The $100 Startup
Chris Guillebeau
Crossing the Chasm, 3rd Edition
Geoffrey A. Moore
The Elephant in the Brain
Kevin Simler, Robin Hanson
Breaking Windows
David Bank
Payments Systems in the U.S. Third Edition
Carol Coye Benson, Scott Loftesness, Russ Jones
A powerful idea about ideas — Alan Kay
Why Geoffrey Moore's Crossing the Chasm is a must-read for Ambitious Startup Founders