Every day we write about the bright minds of the advertising industry, their professional successes, creative breakthroughs and career growth … And the Bookchain rubric is a certain key to the inner peace of these people. We continue to find out which books influence the right and left hemispheres of our experts. Each speaker has prepared two books – one of the world of professional activity, the second – for the soul! Begin! Nerusheva Olga, Business Development Director of the Real Estate Management Complex of the City as Loft PSN Group. Beginning from the binding and to the content – it's a great book in English, which can rightly be called an art publication. It will be interesting to those who are interested in successful examples of renovation of buildings built in the industrial era. There are 30 varieties of canines from around the world, and their example illustrates the rethinking of the heritage, which gives tremendous energy and creativity to buildings today. Such buildings have their own specific features and connection with the history and context, and at the same time they are open to current and future needs. The book covers backgrounds, people and concepts, illustrates various strategies for re-use. In an essay and interview, specialists from theoretical and practical fields explain their conclusions and experience. Separate attention deserves infographics of the Dutch book designer, everything becomes clearly understandable and without text comments. "Alice in Wonderland" Lewis Carroll – a work that does not cease to amaze, even if you reread it for the hundredth time. The theater of the absurd through the prism of the children's worldview illustrates simple life stories. Fantasy writer offers the reader limitless material for reflection and fantasy. Alice inspires to know the world, dream, be honest and, of course, a bold traveler, appreciate the simple joys in life and see the wonders around. Denis Shapkarin, partner of the agency Nectarin I will name the book "Built forever" by Jim Collins and Jerry Porras – for the development of the "business hemisphere." The book is based on a real six-year study of 18 outstanding long-lived corporations. As a result of the most ambitious work, practically instructions for the application of hundreds of concrete examples turned out. An ideal book for strategists and managers who dream of a strong business. And for everyone, regardless of profession and interests, I recommend reading "The Heart of a Surgeon" by Fedor Uglov. On a cosmic scale, a man is a great rarity to meet and communicate, but if not, then at least get acquainted with his thoughts through a book. In itself, his life is amazing (he lived 104 years, a village boy, a month who reached Irkutsk to enter the university , the entire blockade he worked as a surgeon in Leningrad, operated in 100 years), but the book is no less amazing. The main thing – his values and what he draws the attention of the reader: how important it is to be really keen to do good deeds. Think about it: "We must compete without fear of failure. What is a failure? This means that everyone can not immediately be lucky. " Evgenia Starkova, Marketing Director MR Group From the last read in the business literature, I really liked the book "Geniuses and outsiders: why is everything everything, and nothing else?" Malcolm Gladwell, who at one time became a bestseller number 1. The author studied the life and character of the well-known geniuses, to understand what is the reason for their phenomenal success. One of the interesting conclusions of the book is that for the achievement of outstanding results use the rule "10 000 hours", which has already become popular both in business and in everyday life. The rule of 10000 hours is that it is just so much time you need to practice in your favorite business to become a truly outstanding professional. The author gives numerous reasons for his rule, cases, which in itself immerses in the book and does not allow to detach from it to the very end. On the one hand, 10,000 hours – the figure is impressive, but on the other – it's only 3 hours a day for 10 years. This book is for everyone, regardless of the field of activity and position, etc. Of fiction I love Nabokov. Stunning style, rich figurative language. All his works are good, but I would like to recommend the novel Camera Obscura. The works of Nabokov are distinguished by subtle psychologism and incredible literary technique. His style is fully described by a quote from the novel Obscure Camera, both in form and content: "… Indeed, someone looks at reality through binoculars, and the image is too enlarged to the detriment of particulars. The other binoculars in the shower turned over – and, conversely, reduces the reality. The third lens covered the soot, and now the reality is in a dark raid, without a single bright spot. For someone else, it is painted in a beautiful light. There are also those who have a lens that was almost crystal, played a rainbow in refraction, but was too fragile – and nothing can be dismantled now, except for cracks. And, finally, there are those who have a camera obscura in their chests, and reality is not just distorted, but reduced and inverted. They laugh in the dark, not understanding the tragedy of the inverted world … ". Olga Matveeva, General Director of Unite My firm belief with students that the main thing in education is not knowledge, but training in the system of thinking, the skill of conducting analogs, the ability to think exactly – conceptually, aspectively, as you like, but to think, not to memorize other people's thoughts. This belief I carry with me through three formations and 20 years of work in the marketing services agency. Actually, favorite books-favorites-textbooks of life-are logically chosen on the same principle: a push for thought processes. "Fifth discipline: the art and practice of self-learning organization," Peter Senge. The book is good in two ways: a) a clear demonstration in understandable simple examples of the importance of a systemic view of things in business – to identify problems and find solutions without understanding how the whole system works. Your solution found within the system element will most likely mean that the problem has shifted to another element. B) the ability to read this book from virtually any page: "The" technological "advantage of the book is that one can start from any page. This book is organized not linearly, but thematically "(quote from the book). The author wrote the book exactly for people like me – rarely reading a book from a to me. Especially business literature. I recommend! For the soul – a book of books – "Khazar Dictionary" by Milorad Pavic. The book is my personal bestseller – it's been more than 20 years now. Read many many times and never losing for me its attractiveness and attractiveness. Everything is beautiful in it: the syllable, texts, content, form. The book is an experiment, a book-dictionary that offers different versions of reading, but nevertheless does not crumble to the islets of short vocabulary entries. And the content and the plot tighten and do not let go: the Khazars, the Kaganate, the dream catchers, the princess Ateh … Whoever sees dreams and relies on dreams can tremendously perceive the magic of this magical book. "In the end, the book puzzle is a single picture, but the meaning remains elusive as in a dream, when you try to catch up or run away from someone …" – the most accurate description of the book that I found in one of the reviews on it. "Igor Eremin, president of Vengo Group" Power of habit. Why do we live and work this way, and not otherwise, "Charles Dahigg. An interesting book, which combines knowledge and experience from the field of marketing and psychology. From this book you learn how to use psychological methods to develop habits that will help make the product that is in demand by the largest number of people. The Source, Ayn Rand. On the one hand, Ayn Rand is a representative of philosophy and anti-utopia. On the other hand, it shows the life of interesting people, in particular, the architect Howard Roark, the protagonist of this novel. Howard Roark always went against the generally accepted concepts. Thanks to his genius, he could create truly non-standard things. As a result, the hero became a recognized architect. This book says that you need to be an adherent of your idea and not listen to a second, third opinion. Only then you will succeed! The main thing is persistence and personal understanding of what you want from life and from the product. " Yuniy Davydov, CEO, RCG Group Professional literature. "Chukchi is not a reader, Chukcha writer" (a phrase from an anecdote). Here everything is simple – I can not recommend anything, tk. not a single textbook on marketing has not read. If quite frankly, not even those for whom, at the request of the authors, wrote annotations did not read. It's just that I'm convinced that marketing is not science, it's adventurous sharper art, in which laws are created only in order to break them. Of course, you can learn Ogilvy, Kotler, Trout … You will be a good man, you will be an excellent student, the best student. But you will never become a teacher. So do not read other people's rules – just write your own! Fiction. "There is nothing more interesting in the world than someone else's letters" (Isaac Babel). Pushkin, Dumas, Gogol, Balzac, Bulgakov, Chekhov, Remarque … We all know this "heavy artillery" of world literature very well, is not it? No, it's not true – we only know a part of their creativity. To see the full picture, I recommend reading the letters of "great". And then the "immortal classic", which we represent from the school bench as a bronze monument, sowing "reasonable, good, eternal", suddenly becomes alive, doing absurd acts, torn by passions by man. The same fool as me, only, bitch, talented. What to read? Oh, a lot of amazing! For example, let's see (peek into the keyhole), as they wrote love letters – here you can find any genre: from bawdy baek to high, uncompromising art. And notice: often all this in one text! Here Dostoevsky, who went on a foreign wedding trip with Anna Grigoryevna, threw her in some German wilderness, fled to the casino, lost in the dust … And here we read his tragic letters to his wife: he repents, opens his soul, he begs for forgiveness , admits to love – and this is certainly the most powerful love lyrics! But immediately, through the comma: "Send money! I'll recoup! "," Lend somebody and come money! "," Put your coat in the pawnshop, come money! "… Read the letters of FM, and then re-read his" Player ". You will read a completely different novel! Or Pushkin, who dedicated Anna Kern famous "I remember a wonderful moment". One hundred percent romance, a standard, the very "genius of pure beauty"! But the next day he brags to Sobolevsky's sidekick about the harlot Kern, whom he "with the help of the gods". Here's a flippant flirtation performed by a classic. Pushkin's letters to the Soban spy are a different genre: rabid African passion, action. And, finally, letters to Natalie – a full-fledged love affair with a real, indissoluble conjugal love. You can also remember the long-term love "sparring" of Pasternak and Tsvetaeva, the furious correspondence between Hugo and Adele, the painful letters of Kafka to his bride … And for "seeding" read this: just sit down first – this knocks down!