Juicing the Orange by Pat Fallon/Fred Sen of Fallon Worldwide. Not only has Fallon developed some of the most memorable ad campaigns in recent memory, these ad ninjas know how to leverage creativity to the fullest. And by that I mean driving trackable revenue. This book has heavily inspired my thoughts on creativity, messaging, and how to position my company before my competition does it for me. Highly recommended for any business professional. Black turtleneck optional.