Recommended reading: How to lead in times of crisis and the ‘troublemakers’ of Silicon Valley

Marketing Week reviews the latest books for marketers.

Tribe of Mentors

Timothy Ferriss

Trying to find a mentor can be difficult but Tim Ferriss has done the hard work by rounding up 100 of the world’s leading thinkers to offer advice on everything from careers to wellbeing. Contributors include Arianna Huffington who says “burnout is not the price you have to pay for success”, while TED curator Chris Anderson believes “pursue your passion” is bad advice. There are also lessons from top athletes such as Maria Sharapova and Tony Hawk.

READ MORE: Helen Tupper – The best way to get a mentor is to never ask for one

Crisis Leadership

Tim Johnson

Business leaders must be prepared to lead in times of crisis, especially these days, when anything that goes wrong happens very publicly on social media. Crisis management expert Tim Johnson shares his experience and guidance for brands, examining the challenges faced at each stage of the ‘crisis life cycle’. The book includes interviews with Sir Mervyn King, ex-governor of the Bank of England, and others.

READ MORE: How brands can bounce back from disaster


Leslie Berlin

Silicon Valley historian Leslie Berlin looks at how some of the most innovative brands of the past 50 years have influenced the modern world. She looks at the people and stories behind the internet and the microprocessor, as well as brands like Apple and Xerox. She talks about well-known figures like Steve Jobs and Larry Ellison, as well as “underappreciated” Apple chairman Mike Markkula and Sandra Kurtzig, the first woman to take a tech company public.

Outside Insight

Jorn Lyseggen

Jorn Lyseggen, CEO of social insight company Meltwater, looks at what businesses can learn from the information that companies and people leave behind on the internet, which he refers to as “digital breadcrumbs”. Using examples from brands including Apple and Facebook, as well as newer businesses, he explains how publicly available data types such as job postings, social media and patent applications can provide intelligence.

Latest from Marketing Week

Mark Ritson investigates: Recreational marijuana

After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?


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