Nineteen emotional and rational forces that cause people to buy—and how to uncover them

The Sales Bible: The Ultimate Sales Resource · Jeffrey Gitomer

Give first to obligate; the rule runs deeper than liking, culture, or rational self-interest.

Influence: Science and Practice · Robert B. Cialdini

Make every CTA Valuable, Easy to Use, Prominent, and Action Oriented

Inbound Marketing: Get Found Using Google, Social Media, and Blogs · Brian Halligan and Dharmesh Shah

Choreographed six steps that lead customers from insight to your solution as the natural conclusion

The Challenger Sale: Taking Control of the Customer Conversation · Matthew Dixon and Brent Adamson

Inspire action by starting with WHY you exist, then explaining HOW you do it, and finally showing WHAT you offer

Start with Why: How Great Leaders Inspire Everyone to Take Action · Simon Sinek

Turn customers into your most powerful sales force by giving fans tools to spread your message

Flipping the Funnel · Seth Godin

Turn your largest expense into a strategic advantage

Scaling Up Compensation · Verne Harnish & Sebastian Ross

Understand the trajectory of change

Thanks for the Feedback: The Science and Art of Receiving Feedback Well · Douglas Stone

Shape your innovation into a disruption so incumbents are motivated to flee rather than fight

The Innovator's Solution · Clayton M. Christensen & Michael E. Raynor

Training is the boss's job because only two things improve performance: motivation and training

High Output Management · Andrew S. Grove

Set pricing for pragmatists and choose channels that deliver the whole product

Crossing the Chasm, 3rd Edition · Geoffrey A. Moore

Map the five psychographic groups that adopt disruptive technology

Crossing the Chasm, 3rd Edition · Geoffrey A. Moore

Define who your customer becomes after working with you

Building a StoryBrand 2.0: Clarify Your Message So Customers Will Listen · Donald Miller

Avoid the data traps that derail innovation decisions

Competing Against Luck: The Story of Innovation and Customer Choice · Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan

Stop hiring, training, and being obedient sheep in a world that rewards wolves

Tribes: We Need You to Lead Us · Seth Godin

Six research techniques to understand what customers truly want

Value Proposition Design: How to Create Products and Services Customers Want (Strategyzer) · Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith

Discover latent human needs through immersion, not surveys

Change by Design · Tim Brown

Prepare quickly, find your first customer, then go all in

What's Your Dream? · Simon Squibb

Map your market by understanding the five psychographic profiles that determine how technology ge...

Crossing the Chasm, 3rd Edition Marketing and Selling · Geoffrey A. Moore

A four-step process to communicate stakes without fearmongering

Building a StoryBrand - Clarify Your Message So Customers · Donald Miller

Brands that participate in their customer's transformation create passionate evangelists

Building a StoryBrand - Clarify Your Message So Customers · Donald Miller

Address external, internal, and philosophical problems to create irresistible brand promises

Building a StoryBrand - Clarify Your Message So Customers · Donald Miller

Uncover the real motivation behind what customers say they want you to build

The Mom Test · Rob Fitzpatrick

Paint vivid pictures of two futures to motivate your audience into action

Superfans · Pat Flynn

Ruthlessly eliminate debt by interest rate priority to unlock wealth building

The Simple Path to Wealth · JL Collins

Every inefficiency in your operation is untapped profit waiting to be extracted

Work the System · Sam Carpenter

Trust emerges when people believe you are driven by something beyond your own self-gain.

Start With Why: How Great Leaders Inspire Everyone to Take Action · Simon Sinek

Choose lasting loyalty through shared beliefs over short-term compliance via carrots and sticks.

Start With Why: How Great Leaders Inspire Everyone to Take Action · Simon Sinek

Mixing money into social relationships destroys motivation that money cannot buy back

Predictably Irrational · Dan Ariely

A systematic approach to building large commitments from small initial agreements. Based on

Influence: The Psychology of Persuasion · Robert Cialdini

Once people make a choice or take a stand, they encounter personal and interpersonal pressure to

Influence: The Psychology of Persuasion · Robert Cialdini