Chip Heath, Dan Heath Made to Stick is a must-read for anyone charged with communicating ideas or influencing others. Chip Heath, professor of organizational behavior at Stanford, and Dan Heath, co-founder of Thinkwell, distill the secrets of effective communication into six principles: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. To illustrate their framework, they employ numerous anecdotes and case studies. Well-written and fun to read, it's no surprise this book is a New York Times bestseller. View on Amazon.com

Michael J. Silverstein John Butman If you're in retail, you owe it to yourself to read this book. In fact, anyone involved in the marketing of consumer products or services would benefit from the insights presented here. As a side benefit, the book also serves as a rudimentary introduction to ethnography for those without prior exposure to this method of marketing research. View on Amazon.com