The Best Books for Business Owners

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23 of 26

How Companies Win by Rick Kash and David Calhoun

These days not even the slickest salesman could sell ice to Eskimos. But companies that make portable ice-fishing shelters have a shot at the Intuit market. Ditto purveyors of beaver-fur hats. In an economy of chronic oversupply, business success depends on capturing pools of high-profit demand. Rick Kash, founder of the Cambridge Group, and David Calhoun, CEO of the Nielsen Company, explain how to divine what customers need and why they buy the way they do. After reading How Companies Win you'll never do market research the same way again
—Recommended by Leigh Buchanan