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Inside Waddle

[Updated] 5 Books You Must Read If You’re Planning to Build an Exceptional Business

"re-program how you think about your business"

Leigh DunsfordLeigh Dunsford

Building exceptional products can take longer than you’d hope, patience is something that can’t be taught.

Patience in business takes lots of practice and there are a few lessons I’ve learned along the way. When I first started out on my own I took the path of least resistance, I started a business that was horizontal meaning I started something that was proven in the market already, I knew it would work and I could make money from the venture.

As time drew on it became apparent that I wasn’t doing anything that would be truly great or add real value to my customers over the long run, sure they would benefit from what I was offering but would I be delivering a truly unique product that solved most or if not all of their problems? The answer is categorically not…yet.

It’s easy to recreate a business from an already proven market however the true challenge lies in building a product that diverts from the horizontal and goes vertical , identifying the gap within a market and discovering the unknown takes true perseverance and only the brave will tackle such a challenge.

I’ve listed my five favorite books to re-program how you think about your business and for those that are embarking on a new venture don’t add to the competition already in your market, think about creating a monopolised product as only those that say that competition is healthy don’t have a truly exceptional product.

It’s easier said than done, however if you stay on this thought path you’ll get closer each day to building something exceptional.

Here are my top five:

  1. Zero to One: Notes on Startups, or How to Build the Future
  2. Superintelligence: Paths, Dangers, Strategies
  3. The Lean Startup: How Constant Innovation Creates Radically Successful Businesses
  4. Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand
  5. Give and Take: A Revolutionary Approach to Success

*These books don’t all specifically relate to building products however, they are worth a read to inspire your thought process.


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I am one of Waddle's Co-founders.