SCA (reading list) 2.0 – By @AlexTaylorHello

By Alexander Taylor

SCA (reading list) 2.0


Hello hunnies. It is I, Queen Alex, here to give the SCA reading list the Queer Eye makeover it deserves. Here’s some of the best books I have read this year, and why they apply to the S of C A. Good luck and mwah.


Thinking Fast and Slow by Daniel Kahneman

Okay, this one was on the old list. But good god. This book is stellar. It’s a masterclass on the mind. The distinction between system 1 and system 2 is integral to behavioural science. Why do we humans do what we do? You will never understand until you trek through this book. And it is a trek.


One + One = Three by Dave Trott

Not the best mathematician, but a bloody well-read fella. Trott’s book features some of the best examples from history where creativity counted for everything. From Winston Churchill to Florence Nightingale, prepare to be inspired. Short. Sentences. Too.


Reasons to Stay Alive by Matt Haig

I cry reading the first page. Every time. And I’ve read that book front to back more times than I can count. SCA will make you doubt yourself. Believe me, this book should be available on prescription at this school.


What Were You Thinking? by Dina Temple-Raston

This one’s an audible treat. Dina dissects the minds of teenagers around the world and uncovers some shocking truths. From teens that joined ISIS to teens that hacked their principal’s email, she puts forward that the reasons for those actions were actually hardwired into their brains. Because they’re teenagers. Insights galore.


D&AD Annual by Some Smart Cookies

Have a leaf through some D&AD annuals. They collate the awards given to the best advertising and design in that given year. It would be fascinating to write down your favourite ads before SCA, from the point of view of a consumer. And then see how your preferences change once you’re halfway through SCA.


Whatever You Think, Think the Opposite by Paul Arden

Arguably the advertising industry’s best Art Director there’s ever been teaches you how to think. The most fun part about this book is that he’s adamant that creativity doesn’t have to be right. Having the wrong answer is often better than being correct. Interesting is the only word that matters.


Watching the English by Kate Fox

I don’t think you’re going to have a better opportunity to leap into the mind of the consumer than this one. A thorough sociological research paper on observing English culture. We’re a weird, often confused, often illogical, bunch. If the start of all communication is the audience (and we’re trying to understand them as best as possible) you wouldn’t dare leave this book unread.


To be honest, these are just starters. The more you read the better you’ll do. Any information you pick up will become useful at some point. I learned that pigeons can have depression this morning. I guarantee I’ll be recycling that fact to sell butter or trains at some point next month.


Best of luck.

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