Reference

Library

Books that shaped how we think, build, and teach. Every blog post, every project, every page on this site has roots in one of these.

$100M Leads

business

$100M Leads

Alex Hormozi, 2023

Hormozi's lead generation playbook. The relevant part: give something valuable for free. Our blog posts and deep research are the lead magnet. This book is why.

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Building a StoryBrand 2.0

branding

Building a StoryBrand 2.0

Donald Miller, 2024

The framework behind every page on this site. Customer is the hero, you're the guide. Seven-part story structure applied to marketing.

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Hey Whipple, Squeeze This

creativity

Hey Whipple, Squeeze This

Luke Sullivan, 2016

The advertising book that hates bad advertising. Sullivan's rule: if you have to explain why an ad is good, it isn't. Applied to every CTA and headline on this site.

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Into the Woods: A Five-Act Journey Into Story

storytelling

Into the Woods: A Five-Act Journey Into Story

John Yorke, 2013

Why all stories are the same story. Yorke maps the deep structure underneath Campbell, McKee, and every other framework. Five acts, one pattern.

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On Film-making: An Introduction to the Craft of the Director

storytelling

On Film-making: An Introduction to the Craft of the Director

Alexander Mackendrick, 2004

A dead director's lecture notes. Mackendrick on dramatic irony: the audience knows something the character doesn't. That's where tension lives.

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Story: Substance, Structure, Style, and the Principles of Screenwriting

storytelling

Story: Substance, Structure, Style, and the Principles of Screenwriting

Robert McKee, 1997

The bible of narrative structure. Not just for screenwriters. McKee's gap between expectation and result is what makes any story (or About page) work.

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