Brian Brushwood

Oh, that's easy.

Origin of Brands by Al and Laura Reese.

Al and Laura Reese through the 80s and 90s have been given the same marketing advice about positioning and finding your place in the marketplace.

My favorite of their books is...

is origin of brands in which they couch everything based on Darwin's origin of the species.

And they make an argument, just like Darwin proposed a tree of life where you have mammals and insects and algae, there's a tree of brands where you have restaurants and car dealerships and cable television providers.

And within those, there are other branches.

There are branches for fast food and healthy fast food and cheap fast food.

And if you can find an unfilled niche...

And you can obey the same rules that govern life.

For example, the tree that gets planted first is going to steal all the sunshine from the tree that gets planted second.

Then you can find an unfilled niche and become top in your category.

Yeah.

Man, I'd hate to say it because it's so cliche, but I'll read anything that has the words Elon Musk in it.

Yeah.

Because the dude's the modern day P.T.

Barnum.

I love it.

Although if it's somebody I'm modeling, you know, Penn and Teller have been heroes of mine for, you know, 30 years.

And I've had correspondence with Teller for 20 of them.