Every week we will offer our friends and partners from agencies and advertisers about two favorite books, one of which influenced the development of their left, and the second – of the right hemisphere. Why two books? Because one book should be from the world of professional activity (marketing, advertising, pr, business, negotiations and so on). And the second – for the soul (romance, comedy, stories, poems). We also want to know for sure and tell you how these books influenced our heroes in due time. And why these books are worth reading. We decided to start the chain and cut, so to speak, the red ribbon of the new project. Andrey Kokurov, editor-in-chief of Sostav.ru There are books on journalism that do not lose relevance with the years. For example, "For the sake of a single word" (1978) by Valery Agranovsky. It is written by a great professional and is devoted to basic things that change little with time. It suffices to recall one quote from it: "The number of thoughts per square centimeter of text is important." From the fact that now we often operate not square centimeters, and kilobytes, by and large, nothing changes. There is also the "Universal Journalist" (1996) by David Randall. In which it was first said that in the modern world the journalist should be able to work in all genres, with all types of media and in all communication channels. Hardly on this occasion, there are several opinions. However, as "the same" I will recommend the book "News Internet journalism" by Alexander Amzin. This is a real must read for anyone who has anything to do with modern media. And one of those books that should be re-read from time to time. And yet, this book is distributed by the author for free, for which many thanks to him. Download the official electronic version of the book here. If we talk about fiction, then one of my favorite books is "The Adventures of Tom Sawyer" Mark Twain. I was given her in the first grade and she still stands on my bookshelf. Probably, we all wanted to be as creative, enterprising, courageous and steep as Tom. I just wanted to. Denis Sidorov, head of advertising and special projects department, development director of Sostav.ru Examples of life and personal experience can sometimes be taught much faster than books with clever schemes and rules for solving business problems. Especially if we sympathize with the heroes and worry about them. Therefore, I will recommend two books that caused me different emotions of empathy and tightly entered my personal list of "recommended literature": "Career Manager" by Lee Iacocca and "Generation P" by Victor Pelevin. Both works can be simultaneously classified into different categories, from business to journalism, as they are described for the most part by career ups and downs, and by negotiation skills, and by building relationships with management and colleagues. And also the search for new ideas for business development and the fight against competitors. That is all that we come across in working and private life. Unfortunately, or fortunately, our own experience and rake can teach us much faster than life, than other people's advice. But it's better to learn from other people's mistakes. Irina Vasenina, managing partner of Progression Group "Fooled by chance. On the hidden role of chance in business and in life, "Nassim Nicholas Taleb. The obvious fact is that life is a series of unpredictable events, to which we can not influence and under which it is often difficult to adapt. And, at some point, any person begins to feel very insecure in the external environment: he does not quite understand what is happening, where the case has helped him, when the result achieved is a natural consequence of certain actions. It is clear that it is impossible to predict how the wheel of fate will turn, but it is possible to correctly perceive the event and try to turn it to its own advantage. It seems to me, for any business, two components are important: a correct assessment of the situation and a quick reaction to events. Only with this approach can we balance in our ever-changing world. "At the lighthouse," Virginia Woolf – uneasy in reading, but then such an engaging, subtle, ringing novel, like the streets washed by spring rain. Virginia Woolf with her prose gives an emotional aftertaste, lightness, wonderfully distracts from the external fuss of the modern world. I must say that over the past 20 years of professional life, a lot of literature has been accumulated in my home library devoted to PR, marketing, etc. It is impossible to stay on the forefront of the profession, not being interested in what actually happens in this profession. Therefore, I am guided by the principle that even 3% of useful information that can be found in modern professional publications is worth it to be discovered. As for the remaining 97%, I was lucky enough to get acquainted with this book in my student years, at the Faculty of Philosophy of Moscow State University. This book I can recommend to all beginners their professional life, and also take the liberty of advising me not to forget about it to my colleagues of mature age. At least as a calming reading. It is called "The Emperor", the author knows everything, we will not call him. With fiction, it's simpler and harder. If you want to stop your choice on one book, then this is not a satisfiable condition. But in the work of a consultant working on the side of the agency there are no impossible tasks. This is not the pathos of the profession, this is one of the conditions that we accept. Therefore, let such a book be "Kill a mockingbird." I am impressed by the restrained optimism of the book: all people are different, sometimes they are not friends at all, but this does not mean that they are bad, they just need to be better known. I will add from myself, this means that after all a consensus is possible, and we can negotiate. But this is art, which will not appear even after reading all the professional literature published over the past 50 years. Alexander Kovalenko, Digital Media Manager, Twentieth Century Fox "Creative brings money," Peter Cook. A wonderful and easy-to-read book that touches upon many questions: the physiology of man, his environment, organizational structure, and many others. Her main idea is that in any person there is a creative principle that can be stimulated both by working on oneself and by the right external factors, thus answering the questions how one can develop the creative qualities that many in the advertising business call the overseas word "creativity" . "A world full of demons," Carl Sagan. I would write here all the books of this greatest, in my opinion, man, an astrophysicist and popularizer of science. But, since it is necessary to choose one, I'll tell you about the last one read, because, in my opinion, each subsequent book of it exceeds in something the previous one. This book covers the issues of the possibilities of the human mind and the fight against pseudoscientific stupidity, touching on the themes of the existence of aliens, reincarnation, magic, mysterious structures such as "Face on Mars", or even entire fantastic continents, for example Atlantis or Lemuria. This is a skeptic manifesto, a textbook of common sense and a hymn to scientific knowledge. This book, for all other things, is deeply personal, as it seemed to me, but carries the same thought that Sagan tries to convey in all his works, beginning with the "Cosmos": science offers unprecedented opportunities for knowledge to mankind, and there is no need that to invent imaginary idols and allow in any way to manipulate themselves or their minds. Artem Sinyavsky, MTR and co-owner of the Marvelous agency I do not read very much professional literature, I do not believe in all these "5 ways to make employees work more efficiently," and so on. As a man managing his own business, I have long concluded that everything can be learned only in practice, at the maximum with the help of the advice of older comrades, who by themselves have passed through it. I do not want to listen to the theorists, most of their theories remind me of Marx's words about communism. "An interesting theory, it will be interesting to try on some country that does not feel sorry" but my little country pities me. From books that I would recommend to young minds who want to build their own business – before all the "Financier" Dreiser. For me it was the foundation that laid the desire to do something of its own, to develop, and most importantly never give up. It's impossible to tell the story and mood briefly, but in my opinion this book is a powerful motivator, at one time she opened my eyes and directed me to the cause, not entertainment, entertainment came later! The second book is "The Godfather" by Marco Puzo. Well, this is a classic, which you need to master everything, regardless of profession. In it I found for myself many things that I later used in my life, from ethics to practical things during the negotiations. But the main thing worth learning from the goat nostr is dedication to your cause and partners (family) without it you will quarrel after the first million earned. It is by the format of the family that we are trying to build our agency. Nikita Mikheyenkov, Development Director Nimax Everything Is Negotiable: How to Get the Best Deal Every Time, Gavin Kennedy. This book has puzzled me, but I still recommend that you read it. It seems to me that this negotiating guide is almost impossible to read because of a difficult language and certainly it is not worth using all of the above recommendations in practice. If you certainly do not want to acquire habits like the notorious "seller of used cars". Most of the examples on which the book is based are caricatured, simplified and isolated from the circumstances. In life, this does not happen, real negotiations are much more difficult. This is only the first half of my impressions. But at the same time I think that you need to read it, if you have anything to do with sales, business, and in your life or work there are difficult negotiations. Well, and since they happen to everyone, then I will recommend reading to everyone. Regardless of who your opponents are at the talks … but no! You can not be considered opponents of those with whom you are trying to agree, the author teaches us. Negotiations are a search for a mutually beneficial solution. In this case, the benefit is a complex concept that can be completely different for different people and situations. You will never understand the value of your proposal for a partner until you step onto the negotiation path. If you became a victim of rude negotiations, you were broken and forced to make unfavorable decisions and conditions – read with terrible force. You will be ready to resist any dirty tricks and pressure. For myself, I made two important and simple conclusions. I do not really need to convince someone of my own right. If I do not like the result and the negotiation process, I can just get up and leave – this is normal. Shoe Dog: A Memoir by the Creator of Nike, Phil Knight. Biography of an entrepreneur instead of an art book? Yes. Because Shoe Dog influenced not so much my work as it led to the hobby of running. Shoe Dog came to me late last year, as a recommendation to read on vacation. We were all at the end exhausted by a difficult and at the same time a powerful year of work. White noise in my head and a keen desire to escape on vacation did not prevent me from downloading a book in the Kindle and start reading on the plane. The inspirational story of the creation of the multibillion-dollar empire of Nike is exactly what you need to read to make sure that success is not a combination of fortunate circumstances. This is the result of persistent and enduring work. But it's necessary in the right direction. Do you think that you work a lot? Do not make me laugh! The founders of Nike did not have any working hours, no life-work balance – all this for weaklings. Work on the main job to earn money for a new company. Then the evening, night and weekend for the development of Blue Ribbon – the so-called company at the start. Most likely, you will not have Nike. Simply because you love yourself too. And of course, the crazy idea that the author coined while still at university and carried through all his life. For the sake of which he went to post-military Japan, he presented a non-existent company there. For many years, balancing on the verge of multi-million debts, which could at any moment destroy his life. Most of its development, Nike was not a company, it was just a promise. On this I will finish spoiling and just persistently recommend reading. Especially good will go Shoe Dog if you are damn tired. For me, this story is especially important. All the time, while I was reading this book, I was wearing Nike sneakers, and in my backpack there was a set of running ammunition. Of course, Nike. Konstantin Agafonov, Unite's leading marketing communications expert Dale Carnegie "How to win friends and influence people." The basic, handbook of any person whose work or social role depends at least on the opinion or behavior of other people – that is, practically for everyone. Richard Bach "A Seagull named Jonathan Livingston". A wonderful instructive tale, about the conflict between the gray mass of people and the individual. In this parable is an analogy with the life of people and society, which opens our eyes to the truth that we all "play" according to the same rules that are described in this story. Despite this, one should always strive for excellence, be able to understand life differently, going beyond the rules by applying the rules received in life.