Survival Is Not Enough, by Seth Godin

Book site Technically, this isn’t on Joel’s list, but he knows Seth, and several of Godin’s other books are on the shelf in the Fog Creek Library, so I’m counting it under a technicality. I happened to pick up this particular book a year ago in San Francisco from the discount rack in a book […]

Positioning, by Ries and Trout

Amazon link This is a classic book in marketing, and therefore one of the books that Joel asked us to read. The main message of the book is that consumers have a limited mindspace. They can only pay attention to a certain number of things before they just lose track and don’t care any more. […]