A branded set of ~30 individually-named training principles that turned tacit gym knowledge into teachable, ownable IP.

Brothers of Iron: Building the Weider Empire · Joe Weider, Ben Weider, Mike Steere

Find the obsessed few who will spread your idea to everyone else.

How To Get Your Ideas To Spread · Seth Godin

Direct your brain attention by engaging three focus dimensions simultaneously

How to Change Your Brain with Dr. Andrew Huberman · Andrew Huberman

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

How to get your ideas to spread · Seth Godin

Be remarkable or be invisible -- very good is the new mediocre

How to Get Your Ideas to Spread · Seth Godin

Cutting-edge AI spreads fast; what was unique becomes ubiquitous

What Just Happened · Ethan Mollick

Focus on what matters

Hell Yeah or No · Derek Sivers

Learning curve

Competitive Strategy · Michael E. Porter

Technological diffusion

Competitive Strategy · Michael E. Porter

Analyze knowledge diffusion

Competitive Strategy · Michael E. Porter

Target the obsessives, not the masses — consumers with otaku are your sneezers, your evangelists, your engine of growth

Purple Cow, New Edition: Transform Your Business by Being Remarkable · Seth Godin

Find the sneezers who spread ideas, arm them with a remarkable story, and let the virus do your marketing

Purple Cow, New Edition: Transform Your Business by Being Remarkable · Seth Godin

Map the five psychographic groups that adopt disruptive technology

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

Anticipate how your industry will change and position for future structure

Competitive Strategy: Techniques for Analyzing Industries and Competitors · Michael E. Porter

Focus, Align, Track, and Stretch -- four forces that drive execution

Measure What Matters · John Doerr

Cross the chasm by concentrating all forces on a single niche market, dominate it, then expand ou...

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

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

When good people do bad things and still believe they are good

The Infinite Game · Simon Sinek

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

Name your counterpart's emotions to validate them, diffuse negatives, and reinforce positives.

Never Split the Difference · Chris Voss