Read one, then change one thing. That's the whole trick.
Positioning: The Battle for Your Mind
Al Ries and Jack Trout, 1981
The idea. The fight isn't in the market, it's in the customer's mind. Own one clear spot there, or someone else will assign you one.
Use it for: deciding what you want to be known for.
Purple Cow
Seth Godin, 2003
The idea. In a crowded market, playing it safe is the risky choice. Build something remarkable enough that people bring it up without being asked.
Use it for: the offer and the experience, before the ads.
How Brands Grow
Byron Sharp, 2010
The idea. Brands grow mostly by reaching more buyers, including light ones who barely know you, and by being easy to notice and easy to buy. Deepening loyalty matters less than it feels like it should.
Use it for: reach, and being easy to find and remember.
Hooked: How to Build Habit-Forming Products
Nir Eyal, 2014
The idea. Habits form around a loop: a trigger, an action, a variable reward and an investment that makes the next round more likely.
Use it for: repeat visits and loyalty, from apps to restaurant programs.
Building a StoryBrand
Donald Miller, 2017
The idea. Your customer is the hero and your brand is the guide. A clear message says what you offer, what problem it solves, the plan, and what to do next.
Use it for: your website and your messaging.
Alchemy
Rory Sutherland, 2019
The idea. People respond to perceived value and psychology, not only to logic. Some of the best ideas look wrong on a spreadsheet, so test them.
Use it for: pricing, packaging and small touches in the experience.
In our Required Reading series each book gets a cover with a hook, two ideas and how to use it. These summaries are ours, so read the books for the full argument.