A short list of books I recommend, with what each one puts forward.
Kaufman reduces how a business works to five parts that hold together: creating value, making it known, selling, delivering, and managing the money left over. The book argues that none of the five can be run in isolation, and that an MBA programme comes down mostly to principles you can learn by reading.
Godin defines marketing as the act of making change happen for someone, and separates it from advertising, which was long treated as the same thing. The book argues that serving the smallest viable market works better than aiming at everyone, and that marketing is there to solve the customer’s problem rather than the company’s.
Greene sets out eighteen laws that govern human behaviour, from irrationality and envy to the denial of death. The book argues that other people's reactions usually come from their own history far more than from the person on the receiving end, and that knowing these laws helps you read the intentions behind the social mask and stay calm around difficult behaviour.
Carnegie brings together the human-relations principles he taught in his adult courses: take a genuine interest in others, remember their name, avoid arguments, see the situation from their point of view. The book argues that understanding people gets you much further than criticising them, and that this skill can be learned like any other.
Robbins draws on neuro-linguistic programming to describe what makes up a state of mind: how a person pictures a situation, and how they use their body. The book argues that success can be reproduced, by taking on the beliefs, the way of thinking and the physiology of people who already get the results you want.
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