Oren John has a way of making culture crystal clear — whether he’s breaking down a niche internet aesthetic or defining what separates a product from a brand. His work spans across major campaigns with Red Bull and Ciroc to scaling drones, robotics, and cannabis into everyday life. With his New Creative Operations guide dropping later this month, he spoke with us about the inspirations he always returns to — and the gifts he keeps giving.

What do you do when you hit a creative block?

I read. I’ve got a constant flow of books coming in. If I like something, I’ll buy basically every Amazon recommended book shown next to it. Same with magazines, I get lots of titles online, then I drop by Casa when I’m in New York and get everything I haven’t heard of. I’ve found reading, especially outside is the best creative reset for me.

What book have you gifted most?

The Obstacle is The Way. I used to keep a stack on my desk when I was president of a growing company 5 years ago. It is a book that reinforces one core idea, but one that so many people need to hear to effect change in their lives and work — especially in our comfort-driven culture.

What’s something you bought under $100 that changed your life.

I’ll give you two: the Brick is $40 and gave me hours of my week back from my phone. Then, the Hyperice Go (slightly over $100) is the best thing I’ve done for my body, especially while traveling.

What’s the worst recommendation someone’s given you?

Specialize. I can’t tell you how many people said I should have continued being a designer versus branching into marketing and sales. It is not a specialist’s world.

What’s the best investment (money, time, habit) you’ve made?

I started making a short form video a day at 36 at night after work — after my kid went to sleep. It changed my life in extraordinary ways, and paid back that time investment 1000x.