One book every entrepreneur should read

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

Chris Sacca
LOWERCASE CAPITAL
Not Fade Away: A Short Life Well Lived
By 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 Rimer
INDEX VENTURES
Predictably Irrational: The Hidden Forces That Shape Our Decisions
By 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 Gurley
BENCHMARK
Competitive Strategy: Techniques for Analysing Industries and Competitors
By Michael E Porter
“There’s a shortage of knowledge of basic business fundamentals these days. Everyone needs a foundation.”