Emails to a Young Entrepreneur: Resources and References

Day 138 of Self Quarantine             Covid 19 Deaths in U.S.:  152,000

Resources and References

Throughout the book, I included links to many different resources for the young entrepreneur.  Fifty years ago, there was a dearth of startup literature.  Today there is a rich educational ecosystem for anyone thinking about taking the leap of discovery into entrepreneuring.  This section provides resources that I have found helpful.  These resources are books, articles, websites, educational experiences and videos.  The best of the expertise comes from those who have created both successful and unsuccessful startups.  I find that over the years I learn relatively little from my successes.  Each failure provides a PhD in learning why.

I am particularly delighted that there is a growing literature for the Institute of Design insights, methods and processes.  This literature was only available to students like Mikhail that could afford to take two to three years of courses and move to Chicago, IL.  I highly recommend the books from Vijay Kumar, Larry Keeley, Kim Erwin and John Heskett.  These four and many others at the Institute of Design changed my thinking about how to get a product market fit for a V1 product.


David Aaker, Brand Leadership: Building Assets in an Information Economy (Free Press, 2009).

Russ Ackoff, Ackoff’s Best: His Classic Writings on Management (Wiley, 2008).

Russ Ackoff, Creating the Corporate Future (Wiley, 1981).

Russ Ackoff, Re-Creating the Corporation: A Design of Organizations for the 21st Century (Oxford University Press, 1999).

Christoper Alexander, The Nature of Order: An Essay on the Art of Building and the Nature of the Universe series (Center for Environmental Structure, 2002).

Christopher Alexander, Timeless Way of Building (Oxford University Press, 1979).

Marc Allen, Visionary Business: An Entrepreneur’s Guide to Success (New World Library, 2010).

Genrich Altshuller, And Suddenly the Inventor Appeared: TRIZ, The Theory of Inventive Problem Solving (Technical Innovation Center, 1996).

Chris Anderson, Makers: The New Industrial Revolution (Currency, 2012).

Daniel Andriessen, Making Sense of Intellectual Capital: Designing a Method for the Valuation of Intangibles (Butterworth-Heinemann, 2003).

W. Brian Arthur, Increasing Returns and Path Dependence in the Economy (University of Michigan Press, 1994).

W. Brian Arthur, The Nature of Technology: What it is and How it Evolves (Free Press, 2011).

Jay Barney and Trish Clifford, What I Didn’t Learn in Business School: How Strategy Works in the Real World (Harvard Business Review Press, 2010).

John Bennett, Enneagram Studies (Bennett Books, 2012).

Warren Berger, A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas, (Bloomsbury, 2014).

Ken Blanchard, Managing by Values (Berrett-Koehler Publishers, 1996).

Steve Blank, The Four Steps to the Epiphany: Successful Strategies for Product that Win (Wiley, 2020).

Steve Blank, The Startup Owner’s Manual: The Step-by-Step Guide for Building a Great Company (Wiley, 2020).

Julia Cameron, The Artist’s Way (TarcherPerigee, 2002).

Julia Cameron et al, The Artist’s Way at Work: Riding the Dragon (William Morrow, 1999).

Lewis Carroll, Alice’s Adventures in Wonderland and Through the Looking Glass ( Publishing, 2015).

Carlos Casteneda, A Separate Reality: Conversations with Don Juan (Atria Books, 2013).

Carlos Casteneda, Teachings of Don Juan: A Yaqui Way of Knowledge (Washington Square Press, 1985).

Clayton Christensen, How Will You Measure Your Life (Harper Business, 2012).

Clayton Christensen, The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail (Harvard Business Review Press, 2015).

Clayton Christensen, The Innovator’s Solution (Harvard Business Review Press, 2013).

Jim Clifton, The Coming Jobs War (Gallup Press, 2013).

Paulo Coelho, The Alchemist (HarperOne, 2014).

Paulo Coelho, The Pilgrimage (HarperOne, 2008).

Paulo Coelho, Warrior of the Light: A Manual (HarperOne, 2004).

Brant Cooper, The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets (Wiley, 2016).

Stephen R. Covey, The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change (Mango, 2016).

Cathy Davidson, Now You See It (Penguin Books, 2012).

Steve Denning, The Springboard (Routledge, 2012).

Brian Doyle, The Grail: A year Ambling and Shambling through an Oregon Vineyard in Pursuit of the best Pinot Noir Wine in the Whole Wild World (Oregon State University Press, 2006).

Peter Drucker, The Practice of Management (Harper Business, 2010).

Leif Edvinsson, Intellectual Capital: Realizing Your Company’s True Value by Finding Its Hidden Brainpower (Harper Business, 1997).

Kim Erwin, Communicating the New: Methods to Shape and Accelerate Innovation (Wiley, 2013).

Michael Gerber, The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It (Harper Business, 2004).

Eli Goldratt, The Goal: A Process of Ongoing Improvement (North River Press, 2014).

Eli Goldratt, Theory of Constraints (North River Press, 1990).

John Grinder, The Origins of Neuro Linguistic Programming (Crown House Publishing, 2013).

Mack Hanan, Competing on Value (AMACOM, 1991).

Mack Hanan, Consultative Selling: The Hanan Formula for High-Margin Sales at High Levels (Amacom, 2011).

John Heskett and Clive Dilnot, A John Heskett Reader: Design, History, Economics (Bloomsbury Academic, 2017).

John Heskett and Clive Dilnot, Design and the Creation of Value (Bloomsbury Academic, 2017).

Yuji Ijiri, The Foundations of Accounting Measurement (Scholars Book, 1978).

Guy Kawasaki, APE: Author, Publisher, Entrepreneur – How to Publish a Book (Nononnia Press, 2012).

Larry Keeley, Ten Types of Innovation: The Discipline of Building Breakthroughs (Wiley, 2013).

David Kolb, Experiential Learning: Experience as the Source of Learning and Development (Prentice Hall, 1983).

Vijay Kumar, 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization (Wiley, 2012).

A.G. Lafley and Roger Martin, Playing to Win: How Strategy Really Works (Harvard Business Review Press, 2013).

Theodore Levitt, The Marketing Imagination (Free Press, 1986).

Gordon MacKenzie, Orbiting the Giant Hairball: A Corporate Fool’s Guide to Surviving with Grace (Viking, 1998).

Paul P. Maglio et al, Handbook of Service Science (Springer, 2010).

Ash Maurya, Running Lean: Iterate from Plan A to a Plan That Works (O’Reilly Media, 2nd Edition, 2012).

Ash Maurya, Scaling Lean: Mastering the Key Metrics for Startup Growth (Portfolio, 2016).

Jim and Michelle McCarthy, Software for your Head: Core Protocols for Creating and Maintaining Shared Vision (Addison-Wesley Professional, 2002).

Marshall McLuhan, Gutenberg Galaxy (University of Toronto Press, 2017).

Marshall McLuhan, Understanding Media (Routledge, 2001).

Geoffrey Moore, Crossing the Chasm (Harper Business, 2014).

Geoffrey Moore, Zone to Win: Organizing to Compete in an Age of Disruption (Diversion Books, 2015).

Alexander Osterwalder et al, Business Model Generation: A Handbook for Visionaries, Game Changes and Challengers (Wiley, 2010).

Alexander Osterwalder et al, Business Model You: A One-Page Method for Reinventing Your Career (Wiley, 2012).

Alexander Osterwalder et al, Testing Business Ideas: A Field Guide for Rapid Experimentation (Wiley, 2019).

Alexander Osterwalder et al, Value Proposition Design: How to Create Products and Services Customers Want (Wiley, 2015).

Scott Page, The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools and Societies (Princeton University Press, 2008).

Ann Patchett, What Now? (Harper Collins, 2009).

Scott Peck, The Different Drum: Community Making and Peace (Touchstone, 1998).

Basil Peters, Early Exits (Meteor Bytes, 2009).

Dan Pink, To Sell is Human (Riverhead Books, 2012).

Mary Pipher, Writing to Change the World (Riverhead Books, 2007).

Byron Reeves and Clifford Nass, The Media Equation: How People Treat Computers, Television and New Media Like Real People and Places (Center for the Study of Language, 2015).

Eric Ries, The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses (Currency, 2011).

Eric Ries, The Startup Way: How Modern Companies Use Entrepreneurial Management to Transform Culture and Drive Long-Term Growth (Currency, 2017).

Rainer Maria Rilke, Letters to a Young Poet (WW Norton and Company, 1993).

David Robinson, The Seer (Amazon, 2014).

Sir Ken Robinson, Out of Our Minds: The power of Being Creative (Capstone, 2017).

Saras Sarasvathy et al, Effectual Entrepreneurship (Routledge, 2016).

Edgar Schein, Helping: How to Offer, Give, and Receive Help (Berrett-Koehler Publishers, 2009).

Tanya Schlatter, Visual Usability: Principles and Practices for Designing Digital Applications (Morgan Kaufmann, 2013).

Peter Schwartz, The Art of the Long View: Planning the Future in an Uncertain World (Currency, 2012).

Simon Sinek, Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team (Portfolio, 2017).

Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action (Portfolio, 2009).

Adrian Slywotzky, Demand: Creating what People Love Before They Know They Need It (Currency, 2011).

Adrian Slywotzky, How Digital is Your Business? (Currency, 2001).

Adrian Slywotzky, Profit Patterns: 30 Ways to Anticipate and Profit from Strategic Forces Reshaping Your Business (Crown Business, 1999).

Adrian Slywotzky, The Art of Profitability (Business Plus, 2002).

Keri Smith, How to Be an Explorer of the World (Penguin, 2008).

Thomas A. Stewart, The Wealth of Knowledge: Intellectual Capital in the Twenty-first Century Organization (Currency, 2007).

Karl Erik Sveiby, The New Organizational Wealth: Managing and Measuring Knowledge-Based Assets (Berrett-Koehler Publishers, 1997).

Peter Thiel, Zero to One: Notes on Startups, or How to Build the Future (Currency, 2014).

David Whyte, Pilgrim (Many Rivers Press, 2012).

Doug Wilde, Teamology: The Construction and Organization of Effective Teams (Springer, 2008).


John Boyd, “The Tao of Boyd: How to Master the OODA Loop.”

Brant Cooper, “Mentoring Startups is Hard: Five Ways to be a Better Mentor.”

Kimberly Elsbach and Roderick Kramer, “Assessing Creativity in Hollywood Pitch Meetinsg: Evidence for a Dual-Process Model of Creative Judgements.”

IDEO “Design Kit: The Human Centered Design Toolkit.”

Kauffman Foundation, “Making of a Successful Entrepreneur.”

Sean McNee, “A Primer on Visual Analytics.”

NfX “NfX Framework Collection for Founders.”

Scott Peck, “The Rabbi’s Gift.”

Saras Sarasvathy, “What makes entrepreneurs entrepreneurial?”, 2005.

Adrian Slywotzky, “The Art of Hassle Map Thinking,” 2011.

Pierre Eack, “Scenarios: Uncharted Waters Ahead,” Harvard Business Review, 1985.

Doug Wilde, “Personalities into Teams,” 2010.

Websites, Blog Posts and Email Newsletters

Ash Maurya’s Leanstack and Lean Canvas.

Startup Digest, The personalized insider newsletter for all things startup


Russ Ackoff

Russ Ackoff, “If Russ Ackoff had Given a TED Talk.”

Sir Ken Robinson, “Do schools kill creativity?”, TED.

Simon Sinek, “How Great Leaders Inspire Action,” TED: Ideas worth spreading.

Simon Sinek, “Leadership is Not a Rank, it’s a decision,” 99U.

Online Courses and Experiential Learning

Pragmatic Institute: Comprehensive Education for Product and Data Teams

Product School: Become a certified product manager

Startup Lean Machine: Learn to build a successful business in three days.

Startup Weekend: Learn, Network, Startup


You can find a PDF of the full book here.

You can find the introduction to the Cosmos of the New Venture here.

You can find the full Cosmos of the New Venture here.

This entry was posted in Content with Context, Emails to a Young Entrepreneur, Entrepreneuring, Flipped Perspective, Learning. Bookmark the permalink.

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