DR. MUTH'S RECOMMENDED READING LIST

The Art of War

by Sun Tzu

Widely regarded as "The Oldest Military Treatise in the World," this compact little book, written more than 2,500 years ago, today retains much of its original authoritative merit. American officers during World War II read it closely. The Japanese army studied the work for decades, and many twentieth-century Chinese officers are said to have known the book by heart. Maintaining that "all warfare is based on deception" and that "in war . . . let your great object be victory, not lengthy campaigns," the author adds: "That general is skillful in attack whose opponent does not know what to defend; and he is skillful in defense whose opponent does not know what to attack." As political campaigns have been rightly described as "war without the bloodshed," anyone interested in winning on the field of political battle ought to have his or own dog-eared copy of this timeless book.

The Prince

by Niccolo Machiavelli

When Lorenzo de' Medici seized control of the Florentine Republic in 1512, he summarily fired the Secretary to the Second Chancery of the Signoria and set in motion a fundamental change in the way we think about politics. The person who held the aforementioned office with the tongue-twisting title was none other than Niccolò Machiavelli, who, suddenly finding himself out of a job after 14 years of patriotic service, followed the career trajectory of many modern politicians into punditry. Unable to become an on-air political analyst for a television network, he only wrote a book. But what a book The Prince is. Its essential contribution to modern political thought lies in Machiavelli's assertion of the then revolutionary idea that theological and moral imperatives have no place in the political arena. "It must be understood," Machiavelli avers, "that a prince ... cannot observe all of those virtues for which men are reputed good, because it is often necessary to act against mercy, against faith, against humanity, against frankness, against religion, in order to preserve the state." With just a little imagination, readers can discern parallels between a 16th-century principality and a 20th-century presidency.

How to Win Friends and Influence People

by Dale Carnegie

This grandfather of all people-skills books was first published in 1937. It was an overnight hit, eventually selling 15 million copies. How to Win Friends and Influence People is just as useful today as it was when it was first published, because Dale Carnegie had an understanding of human nature that will never be outdated. Financial success, Carnegie believed, is due 15 percent to professional knowledge and 85 percent to "the ability to express ideas, to assume leadership, and to arouse enthusiasm among people." He teaches these skills through underlying principles of dealing with people so that they feel important and appreciated. He also emphasizes fundamental techniques for handling people without making them feel manipulated. Carnegie says you can make someone want to do what you want them to by seeing the situation from the other person's point of view and "arousing in the other person an eager want." You learn how to make people like you, win people over to your way of thinking, and change people without causing offense or arousing resentment.

Influence: The Psychology of Persuasion

by Robert Cialdini

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing.  Some people just won't take no for an answer. In Influence, Dr. Robert Cialdini explains the six psychological principles that drive our powerful impulse to comply to the pressures of others and shows how we can defend ourselves against manipulation (or put the principles to work in our own interest).  Influence guarantees two things: Readers will never say yes again when they really mean no, and they'll be more persuasive than ever before.
 

Development Today: A Fund Raising Guide for Nonprofit Organizations
by Jeffrey Lant

This is one book you can have on the shelf that concisely describes the fundamentals of raising money. Lant gives clear guidance and useful examples for producing fundraising materials: from letters to full campaign packages. All practical and effective. A good place to start if you are raising money for your favorite cause, or are employing a professional fundraiser.