I’ve read many books about go-to-market and sales, and most of them didn’t change anything. These three did. One of these is obviously Awesome by April Dunford. It taught me that most deals are lost on positioning before anyone talks price, so I audit how a product is framed before touching the funnel. The Mom Test by Rob Fitzpatrick. It cured me of asking customers if they’d buy and taught me to ask what they did the last time the problem hurt. Crossing the Chasm by Geoffrey Moore. It made me stop chasing everyone and win one narrow segment completely before widening the net. Which book belongs on this list that I haven’t read yet?