Recommends Positioning: The Battle for Your Mind.

Transcript context

…Okay, question number one. What are two or three books that you've recommended most to other people? Well, that's an easy question. So right now I'm really into Matt Dixon's work right now, which we've mentioned him a couple of times on the podcast, but Matt Dixon's new book called The JOLT Effect is really great just because there's all this data and the things that he discovered with that data, a lot of it go against what we would consider accepted sales wisdom. And so I think that book is full of juicy nuggets and everybody should look at it. His previous book, The Challenger Sale, and there was a companion book to that called The Challenger Customer. Those were also excellent and based on a deep set of research. And those books are older now, but what we see in The JOLT Effect is all the stuff holds true. All the stuff from The Challenger Sale has not changed in 10 years. So I think those books together are really cool. The other one that I always recommend is the original book on positioning, which is the book by Ries and Trout Positioning: The Battle for Your Mind. I have my copy of it, is dogeared. I probably read that book 100 times and I still see stuff in that book that I didn't see before. So I think if you really want to go deep on this positioning stuff, my book is the how to book. Their book is what is it in the first place book. And I think everybody that's interested in positioning should go read that. Amazing. By the way, I have your first book somewhere behind me there. I don't know where it is, but it's there.…

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