1. Think and Grow Rich

“If you truly desire money so keenly that your desire is an obsession, you will have no difficulty in convincing yourself that you will acquire it. The object is to want money, and to be so determined to have it that you convince yourself that you will have it.”

2. Feel the Fear and Do It Anyway

“By reeducating the mind, you can accept fear as simply a fact of life rather than a barrier to success.”

3. The Alchemist

“When you really want something, the whole universe conspires in helping you to achieve it.”

4. The Element

“We are all born with extraordinary powers of imagination, intelligence, feeling, intuition, spirituality, and of physical and sensory awareness. For the most part, we use only a fraction of these powers, and some not at all."

5. Magic of Thinking Big

“Success doesn’t demand a price. Every step forward pays a dividend.”

6. The Last Lecture

“My uniqueness, I realized, came in the specifics of all the dreams--from incredibly meaningful to decidedly quirky--that define my 46 years of life. Sitting there, I knew that despite the cancer, I truly believed I was a lucky man because I had lived out these dreams.”

7. Don’t Sweat the Small Stuff

“When you learn the habit of responding to life with more ease, problems that seemed ‘insurmountable’ will begin to seem more manageable.”

8. The Power of Full Engagement

“The performance demands that most people face in their everyday work environments dwarf those of any professional athletes we have ever trained.”

9. Crossing the Chasm

“‘Why me?’ cries out the unsuccessful entrepreneur. Or rather ‘Why not me?’ ‘Why not us?’ chorus his equally unsuccessful investors. ‘Look at our product. Is it not as good--nay, better--than the product that beat us out?’.... In fact, feature for feature, the less successful product is often arguably superior.”

10. Selling the Invisible

“The new marketing is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services--their invisibility and intangibility--and of the unique nature of service prospects and users--their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs.”

11. Influence

“There is a group of people who know very well where the weapons of automatic influence lie and employ them regularly and expertly to get what they want. They go from social encounter to social encounter requesting others to comply with their wishes; their frequency of success is dazzling.”

12. Positioning

“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”

13. Buy-ology

“If marketers could uncover what is going on in our brains that makes us choose one brand over another--what information passes through our brain’s filter and what information doesn’t--well, that would be key to truly building brands of the future."

14. Permission Marketing

“Marketers want to get their messages in front of you. They must get their messages in front of you, just to survive. The only problem is--do you really want more marketing messages?"

15. Guerrilla Marketing

“Guerrilla marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life.”

16. The Long Tail

“As demand shifts towards the niches, the economics of providing them improve further, and so on, creating a positive feedback loop that will transform entire industries--and the culture--for decades to come.”

17. Extraordinary Popular Delusions and the Madness of Crowds

“We find that whole communities suddenly fix their minds upon one object, and go mad in its pursuit; that millions of people become simultaneously impressed with one delusion, and run after it, till their attention is caught by some new folly more captivating than the first.”

18. The 7 Habits of Highly Effective People

“Sow a thought, reap an action; sow an action, reap a habit; sow a habit, reap a character; sow a character, reap a destiny.”

19. How to Win Friends & Influence People

"The unvarnished truth is that almost all the people you meet feel themselves superior to you in some way, and a sure way to their hearts is to let them realize in some subtle way that you recognize their importance, and recognize it sincerely.”

20. Awaken the Giant Within

“If you can’t, you must. If you must, you can.”

21. As a Man Thinketh

“The dreamers are the saviors of the world. As the visible world is sustained by the invisible, so men, through all their trials and sins and sordid vocations, are nourished by the beautiful visions of their solitary dreamers.”

22. The Greatest Salesman in the World

“I will live this day as if it is my last. This day is all I have and these hours are now my eternity. I greet this sunrise with cries of joy as a prisoner who is reprieved from death. I lift mine arms with thanks for this priceless gift of a new day.”

23. Don’t Sweat the Small Stuff

“Stress is nothing more than a socially acceptable form of mental illness.”

24. Drive

“For artists, scientists, inventors, schoolchildren, and the rest of us, intrinsic motivation--the drive to do something because it is interesting, challenging, and absorbing--is essential for high levels of creativity.”

25. The Power of Positive Thinking

“Action is a great restorer and builder of confidence. Inaction is not only the result, but the cause, of fear. Perhaps the action you take will be successful; perhaps different action or adjustments will have to follow. But any action is better than no action at all.”

26. How to Lie With Statistics

“A well-wrapped statistic is better than Hitler’s ‘big lie’; it misleads, yet it cannot be pinned on you.”

27. The No Asshole Rule

“Two-faced backstabbers…who have enough skill and emotional control to save their dirty work for moments when they can’t get caught, are tougher to stop--even though they may do as much damage as a raging maniac.”

28. The 4-Hour Workweek

“Alternating periods of activity and rest is necessary to survive, let alone thrive. Capacity, interest, and mental endurance all wax and wane. Plan accordingly.”

29. The Peter Principle

“Anything that works will be used in progressively more challenging applications until it fails.”

30. Crazy Bosses

“After nearly 6,000 years of evidence on the subject, one thing stands clear: the people who end up as leaders in any organization, large or small, are often the craziest guys around.”

31. 21 Dirty Tricks at Work

“Dirty tricks are more than just a career-threatening nuisance; they also form part of the political backdrop to all the great recent organizational scandals.”

32. Don’t Bring It to Work

“The reason most organizational programs abort is that they fail to deal with our life patterns, which are at the foundation of workplace anxiety, tension, and conflict.”

33. Poorly Made in China

“American companies…were no match for savvy Chinese industrialists who often went out of their way to manipulate product specifications to widen profit margins.”

34. Mastering the Complex Sale

“Customers are wrestling with mission-critical decisions, evaluating solutions that all sound the same, and struggling to achieve the value they expect, when experience has shown them that far too many solutions come packaged with a high degree of risk and a low probability of success.”

35. The Psychology of Selling

“Salespeople are the most vital people in any business. Without sales, the biggest and most sophisticated companies shut down. Sales are the spark plug in the engine of free enterprise. There is a direct relationship between the success of the sales community and the success of the entire country."

36. Strategic Selling

“A hundred years ago--even 20 or 30 years ago--it was possible, if not always easy, to close major business by calling on and satisfying a key decision-maker. Today, every piece of business entails multiple decisions, and those decisions are virtually never made by the same person. Not only do you have to contend with multiple decisions, but the people who make those decisions may not even work in the same place.”

37. Perfect Selling

“Your opening can be the most human part of the call. It can be the most personal. You can be the most awkward and uncomfortable. It can also be the most gracious and fun. It can be many of these things at once. It is always telling."

38. How to Master the Art of Selling

“I learned a long time ago that selling is the highest-paid hard work--and the lowest-paid easy work--that I could find. And I also found out another exciting thing about selling--the choice was mine. I discovered that what I did achieve in my selling career was entirely up to me, and that what anyone else wanted wasn’t going to make much difference. The only thing that really mattered was what I did for myself, and what I gave to myself.”


39. The Little Red Book of Selling

“It never ceases to amaze me that companies will spend thousands of hours and millions of dollars teaching people 'how to sell,' and not one minute or not $10 on ‘why they buy.’ And ‘why they buy’ is all that matters.”

40. Spin Selling

“The traditional selling models, methods, and techniques that most of us have been trained to use work best in small sales. For now, let me define small as a sale which can normally be completed in a single call and which involves a low dollar value. Unfortunately, these tried-and-true low-value sales techniques, most of them dating from the 1920s, don’t work today.”

41. The Richest Man In Babylon

“Budget thy expenses that thou mayest have coins to pay for thy necessities, to pay for thy enjoyments, and to gratify thy worthwhile desires without spending more than nine-tenths of thy earnings.”

42. Rich Dad, Poor Dad

“The key to financial freedom and great wealth is a person’s ability or skill to convert earned income into passive income and/or portfolio income.”

43. The Millionaire Fast Lane

“Show me a 22-year-old who got rich investing in mutual funds. Show me the man who earned millions in three years by maximizing his 401(k). Show me the young twentysomething who got rich clipping coupons. Where are these people? They don’t exist.”

44. Your Money or Your Life

“Conditions have changed, but we are still operating financially by the rules established during the Industrial Revolution--rules based on creating more material possessions. But our high standard of living has not led to a high quality of life--for us or for the planet.”

45. Total Money Makeover

“What I have done is packaged the time-honored information into a process that is doable and has inspired millions to act on it.”

“Our findings do not represent a quick fix, or the next fashion statement in a long string of management fads, or the next buzzword of the day, or a new ‘program’ to introduce. No! The only way to make any company visionary is through a long-term commitment to an eternal process of building the organization to preserve the core and stimulate progress.”

“Our world is dominated by the extreme, the unknown, and the very improbable (improbable according to our current knowledge)--and all the while, we spend our time engaged in small talk, focusing on the known, and the repeated.”

“Because these firms listened to their customers, invested aggressively in new technologies that would provide their customers more and better products of the sort they wanted, and because they carefully studied market trends and systematically allocated investment capital to innovations that promised the best returns, they lost their positions of leadership.”

“Systems program building is an entropy-decreasing process, hence inherently metastable. Program maintenance is an entropy-increasing process, and even its most skillful execution only delays the subsidence of the system into unfixable obsolescence."

50. The Dilbert Principle

“We’re a planet of nearly 6 billion ninnies living in a civilization that was created by a few thousand amazingly smart deviants."