A Growing List of Book Reviews

Below is a growing list of books I find truly inspiring and helpful in any business endeavors one may have.

“The Intention Economy: When Customers Take Charge”

By Doc Searls

I’m so glad I stumbled upon this book when I was browsing at Housing Works Book Cafe, currently the only place I go to check out books in person. For a book about the Internet, I must say that Doc Searls’ writing is both informative and inviting. He has an ability to make complicated concepts about how the Internet functions in our daily lives, easy to digest, relatable, and amusing (he just breaks things down so much that this book is long). Below is a list of the key takeaways I got from the book:

  • Apple’s form of vertical growth (exponential silos) vs. Google’s form of horizontal growth (exponential collaboration). And how both work. I was enraptured by his comparison of the two companies and how they function in our economy.
  • Contracts of adhesion and freedom of contract. Ever been curious about how terms and conditions work? Or how significant the “Sign up with Facebook” button is? This book will enlighten you on how much data you’ve given to companies without no negotiable terms on your part.
  • A history of the Internet, how different protocols came about, and predictions of the future.
  • Internet Service Provider’s affects on our use of the Internet (think Verizon, Sprint, T-Mobile, etc.). He goes into detail on how these will eventually change once the Internet is completely ubiquitous.

Regardless if you’re a marketer or not, if you’re someone who uses the Internet (which is a big DUH, since you’re reading this) then read this book! The big questions that I was left with after reading this were:

  1. Will we as costumers, ever have true control over our data?
  2. How can we educate future generations on the history of the Internet starting from elementary school? Should computer science be a core subject like math, science, history, and English?

The Intention Economy Book Review Kenny Soto

“AskGaryVee: One Entrepreneur’s Take on Leadership, Social Media, and Self-Awareness”

By Gary Vaynerchuk

Book Review

First and foremost, I’d like to give a big and very special thank you to Devin Rajaram, my fraternity brother who bought me this book as a graduation present. I’ve been following Gary Vaynerchuk for about a year now, and I’ve always admired his work ethic and most importantly, his commitment to bringing value both online and offline. I wasn’t expecting this book to be so addictive that I read it in four days (I seriously broke night two days ago reading and rereading several chapters). My favorite part of the book is when he is talking about self-awareness. This theme has been covered not only in this book but, in other books I’ve read by other authors this year (2016) and I have to say that it is essential that we all know who we are.

After reading this book I now have a better understanding as to why Gary does what he does, and more context around the practical advice he gives. Books help you grow, allow this one to be on your list.

#askgaryvee book review

“Sur-Petition: Creating Value Monopolies When Everyone Else Is Merely Competing”

By Edward De Bono

Book Review

I would like to preface this book review by sharing two things:

  1. Although it is short, I’m going to have to read this book at least three more times to truly grasp all the lessons that Edward gives.
  2. If I had any employees working for me, I’d give all of them this book as the company’s employee manual.

“Competition is Latin for seeking together, sur/petition is Latin for seeking above.” Edward goes into great detail as to why businesses need to stop thinking about surviving against the barrage of competitors in your market and figure out ways to create value monopolies (this is very reminiscent of what Peter Thiel highlights in Zero to One when he talks about why Google is able to dominate the search engine market). The main function of a business besides housekeeping, creating products and services of high quality, the importance of having a team dedicated to creating concepts that aren’t necessarily solutions to problems but, creative hit-points that enhance any part of your business, and more.

I still feel like this review doesn’t do this book true justice so I’ll leave this one here and rewrite a new one after I read this book a second time, so stay tuned.

surpetition book review kenny soto

“The Road Less Traveled, Timeless Edition: A New Psychology of Love, Traditional Values and Spiritual Growth”

By M. Scott Peck

Book Review

I am an avid believer that we read the books that we do when it is most appropriate in the story of our lives. I received this book as a graduation present from my mentor. It was supposed to be a coming of age gift. Little did I know how much insight Dr. Peck had when he was alive and how relevant the things he mentions in this book are in the context of today.

The Road Less Traveled taught me three critical lessons, although there are much more to be considered and evaluated. The three lessons are:

  1. Love is not a feeling, but an action. A conscious decision one must make with total effort for it to be meaningful. The feeling of love is called cathexis; it is one that is fleeting and has no value over extended periods of time. Even if it is necessary for the foundation of love, true love is the deliberate choice of nurturing someone’s spiritual growth as you nurture your own.
  2. The original sin of man is laziness. All other forms of sin, such as fear, come from laziness. He comes to this conclusion by studying the laws of physics and how entropy as a force is always constant—especially in people. And, it is our daily duty to work with love, entropy’s enemy, in order to do meaningful work and have a meaningful life.
  3. This is by far the most important lesson he provides, and because I highly recommend diving into this book, I won’t go into too much detail so you can read it for yourself and decide if you agree with him or not. He mentions at the end of the book that the biggest challenge humans face is becoming God. Our unconscious mind, the inner God, is constantly trying to give us guidance as to what we are hiding from ourselves. We are in constant inner turmoil because love (the unconscious mind) and entropy (the conscious mind, the main proponent of laziness) are in a constant war. We do have a choice; however, a daily choice to choose between the two, and it is always important to listen to both sides.

I am sure that the overall theme he is alluding to in this book is the focus on self-awareness and how to harness it within ourselves and how to help others gain it as well (he mentions throughout the book that psychotherapy is the best tool to use for this). This is how I interpreted the book; it reminds of the Alchemist a lot. Let me know your thoughts after reading it. You won’t regret picking up a copy.

The Road Less Traveled, Timeless Edition- A New Psychology of Love, Traditional Values and Spiritual Growth Book Review Kenny Soto

“Experiences: The 7th Era of Marketing”

By Robert Rose & Carla Johnson

Book Review

If there was ever a book that covers the very foundations of marketing (besides Seth Godin’s “Purple Cow”) it would be this one. Robert Rose & Carla Johnson go into the most granular aspects of marketing and how to leverage content to maximize business success. From discussing the four types of content—poet, preacher, promoter, and professor—to explaining how to integrate new content initiatives in a team, their expertise in marketing knows no bounds in both its practically and digestible concepts. One of the most important parts of the book is the urgency they express when it comes to creating content not only for your clients but, also for your internal team in order to make sure they keep the brand’s messaging and employee advocacy consistent.

I cannot stress enough; the leverage one gets when reading this book. Not only am I more aware of how I should approach marketing my brand as a consultant, I am also more aware of how capable (and sometimes not so much) companies are at creating experiences for me when I interact with them. One of the biggest issues most businesses face in today’s marketplace is finding new ways to tell a compelling story to their potential clients. Whether you work in the B2B or B2C space, this book will help you understand how to communicate with your customers. Not only are the concepts a vital part of any business’s success, but the authors also make them easy to comprehend, and I was actually surprised by how fast I was able to read this book. I can definitely say that I will be reading this a second time.

Experiences the 7th era of marketing book review by Kenny Soto

“Smartcuts: How Hackers, Innovators, and Icons Accelerate Success”

by Shane Snow

Book Review

Smartcuts by Shane Snow (CEO of Contently) is the first book I ever gave to a mentor of mine—and he read the whole thing. This is a personal testament to how valuable this book is, it’s jam-packed with useful knowledge. And this isn’t your typical business book; Shane has written it in such a way that anyone can relate to it. The biggest takeaway I got from reading this book is—no matter the profession, having mentor(s) guide you along the path of success greatly increases your mental output and ability to create and do great things.

Other anecdotes that he provides value through are:

  • The story of Skrillex and his rise to fame both in screamo and EDM, teaching the concept of “Riding waves.”
  • How to be a super-connector (taken directly from Malcolm Gladwell). To help generate a valuable network (ethically).
  • Thinking 10x, using Elon Musk as the prime example. Showing how he managed to launch the first private space rocket successfully and what it took to get there.
  • As previously mentioned, mentorship and how, if done organically, it can help anyone master a skill (or set of competencies) faster than the average person. Additionally, showing how one can learn how to save time by removing unnecessary distractions from your learning process.
  • Rapid feedback and how to shift our paradigm of failure so we can use it as a tool. He uses the story of surgeons learning from each other’s successes and mainly failures, as the example.

I highly recommend reading this if you’re interested in learning how to optimize your work and sustain habits of learning—making them faster and more efficient.

Smartcuts Book Review by Kenny Soto

“Blink: The Power of Thinking Without Thinking”

By Malcolm Gladwell

Book Review

After reading the Tipping Point by Malcolm Gladwell I wanted to follow up on the lessons, I learned from that book. I don’t regret buying another of his great works, Blink. If you’re in the business of selling, studying how people think, or just want a better understanding of yourself, please read this book.

Things you can learn from this book:

  • How to truly interpret first impressions.
  • Understanding and controlling your unconscious biases.
  • How marketing products effectively take more than just basic market research. It takes the right kind of tests in the right context to truly understand why your consumer purchases what they purchase.
  • Great anecdotes of how cops react in stressful situations, how music labels choose which artists to sign, and what’s better: Coca-Cola or Pepsi.
  • The power of stereotypes and how to train your brain against them.

This book has certainly made me more aware of how I react to my surroundings and how to train myself to be aware of those reactions in real-time. Also, it can certainly help anyone interested in marketing to understand better the psychology of the human being and how we always battle with the effects first impressions have on us. You can’t sell a product, service, or an idea, without understanding your audience’s unconscious decisions. This book will help you to understand them better.

“Nothing to Lose, Everything to Gain: How I Went from Gang Member to Multimillionaire Entrepreneur”

By Ryan Blair with Don Yaeger

Now this is an autobiography about a true badass. In this book, Ryan Blair recounts his childhood, young adolescent life as a gang member, and life as a businessman growing companies, tying it into a great manual on business that all entrepreneurs have to read. He covers hiring the right people, creating the right business plan, how to create a good exit strategy when selling your company, a founder’s responsibility to shareholders and much more. His story is inspiring and humbling, showing that anyone, with any background, can become a successful entrepreneur so long as they use their past to strengthen themselves and not deter them from greatness. If you are looking for a good read to learn the basics of entrepreneurship and to gain firsthand accounts of the challenges that entrepreneurs face, please read this book! You won’t regret it.

“Unthinking: The Surprising Forces Behind What We Buy”

By Harry Beckwith

Book review
Harry Beckwith’s fantastic book brings light to several of the strategies marketers use to affect our buying habits and our culture. From how our childhood will always influence our buying habits, how stories drive us to engagement, and how reputations alter the experience with our products such as Coca-Cola vs. Pepsi. Harry allows us to see behind the scenes how history unfolded in the media, pop, culture and much more (for example: how the Beatles should have never been underestimated and why they were and much more). The main purpose for reading this is to understand how marketers influence our daily decisions and why understanding how ads work on social media affect how we interact with the world and other humans as a whole. “In every conversation, someone is selling, and someone is being sold to, ” -paraphrasing a dear friend.

Unthinking book review

The Lean StartUp  

By Eric Reis

Through my journey as a budding entrepreneur, I have encountered many successful business owners. What I have realized is that a lot of them rely on luck or personal intuition that can lead them to success. Although many of them will continue to be successful in the future, I have found that none of them provided me with adequate advice that would, in turn, help me achieve the level of success I desired for my business and my team. I then came upon The Lean StartUp by Eric Reis. Eric’s pragmatic approach to building a successful and sustainable business has helped me tremendously. It has helped me understand how to approach testing an idea and how to learn from customers. The biggest takeaway that this book provided me with was that all entrepreneurs must prioritize learning goals over performance goals. Time and time again I have seen people use data gained each quarter to allude to the fact that their business is growing and moving in the right direction, while in reality they are just using vanity metrics (a term coined in the book) (I would even give a small summary of vanity metrics, quick and concise to the point for people that have not read the book). If you are an aspiring entrepreneur or just someone who has a good idea but does not know how to implement it, I extremely recommend reading this book. This should be the essential employee manual for all startups who want to survive the uncertainty of the entrepreneur uni verse.

Leanstartup book cover

The Five Dysfunctions of a Team

By Patrick Lencioni

As a member of a fraternity, Tau Kappa Epsilon, I had to read a book called The Five Dysfunctions of a Team by Patrick Lencioni. The way that Lencioni uses storytelling in order to drive home the lessons of this book is amazing. He perfectly defines the reasons why so many teams fail to reach success together. From lack of trust to inattention to details, Lencioni clearly describes all the issues any team in any setting could face if they are not all working towards the same goal and are aware of what is holding them back. This book should be mandatory reading for anyone who is currently working with a team (which is the majority of the workforce). As a leader, you will gain insightful information on how to tackle any challenges you may be encountering working with a new team. The most important thing to read in this book is the team building exercises that are in the end. You won’t regret practicing one in at least one of them in your next team meeting.

Kenny Soto


How Google Works

By Eric Schmidt

Executive Chairman and ex-CEO Eric Schmidt and Jonathan Rosenberg show in this book the power of a new style of leadership. When a company’s employees are entirely comprised of smart creatives (a term coined by the author) one must approach the challenge of leading them to success in new and innovative ways. This book has taught me a lot about entrepreneurship and how the future will be quite different than what any of us could expect. From how to hold a proper meeting, to the importance of interviewing, and how to create the perfect career plan, this book helps shine a light on anyone interested in learning more about the internet search company that has become the center of innovation for the entire world.

How Google Works Review by Kenny Soto


On Writing: 10th Anniversary Edition: A Memoir of the Craft

By Stephen King 

Stephen King surpasses all expectations in this memoir of his childhood, college life, and ultimately his insights on writing. Never writing in the passive voice, using as little adverbs as possible (he hates them), and the second draft is always: the 1st draft - 10%. I endeavored in reading this book expecting to be a simple guide on the do’s and don’t’s of writing but, got much more. This book has shown the importance books have in our lives as humans and I truly appreciate everything I gained from reading his memoir.

On Writing book review Kenny Soto

Zero to One

By Peter Theil 

This book has truly made me rethink starting a business at least fourteen times. Before anyone endeavors into creating a startup, consider reading this book. Peter covers topics such as “The Founders Paradox”, seven essential questions you need to be able to answer for your business to be successful, the difference between a monopoly and competition, and much more. The part that had the biggest impact on me was about product distribution. His insights on how to create a successful business are unparalleled and his experience creating PayPal certainly help. If you want to see a new perspective on startups definitely read this book.

Zero to one Kenny Soto book list


“The Tipping Point: How Little Things Can Make a Big Difference”

By Malcolm Gladwell

Gladwell has forever changed how I view marketing and how ideas are spread. His in-depth analysis on social epidemics is second to none as he shows a new perspective on how they are started and how they can be stopped. From teenage smoking throughout the years to the New York crime sprees in the 20th century, his revolutionary ideas from 2000 still have profound relevance today. He enlightens his reader on how social groups can be used to spread ideas through the rule of 150, the law of the few, the power of context, and much more. If you are interested in merely understanding how humans influence each other on a mass scale I highly suggest this book.

The Tipping Point: Kenny Soto Recommended


The Virgin Way: Everything I Know About Leadership

By Richard Branson

This is a very inspiring book on how Richard Branson rose to build his empire and his advice that any leader should heed. Whether you are building a business or looking to advance it, this book has a vast amount of advice every business professional should have. From building a fun and productive company culture to how to capitalize on opportunities; Richard Branson shows his audience what it truly means to be a leader. He displays his knowledge through the four L’s of success: Listen, Learn, Laugh, and Lead. I highly recommend this book for anyone who wishes to expand their mind and potential.



The Four Agreements: A Practical Guide to Personal Freedom (A Toltec Wisdom Book)

By Don Miguel Ruiz

The Four Agreements is a wonderful book on self-discovery and self-love. Another essential book any leader should read and ponder on. Don Miguel expresses his ideas on self-confidence and how to share it with others in your team. A spiritual book that will at least, if nothing else, show you another perspective on life.

The four agreements


How to Win Friends & Influence People

By Dale Carnegie

Dale Carnegie shows his audience how to properly engage with others in any situation. For business etiquette and negotiations, this book is a great resource in making sure your points come across clearly and without argument. I have obtained a vast amount of social skills from this book and I highly recommend a purchase when possible. This is a great addition to anyone’s leadership collection.