If a teacher recommends you read Kotler, Godin, Ogilvy or Hegarty, he's doing a valuable job sharing the work of some of the biggest marketing and advertising visionaries of all time.
If he sits by your side and invites you to a brainstorm session, he's helping you develop something quite different — skills.
Books are important because they are the primordial basis of human knowledge. But they teach you how things should be done and how other people did them. They're fine references, but do little more than educate and inspire.
Considering upcoming times, education and inspiration are only 50% of the job. The other 50% is all about practicing and developing your own method of accomplishing whatever it is you want to accomplish.
Knowing how it's done and knowing how to do it differ in much more than just semantics.