Best Books and Articles for Startup Marketing Leaders
Over the years, I’ve read dozens of marketing books and hundreds (maybe thousands?) of marketing articles—some brilliant, some forgettable, and a few that completely changed how I approach marketing strategy, messaging, and growth. These are the ones I keep coming back to, the ones I recommend to new marketers and marketing leaders alike.
Whether you’re looking to sharpen your positioning, level up your copywriting, or just find fresh inspiration, these resources are worth a spot on your shelf and in your bookmarks.
Let’s dive in!
The Best Marketing Books
Alchemy by Rory Sutherland
(buy the book on Amazon or on Bookshop)
A fascinating exploration of the irrational side of human behavior, Alchemy dives into why logic alone isn’t enough to create brilliant marketing and business strategies. Sutherland, a VP at the famous Ogilvy agency and a master of behavioral economics, reveals how unconventional thinking can lead to breakthrough ideas that defy traditional business wisdom.
The advertising agency J. Walter Thompson used to set a test for aspiring copywriters. One of the questions was simple:
‘Here are two identical 25-cent coins. Sell me the one on the right.’
One successful candidate understood the idea of alchemy. ‘I’ll take the right-hand coin and dip it in Marilyn Monroe’s bag. Then I’ll sell you a genuine 25-cent coin as owned by Marilyn Monroe.’
Obsessed by Emily Heyward
(buy the book on Amazon or on Bookshop)
This book unpacks how the world’s best brands create deep emotional connections with their customers. Drawing from her experience co-founding Red Antler (the agency behind Warby Parker and other really popular B2C brands), Heyward provides insight into why obsession-worthy brands win and how to craft a brand that people can’t get enough of.
A fair definition of how to think about “brand” is “why should people care?”
Anything You Want by Derek Sivers
(buy the book on Amazon or on Bookshop)
Part memoir, part manifesto, this book distills 10 years of entrepreneurship into 40 lessons on building a business with heart. Sivers emphasizes that success isn’t about chasing scale or profit but about creating something meaningful that aligns with your values.
Business is not about money. It’s about making dreams come true for others and for yourself.
The Pmarca Blog Archives by Marc Andreessen
A collection of essays from the venture capitalist Marc Andreessen, this book covers everything from startups and product-market fit to career advice and the future of technology. Packed with wisdom, it’s a must-read for anyone navigating the tech and business world. And it’s free!
Don’t worry about being a small fish in a big pond — you want to always be in the best pond possible, because that’s how you will get exposed to the best people and the best opportunities in your field.
Crossing the Chasm by Geoffrey Moore
(buy the book on Amazon or on Bookshop)
A classic marketing book that explains how new technologies and innovations move from early adopters to the mainstream market. Moore presents a strategic roadmap for startups to overcome the critical "chasm" between niche appeal and mass adoption. Especially useful for tech startups!
A tool to help you refine your positioning. Fill out this template:
For ____Who are dissatisfied with ____Our product is a ____That provides ____Unlike ____We can provide ____
We Are All Weird by Seth Godin
(buy the book on Amazon or on Bookshop)
Of all the dozen or so Seth Godin books, this one is my favorite. Godin argues that mass marketing is dead, and businesses must embrace the power of niches. This book is a call to celebrate individuality, cater to passionate micro-communities, and rethink how we connect with customers in a fragmented world. In other words, it’s a call to be yourself!
We don’t like the advertising that’s not for us, not about us, not interesting to us. But talk to me, directly to me, about something relevant and personal, and I love you for it.
Growing Up Fast by Jascha Kaykas-Wolff and Kevin Fann
(buy the book on Amazon or on Bookshop)
This book explores how businesses can scale quickly while fostering a culture of innovation. The authors break down real-world challenges and best practices for balancing growth with adaptability in a fast-changing market.
In proper combination, innovation creates marketing opportunities, which create innovation, which creates marketing opportunities, which create innovation, which creates marketing, and on and on.
Traction by Gabriel Weinberg and Justin Mares
(buy the book on Amazon or on Bookshop)
A tactical guide for startups looking to grow, Traction introduces the Bullseye Framework to help businesses systematically find and scale their best customer acquisition channels. With real-world examples, it’s an essential playbook for gaining momentum. I used this book in my very first head of marketing job to help identify the channels to begin with. I would have been lost otherwise.
The bullseye framework for finding the best traction channels: Get it here.
The Lean Startup by Eric Ries
(buy the book on Amazon or on Bookshop)
This book introduces the Lean Startup methodology, emphasizing rapid experimentation and learning from customer feedback to develop sustainable businesses. It’s a lot about product management, but I learned a TON about how to manage a marketing team, how to think about testing and iteration, and how to move quickly and confidently with campaigns.
Other popular marketing books that people love
Positioning: The Battle for Your Mind by Al Ries & Jack Trout
The 22 Immutable Laws of Marketing by Al Ries & Jack Trout
Made to Stick by Chip Heath & Dan Heath
Influence: The Psychology of Persuasion by Robert Cialdini
Everybody Writes by Ann Handley
The best marketing articles, websites, newsletters, and resources
Blogs & websites
Marketing Examples by Harry Dry
Backlinko by Brian Dean (SEO)
"The Growth Model: How to Develop a Deep Understanding of Your Growth" by Brian Balfour Provides a framework for understanding and optimizing a company's growth mechanics.
"The Product-Led Growth Playbook" by various authors Offers insights into leveraging product features to drive user acquisition, retention, and expansion.
Andreessen Horowitz (a16z): Future
"Go-to-Market Fit: SaaS’s Missing Middle" by David George and Pete Levine Discusses the importance of achieving go-to-market fit for SaaS companies and strategies to attain it.
"The New Business of AI (and How It’s Different From Traditional Software)" by Martin Casado and Matt Bornstein Explores the unique challenges and opportunities in building AI-driven businesses.
Newsletters
"Marketing Isn't Hard, It Is Misunderstood" Emily Kramer offers her expertise on optimizing your marketing funnel and her top tips for a high-level approach to marketing in 2024.
"Finding Go-to-Market and Business Model Fit, Setting the Right Marketing Goals, and More with Emily Kramer" An interview where Emily discusses various topics, including the challenges of hiring marketers for startups and the importance of setting impactful marketing goals.
There are lots of other great ones out there, too. Recommendation: Sign up for Substack and browse their list of top business and marketing newsletter. I’m sure you’ll find something you like!
(Oh, and I have a newsletter, too.)
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