Recommended reading: Apple in the new era and building resilience

Marketing Week reviews the latest books and blogs for marketers.

Tim Cook: The Genius who took Apple to the next level

By Leander Kahney

When one of the world’s most famous innovators Steve Jobs passed away in 2011, Apple’s fate was placed in the hands of Tim Cook. Society had little faith the numbers-driven and “unimaginative operations guy” could replace the creative visionary.

This biography explores how Cook defied all expectations to drive the tech giant through a new era of success, becoming the world’s first $1trn company. The text is written by tech reporter and the best-selling author of Jony Ive and Inside Apple, Leander Kahney, and draws on knowledge and insights from several insiders at the company. It also explores how Cook spearheaded a cultural revolution.

Seven ways to build resilience

By Chris Johnstone

Need to strengthen your ability to deal with difficult times? Want to learn more about emotional first-aid and how to storyboard your life? Or maybe you want to think flexibly and creatively? Chris Johnstone’s new self-help guide explores the seven ways in which people can build resilience and protect their wellbeing.

Johnstone, now one of the UK’s leading resilience trainers, refers to various moments in his life where he felt burnt out or depressed and how a near fatal car accident led him to study and teach the power of resilience.

Applying behavioural science to the private sector: Decoding what people say and do

By Dr Helena Rubinstein

Businesses are finally recognising that while humans are irrational, they’re also the least irrational in predictable ways. So, what does this mean?

This text, written by behavioural scientist Dr Helena Rubinstein, acts as a guide to the principles and theories behind behavioural science while offering practical steps leaders can take within their own organisations. It’s divided into two parts, with the first focusing on the theories and principles of behavioural science, while the second explores how the theory can be put into practice in commercial organisations. Rubinstein uses real like examples to demonstrate how organisations can use behavioural science to add value.

The stupidity of sameness and the value of difference

By Tom Roach

In a recent blog post, Tom Roach, head of effectiveness at BBH, explores why it’s vital to be different in business, marketing and creativity. He labels sameness “commercial suicide” and argues that amid a growing sea of sameness in the world of business, being different gives a competitive advantage.

“The central importance of brand differentiation has probably been over-stated historically, and the importance of distinctiveness had been under-stated until recently,” Roach says.

He also argues that viewing the two as unrelated, alternative strategies means businesses may miss out on utilising the full potential of difference in an era when both differentiation and distinctiveness have “never been less evident in actual marketing practice”.

Ritson also refers to the column in his latest piece.

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