Tribes by Seth Godin

The Big Idea: In today's world, where geography doesn't matter, tribes are thriving. Tribes are about connection and caring. Leaders of tribes build connection and caring into the tribe. Human…

Influence by Robert Cialdini

The Big Idea: The presence of cognitive biases means we don't always act rationally. Cialdini outlines six weapons of influence which can be used to influence behavior. Even if you…