Join our Book Club!

By Richelle Johnson, Lead Analyst

The Mom Test,  by Rob Fitzpatrick

The Mom Test, by Rob Fitzpatrick

This month, as the CED team sat around the conference room table discussing our goals, messaging, and priorities for the coming year I chirped, “I want to do a book club!” as one of my passion projects for the team to tackle in 2019.

That wish was based on a nebulous New Year’s resolution that I set for myself on January 1st. I want to read more in 2019. Not the historical and science fiction novels I usually spend my free time reading, but books that actually develop my knowledge about entrepreneurship, design thinking, and other topics that embody the work we do here at CED. So really my suggestion for a book club was based in my own self interest, but who’s keeping track of that?

I thought a book club would be a hard sell. It wasn’t. My suggestion was greeted by a resounding “Yes!” closely followed by book suggestions and ways of staging the readings. The general consensus was that our readings this year should focus on the “Principles of Entrepreneurship”, almost like the introductory course on the entrepreneurship and innovation tools that CED teaches and uses in our work. It’s a snapshot of the literature that guides our work.

So, without further ado, here is the reading list for CED’s Book Club for 2019:

January The Mom Test, Rob Fitzpatrick

February Burn the Business Plan, Carl Schramm

March The Lean Startup, Eric Ries

April Scale, Geoffrey West

May Dare to Lead, Brene Brown

June The Art of Innovation (IDEO), Tom Kelly

July Born to Build, Jim Clifton

August Nudge, Richard Thaler & Cass Sunstein

September The Entrepreneurial State, Mariana Mazzucato

October Untapped: Creating Value in Underserved Markets, John Weisser

November Measure What Matters, John Doerr

December The Hard Thing About Hard Things, Ben Horowitz

If you want to join our book club for the year, or are just interested in one of the months, reach out and contact me ( for details — we meet the last Thursday of every month at 4:00. We would love to have you join the conversation!