Introduction

Why are tech companies making physical books in a digital world? Because print creates permanence, trust, and cultural weight.

What's the problem it solves?

Software is invisible, fleeting, and easy to forget. A book gives companies something tangible, credible, and lasting that digital-only products can’t.

Quick Summary

Modern tech companies are turning to one of humanity’s oldest tools - books - to establish themselves as more than just software makers. Unlike websites or apps that can vanish overnight, books signal permanence, thoughtfulness, and cultural relevance. They don’t just inform; they become artifacts that embody a company’s values and ideas.

This strategy works because books stand out in a world drowning in endless online content. While digital media is cheap and abundant, print is scarce and memorable. It creates physical moments like gifting, unboxing, or spotting a title on someone’s shelf - things digital experiences can’t match. By publishing books, tech firms move from being seen as just service providers to cultural institutions.

Examples abound: 37signals used books like Rework to share their working philosophy, turning readers into customers and employees. Google introduced Chrome with a comic book that made an abstract product feel real. Airbnb launched Airbnbmag to position itself as more than a booking platform, Stripe built Stripe Press to influence intellectual discourse, and Midjourney created a magazine to give AI art legitimacy. In each case, the book isn’t just content - it’s a statement of identity and authority.

Key Takeaways

• Books give digital companies a sense of permanence and cultural legitimacy.
• Print stands out in the endless flow of digital content because it’s scarce and tangible.
• Books double as marketing, recruitment tools, and cultural signals.
• Companies use books to extend their influence beyond software into lifestyle, thought leadership, and art.
• Each example shows how physical media strengthens brand perception and trust.

What to do

• If you run a software or digital business, consider what core philosophy, playbook, or culture-defining idea could be turned into a book.
• Use books not just as marketing, but as a way to filter in like-minded customers and talent.
• Focus on scarcity and permanence - make something worth holding onto, not just scrolling past.
• Align the format of your book with your brand story (comic, manifesto, coffee-table mag, intellectual press, curated art).
• Think of print not as old-fashioned, but as a strategic move to position your company as an institution, not just an app.

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