Reference

Dog-eared, annotated, spines cracked from use. These aren't books I read once – they're tools I return to. Poor Charlie's Almanack. How Brands Become Icons. Build. Cultural Strategy. The Advertising Concept Book. Frameworks I actually apply.

The difference between a book you read and a reference book is simple: do you go back to a specific page? These books have pages I can find without the index because I've been there enough times. They sit differently on the shelf too – slightly angled outward, ready. Some of the most important thinking I've done has started by pulling one of these down.