Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, Geoffrey A. Moore
This is the first time I've read a business book, and it went well.
Geoffrey is satisfactory with anecdotes, decent with humour. Most parts of this book are a good read in the way the front page of the economy section is a good read. If there is any discomfort in the style, it is the huge number of typos and linguistic errors in my copy. While I don't find typos and errors significantly distracting, their density in this book at least somewhat checks its humour. I suppose it's like the phenomenon of someone stumbling over a joke.
As for its theses, it's certainly opened my eyes to business in general. Techie that I am, I am grateful to have spent just the short time it takes to read this book, for the number of puzzling marketing and behavioural questions on which it sheds light.