UVA Darden Professor Whitler’s Summer Reading List for Marketers

University of Virginia Darden School of Business Professor Kimberly Whitler recently released a summer reading list for marketers on Forbes.com, with the added twist that each book on the list was recommended by chief marketing officers (CMOs), president or CEO.

Contributors to the list included Nonni’s Foods CEO Brian Hansberry (How Brands Grow: What Marketers Don’t Know), Tough Mudder CMO Jerome Hiquet (Legacy) and c2b solutions CMO Brent Walker (The Power of Myth). Hiquet’s recommendation wasn’t a conventional marketing book, but he explained its value to him.

Legacy, by James Kerr. I read for the first time Legacy two years ago. It’s a fantastic journey among the All Blacks rugby team, one of the most successful sporting teams in history, victorious in over 75% of their international matches over the last 100 years. This book is describing how the All Blacks have always worked to create a long-term cultural legacy and is highlighting 15 lessons in leadership actionable on a daily basis in any business. The author is describing how the All Blacks have developed an incredible high-performance culture and why culture change and engagement are key levers for consistency, longevity and sustained dominance. In a world where the most successful companies have a vision that inspires employees to be part of something bigger than themselves and as I’m working for a purpose driven organization with a unique culture, this book has been very inspiring to adapt my leadership style. I’ve now read Legacy at least once a year and I’m often using some quotes from this book as reference. My preferred one? “A collection of talented individuals without personal discipline will ultimately and inevitably fail. Character triumphs over talent.”

Read Whitler’s full summer reading list on Forbes.com.