25 Business Books That You Won't See On Most Bookshelves

1 25 Business Books that You Won't See on Most Bookshelves
July 13, 2014 8:29:58 PM http://thenextweb.com/entrepreneur/2014/07/09/25-unconventional-business-books-wont-see-b...

GREGORY CIOTTI
3 days ago
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G
regory Ciotti is the marketing director at Help Scout.This post originally appeared
on the Help Scout blog [https://www.helpscout.net/blog/best-entrepreneur-
books/] .
Readto lead, right?
There are fewbetter hacks in life than readingdistilled knowledge that often took years to assemble canbe
consumed in just a fewhours.
The problemis that many business books are just plain awful [http://allaboutwork.org/2013/09/14/why-most-
business-books-suck/] ; bloated to meet book length quotas, overlyself-promotional, or a regurgitation of
commonsense, most serve little purpose.
Those that are real winnersclassics like Cialdinis Inuence or more modernhits such as The Lean Startup
become ubiquitous on book lists, to the point where you are tired of seeing them.
If I have to readone more list that includes Howto Win Friends and Inuence People, Imgoing to start losing
friends and dis-inuencing people out of spite.
Today I thought wed look at a fewunconventional books that deserve a place on your bookshelf, even if they
arent on everyone elses.
11.. Breakthrough Breakthrough Advertising Advertising
Written by Eugene Schwartz in 1957, the hype surrounding this book is immense.
25 unconventional business books you wont see on most
bookshelves (but should)
!
Youll be lucky to nd a copyfor under $90 (although it sometimes pops up on Scribd
[http://www.scribd.com/doc/197446634/Breakthrough-Advertising-1957] ).
Talk to many world-class email marketers like Ramit Sethi, however, and theyll tell
you [http://www.quora.com/What-books-will-change-the-way-I-market-products/
answer/Ramit-Sethi] its worth the hunt:
Eugene Schwartzs Breakthrough Advertising has some of the most sophisticated thinking on human psychology
that Ive ever read.
Its a dense tome, but Schwartz put together one of the most sought after books on marketing and copywriting
ever written.
Buythe book: http://www.amazon.com/dp/0887232981/ [http://www.amazon.com/dp/0887232981]
22.. The The Social Social Animal Animal
Perhaps the nest introduction to social psychology [http://
www.sparringmind.com/psychology-books/] that one canask for.
Author Elliot Aronson is the only person in the 120-year history of the American
Psychological Association to have won all three of its major awardsfor writing,
teaching, and research.
In other words, hes one of psychologys greats, and he knows howto communicate
his knowledge.
This book, along with Mistakes Were Made (But Not By Me) [http://
en.wikipedia.org/wiki/Mistakes_Were_Made_(But_Not_by_Me)] showcases his
distinct ability to put important topics on human behavior in laymens terms. Id recommendit for anyone, but
entrepreneurs in particular will get a lot out of it.
Buythe book: http://www.amazon.com/dp/1429233419/ [http://www.amazon.com/dp/1429233419/]
33.. Be Be Our Our Guest Guest
Perhaps the one additional book I wish would have made our customer service
books [https://www.helpscout.net/blog/15-essential-books-on-how-to-love-
customers/] list, I get some redemption by being able to tell you about this
exceptional piece of writing right now.
This is the Disney Institutes guide to creating memorable experiences, and as
you hopefully know, Disney continually raises the bar in howfar they will go for
customers.
If you want an introduction to the Disney wayof doing things, you cant ask for a better source.
44.. Hooked Hooked
Ima big fanof Nir Eyals blog and Ryan Hoovers writing, so I was veryexcited to
pickup this book upon release.
Hooked, a guide on howto build habit-forming products, has a ton of insights on
building products that will keep people coming back.
Certainly SaaS focused, but a great readfor entrepreneurs of all types.
Buythe book: http://www.amazon.com/dp/B00HJ4A43S/ [http://
www.amazon.com/dp/B00HJ4A43S]
55.. My My Life Life in in Advertising Advertising // Scientic Scientic Advertising Advertising
Its a must to get these in tandem! Luckily, they come
packagedin a single book.
Claude C. Hopkins is the legendary advertiser who is
creditedforget thispopularizing toothbrushing .
Hopkins workmayhave been written in the early
1900s, but there isnt a wordof it that cant be applied
to marketing today.
These works truly should be the foundation of anyone
getting into marketing.
Buythe book: http://www.amazon.com/
dp/0844231010/ [http://www.amazon.com/
dp/0844231010]
66.. Raise Raise the the Bar Bar
Why recommenda book that is clearlygeared towardbar owners?
If you recall our brief overviewof some of Jon Ta!ers principals [https://
www.helpscout.net/blog/customer-reactions/] , youll knowthat studying the
hospitality industry o!ers a plethora of insights on providing an outstanding
customer experienceafter all, its what the industry is all about.
Ta!er shows his pragmatic side in this book, and its lled with some amazing insights on di!erentiation and
market research, hiring the right people, and mindset-changing advice on creating great customer experiences.
77.. Increasing Increasing Customer Customer Loyalty Loyalty
This is quite the unique book on this list because its actually a collection of some
stellar HarvardBusiness Reviewarticles on customer loyalty.
Dont let that stop you frommissing out on a great read; fromretention, to service,
to loyalty programs [https://www.helpscout.net/blog/customer-loyalty-
programs/] and more, this the best collection Ive bought fromHBR.
Buythe book: http://hbr.org/product/harvard-business-review-on[http://
hbr.org/product/harvard-business-review-on-increasing-customer-loy/an/10322-
PDF-ENG]
88.. Never Never Eat Eat Alone Alone
Many entrepreneurs overlook networking because its often synonymous with a
slick haired guy in a bad suit whos handing out business cards.
The fact is, however, that great relationships canbe built on sincere connections
and respect, and those are the best wayto avoid Field of Dreams Syndrome
thinking that if you build it, they will come(they wont.)
Never Eat Alone was recommendedby our friend BrianBalfour [http://
brianbalfour.com/post/65549082323/the-11-books-that-changed-my-life] as one
of the best guides on authentic networking.
Buythe book: http://www.amazon.com/dp/0385512058/ [http://
www.amazon.com/dp/0385512058]
99.. Accounting Accounting Made Made Simple Simple
Slowly but surely, great accounting information for entrepreneurs has been
making its wayonline. Examples include guides fromthe friendlyfolks
at LessAccounting [https://lessaccounting.com/blog/small-business-tax-tips/] .
If youre looking for a single book to purchase, however,Accounting Made
Simple has to be the one I recommend.
It is the single best overviewthat concisely explains one of the driest topics
imaginable (well, for people like me at least!).
10 10.. On On Writing Writing Well Well
As the classic guide to writing non-ction, you canhopefully think of a few
reasons why I love recommendingthis book to online entrepreneurs:
It will improvehowyou communicate with customers [https://
www.helpscout.net/blog/customer-service-tone/] (most of your
communication will be done through writing).
It will help make you a better teammember or leader, as youll be able to relay
information to your team[https://www.helpscout.net/blog/virtual-teams/]
more concisely.
It will make you a better marketerso much of marketing, especially today,
has to do with your ability to broadcast an interesting message and tell your
businesss story.
11 11.. The The Copywriter Copywriterss Handbook Handbook
Perhaps youve looked into books like Breakthrough Advertising (featured above)
and werea tad overwhelmed.
Books like that canbe the equivalent of diving into Moby Dick, and intimidating
yourself is no wayto learn.
Bob Blys writing is perfect for people interested in learning great copywriting, but
who dont already consider themselves copywriters. Think of it as Copywriting for
Dummies; youll certainly be a lot smarter after you readit.
12 12.. The The Essays Essays of of Warren Warren Bu!et Bu!et
What really needs to be said about this book? Youll get an honest look at:
Warren Bu!ets thoughts on howa business should be run
Candid overviews of his mistakes (he lists quite a few) and what he would have
done di!erently
Page after page of his awless writing style
Perhaps this review[http://www.amazon.com/review/R3B0QF9G5MPEN/ref=cm_
cr_pr_viewpnt#R3B0QF9G5MPEN] said it best:
Those who share my own keen interest in Warren Bu!etts leadershipandmanagement principles will learn a great
deal from a careful readingof these essays. They are quite literally from the horses mouth.
13 13.. Priceless Priceless
Much of the researchmentioned in our article on pricing [http://thenextweb.com/
entrepreneur/2014/05/27/10-surprising-pricing-strategies-can-drastically-
improve-sales/] comes fromthe topics explored in this book.
While its veryheavy on scientic literature and does deal a lot in the philosophy of
pricing (What is value?, etc), this remains one of the most important books on
pricing ever written.
If nothing else, at least readthe second half of this book to see the many examples
Poundstone gives that prove his point: humans beings are clueless about prices.
www.amazon.com/dp/0809078813/]
14 14.. Financial Financial Intelligence Intelligence for for Entrepreneurs Entrepreneurs
Great for anyone looking to understand nancial statements, but as noted in the
title, craftedfor entrepreneurs.
Stop being clueless and get educated on:
What income statements, balance sheets, and cash owstatements really reveal
Howto use ratios to assess your ventures nancial health
Howto calculate return on your investments in your enterprise
Howto instill nancial intelligence throughout your team
I think it was Big Daddy Kane who said, Financing aint easy, but its necessary.
Buythe book: http://www.amazon.com/gp/product/1422119157/ [http://www.amazon.com/gp/
product/1422119157/]
15 15.. Brainuence Brainuence
One of the best introductions to neuromarketing out there, this book is fromRoger
Dooley, author of the always interesting Brainy Marketing [http://
www.forbes.com/sites/rogerdooley/] on Forbes, as well as the Neuroscience
Marketing blog [http://www.neurosciencemarketing.com/blog/] .
This book is a collection of one hundred of Dooleys favorite studies, frompricing,
to loyalty, to sensory &perception, plus many more topics.
Eachchapter is a quick read, making it a great book to ip through; youll almost
always walk awayhaving learned at least one newthing.
16 16.. The The New New Strategic Strategic Selling Selling
This has to be one of the most interesting sales books out there, especially for folks
who dont consider themselves to be salespeople.
The reviewthat sold me on this book makes a succinct case [http://
www.amazon.com/review/R1AG6H31K7NZ7H/] for why its a great read:
This is a great method for people who dont want to consider themselves
salespeople, but who indeedsell. Engineers, architects, high-tech products sales
consultants , andother professionals, will ndthis to be a low pressure, ethics-based
approachto selling. I call it the engineers approach to sales because it provides such
a methodological approach.
Youre always selling, even when you arent, and this book will help you master the
fundamentals. Ive bookmarkedit plenty.
Buythe book: http://www.amazon.com/dp/044669519X/ [http://www.amazon.com/dp/044669519X/]
17 17.. Brain Brain Rules Rules
This is one of the best examples of a book being able to communicate hardscience
in an interesting and even humorous way.
John Medina is a master storyteller, and its no wonder that this book often appears
on leadership and management lists on Amazon.
Itll help you better understand yourself and others, with a plethora of great
examples. Its a book on knowing people, without the typical u!.
18 18.. The The 22 22 Immutable Immutable Laws Laws of of Branding Branding
What makes the top brands [https://www.helpscout.net/blog/brand-strategy/] of
the worldso memorable?
This book does a great job analyzing this question. It is alsoat least in myopinion
far better than its more popular counterpart, The 22 Immutable Laws of
Marketing.
If you want to go beyond the have a good logo drudge that appears in most articles on branding, give this a
read.
19 19.. Strategic Strategic Customer Customer Service Service
Not to pat myself on the back, but if you loved the following articles fromthe Help
Scout blog:
15 Customer Service Skills that EveryEmployee Needs [https://
www.helpscout.net/blog/customer-service-skills/]
20 Customer Service Tips You Need to Know[https://www.helpscout.net/
blog/customer-service-tips/]
Howto Handle 8 Di"cult Customer Service Scenarios [https://
www.helpscout.net/blog/customer-service-scenarios/]
youll love this book. Its made for support managers, and its one of the most valuable books on customer
serviceIve read.
20 20.. Customer Customer Winback Winback
Adamnsolid readon customer retention [https://www.helpscout.net/blog/
customer-retention-strategies-that-work/] and winning backcustomers on the
brink of defection.
Awide range of industries canbenet fromthis booknot simply SaaS or
eCommerce, but serviceindustries, too.
If youre in SaaS, readit to complement the better articles on retention out there
(ex: this one [http://open.bu!erapp.com/6-ideas-to-reduce-your-products-churn-
rate/] fromMichelle, or this one [http://insideintercom.io/churn-retention-and-
reengaging-customers/] fromDes).
21 21.. Growing Growing Great Great Employees Employees
Many employees cannaturally achieve 90 percent output on their driveand innate
skills alone.
But its that polish, that last ten percent, where managers and companyleaders
often play a pivotal role.
Pushing people without pushing themaway, giving themhonest feedback
without letting the criticismgo too far [http://blogs.hbr.org/2013/12/when-you-
criticize-someone-you-make-it-harder-for-them-to-change/] this book o!ers
some great advice on helping people thrive, especially for newfounders/
managers.
www.amazon.com/dp/1591841909/]
22 22.. Ca Ca$$hvertising hvertising
Dont let the $ scareyou away, or that the authors experience is (once again)
grounded in traditional direct response advertisingthats an areaof marketing
where you canoften learn the most.
Youll denitely dog-ear a fewpages in this book, and the writing style is one of the
funnier ones Ive readin a marketing book.
Myfondness for marketing books with ties to direct response is probably best
explained by this tweet fromBrennan Dunn:
"Growth hacking" = when geeks discover what direct
marketers have known for decades.
11:48 PM - 17 Jan 2014
BrennanDunn
@brennandunn
Follow
21 RETWEETS 34 FAVORITES
23 23.. Made Made to to Stick Stick
Maybe the most popular book in this list, but I love the workof the Heath brothers (I
would also recommend Switch [http://www.amazon.com/gp/product/0385528752]
).
There have been many books in the business arena on ideas that spread, but this to
me was by far the most practical.
You wont walk awayentertained but lacking in legitimate advice, like you might
with a Gladwell book. Its certainly a fun read, but youll have insights you can
actually apply, too.
24 24.. First First,, Break Break All All the the Rules Rules
This is myfavorite management book.
Ill be frankwith you: Imnot in the business of managing anyone other than
myself.
That said, this book camehighly recommendedwhen I began scratching an itch to
learn more about e!ectivemanagement and this, to me, was the diamond in a sea
of mostly garbage.
25 25.. Making Making Things Things Happen Happen
This was the book everyone told me I had to readto get informedon e!ectiveproject
management.
If you accept mycaveat abovethat Imnot in the business of managingallowme
to say that I was denitely impressednot only in the frameworksthis book lays out,
but in the writing style.
As someone who is more of a single-tasking doer, I gained a ton of insight into how
smart project managers operate.
Let me also add this exceptional list [https://medium.com/art-of-product-design/
aad5babee2f7] of over 50 books and articles on product management, worthy of a bookmark.
Didwe miss any of your favorites? Feel free to addto the list in the comments below!

25 Business Books That You Won't See On Most Bookshelves

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July 13, 2014 8:29:58 PM http://thenextweb.com/entrepreneur/2014/07/09/25-unconventional-business-books-wont-see-b...

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