The Best Books for Business Owners

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Spend Shift by John Gerzema and Michael D'Antonio

Americans emerging from the recession are different from the Americans who went into it. And not just because we have less money. Consumers who once sought status and luxury now prefer goods that speak to enduring values like optimism, resiliency, self-reliance, community, and respect. John Gerzema, the chief insights officer and Young & Rubicon, and business author Michael D'Antonio traveled around the country to find surprising—often delightful—examples of entrepreneurs and business models that satisfy our new sense of self. Spend Shift is not some rote call to social responsibility but rather an insightful field study of the way we live now.
—Recommended by Leigh Buchanan