This article is by Margaret Molloy, global CMO for strategic branding firm Siegel+Gale.
As marketers, we are tasked with continuously driving and adapting to change. A role like ours requires an appetite for constant learning—from the leading thinkers in our field, as well as from our peers. In an attempt to learn from each other as a community, and to gain insights and perspectives across industries, I invited top CMOs to share their best summer reads and why these books have made it to the top of their reading lists. I was delighted with the diversity in the responses. From the work of established business thinkers to iconic post-punk musicians, all of these books can teach us lessons we can apply to the discipline of marketing leadership and our personal lives as well. My pick? Essentialism by Greg McKeown.It provides a framework for how to determine what's essential to professional success and personal happiness. Essentialism isn't about doing less, it's about making a bigger impact.
Read on for more.
How Music Works by David Byrne
"I have How Music Works on my nightstand, and I’m very eager to read it. I’ve been a fan of his work over the years and love observing the cultural landscape through his lens. For a lifestyle brand like Truth, maintaining relevancy with youth is an unyielding pursuit. Music often provides the opportunity to have shorthand conversation with this audience. It allows us to communicate volumes about our brand without actually saying a word. I’m hopeful David Byrne will offer a peek behind the curtain of what makes him tick as well. Perhaps a ‘once-in-a-lifetime’ peak."
-Eric Asche, CMO, American Legacy Foundation
Drive by Daniel Pink
“In Drive, Pink goes on to illustrate why the traditional carrots-and-sticks paradigm of extrinsic reward and punishment doesn’t work, pointing instead to his trifecta of intrinsic motivators: Autonomy, or the desire to be self-directed; Mastery, or the itch to keep improving at something that’s important to us; and Purpose, the sense that what we do produces something transcendent or serves something meaningful beyond than ourselves.The book updates the perspective on 21st-century motivation of leaders, employees, customers and stakeholders. Understanding what motivates people in general is a primer for all marketing professionals as the competency evolves at a rapid pace.”
-Brian Miske, CMO, KPMG
Natural Born Heroes byChristopher McDougall and The Road to Character by David Brooks
“A few summers ago I read and loved Christopher McDougall's book Born to Run. I wouldn’t consider myself a candidate for an Ironman triathlon, just like I wouldn’t have considered myself a runner, but I was so inspired by the book that I went out and ran barefoot on the beach that very weekend! I wonder what Natural Born Heroes will motivate me to try! In April after reading David Brooks' article “The Moral Bucket List,” I picked up his latest book The Road to Character. I love the idea of a “stumbler” who isn’t living for ‘happiness as it’s conventionally defined’ but rather sees life as a larger narrative filled with ups and downs—and on this road stumbles upon a purposeful life. David reminds us to confront our weaknesses as we pursue a deeper sense of purpose and a strong inner character.”
-Maryam Banikarim, Global CMO, Hyatt
Grow Your Value by Mika Brzezinski
“I like it because Mika reminds us to not forget our personal values when pursuing professional ones; great lessons from the trailblazers.”
-Maggie Chan Jones, CMO, SAP
Thinking Fast and Slow by Daniel Kahneman
Thinking Fast and Slow by Daniel Kahneman
“I find marketing is as much about psychology than anything else, and I tend to read more books on that subject than books that would be categorized as ‘marketing.’ One that I am reading now has really made me think not only about marketing but how I think about living my life. It’s Thinking Fast andSlow. It really deconstructs how people think and make decisions and then ties it to how you should think about living your life.”
-Rishi Dave, CMO, Dun & Bradstreet
Different by Youngme Moon
“I'm excited to finally read Youngme Moon's book, Different. With so many messages coming at us, ‘new’ remains the third most motivating word in the English language, and ‘different’ is the most magnetic part of new.”
-Barbara J. Cooperman, CMO, Kroll
How Brands Grow - What Marketers Don't Know by Byron Sharp
“It looks like a provocative read and has been recommended a couple of times. I'm curious to learn more.Data-driven explanations for brand ‘intangibles’ can help companies embrace marketing, and I'm curious to see Byron Sharp's analytical arguments about brands.”
-Pat Shores, CMO, Bark & Co.
Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business by Paul Rand
“According to Nielsen, 92% of consumers value recommendations from friends and family over all forms of advertising. So, marketers can't leave this to chance - we have to get good at this on purpose. For those old enough to remember, Faberge had this concept down as early as the 70s with their ‘tell 2 friends’ commercial. Word-of-mouth is a simple principle, but this book provides practical advice on how to actually activate it by cultivating endorsements and advocacy from your customers.”
-Patrick Bernardi, CMO, Hu-Friedy Mfg. Co.
Strengthfinders 2.0 and Strength Based Leadership by Tom Rath and Barry Conchie
“I’ve used Strengthfinders 2.0 as a tool for years. Strength Based Leadership has great personal stories from successful leaders, which provide me with ‘ah-ha’ moments in my own work. Everyone at Consumers Credit Union is given Strengthfinders during their first week. We see everyone's results on our intranet and can understand how they may react to a project. It’s important for me personally to know the strengths of our team. We understand our team synergy better and are more productive.”
-Lynne J. Johnson, CMO, Consumer’s Credit Union
It Worked for Me: In Life and Leadership by General Colin L. Powell
“I’ve admired General Powell for years, and when he confirmed his appearance at Sage Summit, I knew I had to read this book. General Powell shares the lessons that shaped his career; what an inspiration for anyone in business – and he was even more inspirational in-person. I’m in awe (and agreement) of his perspective on small business and the importance they have in this country. And as a CMO, his advice on taking care of people, focusing on the mission and having a purpose resonates.”
-Gabie Boko, EVP of Marketing, Sage
My thanks to these CMOs for sharing their top reading picks. Now, it’s over to you. We’re keen to hear your recommendations—what would you add to our list?
