immediately. I used the audio adaptation. If you’re hungry for more, William Ury’s Getting Past No and G. Richard Shell’s Bargaining for Advantage: Negotiation Strategies for Reasonable People are outstanding. These are the only negotiating books you’ll ever need. Response Magazine (www.responsemagazine.com) This magazine is dedicated to the multibillion-dollar direct response (DR) industry, with a focus on television, radio, and Internet marketing. How-to articles (increasing sales per call, lowering media costs, improving fulfillment, etc.) are interspersed with case studies of successful campaigns (George Foreman Grill, Girls Gone Wild, etc.). The best outsourcers in the business also advertise in this magazine. This is an excellent resource at an excellent price—free. Jordan Whitney Greensheet (www.jwgreensheet.com) This is an insider secret of the DR world. Jordan Whitney’s weekly and monthly reports dissect the most successful product campaigns, including offers, pricing, guarantees, and ad frequencies (indicative of spending and, thus, profitability). The publication also maintains an up-to-date tape library from which infomercials and spot commercials can be purchased for competitive research. Highly recommended. Small Giants: Companies That Choose to Be Great Instead of Big (256 pages) BY BO BURLINGHAM Longtime /nc. magazine editor-at-large Bo Burlingham crafts a beautiful collage and analysis of companies that focus on being the best instead of growing like cancer into huge corporations. Companies include Clif Bar Inc., Anchor Stream Microbrewery, rock star Ani DiFranco’s Righteous Babe Records, and a dozen more from different industries. Bigger is not better, and this book proves it. Negotiating World Travel and Preparing for Escape Six Months Off: How to Plan, Negotiate, and Take the Break You Need Without Burning Bridges or Going Broke (252 pages) BY HOPE DLUGOZIMA , JAMES SCOTT , AND DAVID SHARP This was the first book to make me step back and say, “H