The Personal Mba Master The Art Of: Business

But Josh Kaufman disagrees. In his landmark work, The Personal MBA: Master the Art of Business , he posits that the core curriculum of business is not a secret guarded by tenured professors. It is a collection of mental models, psychological principles, and systems thinking that anyone with a library card and discipline can learn.

Contrary to popular belief, marketing is not about manipulation. Kaufman defines it as "the art of getting attention and building relationships." You must learn the Contrast Effect (people don't want a cheap watch; they want a watch that is 50% cheaper than the luxury one next to it) and The Hook (disrupting a user's routine to grab focus). If you cannot get attention, your value is irrelevant. The Personal Mba Master The Art Of Business