Sway: The Irresistible Pull of Irrational Behavior
by Ori Brafman, Rom Brafman
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Recommendations on Sway: The Irresistible Pull of Irrational Behavior

Recommendations from domain experts (curated by Highlyreco)

Steve Blank's Review:

 I put Sway here because great marketers know how to find these irrational behaviors Lakoff’s book, Don’t Think of an Elephant! while written for a political audience has some valuable insights on framing communications.

Ref: https://steveblank.com/books-for-startups/