Suggested Reading: Business Stuff

Along with my regular diet of reading, I try to throw in some occasional work-related books. Sometimes my definition of “work-related” can be pretty broad. The pop idea books, like The Tipping Point, Freakonomics, and The Wisdom of Crowds can all be really interesting, and the ideas can be applied to what we do. Then there are the specifically advertising/marketing books, like Brand Hijack and Take a Stand For Your Brand (and, of course, the instructional books like Hey Whipple).

But every once in awhile I like to wander into the business section of the bookstore and see what the brand managers and CEOs and MBAs and all the other acronyms are reading. It’s not always fun reading, but it’s a good way to get a better understanding of how companies (including agencies) work. Last week, I read Good to Great, a study of companies that made dramatic transitions from goodness to greatnes.

My point is not to recommend this book specifically, though it is good. What I’m suggesting is that you every once in awhile read something about business, or management, or brand strategy. Because advertising is first and formost a business. And although your primary focus should be your portfolio, knowing about the business side (and understanding how your client thinks) can’t hurt. And if you ever aspire to management or even running an agency, you’ll have to know how to be a smart leader.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s