Startup Reading List


Wall Street Journal bestseller!

Poker champion turned business consultant Annie Duke teaches you how to get comfortable with uncertainty and make better decisions as a result.

In Super Bowl XLIX, Seahawks coach Pete Carroll made one of the most controversial calls in football history: With 26 seconds remaining, and trailing by four at the Patriots' one-yard line, he called for a pass instead of a hand off to his star running back. The pass was intercepted and the Seahawks lost. Critics called it the dumbest play in history. But was the call really that bad? Or did Carroll actually make a great move that was ruined by bad luck?

Even the best decision doesn't yield the best outcome every time. There's always an element of luck that you can't control, and there is always information that is hidden from view. So the key to long-term success (and avoiding worrying yourself to death) is to think in bets: How sure am I? What are the possible ways things could turn out? What decision has the highest odds of success? Did I land in the unlucky 10% on the strategy that works 90% of the time? Or is my success attributable to dumb luck rather than great decision making?

Annie Duke, a former World Series of Poker champion turned business consultant, draws on examples from business, sports, politics, and (of course) poker to share tools anyone can use to embrace uncertainty and make better decisions. For most people, it's difficult to say "I'm not sure" in a world that values and, even, rewards the appearance of certainty. But professional poker players are comfortable with the fact that great decisions don't always lead to great outcomes and bad decisions don't always lead to bad outcomes.

By shifting your thinking from a need for certainty to a goal of accurately assessing what you know and what you don't, you'll be less vulnerable to reactive emotions, knee-jerk biases, and destructive habits in your decision making. You'll become more confident, calm, compassionate and successful in the long run.

Most startups don't fail because they can't build a product. Most startups fail because they can't get traction. Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely.

As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die. Smart entrepreneurs know that the key to success isn't the originality of your offering, the brilliance of your team, or how much money you raise. It's how consistently you can grow and acquire new customers (or, for a free service, users). That's called traction, and it makes everything else easier - fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you're on the right path.

Traction will teach you the 19 channels you can use to build a customer base and how to pick the right ones for your business. It draws on interviews with more than 40 successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You'll learn, for example, how to:

  • Find and use offline ads and other channels your competitors probably aren't using

  • Get targeted media coverage that will help you reach more customers

  • Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates

  • Improve your search engine rankings and advertising through online tools and research

Weinberg and Mares know that there's no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these 19 traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business.


If Owen Chase can't find a way to turn his company around in the next nine days, he'll be forced to shut it down and lay off all of his employees. He has incurred substantial debt and his marriage is on shaky ground.

Through pure happenstance, Owen finds himself pondering this problem while advancing steadily as a contestant at the World Series of Poker. His Las Vegas path quickly introduces him to Samantha, a beautiful and mysterious mentor with a revolutionary approach to entrepreneurship. Sam is a fountain of knowledge that may save his company, but her sexual advances might prove too much for Owen's struggling marriage.

All In Startup is more than just a novel about eschewing temptation and fighting to save a company. It is a lifeline for entrepreneurs who are thinking about launching a new idea or for those who have already started but can't seem to generate the traction they were expecting.

Entrepreneurs who achieve success in the new economy do so using a new "scientific method" of innovation. All In Startup demonstrates why four counterintuitive principles separate successful entrepreneurs from the wanna-preneurs who bounce from idea to idea, unable to generate real revenue.

You will likely get only one opportunity in your life to go "all in" in on an idea: to quit your job, talk your spouse into letting you drain the savings account, and follow your dream. All In Startup will prepare you for that "all in" moment and make sure that you push your chips into the middle only when the odds are in your favor. This book holds the keys to significantly de-risking your idea so that your success appears almost lucky.

Join Owen and Sam for this one-of-a-kind journey that will set you on the right path for when it's your turn to put everything on the line.


Presentations are meant to inform, inspire, and persuade audiences. So why then do so many audiences leave feeling like they've wasted their time? All too often, presentations don't resonate with the audience and move them to transformative action.

Just as the author's first book helped presenters become visual communicators, Resonate helps you make a strong connection with your audience and lead them to purposeful action. The author's approach is simple: building a presentation today is a bit like writing a documentary. Using this approach, you'll convey your content with passion, persuasion, and impact.

  • Author has a proven track record, including having created the slides in Al Gore's Oscar winning An Inconvenient Truth

  • Focuses on content development methodologies that are not only fundamental but will move people to action

  • Upends the usual paradigm by making the audience the hero and the presenter the mentor

  • Shows how to use story techniques of conflict and resolution

Presentations don't have to be boring ordeals. You can make them fun, exciting, and full of meaning. Leave your audiences energized and ready to take action with Resonate.


The instant Wall Street Journal, USA Today, and international bestseller

“While the history books are filled with tales of obsessive visionary geniuses who remade the world in their image with sheer, almost irrational force, I’ve found that history is also made by individuals who fought their egos at every turn, who eschewed the spotlight, and who put their higher goals above their desire for recognition.” —from the prologue
 
Many of us insist the main impediment to a full, successful life is the outside world. In fact, the most common enemy lies within: our ego. Early in our careers, it impedes learning and the cultivation of talent. With success, it can blind us to our faults and sow future problems. In failure, it magnifies each blow and makes recovery more difficult. At every stage, ego holds us back.
 
Ego Is the Enemy draws on a vast array of stories and examples, from literature to philosophy to his­tory. We meet fascinating figures such as George Marshall, Jackie Robinson, Katharine Graham, Bill Belichick, and Eleanor Roosevelt, who all reached the highest levels of power and success by con­quering their own egos. Their strategies and tactics can be ours as well.
 
In an era that glorifies social media, reality TV, and other forms of shameless self-promotion, the battle against ego must be fought on many fronts. Armed with the lessons in this book, as Holiday writes, “you will be less invested in the story you tell about your own specialness, and as a result, you will be liberated to accomplish the world-changing work you’ve set out to achieve.”


This remarkable book can be your secret weapon for bringing your idea to life.' DAN PINK, bestselling author of Drive

'Whether you want to get ahead inside a company or build a startup from the ground up, this fascinating book is a must-read.' REID HOFFMAN, co-founder of LinkedIn

'A super-readable and actionable look at how to make your ideas take flight. Whether you're pitching a brand new startup or an idea for your company's next product, you'll find a wealth of insights and stories throughout.'
MIKE KRIEGER, co-founder of Instagram

No one makes it alone. But there's a reason why some people can get investors or bosses to believe in them while others cannot. And that reason has little to do with experience, pedigree or a polished business plan. Backable people seem to have a hidden quality that inspires others to take action. We often chalk this up to natural talent or charisma . . . either you have 'it' or you don't.

After getting rejected by every investor he pitched, Suneel Gupta had a burning question: could 'it' be learned?

Drawing lessons from hundreds of the world's biggest thinkers, Suneel discovered how to pitch new ideas in a way that has raised millions of dollars, influenced large-scale change inside massive corporations, and even convinced his 8-year-old daughter to clean her room.

Inside the book are long-held secrets from producers of Oscar-winning films, venture capitalists, founders of unicorn-status startups, and executives at iconic companies like Lego, Method and Pixar. Suneel used these invaluable lessons to become the New York Stock Exchange's 'New Face of Innovation'.

Backable reveals how the key to success is not charisma, connections, or even your CV, but rather your ability to persuade others to take a chance on you. This groundbreaking book will show you how.


AN INSTANT NEW YORK TIMES BESTSELLER

Few things will change your trajectory in life or business as much as learning to think clearly. Yet few of us recognize opportunities to think in the first place.

You might believe you’re thinking clearly in the moments that matter most. But in all likelihood, when the pressure is on, you won’t be thinking at all. And your subsequent actions will inevitably move you further from the results you ultimately seek—love, belonging, success, wealth, victory. According to Farnam Street founder Shane Parrish, we must get better at recognizing these opportunities for what they are, and deploying our cognitive ability in order to achieve the life we want.

Clear Thinking gives you the tools to recognize the moments that have the potential to transform your trajectory, and reshape how you navigate the critical space between stimulus and response. As Parrish shows, we may imagine we are the protagonists in the story of our lives. But the sad truth is, most of us run on autopilot. Our behavioral defaults, groomed by biology, evolution, and culture, are primed to run the show for us if we don’t intervene. At our worst, we react to events without reasoning, not even realizing that we’ve missed an opportunity to think at all. At our best, we recognize these moments for what they are, and apply the full capacity of our reasoning and rationality to them.

Through stories, mental models, and more, Parrish offers the missing link between behavioral science and real-life outcomes. The result is a must-have manual for optimizing decision-making, gaining competitive advantage, and living a more intentional life.


AN INSTANT NEW YORK TIMES BESTSELLER

Few things will change your trajectory in life or business as much as learning to think clearly. Yet few of us recognize opportunities to think in the first place.

You might believe you’re thinking clearly in the moments that matter most. But in all likelihood, when the pressure is on, you won’t be thinking at all. And your subsequent actions will inevitably move you further from the results you ultimately seek—love, belonging, success, wealth, victory. According to Farnam Street founder Shane Parrish, we must get better at recognizing these opportunities for what they are, and deploying our cognitive ability in order to achieve the life we want.

Clear Thinking gives you the tools to recognize the moments that have the potential to transform your trajectory, and reshape how you navigate the critical space between stimulus and response. As Parrish shows, we may imagine we are the protagonists in the story of our lives. But the sad truth is, most of us run on autopilot. Our behavioral defaults, groomed by biology, evolution, and culture, are primed to run the show for us if we don’t intervene. At our worst, we react to events without reasoning, not even realizing that we’ve missed an opportunity to think at all. At our best, we recognize these moments for what they are, and apply the full capacity of our reasoning and rationality to them.

Through stories, mental models, and more, Parrish offers the missing link between behavioral science and real-life outcomes. The result is a must-have manual for optimizing decision-making, gaining competitive advantage, and living a more intentional life.


Number One New York Times Best Seller

“This. This is the right book for right now. Yes, learning requires focus. But, unlearning and relearning requires much more - it requires choosing courage over comfort. In Think Again, Adam Grant weaves together research and storytelling to help us build the intellectual and emotional muscle we need to stay curious enough about the world to actually change it. I’ve never felt so hopeful about what I don’t know.” (Brené Brown, PhD, number one New York Times best-selling author of Dare to Lead)

The best-selling author of Give and Take and Originals examines the critical art of rethinking: learning to question your opinions and open other people's minds, which can position you for excellence at work and wisdom in life

Intelligence is usually seen as the ability to think and learn, but in a rapidly changing world, there's another set of cognitive skills that might matter more: the ability to rethink and unlearn. In our daily lives, too many of us favor the comfort of conviction over the discomfort of doubt. We listen to opinions that make us feel good, instead of ideas that make us think hard. We see disagreement as a threat to our egos, rather than an opportunity to learn. We surround ourselves with people who agree with our conclusions when we should be gravitating toward those who challenge our thought process. The result is that our beliefs get brittle long before our bones. We think too much like preachers defending our sacred beliefs, prosecutors proving the other side wrong, and politicians campaigning for approval - and too little like scientists searching for truth. Intelligence is no cure, and it can even be a curse: being good at thinking can make us worse at rethinking. The brighter we are, the blinder to our own limitations we can become.

Organizational psychologist Adam Grant is an expert on opening other people's minds - and our own. As Wharton's top-rated professor and the bestselling author of Originals and Give and Take, he makes it one of his guiding principles to argue like he's right but listen like he's wrong. With bold ideas and rigorous evidence, he investigates how we can embrace the joy of being wrong, bring nuance to charged conversations, and build schools, workplaces, and communities of lifelong learners. You'll learn how an international debate champion wins arguments, a Black musician persuades white supremacists to abandon hate, a vaccine whisperer convinces concerned parents to immunize their children, and Adam has coaxed Yankees fans to root for the Red Sox. Think Again reveals that we don't have to believe everything we think or internalize everything we feel. It's an invitation to let go of views that are no longer serving us well and prize mental flexibility over foolish consistency. If knowledge is power, knowing what we don't know is wisdom.