There’s no shortage of books promising to transform your leadership, sharpen your creative instinct, or unlock your next big marketing idea. But if you’re a marketing or creative director, your job sits at the crossroads of influence, vision, and strategy. That means you don’t just need practical tools—you need frameworks that shape how you think.
One such framework? Adlerian psychology. If you haven’t read The Courage to Be Disliked by Ichiro Kishimi and Fumitake Koga, make it your next book. On the surface, it’s a philosophical dialogue between a philosopher and a skeptical young man. But beneath that is a deeply human roadmap for leading without control, influencing without manipulation, and creating without fear of judgment.
Here’s why this book—and its psychological roots—matter for you.
What is Adlerian Psychology?
Adlerian psychology, developed by Alfred Adler, centers on the belief that human behavior is goal-oriented, socially embedded, and shaped by how we perceive our experiences—not the experiences themselves.
In other words:
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You’re not a product of your past; you’re a product of the meaning you give it.
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Belonging and contribution are fundamental human motivations.
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Problems arise when we’re stuck trying to gain approval or superiority over others.
It’s not about controlling people or outcomes. It’s about choosing courage over validation, and cooperation over competition.
Why Adlerian Thinking Belongs in Marketing, Creative Work, and Leadership
1. In Marketing: Speak to the Desire to Belong, Not Just the Desire to Win
Most marketing plays on status or fear. But brands with real staying power create a sense of belonging. They speak to the customer’s ideal self—not just their ideal lifestyle. Think Patagonia, not Rolex.
Adlerian insight: People don’t want to be better than others—they want to matter to others. Craft campaigns that show your customers how they belong to something bigger.
2. In Creative Work: Break Free From the Trap of Approval
Creative directors often face the pressure to produce “what works” or “what sells.” But if you’re always creating from a place of fear—fear of rejection, fear of being wrong—you’ll never innovate.
Adlerian insight: You can’t create freely if you’re chasing approval. Detaching from the need to please leads to more authentic, brave, and resonant work.
3. In Leadership: Influence Through Respect, Not Control
Great leadership doesn’t come from asserting power—it comes from empowering others. That’s a core Adlerian idea: real power is found in relationships built on mutual respect and shared goals.
Adlerian insight: Encourage autonomy, invite contribution, and create psychological safety. People don’t follow orders—they follow purpose.
Books Like The Courage to Be Disliked
If Adlerian thinking resonates with you, here are a few books that echo its themes of autonomy, purpose, and brave leadership:
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“Drive” by Daniel H. Pink
Explores the science of motivation—autonomy, mastery, and purpose. Perfect for understanding what really moves teams and customers. -
“Ego is the Enemy” by Ryan Holiday
A Stoic look at how ego blocks growth, creativity, and collaboration—great complement to Adler’s views on superiority and community. -
“The Practice” by Seth Godin
On showing up, doing creative work consistently, and creating without fear of judgment. A powerful bridge between Adler and marketing. -
“Leaders Eat Last” by Simon Sinek
Focuses on creating environments of trust and safety. Aligns well with Adler’s views on belonging and contribution. -
“The War of Art” by Steven Pressfield
A raw look at resistance and the psychological battles creatives face. Think of it as Adler meets Jung with a warrior’s mindset.
Final Thought: Lead, Create, and Market With Courage
The Courage to Be Disliked is more than a personal development book. It’s a blueprint for doing bold, human-centered work—whether you’re shaping campaigns, steering creative teams, or leading organizational change.
Adlerian psychology won’t give you formulas. But it will challenge the assumptions behind how you lead, how you market, and how you create. And that’s where the real transformation begins.
Want help building an Adlerian-informed brand strategy or team culture? Let’s talk. Because the future belongs to those brave enough to be disliked—for all the right reasons.
