Yeah, well, I love poetry and it’s almost cliche now to say this because so many people like his work, but I think David Whyte’s work is just beautiful and is a wonderful kind of entry point to poetry. I’m also a big Wendell Berry fan. He’s written a lot about farming and the natural world. And I’ve never met him, but I’m a huge Wendell Berry fan. I’ll sometimes give Wendell Berry books as gifts. The book that I think is perhaps, at least to me, the most beautiful book of all is Longitude by Dava Sobel about the history of the discovery of timekeeping at-ocean, which is not a trivial problem to solve. And it’s just a beautiful story of how scientists, or in this case a particular scientist, merged the quest for a technology with a scientific problem with adventure, and going out on boats and risking one’s life for the sake of science is something that resonates with me a bit. And it’s a beautiful, short book, and it’s very accessible to anybody, whether or not you have a background in science or not, and she’s absolutely a wonderful writer. And so that’s the one I gift most often.

A [inaudible 00:42:55] is an article that I know that you’ve recommended a bunch that I’ve gifted to all my entrepreneur friends is 1,000 True Fans .

Oh, what a great question. I actually gifted one recently. So a friend of mine, Ian Dawson, he trains mountain rescue people, mountain rescuers in Scotland. He was working with me at the North Pole and he’d never seen a polar bear before. He absolutely fell in love with the environment and I gifted him a book called Arctic Dreams by Barry Lopez. Have you read that? Tim Ferriss: This is on my to-read list, Of Wolves And Men by Barry Lopez is one of my favorite nonfiction books I’ve read in the last 10 years. Sue Flood: Oh, it would be. Tim Ferriss: And Arctic Dreams , I was just saying on the way here in the airplane that I wished I had Arctic Dreams , so I haven’t read it yet. Sue Flood: It is a magical book and yeah, I gifted that to Ian and I know he loved it and yeah, that is a great read. You have to immediately dash off, well perhaps not now, but when you get back to civilization. Yeah, that’s a really beautiful book and I’ve bought that for quite a few people.

Climate Change is something which I’ve spent a lot of time on. I would highly recommend a book by Tim Flannery called The Weather Makers , which was one of the books that opened my eyes to the problem that we have in the world. I’m just reading Homo Deus , and I will carry on to read Sapiens , one of his first books. I just love the style of his writing. I love books where you’re learning something from them, rather than if I want fiction, I’ll get a good film out. If I’m reading books, I like to read books which have got some substance.

Most people think that culture is something that happens to them, but what is important is that you take responsibility for culture — after all it's just a reflection of all of us, our every behavior and every action of ours.