Seth Godin wrote this on a blog post called Did you do the reading?:
The reading isn’t merely a book, of course. The reading is what we call it when you do the difficult work of learning to think with the best, to stay caught up, to understand.
The reading exposes you to the state of the art. The reading helps you follow a thought-through line of reasoning and agree, or even better, challenge it. The reading takes effort.