Best Business Books Everyone MUST Read In 2020 (5 books)

Best Business Books Everyone MUST Read In 2020 (5 books)

– Best business books? Yeah, I know, it’s a bold claim. But in this video, I’m
gonna share with you five best business books I’ve read that’ve had the biggest impact on my life and my business so far. What is up, everyone? My name is David and I do videos on personal finance and entrepreneurship. If you wanna get the
most out of these books, make sure you take the
time to read through them, apply the things that I
was taught in the book, and take what works best for you. And I’ve also found that if you
write the key learnings down into a journal like this for yourself, I found that to really help
crystallize the knowledge. Yeah, knowledge. – Knowledge. – If you’re interested in any of the books that I’ve talked about in this video, I have left links in
the description below. So, without further
ado, let’s get started! The first book is “Never
Split The Difference,” by Chris Voss. Chris is an international
FBI hostage negotiator. And the most interesting
thing about this book is that if you’ve been
to previous sales jobs, we’re always taught to,
hey, think, win, win, or compromise, or you know, listen. Go straight down the middle
and split the difference so that everyone’s happy. But in hostage negotiations, you can’t really split the difference. You can’t really have
half your parents back or half your children back. Why would that be
different in business life? At the same time, as a negotiator, he talks a lot about
empathizing with the opposition. Maybe opposition is a bad word, but with the other party. You know, to understand their perspective, where they’re coming from, and understand their world. And without empathy, you
can’t actually do that. And he talks a lot about
how when you empathize, you gained permission to persuade them. Very often and in sales, it’s
about how smooth you are, how much you know, how
much you can persuade them and influence them and blah,
blah, blah, blah, blah. It’s very interesting when you’re coming from the perspective of
a hostage negotiator. So this book been has an
incredible read for me. There are a ton of very rich
stories of his experience negotiating hostages internationally. There’s a couple things
I wanna share with you. So, I wanna share a hack with you that he mentioned in chapter four, which is my favorite chapter, by the way. And it’s all about mastering no, you know, instead of trying to get to three yeses. And lemme, lemme read it to you. There’s nothing more
irritating than being ignored. Being turned down is bad, but getting no responses
at all is the pits. It makes you feel invisible,
as if you don’t exist. So the next time that
you’re sending an email, chasing a client and you’re
not getting responses, try this subject line. Have you given up on this project? Basically, you’re looking for a no. You’d rather someone give you a response than to have no responses at all. Try that subject line next time and see if you get a response. I have personally tried
it for one of the clients that were late on payments
and they weren’t responding. And I put that subject on my
final email, and guess what? They responded in the next 30 minutes. I wanna share with you one more hack that I’ve learnt from this book. One of my key strengths is to be able to meet with any decision
maker, either from government, well-known startups, or just
mid-size companies in general. And with my message, whether
that’s on LinkedIn or email, I always open with this question. Is it a crazy idea for
me to buy you coffee so that we can talk about X, Y, Z? That question has worked
for me nine times out of 10, in terms of having coffee
with anyone that I choose. And the most important thing is that what you’re really looking for is no, it’s not a crazy idea. I mean, why would it be a crazy idea for someone to buy you coffee for free, and all you have to do
in exchange is just talk? Now, next time, I wanna
encourage you to try it. Try it and lemme know in the
comments below what happened and maybe we can work together on that, ’cause that has worked really well for me. And I wanna know whether
that works for you as well. So, this is a hundred percent
must read in my opinion. I have recommended this book to a lot of my team members in the past, especially if they are
rising to a manager level or even in sales roles. I just think this is an incredible read that will have a different perspective when it comes to sales, and that really also helps you too if you’re a freelancer that’s
trying to get more gigs, this is an incredible read. So number two, “Checklist Manifesto” by Atul Gawande. This book was introduced to me by someone who worked at a software
company called SafetyCulture. And one of their core
products is checklists. So the book captures
the journey of Gawande, who is a surgeon tasked to
reduce complication rates at a time when the volume of surgeries across the world have skyrocketed. He looked at what other
high risk industries like aviation and construction
is doing to tackle safety. Sure, they had industry specific
training and technologies, but so did surgeons and
medical specialists. And through the research that
he’d done on those industries, he also found checklists. Now, these checklists used
in aviation and construction was not used to teach someone how to go about doing something. It’s not about that, but
it’s there to to remind the key things that get forgotten if they don’t get reminded. In my world, the performance of a marketer is very often assessed at
how often and how readily I can you replicate a result. If you can replicate it
once, that’s really good. But if you can replicate it
over and over and over again, then you understand the process, and you have the knowledge– – Knowledge. – To replicate that result. Essentially, you have the recipe to achieve the same result
over and over again. It doesn’t matter the context, it matters that you have the recipe to replicate that result. And I found out with checklists, it makes it easier on me to remember to tick off key things along the way. What I realized is that often, when things don’t go the way that we want, it’s usually small things
that’s compounded over time that created these mistakes. So if I can just avoid these
mistakes in the first place, it really does make it
a little easier for me to replicate those results. Oh, and also, in the process
of creating the checklist, you get a chance to teach your team member in terms of what the key ingredients are in order to achieve that result. So not only does it make
you a better professional, it also gives you a
chance to teach your team in terms of what are the key things that you need to check off along the way to make sure that, you know,
you’re putting yourself in the best position to achieve the same result again and again. Now, I know what you’re wondering. Hey David, if the core concept
of the book a checklist, why do I need to read this book anymore? Well, the thing is, creating
a checklist is not that easy. Now, in the book, he actually provides a step-by-step blueprint on how to go about creating the checklist. You’re not just designing
the checklist for yourself, but it’s also for your entire team. Number three. “The One Thing” by Gary Keller. I read this book at a
time when I was juggling a lot of different things in uni. I was juggling internships,
I was juggling classes, and I was running one of the biggest business societies on campus. And this book was one of the key things that helped me manage my time properly. And the whole premise behind this book revolves around a single question: What’s the one thing that I can do, such that by doing it, everything else will become
easier or unnecessary? And by asking that question, you’re forced to prioritize one thing. And if you’re truthful with yourself, that one thing is gonna be the thing that yields you the most
extraordinary result. The thing is, doing more, it doesn’t really equal to achieving more. And to tell you the truth, I see a lot of businesses now doing a lot, and they’re selling a lot of products, they’re trying to get into
a lot different verticals, and what ended up happening is that they’re not really at anything. They’re spreading themselves too thin to be able to be good at anything. Don’t mistake movement being progress. But if that’s their
strategy, so be it, do you. But there’s usually just that one thing that will yield you the
best and the highest impact. So, make sure that you’re
truth with yourself, when you’re asking that question. And this book gives you
that step-by-step process of how you derive and how
you get to that one thing. The quality of the answer
is highly dependent on the quality of the
questions that you ask yourself and the business. Number four. “Competing Against Luck” by
Professor Clayton Christensen, from Harvard Business School. A year ago, I was working
in an education startup that had a very conventional
view on competition and potential customers. Competition was defined internally as who are we directly going up against? And even though we did acknowledge that we are indirectly competing
against some people, but the focal point was on who are we directly going up against? But at the time, I was trying
to get a better understanding of who our potential customers are, so that I can market to them better. But then the age, job
titles were so diverse that it was actually quite
hard to pinpoint exactly, hey, these people with these job titles aged between 35 and 45 are our customers. So then I found this book. Recommended by Drew Houston, which is the co-founder
and CEO of Dropbox. So the book centers around this big idea that it’s the situation someone faces that dictate the solution they choose. Not the attributes themselves. For example, me being 27, bold, and have a wardrobe full of black tees are not the reasons why I
chose coffee over water. (slurps) But since I’m recording a video for you, and I wanna be on my A game, I’ve chosen coffee instead of water. So really, it’s the situation that have caused me to choose
coffee over water. And the situation that I face is what Prof. Christensen called job. And when we have a job, we
have to hire a solution, like the coffee to solve
that particular job. Hence the whole concept
of jobs to be done. So, let’s go back back to the education startup
example for a second. People are buying our courses not because they are age 30-something and have this particular job title. They’re buying because they
want to make more money with a particular skillset. And our courses was the best
solution to solve that job. And Prof. Christensen in the book actually broke the job down
into multiple dimensions to help you understand
jobs to be done better. Because in any given job, there’s multiple dimensions to it. There’s the functional aspect to it, which is just solving the job as it is. There’s an emotional aspect to it, which is like how you feel, and then there’s a social aspect to solving that job as well, which is how you’re perceived
by your friends and family. And most of the time,
emotional and social aspects trumps the functional
aspect to solving that job. So Prof. Christensen has actually provided a lot of practical examples in terms of how to think about jobs to be done, and how you can apply it in your business. So, this is a highly recommended read for anyone who’s building
a product currently, or starting a business. Because it provides a different
perspective to competition, and it provides a different
roadmap in terms of how you will improve your product. Okay, number five. “The Alchemist” by Paulo Coelho. So, this is probably a
more controversial one because it’s not exactly
a business book per se. It is a fiction book. I think this is one of the
best business books ever. Now the story behind “The
Alchemist” is a shepherd traveling from southern Spain to Egypt in search for a hidden treasure. This whole book is a journey. And creating a company is a journey. And along that journey, you’re gonna have to make
some pretty tough choices like what the shepherd did. You have to make a choice in terms of what it is that you want, and based on what you want, who do you wanna be and
how do you wanna do that? And once you’ve made that choice and you’ve committed to that choice, the universe will get out of your way. And I wanna read a quote
from the book to you because I think it’s an incredible quote. And when you want something, all the universe conspire in
helping you to achieve it. It’s exactly as it sounds. Once you’ve made the choice and you’re committed to that choice, you know exactly what it is that you want. And the universe will get out of your way. It’s a short, powerful read that’s filled with crucial
life and business lessons. So, yes, even though it is a fiction book, it’s one of the best business
books that I have ever read. And I highly recommend
everyone to go check it out. Now, it will be a crime if I don’t mention some of these following books as a bonus. Because I have personally
read them multiple times, they’ve been incredibly
useful in business for me, so I will just read them out to you. So there’s five of them. The first one is “Lean
Startup” by Eric Ries. If you’re in the startup world, you should be pretty familiar with this. It’s all about optimizing
for learning, essentially. Another one is “Zero
to One” by Peter Thiel. Another incredible read
on competition in general and his thoughts behind that, and how to tackle it, of course. “Influence” by Robert Cialdini, which is essentially the
foundational principles of how you go about influencing
someone’s decisions. “Hacking Growth” by Sean Ellis. Another really practical, incredible read on how you tackle your business
from a marketing standpoint. It’s more growth marketing related, which is the different
stages of the funnel, but it’s really good in understanding how a potential customer will flow through a marketing funnel to become a customer. And “Predictably
Irrational” by Dan Ariely. Now, this book is all about
how someone makes decisions. And believe it or not, decisions are mostly
irrational and emotional. So thank you for watching this
video all the way to the end. I will really appreciate it
if you smash the like button if you’ve learnt something new. And subscribe tot his channel
for more videos like these. And I wanna finish this video on this. The best way to get the
most out of these books is to take the time to digest it and apply what was taught
in real life scenarios. And if you can, document a
lot of your key learnings in a journal like this. And until next time, see you soon.

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About the Author: Oren Garnes


  1. I have read The One Thing By Gary Keller and absolutely agree, definitely a must read. I will check out the other ones!

  2. Chapter 4 that you spoke of got my attention. In many scenario I had the same problem where I chase for response from my client and keep getting ignored. I will definitely use that line though "Have you given up on this project". You talked about some very important matters and I have learned something new.

  3. Looks like I am going to have to buy a new bookshelf to make room for these titles! Great video and recommendations, I will definitely add these books to my collection to further my financial success.

  4. Going to pick up at least two of these and get them read by the end of the month. Need to improve myself and my situation!

  5. Some really great ideas here, and just just the books, but how to retain what you're learning. I too, keep a journal and write what I learn! Very useful. Some great books here too.

  6. Always great to see someone's selection to check if I'd missed something. These days I only read books that somebody I trust recommends. And all those books keep blowing my mind on many different levels. Thanks David!

  7. This review is a great reminder that we all have tons to learn from other people's insight and long experience. I can't wait to try one or two of these books. Thanks.

  8. This was a great video, I am not a business owner or anything but I hope these books help me understand why things happen at the company I work for!

  9. This video about the best business books was great! I learned a lot new things and definitely recommend checking it out.

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