What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services by Anthony Ulwick. New York: McGraw-Hill, 2005.
The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by John Zagula and Rich Tong. New York: Portfolio, 2004.
Startups That Work: The 10 Critical Factors That Will Make or Break a New Company by Joel Kurtzman and Glenn Rifkin. New York: Portfolio, 2005.
The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm by Tom Kelley with Jonathan Littman. New York: Currency Books, 2001.
