Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die; Richard Maxwell and Robert Dickman, The Elements of Persuasion: Use Storytelling to Pitch Better Business, Sell Faster, and Win More Business; Dan Ariely, Predictably Irrational: The Hidden Forces That Shape Our Decisions; Richard H. Thaler and Cass R. Sunstein, Nudge: Improving Decisions About Health, Wealth, and Happiness