Five Business Books That Will Change Your Thinking
Great books reframe how you see the world. They challenge your assumptions, push your thinking, and—if you’re lucky—fundamentally change how you operate.
As I reflect on the books that influenced my thinking most in 2024, five stand out for how they’ve shaped my approach to business and strategy.
From rethinking innovation to reimagining productivity, these books offer practical insights for navigating today’s complex business landscape.
Zero to One: Notes on Startups, or How to Build the Future by Peter Thiel
Although it was first published a decade ago, Thiel’s insights feel more relevant now than ever.
His central argument is simple: real progress comes from creating entirely new categories rather than competing in existing ones. However, it’s how he develops this idea that makes the book so powerful.
In an age where everyone’s rushing to implement AI or optimize existing processes, Thiel’s perspective that “competition is for losers” hits differently. He’s not being provocative—he’s pointing out that true value creation comes from monopolizing new markets through genuine innovation—a lesson that’s stood the test of time.
Key quote: “Every moment in business happens only once. The next Bill Gates will not build an operating system. The next Larry Page won’t make a search engine. If you are copying these guys, you aren’t learning from them.”
Jobs to Be Done: Theory to Practice by Anthony Ulwick
While it’s not a page-turner in the traditional sense, Jobs to be Done is offers an incredibly useful lens through which to understand what customers are looking for in both products and services. Ulwick’s systematic approach to understanding customer needs through the Jobs to Be Done framework provides a refreshingly practical methodology for innovation.
What sets this book apart is its rigorous, almost scientific approach to understanding what customers actually want to accomplish. The framework’s emphasis on desired outcomes rather than product features offers a powerful way to think about innovation and product development. In a business landscape increasingly focused on customer experience, Ulwick’s methodology provides a concrete way to translate customer needs into actionable insights.
Key takeaway: Success in innovation comes not from asking customers what they want, but from deeply understanding the job they’re trying to get done. This shift in perspective can transform how organizations approach product development and market strategy.
10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan and Benjamin Hardy
Sullivan and Hardy present a counterintuitive but compelling argument: making something ten times better is often easier than making it twice as good. This isn’t just about thinking bigger—it’s about thinking differently. The book challenges the incremental improvement mindset that often constrains business growth.
What makes this work particularly valuable is its practical approach to transformative thinking. Rather than just encouraging big dreams, it provides a framework for identifying and pursuing opportunities for exponential rather than linear growth.
Key quote: “When you’re seeking a 2x improvement, you’re competing against everyone else trying to make things a little bit better. When you’re seeking 10x, you’re competing against no one, because everyone else thinks it’s impossible.”
Slow Productivity: The Lost Art of Accomplishment Without Burnout by Cal Newport
Our broken understanding of productivity has turned us into task-list warriors, endlessly battling our inboxes and calendars. Newport’s latest work doesn’t just identify the problem—it offers a radical solution drawn from history’s most accomplished minds.
What makes this book transformative is how it dismantles our cultural obsession with busyness. Through the habits of figures like Galileo, Newton, and O’Keefe, Newport reveals a different path: one focused on seasonal rhythms, quality over quantity, and work that has staying power.
In an age of perpetual overwhelm, Newport’s framework feels like permission to pursue meaningful work at a sustainable pace.
Key insight: The path to genuine accomplishment isn’t through endless optimization and hustle—it’s through methodically producing work of lasting value. Sometimes that means doing less to achieve more.
Never Enough: From Barista to Billionaire by Andrew Wilkinson
From making $6.50 an hour as a barista to building a billion-dollar business by age 36, Wilkinson’s story isn’t your typical entrepreneurial journey. But what makes this book truly compelling isn’t the rags-to-riches narrative—it’s his raw honesty about what comes after success.
While most wealth-building books focus on the climb up, Wilkinson pulls back the curtain on what it’s actually like at the top. He’s refreshingly candid about his mistakes, the toll on relationships, and the surprising reality that even billionaires feel like they never have enough.
The book’s insights about building wealth through acquiring and improving internet businesses are valuable, but its real power lies in its examination of what money can—and can’t—buy. It’s a fun and useful read to round out your year.
Key insight: True wealth isn’t just about the number in your bank account—it’s about understanding what actually matters beyond money. Sometimes getting everything you wanted teaches you that you wanted the wrong things.
Why These Books Matter Now
With topics that are diverse and wide-ranging, these books will give you lots to think about as you grow in 2025. Pick one of them up. Let it challenge your thinking. And see where it leads you.
Ff you end up reading any of them, drop me a line—I’d love to hear your thoughts
