a new, human lens through which you can reposition your brand as a beloved part of Transformational Consumers’ everyday lives.

Tara will share a few Transformational Consumer Trends for 2017, and surface surprisingly fertile opportunities for you to reach and engage this audience with your products, services and marketing messages.

If your company needs to grow, engage customers more regularly, or even engage employees around a beautiful vision of the human-scale problem your company exists to solve, come get inspired and celebrate the launch of The Transformational Consumer book. . . and join this movement.

After Tara’s talk, we invite you to join us for a networking reception and book signing.

Date: March 2, 2017
Time: 6:00 p.m.
Event: Transformational Consumer: Trend Talk and Book Launch Event
Venue: First Round Capital
Location: 151 10TH STREET SAN FRANCISCO, CA 94103
San Francisco
Public: Private
I’m looking forward to speaking at TrackMaven’s Spark conference on May 12 in DC. I’ll be talking about how to use insight, content and digital to activate, engage and transform your audiences.
Date: May 12, 2016
Event: TrackMaven's Spark Conference
Topic: How to use insight, content and digital to activate, engage and transform your audiences.
Sponsor: Track Maven
202.503.9994
Venue: The Newseum - Knight Conference Center
202-292-6100
Location: 555 Pennsylvania Avenue, NW
Washington, D.C. 20001
Public: Public
Registration: Click here to register.
More Info: Click here for more information.