EAT THE DONKEY

Reeves delivers a persuasive manifesto against complacency in business and life.

The author grew up roughing it in the Australian Outback with his adventurous parents and siblings; one particularly noxious culinary mishap gives his book its title and key symbol. Reeves convincingly argues that discomfort drives creativity and growth, while playing it safe paves the way to inevitable decline. The author provides case studies from his impressive career leading marketing and strategy for global brands such as LVMH and Amazon. He asserts that “optimization leads every industry toward sameness and identical mediocrity,” and that AI is only going to accelerate that trend. Reeves proposes a three-part “Foundation Theory” for remaining distinctive, relevant, and successful. First is Foundation, “your company’s soul,” the unchanging core defined early on that guides every later decision (for example, “belonging” for Airbnb, “mobility” for Michelin, and “convenience” at Amazon). Next, “Principles” are the company’s conscience—nonnegotiable rules for behavior. Finally, Characteristics create the company’s “personality,” or “how your brand shows up in the world.” Reeves posits that “every company, every team, and every person exists in one of two states,” Explorer or Static, discovering the next thing or optimizing what already exists. It’s essential to balance these states, as either alone is unsustainable—too much exploring induces burnout, but too little means stagnation. The book also includes the author’s insights on executive leadership, the transcendence of mediocrity, stumbling blocks, organizational structure, innovation facilitation, and the importance of rest (and even boredom). Though the book is aimed at corporate managers, much of Reeves’ wisdom (“this isn’t failure—it’s learning” or “don’t wait for perfect conditions; instead, make progress with what’s available”) is equally effective as everyday life advice. His analysis of well-known companies’ successes and failures rings true, and he writes with refreshing directness, using clear examples, vivid analogies (“the energy of a used-car lot on the last day of the month”), and relatable personal anecdotes. This is a rare example of a business book that’s both useful and entertaining.

Insightful and inspiring business guidance that doubles as life advice.