Treat marketing like venture capital — most value comes from rare wins

Rory Sutherland Gives His Opinion On Nassim Taleb · Rory Sutherland

There is no perfect product—only perfect products for different people

Choice, Happiness, and Spaghetti Sauce · Malcolm Gladwell

Find the obsessives first and let them spread your idea to the mainstream

How to get your ideas to spread · Seth Godin

There is no perfect product -- only perfect products for different clusters of people

Choice, Happiness and Spaghetti Sauce · Malcolm Gladwell

Map the five psychographic groups that adopt disruptive technology

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

Discover latent human needs through immersion, not surveys

Change by Design · Tim Brown

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

Estimate the odds, update with evidence, and prepare for fat tails

The Great Mental Models, Volume 1 General Thinking Concepts · Shane Parrish & Rhiannon Beaubien

Index funds automatically discard losers and capture unlimited upside winners

The Simple Path to Wealth · JL Collins

Reach the 15-18% who share your beliefs first; the pragmatic majority will follow.

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