Really enjoyed this post by my Kellogg Professor, Andrew Razeghi. He is the New Products - Marketing professor and was a major influence on me at Kellogg and beyond.
If you want to understand people, what people really want, know what they read. We [humans] are not as complicated as we make ourselves out to be. The top 10 best-selling books of all-time tell a simple tale:
believe (The Bible @ over 6B copies sold)
and if you don’t believe, at least act like it (Mao’s mandatory Little Red Book)
spell correctly (Webster’s American Spelling)
and if you can’t spell, do something memorable (The Guinness Book of Records)
oh, you say, you don’t know how to read? (McGuffey’ Readers)
be loyal (A Message to Garcia)
especially to your kids (The Common Sense Book of Baby and Child Care)
know where you’re going (World Almanac)
and have fun when you get there (The Valley of the Dolls)
if you’re having trouble, see #1 (What Would Jesus Do?)"