A reading roadmap
A small library
of big ideas
Thirty-two books in seven movements — from understanding people to the act of creation. Each distilled chapter by chapter, with questions to think with and audio to listen by. The shelf is being filled, one careful reading at a time.
Understanding People
Where everything starts. A product isn't designed for computers — it's designed for people.
- 01
Thinking, Fast and Slow
Two systems quarrel inside every mind — one fast and intuitive, one slow and deliberate. A field guide to the biases that quietly shape every decision.
In progress - 02
The Righteous Mind
Why good people divide over politics and religion. The moral intuitions beneath belief and belonging — and the vast distances between one person and the next.
In progress - 03
Man and His Symbols
Jung's last work, written for the rest of us: how symbol, narrative, and archetype speak from below conscious thought.
In progress - 04
The Presentation of Self in Everyday Life
Social life as theatre. Why the same person performs so differently on Instagram, LinkedIn, X, and Reddit — and what each stage demands.
In progress - 05
Influence: The Psychology of Persuasion
Six levers move a person from no to yes — reciprocity, commitment, social proof, authority, liking, scarcity. The quiet grammar of persuasion, and how to notice it working on you.
In progress - 06
Pre-Suasion
The instant before the message matters more than the message itself. How attention, aimed a heartbeat early, decides what we are already prepared to believe.
In progress - 07
Nudge
No option is ever laid out neutrally — someone always arranges the shelf. How small changes to the architecture of a choice steer us, without ever taking a choice away.
In progress - 08
Predictably Irrational
We depart from reason in ways so regular they can be mapped. A tour of the hidden forces — free, relative, anchored — that quietly bend everyday decisions.
In progress
Understanding Desire
The deepest layer beneath behavior — why people actually act.
- 09
Breakthrough Advertising
Not really a book about advertising, but about why people move. The hidden mechanics of desire — required reading for anyone building a consumer product.
Read → - 10
Alchemy
The surprising power of ideas that don't make sense. Why so much “irrational” design quietly works better than the logical kind.
In progress - 11
The Status Game
Status as the engine beneath behavior — why we post, why we play, why we perform. One game we are all, always, playing.
In progress - 12
Competing Against Luck
People don't buy products; they hire them to make progress. The Jobs to Be Done lens — why a customer reaches for one thing and fires another.
In progress - 13
Consumer Behavior: Buying, Having, and Being
The whole inner life of the consumer in one volume — motivation, identity, culture, and decision. How the things we buy, keep, and become quietly assemble the self.
In progress - 14
The Denial of Death
Beneath ambition, faith, and the wish to be remembered runs one current — the refusal to be mortal. On heroism as the human answer to death.
In progress - 15
The Evolution of Desire
What we want was shaped long before we arrived. An evolutionary account of attraction and jealousy — the ancient strategies still running beneath modern longing.
In progress - 16
Spent
We seldom buy the thing itself — we buy the signal it sends. Consumption as display: why the car says far less about speed than about the person behind the wheel.
In progress
Understanding Design
Not UI. The why beneath the surface.
- 17
Designing Design
A design philosophy, not a manual. Emptiness, the senses, and re-knowing the ordinary — a book to return to for a lifetime.
In progress - 18
The Design of Everyday Things
The foundations of usable design: mental models, affordances, and feedback. Why doors confuse us, and how good design quietly disappears.
In progress - 19
Less and More
The world of Dieter Rams in ten principles. Less, but better — discipline as a form of care.
In progress - 20
The Eyes of the Skin
Architecture for the whole body, not just the eye. A short, luminous case for designing experience over image.
In progress
Understanding Systems
The lens products, markets, and lives keep returning to.
- 21
Thinking in Systems
A primer for seeing the world as stocks, flows, and feedback loops — and for finding the small leverage points that move the whole.
In progress - 22
The Timeless Way of Building
One process, older than memory, lies behind every place that feels alive. Twenty-seven short distillations of the nameless quality — and the timeless way of reaching it.
Read →
Understanding Behavior
How behavior forms — why we persist, and why we quit.
- 23
Tiny Habits
Change made small enough to be inevitable. How behavior actually takes root, one tiny, repeatable act at a time.
In progress - 24
Hooked
The trigger–action–reward–investment loop behind habit-forming products. Understand it deeply; don't copy it blindly.
In progress - 25
Why We Buy
What people actually do in a store, watched frame by frame. Why we slow, reach out, and change our minds — the physical choreography of buying.
In progress
Understanding Markets
The newest movement — where a product lives once it leaves your hands.
- 26
Positioning
Not branding — positioning. Why the mind holds room for only a few names per category, and how to claim one of them.
In progress - 27
Obviously Awesome
Positioning after product–market fit: how to decide where your product truly stands, so customers instantly get it.
In progress - 28
Crossing the Chasm
The gap that kills good products — the leap from early adopters to the mainstream, and how the few who make it cross.
In progress - 29
Consumer Behavior
The market's-eye view of the buyer — segmentation, research, and the anatomy of a purchase decision. The classic textbook on how consumers choose.
In progress - 30
The 22 Immutable Laws of Marketing
Marketing has laws, and breaking them carries a price. Twenty-two short, unsentimental principles about the mind, the category, and the danger of doing what feels obvious.
In progress
Creation
Where understanding turns into making.
- 31
Where Good Ideas Come From
The natural history of innovation — the adjacent possible, slow hunches, and the environments where ideas are born.
In progress - 32
The Creative Act: A Way of Being
Less technique than state of mind. On staying open — and making creation a continuous way of being.
In progress