I only do this once a season.

If you pick up one book this fall, it should be Then We Set His Hair On Fire. I raved about it earlier this month, and still haven’t found anything else that caught my attention like this book. It reminds us of Who Says Elephants Can’t Dance by Lou Gerstner. Spending a career at BBDO, Phil Dusenberry has spent time with all the big brands. He knows the brand stories behind GE, FedEx, and Pepsi. He talks about the power of finding great insights about your company and its products. On top of it all, it has been written in a wonderful narrative.

Here are the 8cr favorites from the book:

• Jack
• Tom
• Todd

Here are some others who have had something to say about the book:

• USA Today – Grab a refreshing glimpse of how advertising works
• Fortune – He Brought Good Ads to Life
• Wall Street Journal – The View from Madison Avenue