Hi all —

Last year I dropped a list of the 25 Things I Wish I Knew When I Was a Young Entrepreneur, and while the list hasn’t changed since, I do want to focus on a few of “the things” in the coming months.

I don’t care if you’re in tech or hospitality or retail or healthcare. No matter what industry you’re in, you work with people.

That’s why studying (and restudying) psychology is one of the most important ways to become better in everything you do.

Out of all the business classes, leadership talks, and self-help books out there, knowing people matters most.

Because you can’t sell to people until you understand people. You can’t work well with people until you know them. And it’s going to be really tough to become a better person yourself until you know how and why you do certain things.

So, study psychology.

I’m not saying you need to go back to school and major in it. There are a ton of books out there. For my money, one of the best for business and marketing is Influence: The Psychology of Persuasion by Robert Cialdini.

In tandem with reading that, get on Google and search for some of the greats and read their works. Pioneers in the field of social psychology like: Albert Bandura, Stanley Milgram, and Solomon Asch. Or look into some of the more contemporary names like: Martin Seligman, Barbara Fredrickson, or Daniel Kahneman.

Read their studies — they’re fascinating, insightful, and you’ll be surprised by how universal they are.

Oh, and stay tuned next month when I break down another one of my favorite entrepreneurial tips.

Until then, I hope you all enjoy some peace, relaxation, and rest over the holidays.

-DC

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