Stacey Morrissey – 17 March 2026
At Spruik, we’re always looking for ideas that challenge the way we see, think, and create.
Spruik Reads is a collection of books that have sparked conversation in our studio, shaping how we approach creativity, storytelling, and the role of design in culture. From feminist toolkits to design manifestos, visual essays to creative philosophy, each title offers a different lens on what it means to design with purpose.
The books that shaped our thinking.
Here are the books in 2025 that made us pause, question, and think a little deeper about the work we put into the world.
1. Makers: The New Industrial Revolution, by Chris Anderson
We usually feature recently published books, but this 2006 classic is worth revisiting, partly to see how many of its bold predictions about the future of making, sharing, and scaling have come true.
Anderson, then the editor-in-chief of Wired, argued that the internet age would democratise manufacturing just as it had publishing.
Interestingly, painted a picture of 3D printing, open-source design, micro-factories, and global maker communities reshaping economies and empowering individuals.
So what did he get right?
- The rise of community-driven innovation: from Arduino to Raspberry Pi, collaborative platforms have exploded.
- Small-scale creators scaling globally: Etsy, Kickstarter, and Shopify all embody his vision of micro-producers reaching big markets.
- The culture of prototyping and iteration: rapid prototyping is now standard in product design and even brand development.
And what hasn’t fully materialised?
- 3D printing in every home: the tech has advanced but remains niche, more a tool for industry and hobbyists than a household revolution.
- Hypercar manufacturers such as Koenigsegg Automotive AB and Pagani Automobili have since turned 3D printing into an industrial art form.
- A wholesale “death of mass manufacturing”: not quite, global supply chains and economies of scale still dominate for now.
- However the move towards fast prototyping design iteration and micro factories have allowed a new generation of Asian EV car manufacturers to leapfrog their western counterparts, offering technology and quality at prices their competition struggle to compete with.
At Spruik, we’re struck by how relevant Anderson’s ideas remain to brand-building.
The tools may change, but the theme endures: people want to participate, not just consume. The brands that thrive invite their customers into the story as co-creators, testers, or even evangelists.
In New Zealand think Toyota and Allbirds.
Key takeaways
Democratisation doesn’t eliminate scale, it rewrites how scale happens.
Empowering communities can be as powerful as empowering companies.
Predictions age, but the principle of participation as a brand driver still holds.
Two decades later, Makers feels less like a missed prophecy and more like a reminder: the future is always uneven, but participation beats passivity every time. If you’re in marketing or brand strategy, this book is both a time capsule and a provocation: what predictions are we making now that will be judged in 20 years’ time?
2. Alchemy, by Rory Sutherland
What if logic is overrated?
In Alchemy, advertising legend and TED Talks favourite Rory Sutherland makes the case that the most powerful ideas in business (and life) are often illogical, emotional, and irrational, and that’s exactly why they work.
This book is a rallying cry against a growing over-reliance on data and reason.
With wit, charm and a healthy disrespect for conventional wisdom, Sutherland delves into behavioural science, branding, and why the best ideas often shouldn’t make sense on paper.
- Why are KitKats more popular during exam season?
- Why do we trust bottled water?
- Why do red buttons feel safer than green ones in elevators?
- Why is Uber so successful? (It’s not what you think)
Sutherland’s answer: Because humans aren’t logic machines, we’re meaning-makers.
At Spruik, we often see that the most effective brand moves are rarely the most “rational.” This book gives language and validation to what we’ve believed for a long time, that creativity, intuition, and psychology regularly outperform strategy decks and spreadsheets.
Key takeaways
Don’t fight irrationality – design for it.
Value perception can be more important than actual performance.
Small changes in framing can lead to huge shifts in behaviour.
If you work in marketing, design, or branding, this book is required reading. And if you think you’re a purely rational person… It’s even more required.
3. The Art of Creative Thinking, by Rod Judkins
This isn’t your typical “creative book” filled with abstract concepts and theory. Judkins takes creativity out of the ivory tower and places it squarely in daily life. It goes beyond clichés, offering actionable strategies that anyone, regardless of their industry or role, can use to unlock their potential.
Here’s how this book stands apart:
Creativity as a Way of Operating
Judkins reframes creativity not as a talent but as a mindset. Chapters like “Plan To Have More Accidents” and “Look Forward To Disappointment” remind us that creativity isn’t reserved for “special moments.” It’s about the choices you make and the habits you cultivate every day.
Go Beyond Comfort Zones
Typical creative advice tells you to “think outside the box.” Judkins challenges you to break the box entirely. Chapters like “If It Ain’t Broke, Break It” and “Take Advantage Of Disadvantage” push the reader to embrace discomfort and rethink assumptions.
Practical for Every Field
This isn’t just a book for artists or designers. Whether you work in retail, tech, healthcare, or education, Judkins provides universal strategies to solve problems, innovate, and collaborate.
Accessible, Actionable
With bite-sized chapters and memorable insights, the book feels like a toolkit rather than a lecture. Judkins invites readers to experiment, fail forward, and transform everyday experiences into sources of inspiration.
The Art of Creative Thinking inspires the reader to challenge conventional thinking and embrace fresh perspectives in everything we do.
Here’s how this book stands apart:
If you’re in business and looking to cultivate innovation, solve problems more effectively, and inspire your team, this book is a must-read. Its practical, actionable insights will help to transform how you approach your work and drive lasting change.
Highly Recommended.
4. Creativity: A Short and Cheerful Guide, by John Cleese
A fascinating exploration of the often misunderstood topic of creativity, written by one of the most iconic creative minds of our time.
In this compact and concise book, Cleese presents readers with a refreshing perspective on the elusive concept of creativity, blending his trademark wit with insightful wisdom.
Cleese masterfully distills the essence of creativity into easily digestible nuggets of wisdom.
Through anecdotes from his own creative career in comedy, entertainment, and business, Cleese emphasises the importance of embracing curiosity, playfulness, and a willingness to take risks in nurturing one’s creative spark.
What sets this book apart is Cleese’s ability to demystify creativity, debunking common myths and misconceptions surrounding the creative process.
With his characteristic humour, he encourages readers to cultivate an open mindset and harness the power of divergent thinking to unleash their full creative potential.
Whether you’re an aspiring designer, a C-suite professional, or simply someone looking to inject more creativity into your daily life, “Creativity: A Short and Cheerful Guide” offers invaluable insights and practical advice that will inspire and empower anyone on a creative journey.
Cleese’s witty narrative and infectious enthusiasm make this book a joy to read, leaving readers feeling inspired, enlightened, and ready to embark on their creative journey.
5. Digital Body Language, by Erica Dhawan
We discover that the use of emojis has become a controversial topic in a world where pixels are starting to speak louder than words.
Dhawan’s exploration into the digital landscape adeptly navigates the intricate dance of virtual interactions, offering a fresh perspective on the power of emojis as a new universal language that transcends borders and bridges cultural gaps.
Starting with the humble email, Dhawan’s book delves into the subtle nuances of digital communication channels. She demystifies the cryptic language of emojis, illustrating how these tiny symbols can convey emotions, tone, and intent in ways that words alone often fall short. For marketing professionals, this is a game-changer, a strategic tool that adds depth and authenticity to online interactions.
As social media becomes the heartbeat of many marketing campaigns, Dhawan’s insights on leveraging emojis to amplify brand messages couldn’t be more timely. The book doesn’t just endorse the use of emojis; it unveils a roadmap for marketers to harness the visual power of these symbols, turning them into a potent force for engagement and connection in the digital marketplace.
“Digital Body Language” is not just a manual; it’s a manifesto for a new era of marketing fluency.
Dhawan’s emphasis on the strategic use of emojis challenges marketing professionals to redefine how they communicate in a world where attention spans are fleeting, and impressions are formed in an instant.
“Digital Body Language” is a fascinating read for anyone interested in understanding how human-to-human digital communication is evolving and for marketing professionals who are ready to elevate their digital communication game.
6. Very Good Copy, by Eddie Shleyner
This book isn’t just about writing good copy, it’s about transforming how you think. Shleyner’s approach builds new habits that lead to greater imagination and sharper writing.
Shleyner’s concept of Micro-Lessons is genius. Each lesson is concise, making the book incredibly easy to consume and, more importantly, to apply. The innovative layout of the book enhances the already ground-breaking content, making it exciting to read and revisit.
Shleyner’s lessons are designed to embed better thinking and writing habits. Whether you’re a seasoned writer or someone starting to dabble in some LinkedIn content, this book will change the way you approach writing copy. It’s readable, inspiring, and thought-provoking, peppered with quotes and anecdotes such as this one from Seth Godin makes it hard to put down.
“Crafting a story that tricks people into making short-term decisions they regret in the long run is the worst form of marketing sin”
Its focus on practical, actionable ideas sets “Very Good Copy” apart. Shleyner doesn’t waste time with dross, every page has insights you can implement immediately.
This makes it a valuable resource you’ll return to again and again, regardless of your experience level.
In short, Shleyner’s “Very Good Copy” is a must-read for anyone in marketing, advertising, or business for that matter. It’s worth the cover price based on Shlyener’s perspective on AI alone, which is both enlightened, enlightening, and entertaining.
Highly recommended.
7. Primal Branding, by Patrick Hanlon
Initially published in 2006, Hanlon’s work is a pivotal guide that unveils the keys to fostering profound belief and enduring advocacy for individuals, places, and entities.
At its core, “Primal Branding” focuses on the seven foundational elements of the primal code.
1: Creation Story
2: Creed
3: Icons
4: Rituals
5: Sacred Words
6: Non-believers
7: The Leader
This philosophy has proven so impactful that Primal Branding became required reading at companies, like YouTube and Google. The story behind YouTube’s connection with Primal Branding is fascinating. Determined to unravel the commonalities behind videos that get millions of views, a YouTube strategist discovered Primal Branding which went on to become the foundation of its creator strategies.
Hanlon’s Primal Branding serves as an indispensable guide, outlining a systematic approach that constructs the DNA of a successful brand. With its profound philosophy and practical applications, “Primal Branding” stands as not only a fascinating read for those seeking to build not just a brand, but a compelling narrative that resonates deeply with audiences and stands the test of time.
Highly recommended to anyone who wants to answer the myriad of spoken and unspoken questions about how highly successful brands are built.
8. The Creative Act, by Rick Rubin
At Spruik our creative team operates very much like an orchestra or band. Each member of the group being skilled in their area of expertise. Together creating work that blends their skills into a harmonious outcome. They know instinctively that to create great work, they need to create space for relationships to develop with each other as well as with the work.
I think this is why we were instinctively drawn to The Creative Act: A Way Of Being. Written by legendary music producer Rick Rubin.
As one of the most successful music producers of all time having worked with artists from Adele to Black Sabbath, Johnny Cash to Jay-Z, Rubin explores how to get the best out of creative people and the lessons he has learned throughout his career.
Parallels abound in this book, with many of Rubin’s music references being directly applicable to branding.
- There are no shortcuts
- Every single decision matters
- Nothing is static
- Awareness takes practice
- Nothing begins with just us
In branding every decision is as important as a note in music. From typography to the tone of voice, each element is a considered deliberate choice. Each is a building block of overall perception.
As Rubin states: “There are no shortcuts. The lottery winner isn’t ultimately happy after their sudden change of fortune. A house built hastily rarely survives the first storm”.
Brands need foundations otherwise it’s all icing and no cake.
An extraordinary book, that’s not so much about what to do, but more about how to be.
9. Designing Gender: A Feminist Toolkit , By Dr Sarah Elsie Baker
Design is never neutral — it reflects, reinforces, or reimagines the world we live in.
Dr Sarah Elsie Baker’s Designing Gender: A Feminist Toolkit is a timely reminder that every creative decision holds the power to challenge or uphold bias.
Through feminist, queer, and intersectional lenses, Baker invites designers to make gender visible. To see where inequality hides in our tools, language, data and aesthetics — and to redesign from a place of awareness.
What we loved:
It’s not just theory
Each chapter offers tangible exercises and case studies that prompt reflection and practical change.
It’s global
Highlighting diverse voices across cultures and disciplines.
It pushes design beyond binaries
Exploring how sustainability, inclusivity, and identity intersect.
For studios like ours, this read is an invitation to pause, question, and reimagine how design can make equity visible.
If you’re a designer, educator, or creative thinker shaping messages and experiences – this book belongs on your desk!
10. The 50th Law, by 50 Cent and Robert Greene
What happens when a hip-hop mogul joins forces with the author of The 48 Laws of Power?
You get a business book disguised as a memoir. A sharp playbook on how to operate with clarity, conviction, and fearlessness.
At its heart, The 50th Law is built on one principle: fear is the enemy of progress.
Through 50 Cent’s story – from the streets of Queens to the boardroom — Greene translates survival instincts into strategic lessons every entrepreneur and leader can use.
Core lessons with business impact
- See reality clearly. The most successful leaders strip away illusions and make decisions based on what is. Not what they hope it to be
- Turn fear into focus. Brands that hesitate blend in; bold ones win attention and loyalty
- Constraints fuel creativity. When resources are limited, agility and innovation become competitive advantages
- Hustle is a strategy. Relentless execution and adaptability beat long theoretical plans.
At Spruik, we see these lessons in brand strategy every day. The companies that stand out are the ones willing to take risks, tell stronger stories, and back themselves when others play it safe.
Takeaways for brand leaders
- Fear-driven decision-making leads to mediocrity
- Clarity and courage create momentum
- The most resilient businesses treat uncertainty not as risk, but as opportunity
The 50th Law may have come from hip-hop and hustling, but its lessons apply directly to the boardroom. For anyone steering a brand or business through today’s uncertainties, it’s a reminder: the bold set the pace, the hesitant fall behind.
