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2018 Summer Reading: Executive Edition | Cypress Semiconductor

2018 Summer Reading: Executive Edition

Summertime is in full swing at Cypress, and we are enjoying the longer days and warmer nights. If you’re headed to the pool, beach or just lounging around this summer, then we recommend grabbing a good book to pass the time. So, skip the Netflix binge and add one of our executive team’s favorite books to your summer reading list.


Hassane El-Khoury
CEO & President

 “For so long, economies of scale dominated our global economy. The largest corporations, including people and cash, were the clear leaders regardless of their ability to break out of the norm and bring cutting-edge products to market, or think out of the box and change everything we believed possible. With that mindset, it is easy to become complacent at the top and expect no change to that standing year-over-year, decade-over-decade. I appreciate Taneja’s insight and valid examples of utilizing AI to balance and streamline investment for organizations targeting focused markets. Cypress is in fact utilizing such technologies to improve efficiency and provide better tools to our teams worldwide to effectively execute.

Throughout the 20th century, technology and economies drove a dominant logic: bigger was almost always better. It was smart to scale up — to take advantage of classic economies of scale. But in the unscaled economy, size and scale have become a liability. Today’s most successful companies — Uber, Airbnb, Amazon, Salesforce — have redefined the traditional “economies of scale” approach by renting scale instead of spending money building it. A new generation of upstarts is using artificial intelligence to automate tasks that once required expensive investment, enabling them to grow big without the bloat of giant organizations.

In ”Unscaled,” Hemant Taneja shares how the unscaled economy is massive and opening opportunities for entrepreneurs in deeply rooted industries. Beyond that, he discusses how unscaling could solve some of the world’s biggest problems.

heart iconChris Cook
Chief Marketing Officer

The ultimate goal of any company is to engage customers in ways that compel them to buy more at premium prices and recommend you to others. In the future, this kind of loyalty will only be awarded to companies that combine great products with an overall experience that customers love across all the shared touchpoints and interactions they care most about. Magic happens when companies go beyond basic expectations to design and deliver powerful moments that resonate with customers, so they remember the feelings the brand ignited in them. This book takes a fresh look at how we can take the psychology of creating memories and apply it to how we fully engage our customers.

“The Power of Moments” by Chip Heath and Dan Heath dives into the mystery of experience. Powerful memories are created from four elements: elevation, insight, pride and connection. These characteristics make memories more important and memorable than others. Imagine what you could do if you could embrace those elements to design moments that matter. Teachers could develop lesson plans that would last students 20 years. Managers would create experiences to delight customers, and parents would create memories that lasted a lifetime for children.



Pam Tondreau
Chief Legal Officer

 “I’ve been wanting to read ‘Open’ since I read a review of it in a meeting with our team in India. I’ve always enjoyed playing and watching tennis, and this review said that Andre’s book was an interesting insight into the professional world of tennis. I always said that my next career would be a professional tennis player!

 “Open,“ Andre Agassi’s autobiography, shares the story about a boy who hated tennis. Agassi, one of the world’s most talented tennis players, details his youth, spending hours practicing in the hot sun under the watchful eye of his violent father to the day he captured the 1992 Wimbledon. He takes readers along for a ride as we learn about this athlete’s love-hate relationship with his sport and the challenges and successes the tennis world brought him.

heart iconSabbas Daniel

This summer, while on vacation I’m reading ‘The Order of Time’ by Carlo Rovelli. Our intuitive understanding of the concept of time does not in reality accord with its true nature. This book describes our current state of knowledge on this topic as best as can be done without all the mathematical complexity. It’s always good to ponder the universe while on vacation!

Time is a mystery that doesn’t cease to puzzle us. Philosophers, artists and poets have long explored its meaning while scientists have found that its structure is different from the simple intuition we have. Time flows at a different speed in different places — the past and the future differ far less than we might think, and the very notion of the present evaporates in the vast universe. With his extraordinary charm and sense of wonder, bringing together science, philosophy and art, Carlo Rovelli unravels this mystery. Enlightening and consoling, “The Order of Time” shows that to understand ourselves, we need to reflect on time — and to understand time, we need to reflect on ourselves.



Sam Geha
Executive Vice President, Memory Products

 “I would recommend ‘Beating the Street’ by Peter Lynch. It’s a simple read that is perfect for all age groups, even kids. It focuses on investing in what you know and investing for the long term. It is by far one of my favorite books that has really inspired me financially.

Legendary money manager Peter Lynch explains his own strategies for investing and offers advice for how to pick stocks and mutual funds to assemble a successful investment portfolio. In “Beating the Street,” Lynch explains how to devise a mutual fund strategy, shows his step-by-step strategies for picking stocks, and describes how the individual investor can improve his or her investment performance to rival that of the experts.

There’s no reason the individual investor can’t match wits with the experts, and this book will show you how.

heart iconDana Nazarian
Executive Vice President, Operations & Technology

I’m re-reading ‘The Intelligent Investor’ for the fourth time. This book, originally written in 1949, by arguably the century’s greatest investment advisor, is the bible of ‘value investing.’If you invest in the stock market, it would behoove you to read (and re-read) this classic, which teaches robust and basic lessons, mostly about behavior, that withstand the test of time. Since almost no one (not named Warren Buffett) follows these simple principles, the ‘intelligent investor’ can take advantage of those who are not.

The greatest investment advisor Benjamin Graham, taught and inspired people worldwide. Graham's philosophy of “value investing” — which shields investors from substantial error and teaches them to develop long-term strategies — has made “The Intelligent Investor” the stock market bible since its original publication in 1949. Over the years, market developments have proven the wisdom of Graham’s strategies. Vital and indispensable, this is the most important book you will ever read on how to reach your financial goals.

We think our executive team covered it all, from machine learning to finance and space and time. We hope there’s something for you on this list. Tell us what you’re reading on Twitter @CypressSemi.