There are three books I have based a lot of my sales career on. Gap selling and challenger sale. I have read others but those two have always stuck out as the ones that have brought the greatest change in developing my knowledge and skills. This one is added to the list. This is a must read for anyone in sales or marketing. From the intro till the end there are nuggets in every chapter, from how people have changed in how they buy and make decisions, to how you can help guide them to making the best decisions. If I could give more than 5-stars I would, it is that dang good!