CPB-lab’s work is based on continuous research. 

Since 2007 Jürgen Salenbacher has been talking to world players in the creative economy about the future of design, branding, how to combine business and creativity, the personal skills and traits necessary to thrive in the creative economy. 

Salenbacher is currently working on the first of a series of books growing out of the interviews.

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change in culture and increase in productivity do not come from labour, but from the capacity to equip labour with new capabilities, based on new knowledge.
— Fritjof Capra


A short Booklist
of Jürgen's most valued reading.



Thiel, Peter, ZERO TO ONE, VIRGIN BOOKS, LONDON, 2015                                          Today "best practices" lead to dead ends, adding more of something similar. But when we create something new, the act of creation is singular, we go from 0 to 1. A must read!

Araoz, Claudio, GREAT PEOPLE DECISIONS, Wiley, New Jersey, 2007                                This is fundamental for your private and your professional life, people decisions are both your highest challenge and your biggest opportunity. Increase your awareness.

Carey, Benedict, HOW WE LEARN, Random House, New York, 2014                                    A lot of ideas about ideal learning conditions, the research that backs them up, and the ways to make the most of one's brain. Fascinating and useful.

Osterwalder & Pigneur, VALUE PROPOSITION DESIGN, Wiley, New Jersey, 2014
This book is of extrem use for readers who can accept failure as a means of learning and improving your value proposition. 

Bauman, Zygmunt, LIQUID TIMES, Polity, Cambridge, 2013
Trying to understand the bigger picture? Why we go from the 'solid' to a 'liquid' phase of modernity? Why this means the collapse of long-term thinking, planning and acting?. 

Neumeier, Marty, METASKILLS, New Riders, New York, 2013
It's a compass for visionary leaders, policymakers and educators to envision new ways to create value together.

Sutherland, Jeff, SCRUM, Random House, London, 2014
The reason for Scrum's success is simple: it is based on how people really work, rather than how they think they work. Learn to say goodbye the Waterfall method and Gantt charts.

Ries, Eric, THE LEAN STARTUP, Pearson, London, 2011
Testing, adapting and adjusting continuously, and always learning what your customers really want. This is changing your company culture.

Lama Dalai and Goleman Daniel, DESTRUCTIVE EMOTIONS, Bantam, New York, 2004
Insights through an extraordinary collaboration between Buddhist Scholars, Western psychologists, Neuroscientists, and Philosopher. This needs to be taught in education!

Anderson, Chris, LONG TAIL, Hyperion, New York, 2006
Wired’s editor-in-chief knows what he is talking about. The economy is changing and connectivity is key. Really key in understanding how marketing is changing.

Arden, Paul, IT’S NOT HOW GOOD YOU ARE, IT'S HOW GOOD YOU WANT TO BE, Phaidon Press, London, 2003
Easy to read wisdom by one of the best ever creative thinkers.

Baskin, Merry and Earls, Mark, BRAND NEW BRAND THINKING, 
Kogan Page Ltd, London, 2002

A sophisticated take on brand thinking written by members of the Account Planning Group in England – all practitioners. I recommend it to every current or future account or strategic planner.

Bronson, Po, WHAT SHOULD I DO WITH MY LIFE?, Ballantine Books, New York, 2005
Always a good question. Po Bronson describes the answer from people from all walks of life.

Burlingham, Bo, SMALL GIANTS, Penguin, New York, 2007
Great business book about companies that decided not to grow or sell-out, just to stay where they are and do a great job. Amazing, especially in comparison to all other growth-obsessed books.

Chan Kim, W. and Mauborgne, Renee, BLUE OCEAN STRATEGY, Harvard Business Press, Boston, 2005
One of the last decade’s key books on strategy.

Clausewitz, Carl von, ON WAR, Princeton University Press, Princeton, 1989
A must-read if you develop strategies professionally. It is also interesting to understand the similarity between business and war.

De Bono, Edward, SIMPLICITY, Penguin Putnam, New York, 1998
As all of his books are worth reading, I choose this one because I am always interested in simplicity.

Denning, Stephen, LEADER’S GUIDE TO STORYTELLING, Jossey-Bass, London, 2005
A great book about the history of storytelling and its importance for leaders and leadership.

Frankl, Viktor E., MAN’S SEARCH FOR MEANING, Beacon Press, Boston, 2006
Deep understanding of motivation. Not easy to digest, but if you are asking yourself about life’s most important questions then I believe this book will influence some of your ideas.

Gobe, Marc, EMOTIONAL BRANDING Allworth Press, New York, 2001
A great book about the importance of emotional connections between brands and their consumers.

Hara, Kenya, DESIGNING DESIGN, Lars Muller Verlag, Baden, 2007
(2nd edition) Incredibly thoughtful and amazingly interesting. The author is the only person I know who is able to write pages about the concept of the colour white and able to explain Japanese design explicitly. On top of that it is a beautiful book.

Howkins, John, CREATIVE ECONOMY, Penguin Global, New York, 2002
Fundamental in understanding the importance of creative industries and their spin-off importance. Well researched. I use it as a key book to support work on talent development and education.

Kelley, Tom, TEN FACES OF INNOVATION, Profile Books, London, 2008
The CEO of IDEO has enough top cases and stories in this book for you to love it.

Mark McCormack, probably the most powerful man ever in sports business, the founder of IMG (International Management Group), shares his secrets about serious sales, negotiating, time-management, decision-making and communication. Street-wise and hands-on.

Neumeier, Marty, BRAND GAP, New Riders Press, Berkeley, 2003
Mandatory reading for anyone working on brands and fun for others. It’s easy to read, straight to the point and makes a complicated topic easy to understand. Beside that I like the visual examples.

O’Connor, Joseph and Lages, Andrea, COACHING WITH NLP, Element, Shaftesbury, 2004
If you are interested to have a good overview of what is coaching and what it is not, that’s a good one.

Pink, Daniel H., A WHOLE NEW MIND, Riverhead Books, New York, 2005
Good for everyone uneasy in their careers, entrepreneurs and especially for those whose abilities have often been overlooked and undervalued. I love the description of the conceptual age as it reflects the creative economy.

Ridley, Matt, ORIGINS OF VIRTUE, Penguin, London, 1998
Matt Ridley explains how the human mind has evolved a special instinct for social exchange. Another great insight into human behaviour.

Sharma, Robin S., THE MONK WHO SOLD HIS FERRARI, HarperOne, London, 1999
A great book about personal change, good for any workaholic.

Sharp, Daryl, PERSONALITY TYPES, JUNG’S MODEL OF TYPOLOGY, Inner City Books, Toronto, 1987
If you deal with groups, in business or other areas, then I highly recommend this book to gain basic insights into how and why people are moved to act and react in so different ways.

Awesome essays, especially Malcolm Gladwell’s ‘How David Beats Goliath’ where he describes how David can beat Goliath by substituting effort for ability – and this formula turns to be the winning formular for underdogs. Just great.

Tybout, Alice M. and Calkins, Tim, KELLOGG ON BRANDING, Wiley, London, 2005
The academic book on branding. I would suggest dipping into it as the content is good, but sometimes exhausting.