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I was recommended this book during a hard time in my career and it turned me around in many ways. It reinforced a lot of things I learned the hard way through trial and error. It also opened my eyes to a whole new set of principles that I now think about every single week. Just writing this blurb makes me want to reread it. It's also fun to read it in a context that's kind of alien to a lot of technical founders (sports management/coaching).
A must-read for any underdog, which is basically any start-up ever.