Learn how to change or alter an existing habit for the better by transforming habits. Habits are defined as the choices and actions that all of us deliberately make without thinking but continue doing, often every day. More than 40 per cent of the actions people performed each day weren’t actual decisions but habits. That makes up approximately half of our daily activities!

This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or an executive at a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. When done right, marketing seeks to make change in the world.

All human beings are fundamentally driven by our primitive survival instincts: We subconsciously scan the environment for things that can help us to survive and flourish, and we try to do this with the least amount of energy/effort.

Unfortunately, most brands make 2 key mistakes in their marketing campaigns: (i) They focus on their brand/company instead of how they can help the customers to survive/thrive, and (ii) their message is too complex. The StoryBrand framework is a proven formula that uses a story-line to combine seemingly-disconnected parts into a coherent whole, making the message easy to follow and remember.

To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done.

In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero.

Great leaders are able to inspire people to act. And those who are able to inspire give people a sense of purpose or belonging that has little to do with any external incentive or benefit to be gained. Most businesses today are making decisions based on a set of incomplete or, worse, completely flawed assumptions about what’s driving their business.

Ogilvy on Advertising by David Ogilvy is an advertising classic. This book was recommended to me by so many people and for good reason.  Ogilvy, known as the father of modern advertising and the founder of one of the biggest advertising agencies in the world, shares decades’ worth of advice ranging from how to produce advertising that works, how to get clients, how to run an advertising agency, and so much more.

An account planner helps develop great advertising by working to understand the consumer’s needs and communicating those to the agency’s creative team as well as the client. This important role is all about creating a meaningful message and a human connection.

Actionable advice: Read everything and talk to everyone who crosses your path. Inspiration can come from anywhere, so agency staffers should broaden their minds by reading non-business books and magazines and talking about ideas with people outside the industry. An outside perspective is especially crucial for account planners.It all begins with an idea.