Recommended Reading

Here is a list of entrepreneurial- and design-related readings, all recommended by the ETL Team. Contact us if you have a book you think should be added to the list.

We'd like to thank ME 377 for providing the basis for this list.

Business, Finance and Entrepreneurship

Technology Ventures: From Idea to Enterprise by Richard Dorf and Tom Byers
Competing on the Edge: Strategy as Structured Chaos by Shona Brown and Kathy Eisenhardt
The Monk and The Riddle by Randy Komisar
How to Read a Financial Report by John A. Tracy
Good Business by Mihaly Csikszentmihalyi
The Art of the Start by Guy Kawasaki
Startup: A Silicon Valley Adventure by Jerry Kaplan

Innovation

The Innovator's Solution by Clayton Christensen
The Innovator’s Dilemma by Clayton Christensen
Weird Ideas that Work by Robert Sutton
The Art of Innovation by Tom Kelley
Innovation & Entrepreneurship by Peter Drucker

Design Process

Aesthetics of the Japanese Lunchbox by Kenji Ekuan
Zen and the Art of Motorcycle
Maintenance by Robert Pirsig
Cradle to Cradle by William McDonough
Emotional Design by Donald A. Norman
How Buildings Learn by Stewart Brand
Understanding Comics by Scott McCloud

Marketing

Crossing the Chasm by Geoffrey A. Moore
Purple Cow by Seth Godin
Marketing High Technology by William H. Davidow
Pattern Recognition by William Gibson
Blink by Malcolm Gladwell
The Tipping Point by Malcolm Gladwell
A Brand New World by Scott Bedbury
Influence by Robert Cialdini
The Four Steps to the Epiphany by Steve Blank
Made to Stick by Chip and Dan Heath

Personal Brand Communication

The Brand You 50 by Tom Peters
Brag: The Art of Tooting Your Own Horn Without Blowing It by Peggy Klaus
Learned Optimism by Martin Seligman
Zen and the Art of Making a Living by Laurence Boldt
www.presentationzen.com by Garr Reynolds

Creativity

The Universal Traveler by Don Koberg & Jim Bagnall
Conceptual Blockbusting by James L. Adams
Creativity by Mihaly Csikszentmihalyi
Orbiting the Giant Hairball by Gordon MacKenzie

Negotiation

Getting Past No by William Ury
Getting To Yes: Negotiating Agreement Without Giving In by Rober Fisher, William Ury

Miscellaneous

The Dip by Seth Godin