Crossing the Chasm by Geoffrey Moore

Positioning by Trout and Ries

In Pursuit of Wow! and The Tom Peters Seminar by Tom Peters

Blink by Malcolm Gladwell

Selling the Dream by Guy Kawasaki

The Republic of Tea by Bill Rosenzweig and Mel Ziegler

Dont Think of Elephants by George Lakoff

Secrets of Closing the Sale by Zig Ziglar

Why We Buy by Paco Underhill

Creating Customer Evangelists by Ben McConnell and Jackie Huba

Emotional Design by Donald Norman

The Moral Economy of the Peasant by James Scott

Creative Company: How St. Lukes Became the Ad Agency to End All Ad Agencies by Andy Law