Professional literature
This is where things start to get really strategic. It’s about how you position yourself, build platforms, and – not least – how people are influenced long before they think they’ve made up their minds. In short: what happens before the “buy” button is pressed.
Professional literature P-R
This book explains how digital platforms such as Amazon, Uber, Airbnb and Facebook have changed the competitive landscape and created entirely new business models. The authors show how value is increasingly created through networks, ecosystems and connections between users, partners and services – rather than through traditional linear value chains. The book has become a key work in the field of platform economics, digital strategy and innovation.
This classic marketing book shows how brands must occupy a clear and relevant place in the consumer's consciousness to succeed in the competition for attention. Al Ries and Jack Trout argue that effective marketing is less about the product alone and more about how businesses are perceived in the mind of the consumer. The book has had an enormous impact on branding, communications, and strategic positioning.
Available as:
Dan Ariely explores why people systematically make irrational choices – and why the same patterns repeat themselves time and again. Through experiments and research in behavioural economics, he shows how emotions, expectations, habits and circumstances influence our decisions far more than we like to believe. The book has become highly influential in psychology, marketing, design and decision theory.
Available as:
In this book, Robert Cialdini explores what happens before influence itself takes place, and how context, attention and timing affect people’s decisions. He shows how small details in our surroundings, language and presentation can make people more receptive to messages and actions. The book builds on the principles introduced in Influence and has had a significant impact on marketing, communication, leadership and digital user behaviour.
Available as:
David Epstein argues that broad experience, interdisciplinary thinking and the ability to see connections are often more important than early specialisation. Drawing on research and examples from business, technology, sport and science, he shows how people with varied backgrounds are often better equipped to solve complex problems and drive innovation. The book is particularly relevant at a time when collaboration across disciplines and perspectives is becoming increasingly important.
Available as:
Dan Olsen presents a practical method for developing products and services that meet real customer needs through testing, learning and iteration. The book combines principles from Lean Startup, UX and product development, and shows how companies can work systematically with user insight, prioritization and continuous improvement. The Lean Product Playbook has become an important book in digital product development and service design.
Available as:
The Resistance to Change – (organizational literature / multiple authors)
Explains why people and organizations resist change – and how this can be handled.
