Links to books

The Right Brain Way

Emotional needs drive behavior. The Right Brain Way takes this powerful concept and details a proven
methodology for uncovering the needs that motivate people to buy a product or a brand. Whether your objective
is to increase market share or to gain a better understanding of your customers, The Right Brain Way reveals
the intrinsic link between consumers' emotions and their wallets.

Corvette from the Inside: The Development History as told by Dave McLellan, Corvette's Chief Engineer 1975-1992

Dave McLellan struggled to lead the Corvette program from the edge of failure to a resounding success. 

See how The Right Brain People helped starting on page 245!

Made to Stick: Why Some Ideas Survive and Others Die  by Chip Heath and Dan Heath