The Choice Factory – Richard Shotton
RS tackles cognitive biases and how they affect our decision-making – particularly when it comes to buying products. To understand your audience, you need to read this book.

Six Thinking Hats – Edward de Bono
EDB created a new way of brainstorming that increases creativity and efficiency. Instead of people arguing different sides of an idea, everyone thinks rationally for and then against it, then with their gut, then with their experience etc. with each direction of thinking assigned a metaphorical ‘thinking hat.’

Life's a Pitch: How to Sell Yourself and Your Brilliant Ideas – Stephen Bayley
Having great ideas isn’t enough, you also have to sell those ideas to the people who can bring them to life - the judges at Tongal, your Creative Director or your client.

1 + 1 = 3 – Dave Trott
Part autobiography of one of the UK’s great Copywriters, and part collection of creative anecdotes, DT makes you thinking differently about the creative process.