Made to Stick: Why Some Ideas Survive and Others Die

The authors take the Malcolm Gladwell concept of idea “stickiness” (making something very memorable) and layout some practical ways to actually craft a sticky idea. Fun to read, practical exercises, well researched: everyone who communicates will learn something from this book.

Redefining Health Care: Creating Value-Based Competition on Results

Porter is arguably the leading authority on strategy and competition. He and his co-author use their enormous expertise to create an interesting analysis of the current health care industry and some thought provoking ideas for change based on providing real value to the patient. This is a must read for anyone who makes a career in health care.

Opt-In Marketing: How the Breakthrough Process of Consensual

This isn’t a new book, but one every marketer ought to read. We even dedicated a Heavy Insight edition to the topic. Imagine if your prospects were asking to talk to you instead of you just broadcasting at them.

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