6 Books that Have Changed My Life

This week, I’m stepping away from campaign breakdowns and headlines to share a set of books and writers that have shaped how I think about change, overwhelm, and even sports marketing itself.
Here are the recent reads that have left a deep mark on my life.

🦁 The Lion Tracker’s Guide to Life — Boyd Varty

A very short book with an outsized impact. A friend sent it to me out of the blue a couple years before I left Nike. At the time, I didn’t realize how much I needed it. Varty is an incredible storyteller, and the book is filled with simple but unforgettable lessons and illustrations.

Who it’s for: Anyone standing on the edge of a big change in life.
My filter is usually sampling a podcast with the author first.

🎲 Skin in the Game — Nassim Nicholas Taleb

This book landed on my radar via a Naval Ravikant quote: “The two most harmful addictions are heroin and a monthly salary.” I’ve been addicted to both of those, so it peaked my interest.
Taleb’s book is all about accountability — how it’s disappearing in Western culture, and why real risk matters. I can’t stop thinking about it, both in how the book is written, and in the concepts. Taleb is so smart that he seems constantly perturbed that others can’t keep up, so dive in if you dare.

Who it’s for: Entrepreneurs and risk-takers. If you’re happy in a corporate role, maybe skip it… it might drive you crazy.

🎯 Essentialism — Greg McKeown

Few books have shaped me more, or taught me more about how to prioritize. In fact, “Priority” was a singular word for 500 years before we started pluralizing it in the last 50 years and saying “priorities”. The message: do less, but better has become my ethos.

Pair it with: The Ruthless Elimination of Hurry by John Mark Comer. If you prefer a spiritual lens, this is the Christian complement. My copy is falling apart, especially the section on “limitations.” I am convinced that I can do it all if I just had more time. Spoiler alert: the solution is not more time.

🏆 Worthy Wins — John Olinger

John is both a friend and a mentor in many ways — and this book embodies the weekly conversations we’ve had about what truly counts as winning. We often elevate work wins over home wins. But ask anyone on their deathbed what mattered, and you’ll hear a different answer.

Who it’s for: Anyone struggling to balance ambition with meaning.

✍️ The Sportswriter’s Godsend — Wright Thompson

Finally, no list of books that shaped me would be complete without Wright Thompson. He’s the North Star of sports writing. His work is compiled in “The Cost of These Dreams” explores Tiger Woods, Michael Jordan, and so many others. It has given me a deeper framework for understanding athletes (human beings) — and by extension, sports marketing itself.

Recommendation: Read anything with his byline. You’ll walk away smarter, more empathetic, and more insightful. His recent work “The Barn” on the Emmit Til’s murder & the history of Mississippi is deeply important.

🏁 Closing Thought

Change is layered. Sometimes it comes through a slim book with a single quote. Sometimes it comes through a friend reminding you what truly matters. And sometimes, it comes through the storytellers who make us see the world differently.

I hope this list helps you as much as it has helped me.

Education:

I’m biased, but if you’re interested in Marketing & Barnding, I don’t think there is another show that comes close.
The BrandFathers new episode is out NOW: This week the Fathers talk viral campaigns. This includes everything from Polaroid billboards to Timothee Chalamet x Cash App and we even dare to discuss American Eagle x Sydney Sweeney.

Inspiration:

Great Breakdown of Tennis Stars Earnings versus Performance income in Sportico. Hint: our two biggest spectator sports, Football & Basketball, are quickly becoming the opposite of this (on the men’s side).

Beats by Dre’s newest NIL campaign is exactly what a high level NIL campaign should be. Will do a deeper breakdown soon.

FYI: AI athletes & influencers will be a big thing in the coming couple years.
 

Fun Breakdown of the top NFL Agent. Not fun, my team’s contract hold out is the subject matter. hahaha! Just another day in Cowboy Country.

@therealoshow

In 2024, David Mulugheta made history as the first agent in ANY sport to secure over $1 BILLION in contracts. Now, Jerry Jones is throwing... See more

Blessings:

3 things:

1. I got stopped last night in the store when a young man recognized me. He works for the Dallas Mavs in social media. Lord, bless him after this year!
   First, I’m flattered when people stop me, so if you see me, please say hi.
   Second, when I see people in person, they often reference this newsletter. It’s so interesting because compared to short form social, I get next to ZERO response on this thing.
   Ironically, it’s probably the communication platform I spend the most time refining.
   But, maybe there’s a lesson there.
   The reward is in the deep work and not in the cheap praise.
   
   2. Also: I’ve sat at home this summer quite a bit. I work from home, but sometimes I go stir crazy, and in the Texas summer, I’ve discovered a new type of seasonal depression. Not as bad as the one that drove me out of Oregon, but one that smothers & limits the ability to go outside and enjoy the outdoors as much as I would like.
   At times, I’ve felt like I’m never gonna feel better or that work is never going to come again.
   But, life can turn around so quick. After sitting inside for so long, I flew to ATL for an important meeting in consulting, then drove to Austin for a speaking engagement.
   Both of these give me great energy and optimism.
   Your feelings lie to you constantly.
   Learn this, and you’ll be more consistent and satisfied in life.

3. About to dip my toe into YouTube again. Subscribe & LMK what you’d like to see. Deep dives? Campaign coverage? Interviews with Sports Marketing leaders?

BLESSINGS!