We could wax on forever about the virtues of books: they're portable, they feel good in your hands, they look good in your apartment, they give you a chance to get off the internet—and most importantly—you learn something. That's why we're kicking off Create & Cultivate Book Club! Each month, we'll pick a book (we're also open to suggestions!) and invite you to read along, and in a couple of weeks, we'll check back in to see what you think. At the end of the month, we'll wrap it up and discuss how/if the book was applicable to us and what we were able to apply.

Our first book is The Crossroads of Should and Must by Elle Luna. A designer who worked at startups such as Medium, Uber and Mailbox, Elle left her full-time job to become an artist, and first wrote about should and must on Medium. In the hugely popular essay, she defined 'should' as "how others want us to show up in the world" and 'must' as "what happens when we stop conforming to other people's ideals and start connecting to our own." These two concepts are recognizable to anyone who's ever felt like their career didn't match up to who they were, and especially to any entrepreneur who's ever decided to pursue their passion only to hear "Here's what you should do..." a million times. 

Through writing, quotes, and illustrations, Elle takes the reader through her journey and offers tips and tools for recognizing the shoulds and musts in their own lives. 

We're excited to dive in! If you're reading along, let us know your thoughts in the comment section below or @ us with #ccreadup.