Reading path
Get People to Want It
Six books on demand — how to position a thing, make it memorable, understand how it spreads, and put it in front of strangers who've never heard of you.
Having something good is not the same as having customers. This path runs from where a product sits in someone’s head, through the message that survives being repeated, to the unglamorous work of getting it in front of people who’ve never heard of you.
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
Start with position, because everything downstream depends on it. Ries and Trout's argument is that marketing is a battle fought in the customer's head, not in the product — so be first into a category, and own one word in it.
Made to Stick: Why Some Ideas Survive and Others Die
Now make the message survive a retelling. The Heaths' six traits — simple, unexpected, concrete, credible, emotional, story — plus the reason yours currently fails: once you know something, you can't imagine not knowing it.
The Tipping Point: How Little Things Can Make a Big Difference
Then how ideas actually travel. Gladwell's three rules — a few unusually connected people, a message that sticks, and a context that's ready for it — explain why the same idea dies one year and spreads the next.
Influence: The Psychology of Persuasion
Underneath all of it, the machinery of yes. Cialdini's six shortcuts — reciprocity, commitment, social proof, liking, authority, scarcity — are how people decide when they're not really deciding.
$100M Offers: How to Make Offers So Good People Feel Stupid Saying No
Now package it. Hormozi's value equation, and his rule that an offer nobody can price-compare takes price out of the conversation entirely. Loud and self-promotional; the framework still works.
$100M Leads: How to Get Strangers to Want to Buy Your Stuff
Finish with distribution, the part most people skip. There are only four ways to tell anyone anything — warm outreach, content, cold outreach, paid ads — and the whole book is about doing one of them relentlessly instead of all four badly.