The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One.

It's not how good you are. It's how well you tell your story.

The most successful brands in the world don’t behave like commodities and neither should you. A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn't it time to gave your customers a story to tell? 'The Fortune Cookie Principle' will show you how.

Big corporations might have huge budgets but you’ve got a story. Your story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. The Fortune Cookie Principle is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand’s story from the inside out. It’s the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve.

Included in Your Creative Career. 

Difference: The one-page method for reimagining your business and reinventing your marketing

We spent $500 billion globally on advertising in 2013. Every year we're spending more money, to interrupt more people, more often, with messages they don't care about and don't pay attention to. We've come to believe that the way to succeed is to have an advantage—by being different or better, more visible, or just plain louder.
What if, instead of finding ways to be one step ahead of your competition, you could build and market your business to give people a reason to choose you? What if you could completely reinvent a category or experience? What if you could stop trying to beat the competition, and become the competition?
Difference lifts the lid on how brands like Airbnb, Uber and Apple have succeeded by creating difference and gives you a new one-page method for reimagining your business and reinventing your marketing. It helps you to recognise opportunities that create value, to develop products and services that people want, and to matter to your customers.

Include in Your Creative Career. 

Typography Sketchbooks

"A fine new addition to both the 10 finest books on typography and our favorite peeks inside the notebooks of great creators: Typography Sketchbooks is like a visual window into the minds of the worlds most exciting type designers and, in turn, into the intricate art-science of typography itself a medium both creative and practical that has to walk the tightrope between centuries-old tradition and bleeding-edge innovation with equal parts grace and agility in an era of changing reading habits and design expectations." --Brain Pickings

"Typography Sketchbooks is like a visual window into the minds of the world's most exciting type designers and, in turn, into the intricate art-science of typography itself." -- TheAtlantic.com

"Typography Sketchbooks (Princeton Architectural Press 2011), covers just about every nuance of visual communication from just about every possible approach to type design, from the highly controlled sketches of Matthew Carter (Cambridge, MA) to the free-wheeling headline sketches of Andy Smith (London, UK) to the sublimely beautiful photographic alphabets of Bob Aufuldish (San Anselmo, UK). It's a must for musing and inspiration for visual narrators. And it includes URLs for the contributors." --- DART: Design Arts Daily

"Know someone who loves design? A devotee of letter forms or ABCs? Then this celebration of type should be on your list. This book peeps into the private sketchbooks of talented typographers like Emek Golan, Andy Smith, Tom Schamp, Daniel Pelavin, Bernard Maisner, Katie Lombardo, Jonny Hannah, and so many more. This book is bursting with amazing, colorful, often whimsical, imagery." --Fine Books & Collections

"Heller and Talarico have struck gold again with sketches revolving around type, type treatments, and letter forms... Any reader who doodles will feel an itch in their fingers looking at these pages." -- Communication Arts

Included in Design. 

The Ecstasy of Influence: Nonfictions, Etc.

What’s a novelist supposed to do with contemporary culture? And what’s contemporary culture sup­posed to do with novelists? In The Ecstasy of Influence, Jonathan Lethem, tangling with what he calls the “white elephant” role of the writer as public intellectual, arrives at an astonishing range of answers.

A constellation of previously published pieces and new essays as provocative and idiosyncratic as any he’s written, this volume sheds light on an array of topics from sex in cinema to drugs, graffiti, Bob Dylan, cyberculture, 9/11, book touring, and Marlon Brando, as well as on a shelf’s worth of his literary models and contemporaries: Norman Mailer, Paula Fox, Bret Easton Ellis, James Wood, and oth­ers. And, writing about Brooklyn, his father, and his sojourn through two decades of writing, Lethem sheds an equally strong light on himself.

Included in Your Creative Career.