One book every entrepreneur should read

Three members of our Midas List pick the one book every entrepreneur should read.

Chris SaccaLOWERCASE CAPITALNot Fade Away: A Short Life Well LivedBy Laurence Shames and Peter Barton“You’ll cry. That’s okay. When you’re finished you’ll think about your life. Will you strive to be successful? Or will you go beyond that to have true and lasting impact on your family, friends and the world we all share? Our time is so short. Go.”

Danny RimerINDEX VENTURESPredictably Irrational: The Hidden Forces That Shape Our DecisionsBy Dan Ariely“If your job is to try to predict what attracts customers, this book is critical. It encapsulates lateral thinking—repeatedly demonstrating how we, as humans, consistently act differently from what would be expected.”

Bill GurleyBENCHMARKCompetitive Strategy: Techniques for Analysing Industries and CompetitorsBy Michael E Porter“There’s a shortage of knowledge of basic business fundamentals these days. Everyone needs a foundation.”