Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.

Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they’ve been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that.

Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.

Over a stellar career, Roger Martin has advised the CEOs of some of the world's most successful companies. From the beginning, he noted that almost every executive he talked to had a "model"—a framework or way of thinking that guided their strategy and activities. But these models tended to become automatic, so much so that when one didn't work, the typical response was just to apply it again—with greater enthusiasm.

We live in a world that’s obsessed with talent. We celebrate gifted students in school, natural athletes in sports, and child prodigies in music. But admiring people who start out with innate advantages leads us to overlook the distance we ourselves can travel. We underestimate the range of skills that we can learn and how good we can become. We can all improve at improving. And when opportunity doesn’t knock, there are ways to build a door.

Among today’s most successful businesses are those that have significantly transformed our daily routines. This focus on the consumer experience, not solely on product, has enabled them to drive remarkable growth and customer loyalty and, in many cases, to create totally new marketplace categories. Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience. It gives today’s disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage.

We are approaching a critical threshold in the history of our species. Everything is about to change. Soon you will live surrounded by AIs. They will organize your life, operate your business, and run core government services. You will live in a world of DNA printers and quantum computers, engineered pathogens and autonomous weapons, robot assistants and abundant energy.

Advertising guru Rory Sutherland is a world-leading proponent of behavioural economics. In Hacking the Unconscious, he looks at how this emerging science is used by marketers to influence us and challenges us to reassess which ideas we hold dear.

Emily Heyward founded Red Antler, the Brooklyn-based brand and marketing company, to help entrepreneurs embed brand as a driver of business success from the beginning. In Obsessed, Heyward outlines the new principles of what it takes to build and launch a brand that has people queuing up to buy it on opening day.

To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn’t get done.

It’s hard to be successful without a clear understanding of how business works. These 60 daily entries from New York Times best-selling author Donald Miller focus on the tangible skills it takes to offer extreme value to your organization while building your company, your career, and your legacy.

Most entrepreneurs, even seasoned brand managers, launch first and then work on slowly transforming the new offering into a brand. A logical progression, I would agree. After all, how can you possibly launch as a brand if you don't have any customers or marketing outreach and - obviously, since you just launched a new offering - you have no legacy or advocates? The simple answer is by design. Design relates to the systematic process you have to adhere to, which is likely the primary reason you have sought to listen to this book.

Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription. These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted, and marketed can radically alter how customers behave.

In this perennial best seller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renee Mauborgne challenge everything you thought you knew about the requirements for strategic success. Recognized as one of the most iconic and impactful strategy books ever written, Blue Ocean Strategy, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool.

Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they're primed to generate explosive reactions. Best-selling author Ryan Holiday, the acclaimed marketing guru for many successful brands, authors, and musicians, explains the new rules in a book that has become a marketing classic in Silicon Valley and around the world.

An inspiring case study for the next generation of start-ups by the unconventional founders of Method. Founded ten years ago by childhood pals Eric Ryan and Adam Lowry, Method has been making headlines and profits with a revolutionary blend of culture and commerce, style and substance. Today, Method's ecofriendly soaps, detergents, and cleaners are ubiquitous in stores, capturing valuable shelf space long dominated by the tired old products of giants P&G and Unilever.

The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success

Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.

In Design to Grow, a Coca-Cola senior executive shares both the successes and failures of one of the world's largest companies. In this rare and unprecedented behind-the-scenes look, David Butler and senior Fast Company editor Linda Tischler, use case studies to show how this works at Coca-Cola - and how other companies can use the same approach to grow their business. This audiobook is a must for managers inside large corporations as well as entrepreneurs just getting started.

The team behind the data management platform that helps fuel Salesforce - the number one customer relationship management (CRM) company in the world - presents this indispensable guide to data-powered marketing. You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power. You’ll hear how top companies put these data-driven strategies into action. And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next.

Courtney and Carter Reum have years of experience in the field, from investing in over 130 companies, including Lyft, Pinterest, Warby Parker, and ClassPass, to driving the success of their own liquor brand, VEEV Spirits. The Reum brothers have learned from every triumph and tribulation and over the years have developed an effective and easy-to-understand guide to help entrepreneurs through the startup journey from inception to sale.

Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.

Facebook's founding is legend: In a Harvard dorm, wunderkind Mark Zuckerberg invented a new way to connect with friends...and the rest is history. But for the people who actually molded this great idea into a game-changing $300 billion company, the experience was far more tumultuous and uncertain than we might expect. Mike Hoefflinger was one of those Facebook insiders.

In What's Your Moonshot? trend and innovation strategist John Sanei explains how to ask the bigger, bolder, more courageous questions that will help you thrive - rather than merely survive - in our exponentially changing times. With a future-focused victor mindset, Sanei decodes the mega-trends that are reshaping human behavior and the way we do business - not to mention, the way we live our lives.

Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than 700 brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.

Memories are the cornerstones of our identity, shaping who we are, how we act, and how we feel. In his work as a happiness researcher, Meik Wiking has learned that people are happier if they hold a positive, nostalgic view of the past. But how do we make and keep the memories that bring us lasting joy? The Art of Making Memories examines how mental images are made, stored, and recalled in our brains, as well as the "art of letting go" - why we tend to forget certain moments to make room for deeper, more meaningful ones.

Master negotiator Herb Cohen has been successfully negotiating everything from insurance claims to hostage releases to his own son's hair length and hundreds of other matters for over five decades. Ever since coining the term win-win in 1963, he has been teaching people the world over how to get what they want in any situation. In clear, accessible steps, he reveals how anyone can use the three crucial variables of power, time, and information to always reach a win-win negotiation.

E. H. Gombrich's world history, an international best seller now available in English for the first time, is a text dominated not by dates and facts but by the sweep of experience across the centuries, a guide to humanity's achievements, and an acute witness to its frailties.

Through the stories of a number of unsung heroes, Sanborn reveals the keys each one of us can use to improve our organizations and enhance our careers. He has an unparalleled ability to explain fundamental business and leadership truths through simple stories and anecdotes. You Don't Need a Title to Be a Leader offers an inspiring message for anyone who wants to take control of his or her life and make a positive difference.

With an incredible number of 5-star reviews, Rich Dad Poor Dad has challenged and changed the way tens of millions of people around the world think about money. With perspectives that often contradict conventional wisdom, Kiyosaki has earned a reputation for irreverence and courage. He is regarded worldwide as a passionate advocate for financial education. His easy-to-understand audiobook empowers you to make changes now - and enjoy the results for years to come.

Based on the latest research on brain development and extensive clinical experience with parents, Dr. Laura Markham's approach is as simple as it is effective. Her message: Fostering emotional connection with your child creates real and lasting change. When you have that vital connection, you don't need to threaten, nag, plead, bribe - or even punish. This remarkable guide will help parents better understand their own emotions - and get them in check - so they can parent with healthy limits, empathy, and clear communication.

Mike Bayer, known to the thousands of clients whose lives he has changed as Coach Mike, has helped everyone from pop stars to business executives to people just like you discover the freedom to be their best selves. By asking them and leading them to ask themselves a series of important but tough questions, he helps them see what their best selves and anti-selves really look like. Best Self is an accessible and interactive audiobook that distills all of Coach Mike’s wisdom into a compact, focused guide that will ignite anyone’s desire for change.

Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they’ve been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that.

Advertising guru Rory Sutherland is a world-leading proponent of behavioural economics. In Hacking the Unconscious, he looks at how this emerging science is used by marketers to influence us and challenges us to reassess which ideas we hold dear.

Eleven months after he was liberated from the Nazi concentration camps, Viktor E. Frankl held a series of public lectures in Vienna. The psychiatrist, who would soon become world famous, explained his central thoughts on meaning, resilience, and the importance of embracing life even in the face of great adversity. Published here for the very first time in English, Frankl's words resonate as strongly today as they did in 1946. He offers an insightful exploration of the maxim "Live as if you were living for the second time".

Your best intentions are not enough. Learn how to scientifically engineer a disciplined existence, become relentless, and never give up. Whatever you want in your life, self-discipline is the missing piece. Goals will remain dreams if you make the mistake of relying on motivation and your best drawn plans. The Science of Self-Discipline is a deep look into what allows us to resist our worst impulses and simply execute, achieve, produce, and focus. Every principle is scientifically-driven and dissected to as be actionable and helpful as possible. You'll learn how top performers consistently exercise self-discipline, as well as what drives us on an instinctual, psychological level to act.

For anyone who's trying to make sense of their life, who wants to get unstuck from the patterns that hold them back, hear this incredible news: everything you need for the freedom you want is entirely within reach. This practice and pathway is free, it's readily available every day of your life, it takes just minutes of your time, and anyone can do it.

From the New York Times best-selling author of Chasing the Scream, a radically new way of thinking about depression and anxiety. What really causes depression and anxiety - and how can we really solve them?

Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.