Override genetic pessimism to take asymmetric bets, with one hard rule: avoid total ruin.
How to Get Rich — Naval · Naval
Nineteen emotional and rational forces that cause people to buy—and how to uncover them
The Sales Bible: The Ultimate Sales Resource · Jeffrey Gitomer
Opportunities become more desirable as they become less available; restriction triggers desire
Influence: Science and Practice · Robert B. Cialdini
Leverage cognitive biases ethically to create genuine improvements in customer experience
How Your Brain Gets Tricked By Clever Marketing - Rory Sutherland (4K) · Rory Sutherland
Pack everything you own and only unpack what you actually need over 21 days
A rich life with less stuff | The Minimalists · The Minimalists
Make people want something by making it appear exclusive or forbidden
Life Lessons From an Ad Man · Rory Sutherland
Present the problem, agitate until it hurts, then offer your solution
The Copyhackers Guide to Conversion Copywriting · Joanna Wiebe
Use persuasion instead of compulsion to change behavior more effectively
Life lessons from an ad man · Rory Sutherland
Lock in your intentions with effort pacts, price pacts, and identity pacts — precommitments that make distraction harder, costlier, or incompatible with who you are
Indistractable · Nir Eyal
Turn weakness into power by making the pursuer become the pursued
The Art Of Seduction (The Robert Greene Collection) · Robert Greene
Map the forces that drive and block every customer decision
Competing Against Luck: The Story of Innovation and Customer Choice · Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan
Commit now to save more later by linking increases to future raises
Nudge: Improving Decisions About Health, Wealth, and Happiness · Richard H. Thaler & Cass R. Sunstein
A four-step process to communicate stakes without fearmongering
Building a StoryBrand - Clarify Your Message So Customers · Donald Miller
Loss aversion
The Psychology of Human Misjudgment · Charlie Munger
Avoiding leverage
Berkshire Hathaway Shareholder Letter 1989 · Warren Buffett
Understanding the impact of loss on decision-making
How to Make Better Decisions | Dr. Michael Platt · Andrew Huberman
Establish the non-negotiable mental line where quitting is a more unacceptable outcome than catas...
How to Make Yourself Unbreakable | DJ Shipley · Andrew Huberman
Your brain is not broken; it is running ancient software in a modern world
How to Make Better Decisions · Andrew Huberman & Dr. Michael Platt
Where you look determines whether you see opportunity or threat
How to Make Better Decisions · Andrew Huberman & Dr. Michael Platt
Use regular immersion in the natural world to counter depression's grip
Lost Connections · Johann Hari
Identify and counteract the cognitive biases that destroy investment returns
A Random Walk Down Wall Street · Burton G. Malkiel
Treat mistakes as the cost of innovation, not as evidence of incompetence
Creativity, Inc. · Ed Catmull & Amy Wallace
Behavioral economics reveals exploitable patterns that create value for everyone
Predictably Irrational · Dan Ariely
We chase options we do not need because losing any possibility feels like dying
Predictably Irrational · Dan Ariely
Harness optimism's benefits while protecting against its predictable costs
Thinking, Fast and Slow · Daniel Kahneman
Understand how loss aversion and reference points shape every choice you make
Thinking, Fast and Slow · Daniel Kahneman
A six-step offer-counteroffer system that uses decreasing increments and precise numbers to get your target price every time.
Never Split the Difference · Chris Voss
Use anchoring, loss aversion, and framing to reshape your counterpart's perception of what is fair and possible.
Never Split the Difference · Chris Voss
A mastery acceleration framework based on the Feynman Technique, enhanced with public
The Diary of a CEO · Steven Bartlett