Build genuine friendships with customers—friendships are immune to competition and price negotiation

The Sales Bible: The Ultimate Sales Resource · Jeffrey Gitomer

Leverage cognitive biases ethically to create genuine improvements in customer experience

How Your Brain Gets Tricked By Clever Marketing - Rory Sutherland (4K) · Rory Sutherland

Lead transformation by putting purpose and people before profits and shareholder value

Former Best Buy CEO Hubert Joly: Empowering Workers to Create 'Magic' · Hubert Joly

Solve problems by understanding psychological reality not just logical reality

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life · Rory Sutherland

Focus on the predictive activities you can influence, not lagging outcomes

The 4 Disciplines of Execution · Chris McChesney, Sean Covey, Jim Huling

Turn your largest expense into a strategic advantage

Scaling Up Compensation · Verne Harnish & Sebastian Ross

How something is packaged and presented changes what it actually is to the consumer

Rory Sutherland - 19 Of Human Behaviours Weirdest Quirks · Rory Sutherland

When big expensive things are brilliant but small details are catastrophic

Sweat the small stuff · Rory Sutherland

People suffer more from not knowing than from bad news itself

Perspective is everything · Rory Sutherland

Add a personal touch

Anything You Want: 40 Lessons for a New Kind of Entrepreneur · Derek Sivers

Competitive advantage

Inside the Tornado: Marketing Strategies From Silicon Valley's Cutting Edge · Geoffrey A. Moore

Your biggest growth opportunity is the people who refuse to buy from you

Blue Ocean Strategy From Theory to Practice - W Chan Kim, Renée Mauborgne · W. Chan Kim, Renee Mauborgne

Navigate five distinct phases of technology market evolution from early market through tornado to...

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

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

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

Focus on customer satisfaction

Berkshire Hathaway Shareholder Letter 1986 · Warren Buffett

Optimizing for long-term growth and happiness

Machines, Creativity & Love | Dr. Lex Fridman · Andrew Huberman

Customer happiness

How Zoom prepared for massive growth (w/ CEO Eric Yuan) | Masters of Scale · Masters of Scale

Focus on Thrilling Customers

First Principles Thinking · Shane Parrish

What people expect to experience literally changes what they do experience

Predictably Irrational · Dan Ariely

Lock in customers so that the cost of leaving exceeds the benefit of any alternative

7 Powers · Hamilton Helmer

Give people a choice to pay full-price later or pay a discounted price now — removing all risk while maximizing upfront cash.

$100M Money Models · Alex Hormozi