Reading guides

Five books in a useful order. Start with the question you need to solve.

Starting a company

Move from the raw beginnings of startups to strategy, iteration, endurance, and leadership under pressure.

For first-time founders turning an idea into a company.

Build a practical sales education from measurable advertising to offers, direct response, and human persuasion.

For founders who need to explain an offer and find customers.

Improve judgment from personal bias and uncertainty through strategy, operations, and capital allocation.

For founders making choices with incomplete information.