I was once told that I should make friends with a number of books. Sounds a bit weird that, doesn't it?
What it means though is that I should take the time to really get to know them, as deeply as possible. You know how you can watch certain films over and over again, and get the same joy out of them each time? Well, you can do that with books too.
I've read each of these books several times... My goal is to read them every single year - which I've done for the last 2 years... Maybe over time I'll switch and swap one or two, but as it stands, these books form the backbone of my kindle collection.
So if you're interested in branding, marketing, personal development and the art of persuasion, then might want to add one or two of these to your list.
1. Influence - Robert Cialdini
Cialdini is the Godfather of persuasion. This book gives an awesome insight into the cognitive bias' of the human brain, and how they can be used (ethically) to persuade others to act in a certain way. This book takes a filter off the world and lets you see humans as the impulsive and emotional animals that we are.
2. The Purple Cow - Seth Godin
Standing out is everything these days, and in this book, Seth Godin dispels many myths about marketing and shows you how by going super-niche you can create the business of your dreams.
3. The Freaks Shall Inherit the Earth - Chris Brogan
This is my favourite book on this list. I recommend it to people all the time. Only a few go ahead and read it, and the ones who do ALWAYS come back and thank me. If you want to pave your own way in the world and turn your back on 'the workplace', then there's no better place to start.
4. 48 Laws of Power - Robert Green
Although the last book is my favourite, I think this is the most important book I've ever read. If I'd known 3 of the laws in this book 5 years earlier I reckon I'd be five years ahead of where I am now. This is a comprehensive piece of work and is one I always have to hand in my living room. It's awesome to just dip in and out sporadically and pick up a new idea to ponder. Buy this book.
5. Ogilvy on Advertising - David Ogilvy
Although I would probably argue that advertising 'back in the day' was mostly an exercise in 'turning up'... Ogilvy stands out as being light-years ahead of the curve. If you want to understand how you can use simple words to get your message to resonate with your audience, then go straight to the master... I learn something new every time I read this.
The best reason for re-reading books is that sometimes you're simply not ready for the ideas. I find this with songs too. I'll dismiss an album for years only to re-discover it with a differnt mindset and different challenges, and it suddenly becomes an all time favourite.
And sometimes you need to get taught a lesson a few times before it lands... Think back to school and the amount of repetition.
I'd love to know if you have any books that you read over and over again. Stick them in the comments below.