Horse Sense

Success, Al Ries and Jack Trout argue, comes less from trying harder than from finding a horse to ride: the one idea, company, thing or person that can carry someone to the top. The marketing strategists turn their marketing principles into personal ones for readers who want to succeed in their careers or private lives. It appeared in 1991.

Christopher Lochhead, host of the Legends and Losers podcast, listed it in an interview among the books that had the biggest impact on him.