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Reading list

Browse some of the favorites on our bookshelf covering everything from

how neuroscience helps us make decisions to issues of technological,
societal and economic progress, not to mention how some of the best
leadership lessons can come from anywhere including one of the top sports
franchises in the U.S.

The Black Swan: The Impact of the

Highly Improbable
Nassim Nicholas Taleb

A black swan is an event, positive or negative, that is

deemed improbable yet causes massive consequences.
In this groundbreaking and prophetic book, Taleb shows
in a playful way that Black Swan events explain almost
everything about our world, and yet we—especially the experts—are blind
to them.
 The Score Takes Care of Itself
Bill Walsh and Steve Jamison

Bill Walsh is a towering figure in the history of the NFL.

His advanced leadership transformed the San Francisco
49ers from the worst franchise in sports to a legendary
dynasty. In the process, he changed the way football is
played. Prior to his death, Walsh granted a series of
exclusive interviews to bestselling author Steve Jamison. These became his
ultimate lecture on leadership.

High Output Management

Andrew Grove

This is a user-friendly guide to the art and science of

management from Andrew S. Grove, the president of
America’s leading manufacturer of computer chips.
Grove’s recommendations are equally appropriate for
sales managers, accountants, consultants and teachers
—anyone whose job entails getting a group of people to
produce something of value.

Future Babble: Why Expert Predictions Fail and Why

We Believe Them Anyway
Dan Gardner

In this fast-paced, example-packed, sometimes darkly hilarious book,

journalist Dan Gardner shows how seminal research by UC Berkeley
professor Philip Tetlock proved that pundits who are more famous are less
 accurate — and the average expert is no more accurate
than a flipped coin. Gardner also draws on current
research in cognitive psychology, political science and
behavioral economics to discover something quite
reassuring: the future is always uncertain, but the end is
not always near.

Contagious: Why Things Catch On

Jonah Berger

What makes things popular? Why do people talk about

certain products and ideas more than others? Why are
some stories and rumors more infectious? And what
makes online content go viral? If you said advertising,
think again. People don’t listen to advertisements, they
listen to their peers. 

Fascinate
Sally Hogshead

In Fascinate, advertising and media personality Sally

Hogshead explores what triggers fascination—one of the
most powerful ways to attract attention and influence
behavior—and explains how companies can use these
concepts to make their products and ideas irresistible to
consumers. Marketing professionals of every ilk will find much of use in the
pages of Fascinate; in the words of business guru Tom Peters, “fascination
is arguably the most powerful of product attachments,” and Fascinate is a
“pioneering book [that] helps us approach the word and the concept in a
thoughtful and also practical manner.”

book- Made to Stick: Why Some Ideas Survive

made-to- and Others Die
stick Chip and Dan Heath

Made to Stick is a book that will transform the way you

communicate ideas. It’s a fast-paced tour of success
stories (and failures)–the Nobel Prize-winning scientist
who drank a glass of bacteria to prove a point about
stomach ulcers; the charities who make use of “the Mother Teresa Effect”;
the elementary-school teacher whose simulation actually prevented racial
prejudice. Provocative, eye-opening and often surprisingly funny, Made to
Stick shows us the vital principles of winning ideas–and tells us how we can
apply these rules to making our own messages stick.

On Being Certain: Believing You Are

Right Even When You’re Not
Robert Burton

Bringing together cutting-edge neuroscience,

experimental data and fascinating anecdotes, Robert
Burton explores the inconsistent and sometimes
paradoxical relationship between our thoughts and what
we actually know. Provocative and groundbreaking, On Being
Certain challenges what we know (or think we know) about the mind,
knowledge and reason.
 How We Decide
Jonah Lehrer

Lehrer shows how people are taking advantage of new

science to make better television shows, win more
football games and improve military intelligence. His goal
is to answer two questions that are of interest to just
about anyone, from CEOs to firefighters: How does the
human mind make decisions? And how can we make those decisions
better?

book- Nudge
nudge Richard Thaler and Cass Sunstein

Nudge is about choices—how we make them and how

we can make better ones. Drawing on decades of
research in the fields of behavioral science and
economics, authors Richard H. Thaler and Cass R.
Sunstein offer a new perspective on preventing the
countless mistakes we make—ill-advised personal investments,
consumption of unhealthy foods, neglect of our natural resources—and
show us how sensible “choice architecture” can successfully nudge people
toward the best decisions. In the tradition of The Tipping
Point and Freakonomics, Nudge is straightforward, informative and
entertaining—a must-read for anyone interested in our individual and
collective well-being.
 I Moved Your Cheese: For Those Who Refu
as Mice in Someone Else’s Maze
Deepak Malhotra

In the face of established practices, traditional ideas,

scarce resources and the powerful demands or
expectations of others, we often underestimate our ability
to control our own destiny and overcome the constraints
we face—or think we face. I Moved Your Cheese reminds
us that we can create the new circumstances and realities we want, but first
we must discard the often deeply ingrained notion that we are nothing more
than mice in someone else’s maze.

Only the Paranoid Survive: How to

Exploit the Crisis Points That Challenge
Every Company
Andrew Grove

Under Andy Grove’s leadership, Intel has become the

world’s largest chip maker and one of the most admired
companies in the world. In Only the Paranoid Survive,
Grove reveals his strategy of focusing on a new way of measuring the
nightmare moment every leader dreads–when massive change occurs and
a company must, virtually overnight, adapt or fall by the wayside. Grove
underscores his message by examining his own record of success and
failure, including how he navigated the events of the Pentium flaw, which
threatened Intel’s reputation in 1994, and how he has dealt with the
explosions in growth of the Internet. The work of a lifetime, Only the
Paranoid Survive is a classic of managerial and leadership skills.
 book- Predictably Irrational
predictably- Dan Ariely
irrational
In this newly revised and expanded edition of the
groundbreaking New York Times bestseller, Dan Ariely
refutes the common assumption that we behave in
fundamentally rational ways. From drinking coffee to
losing weight, from buying a car to choosing a romantic
partner, we consistently overpay, underestimate and procrastinate. Yet
these misguided behaviors are neither random nor senseless. They’re
systematic and predictable—making us predictably irrational.

The Second Machine Age

Erik Brynjolfsson and Andrew McAfee

Drawing on years of research and up-to-the-minute

trends, Brynjolfsson and McAfee identify the best
strategies for survival and offer a new path to prosperity.
These include revamping education so that it prepares
people for the next economy instead of the last one,
designing new collaborations that pair brute processing power with human
ingenuity and embracing policies that make sense in a radically transformed
landscape. A fundamentally optimistic book, The Second Machine Age will
alter how we think about issues of technological, societal, and economic
progress.

The Design of Everyday Things

Don Norman
 “This seminal book on human factors and engineering
psychology will forever change the way you see the world
and solve problems for people.” — Irene Au

The Elements of User Experience

Jesse James Garrett

“Design is not just about how a product looks but also

how it works. In this book, Jesse deftly describes the
various facets of user experience and how they are all
connected from how the product looks and how it works
to the overall company strategy and how every CEO is a designer whether
they recognize it or not.” — Irene Au

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