Library

Further Reading Library

Thirty-one original cliffnotes summaries, one for every book referenced across the fourteen modules. Each runs roughly 1,000 to 1,500 words: thesis, the 3 to 5 frameworks that matter, actionable takeaways, what the book is NOT about, an intentional essay prompt anchored to the book's frameworks, and a link to the original on archive.org for completionists. Skip the 300-page reads, keep the operator-relevant ideas.

Module 1, The CMO Mandate

Module 1

The Long and the Short of It

Les Binet and Peter Field, 2013

Module 2, Brand Strategy Architecture

Module 2

Building Strong Brands

David A. Aaker, 1996

Module 2

How Brands Grow

Byron Sharp, 2010

Module 2

The Brand Gap

Marty Neumeier, 2003

Module 3, Creative Direction at Scale

Module 3

How to (and Bierut's Design Philosophy)

Michael Bierut, 2015

Module 3

Wally Olins on Brand

Wally Olins, 2003

Module 3

Designing for Emotion

Aarron Walter, 2011

Module 4, Campaign Development Framework

Module 4

Truth, Lies and Advertising

Jon Steel, 1998

Module 4

Alchemy

Rory Sutherland, 2019

Module 5, Channel Strategy and Media Intelligence

Module 5

Media in Focus

Les Binet and Peter Field, 2017

Module 5

Digital Darwinism and The Battle for the Customer Interface

Tom Goodwin, 2015 (essay), 2018 (book)

Module 6, Agency and Team Leadership

Module 6

Confessions of an Advertising Man

David Ogilvy, 1963

Module 6

Decoded

Phil Barden, 2013

Module 7, Brand Measurement and Proof

Module 7

The Effectiveness Code

Peter Field and James Hurman, 2020

Module 8, Market Research, STP, and Competitive Advantage

Module 8

Marketing Management

Philip Kotler, 2016

Module 8

Competitive Strategy

Michael Porter, 1980

Module 8

Value Proposition Design

Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, 2014

Module 9, Pricing Strategy

Module 9

Confessions of the Pricing Man

Hermann Simon, 2015

Module 9

Monetizing Innovation

Madhavan Ramanujam and Georg Tacke, 2016

Module 10, Consumer Behavior and Behavioral Economics

Module 10

Thinking, Fast and Slow

Daniel Kahneman, 2011

Module 10

Influence, The Psychology of Persuasion

Robert Cialdini, 1984

Module 10

Nudge

Richard Thaler and Cass Sunstein, 2008

Module 10

Predictably Irrational

Dan Ariely, 2008

Module 11, Growth, Retention, and Lifecycle Marketing

Module 11

Hacking Growth

Sean Ellis and Morgan Brown, 2017

Module 11

The Cold Start Problem

Andrew Chen, 2021

Module 12, Practical CMO Profile Setup

Module 12

Obviously Awesome

April Dunford, 2019

Module 12

The First 90 Days

Michael Watkins, 2003

Module 13, Sales Training I, Frameworks

Module 13

SPIN Selling

Neil Rackham, 1988

Module 13

The Challenger Sale

Brent Adamson and Matthew Dixon, 2011

Module 14, Sales Training II, Identity and Discomfort

Module 14

Can't Hurt Me

David Goggins, 2018

Module 14

Mindset, The New Psychology of Success

Carol Dweck, 2006