Books in the middle of reading:
Watts Wacker and Ryan Mathews' "The Deviant's Advantage: How to Use Fringe Ideas to Create Mass Markets"

Jonathan Franzen's "The Discomfort Zone: A Personal History"

Richard Dawkins' "The Selfish Gene"

Anthony Lane's "Nobody's Perfect: Writings from The New Yorker"


Books to read:
Marshall McLuhan's "Understanding Media".

Books I've abandoned before getting sidetracked:
Too many to name.