Reading is an incredibly private and personal activity. We all have phases in life when we read more and times when we read less. I've found that the average person, myself included, tends to fluctuate with reading habits based on how chaotic their life is. For the past two years, I've read very little. Why? Because I started playing chess. My life has become about reading chessboards, solving puzzles in my head, or diving into chess-related material.
I've also shifted my focus heavily towards video and audio content. I'm constantly watching videos and listening to podcasts, often simultaneously when I'm out walking my dog. This constant flow of information, especially in video and audio formats, has become more convenient and faster for me logistically. As Bobby Fischer famously said, "All the time not spent playing chess is time lost" – a sentiment a true chess obsessive can relate to. However, I do plan to return to reading more as my chess obsession (hopefully!) wanes.
But let's dive into some historical, and certainly interesting, books that have shaped my thinking.
1. Propagate Idea Virus by Seth Godin (Original Title: Unleashing the Idea Virus)
This book, published in 2000, was my very first encounter with Seth Godin, and it lit a fuse for me. It’s strange to think that in 2000, the digital world as we know it didn't exist. There were no cell phones, no widespread internet as we have it now; the dot-com bubble had just burst, making anything related to digital seem like a scam.
Yet, Godin emerged with this common-sense classic that began to explore how to circulate communication in the digital age. Concepts like digital word-of-mouth, asking consumers for permission instead of interrupting them, and urging people to stop selling and instead spread ideas like an epidemic, convincing customers to do your marketing for you – these were revolutionary at the time, even if they seem obvious today.
This book completely flipped the traditional marketing concept on its head. After reading it, I launched a small online project called "consum voce," where users could complain about companies. That project was definitely influenced by this initial reading and planted a seed that grew over the years, even inspiring the idea that "work isn't sought, it's attracted" – a concept central to my first published book. It's still incredibly relevant today.
2. The Almanac of Naval Ravikant
This isn't a book written by Naval Ravikant himself, but rather a brilliant collection of his writings and thoughts. Naval, known from AngelList, is an incredibly astute, intelligent, and wise American investor, especially regarding the world of work.
I often re-read my books (and destroy them with notes!), and I find so many valuable observations in this one. For example, a question I jotted down was: "Who is working for you?" Are you solely working for your future, creating advantages only for yourself, your family, or friends? Or is there a structure, partners, or collaborators out there working for you?
There are thousands of such insights here. My favorites include:
• "No one can compete with you on Being you."
• "Most of Life is a search for Who and what needs you the most."
• "Building an extension of yourself is unassailable."
• "Earn with your mind not with your time," which underscores the idea of not trading time for money.
He also includes intriguing metaphors like "Sharks eat well but live a life surrounded by Sharks". And a very practical piece of advice: "If you are undecided the answer is no."
This almanac is incredibly useful for cultivating common sense and wisdom, not just focusing on outcomes. It reminds us of Peter Drucker's distinction: "Efficiency is doing things right; effectiveness is doing the right thing".
3. The E-Myth by Michael Gerber
This little book was one of the first to truly make me reflect on a crucial concept: "You cannot work in your business, you must work on your business." These are two very different things!
Looking back now, at nearly 41, I can clearly see the path these readings laid out for me. I always had an entrepreneurial streak, but I struggled to articulate it, especially in terms of communication. Godin helped with the digital communication and marketing side. Ravikant offered fundamental principles, echoing ancient philosophers like Munger (principles, after all, haven't changed much in 2000 years!). And then, there's the practical application: once you're clear you want to be an entrepreneur, how do you actually do it?
You might start by rowing inside your business, like a cog in the machine. But then, the realization hits: your true role should be to work on your business, not in it. You need to be the orchestra conductor. This book helped me immensely. It poses a vital question: "How can I spend my time doing the work I love to do rather than the work that I have to do?" It's about not being a prisoner to your own work.
Great books should be re-read constantly. The E-Myth also delves into the difference between an entrepreneur and others, like a technician, for whom the customer is often a problem ("they constantly bother you"). For the entrepreneur, however, the customer is always an opportunity. Some books, though not revolutionary in their basic ideas, are formulated with a unique lexicon, examples, and metaphors that truly activate and "unlock the next level of the work videogame" for you.
4. Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland
Rory Sutherland, known from Ogilvy, is a creative genius who has been quite visible on social media lately. He always offers a unique perspective on the world of work and communication. He advocates for an absolutely counter-trend approach that somehow still works. His brilliance lies in observing the obvious that no one bothers to verify – and then he goes and verifies it.
When he reflects on products, why people buy them, and what truly motivates our choices regarding a product, it's always fascinating and stimulating. This book is less about overarching principles and more practical. If you need ideas for your work, or a deeper understanding of markets and worker psychology, this book is incredibly valuable.
A Bonus Recommendation: Seeking Wisdom: From Darwin to Munger
Though I don't have it with me (lent it to a friend who never returned it!), Seeking Wisdom: From Darwin to Munger is another classic. It covers the world of cognitive biases, and if you're interested in understanding yourself and others' psychology – why we make positive or negative decisions – this is a great, easy-to-read book.
I don't earn a cent for recommending these books. I read them in the past, and they were incredibly useful for me. I hope they are for you too! Please share your own suggestions in the comments below.
Think of these books as upgrades for your mind's operating system. Just as a tech update can make your computer run faster and more efficiently, these fundamental texts provide new frameworks, insights, and perspectives that can significantly enhance your thinking, decision-making, and entrepreneurial journey. They help you rewrite your internal code for success.
