Business Books

Dive into our Business books collection and discover essential reads on leadership, entrepreneurship, and management. Whether you're leading a start-up, steering a corporation, or just keen on understanding today's complex market dynamics, our business books section offers wisdom from celebrated authors like Malcolm Gladwell and Peter Drucker.

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Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy - Thryft

Regular price RM41.00 MYR RM26.00 MYR 37% off

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As someone keen on sharpening their marketing strategy and driving their business forward, "Driving Customer Equity" could be an indispensable tool for you. Rust, Zeithaml, and Lemon translate complex concepts into actionable insights, helping you leverage customer relationships in a financial context. Whether you're a decision-maker or a strategist, this book can guide you in investing wisely in customer equity to foster long-term profitability.
Managing To Have Fun - Thryft
Matt Weinstein | Simon & Schuster

Managing To Have Fun

Regular price RM22.00 MYR RM15.00 MYR 32% off

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Goodreads rating: 3.52

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Recommendation: This book is perfect for individuals looking to infuse joy and celebration into their workplace. With practical examples and insights, it shows how incorporating fun can enhance employee morale, reduce stress, and cultivate a greater sense of personal pride. Discover how to create a vibrant and positive work environment that fosters creativity and happiness for every team member.
Toyota Culture: The Heart and Soul of the Toyota Way

RM495.00 MYR

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If you have a keen interest in understanding the underpinnings of one of the world's most successful corporate cultures, "Toyota Culture: The Heart and Soul of the Toyota Way" could be a fascinating read for you. It dives into the principles and practices that make Toyota stand out, offering insights that can be valuable not just for business professionals, but for anyone interested in organizational dynamics and continuous improvement.
Interviewing Skills - Thryft
Tim Hindle | Dorling Kindersley Publishers Ltd

Interviewing Skills

Regular price RM33.00 MYR RM15.00 MYR 55% off

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Goodreads rating: 3.32

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If you're gearing up to expand your team or assessing internal promotions, "Interviewing Skills" could be your go-to handbook. It simplifies a complex process, giving you the nuts and bolts of conducting effective interviews. Think of it as your personal coach in a book, helping you to not only ask the right questions but also to analyze responses in a way that'll lead you to make informed decisions. You'll appreciate the concise, power-packed insights that could make a substantial difference in your interviewing outcomes.
Getting the Best Out of Yourself and Others
Irv Levey, Buck Rodgers  | Harpercollins

Getting the Best Out of Yourself and Others

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Goodreads rating: 3.0

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This book offers practical tips and strategies for building self-esteem and achieving personal and team goals. The author emphasizes the importance of identifying and showcasing positive attributes, connecting pay to performance, and using effective incentives. Readers can expect to be inspired and motivated to reach their full potential both as individuals and as part of a team.
Principles of Managerial Finance - Thryft
Lawrence J. SanDiego State University Gitman | Pearson, Addison Wesley

Principles of Managerial Finance

Regular price RM145.00 MYR RM45.00 MYR 69% off

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Goodreads rating: 3.88

Regular price RM145.00 MYR RM45.00 MYR 69% off

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If you're currently studying finance or venturing into a management role, Gitman's "Principles of Managerial Finance" could serve as an invaluable guide. It's not merely a textbook; it's a comprehensive roadmap that blends theory with real-world application, peppered with contemporary examples that make the dry subject matter come to life. Its unique angle on ethics will ensure your financial decisions are as socially responsible as they are strategically sound.
The Happy Employee
Julia McGovern, Susan Shelly  | Adams Media

The Happy Employee

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Goodreads rating: 3.0

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"The Happy Employee" could be a game-changer for you if you're in a management role or run a business. It’s a practical guide filled with actionable steps that focus on the most valuable asset of any business – its employees. Packed with 101 tips, this book will help you create an environment where talent thrives, productivity peaks, and, in turn, your own work life is undoubtedly improved. The emphasis on real-life examples means you’ll be learning from relatable scenarios, giving you the skills to foster a more harmonious and effective workplace.
Where Will You Be Five Years From Today?
Kristel Wills, Dan Zadra  | Compendium, Inc.

Where Will You Be Five Years From Today?

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Goodreads rating: 4.19

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If you're standing at a crossroads or you're just feeling a bit stuck, this book might just be the gentle push you need. It's like a close friend that nudges you to think about your dreams and goals. The interactive nature of Dan Zadra’s work encourages personal reflection and planning, making you feel both hopeful and in charge of your own future. It’s a good pick for when you’re craving some motivation and a clearer vision of where you want to go in life.
Are You Fully Charged?: The 3 Keys to Energizing Your Work and Life

RM15.00 MYR

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If you've hit a wall in your professional and personal life, this book might just be the jumper cables you need. Tom Rath's insights can help you spark a renewed sense of purpose by realigning what truly matters. It's not a typical self-help guide; it's a pragmatic blueprint for genuine daily fulfillment. You'll learn to not just chase fleeting happiness but to cultivate a life brimming with meaning.
Resumes for Dummies - Thryft

Resumes for Dummies

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Goodreads rating: 3.69

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Resumes for Dummies is an excellent resource for job seekers who want to create a powerful resume and stand out to potential employers. The book provides a step-by-step guide to creating a resume that best showcases your skills, experience, and personality to score the perfect job position. This book is especially useful for recent graduates looking to jumpstart their careers or those transitioning to a new industry. With the aid of easy worksheets, digital and online strategies, and practical advice for addressing tricky employment gaps, this book offers indispensable guidance for a successful job application.
The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence
Ian Greenleigh | Mcgraw Hill

The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence

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Goodreads rating: 3.93

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If you're trying to make a mark in your industry or seeking to elevate your career, "The Social Media Side Door" could be your tactical guide. Ian Greenleigh offers strategies to connect with high-level individuals bypassing conventional barriers. It's less about the number of followers and more about meaningful engagement with the right people. This could be particularly enlightening if you're looking to leverage social media for more than just likes and retweets, aiming for real professional growth and networking opportunities.
All I Really Need to Know in Business I Learned at Microsoft: Insider Strategies to Help You Succeed
Julie Bick | Atria

All I Really Need to Know in Business I Learned at Microsoft: Insider Strategies to Help You Succeed

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Goodreads rating: 3.73

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This book is like having a mentor in your hand. Julie Bick offers a treasure trove of insights from her experiences at Microsoft that could help you navigate the corporate ladder with ease. Think of it as a condensed MBA with relatable, real-world applications that could transform how you approach your career and business strategies.
Stop Tweeting Boring Sh*T - Thryft
Division of Labor | Chronicle Books

Stop Tweeting Boring Sh*T

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Goodreads rating: 3.48

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This book would be a great fit for recent graduates or young professionals entering the workforce for the first time. With its vintage-style public service announcements and humorous take on common workplace issues, it provides practical advice in an engaging format. The real workplace statistics peppered throughout also help readers understand the gravity of these issues. The full-size pull-out poster is a fun bonus that will add some personality to any cubicle.
The 3 Keys to Empowerment: Release the Power Within People for Astonishing Results - Thryft

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If you're a manager struggling to foster a dynamic, innovative environment where your team feels truly invested, "The 3 Keys to Empowerment" could be your guide. It doesn't just buzz around the concept of empowerment; it equips you with practical steps. Through sharing knowledge, setting clear boundaries, and emphasizing teamwork, this book can help transform your managerial approach and potentially lead to more rewarding results.
Your Financial Edge: How to Take the Curves in Shifting Financial Markets and Keep Your Portfolio on Track
If you're feeling overwhelmed by the volatility of financial markets, "Your Financial Edge" might just be the guiding hand you need. Co-written by investment gurus Paul McCulley and Jonathan Fuerbringer, it's a book that doesn't just spit facts but gives you actionable advice. Imagine having a mentor who blends economic theory with practical investment strategies. That's the kind of edge this book promises to provide, making it a go-to resource that could help secure and enhance your financial future. Whether you’re a novice or a pro, there’s wisdom here to elevate your game.
How to Grow When Markets Don't - Thryft
Adrian J. Slywotzky, Richard Wise, Karl Weber  | Warner Business Books

How to Grow When Markets Don't

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Goodreads rating: 3.53

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If you're feeling stuck in your business, contemplating how to move forward in a competitive, saturated market, this might be the flashlight in the dark you're looking for. Slywotzky delves into case studies and strategies that real world companies have used to innovate and create new demand, potentially a game changer for your strategic planning.
Niche: Why the Market No Longer Favours the Mainstream
James Harkin | Abacus Software

Niche: Why the Market No Longer Favours the Mainstream

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Goodreads rating: 3.36

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Are you feeling lost amid market giants and their offerings? 'Niche' might just guide you to illuminate your path forward. James Harkin captivates with cases showing that specificity beats ubiquity, detailing how brewing passion in a compact domain could lead to expansive success. It's a must-read if you're contemplating carving out your own unique space in the business ecosystem.
Household Gold: How to Convert Household Expenses Into Household Income and Own Your Own Life in the Process!

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If you're intrigued by the idea of making your household spending work for you rather than against you, "Household Gold" could be the savvy financial guide you need. Steve W. Price offers a fresh perspective on how to leverage what you already buy into potential income. It's a concise read brimming with actionable insights that could inspire you to rethink your spending habits and invest in your financial future.
Peak Performers - Thryft
Charles Garfield | William Morrow Paperbacks

Peak Performers

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Goodreads rating: 4.03

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"Peak Performers" by Charles Garfield can be a good read for anyone looking to achieve extraordinary results in their life. This book breaks down the six common attributes that all peak performers share and shows how anyone can develop these skills to achieve personal growth and success. Readers will appreciate the practical, applicable advice given in this book, and how it inspires them to become the best version of themselves.
The Aftershock Investor: A Crash Course in Staying Afloat in a Sinking Economy - Thryft

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If you're feeling uneasy about economic stability, "The Aftershock Investor" could serve as your financial life raft. The authors' track record alone is a compelling reason to consider their advice; they've been right before when many weren't. This book doesn't just spread doom and gloom—it aims to equip you with the knowledge to protect and even enhance your wealth when the waves hit. Plus, the actionable insights might be just what you need to stay afloat and ahead.
Predatory Marketing : What Everyone in Business Needs to Know to Win Today's Consumer - Thryft

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This book could be a good read for you if you want to understand the psychology behind consumer behavior and learn effective marketing strategies. The author provides eye-opening research and statistics on American consumers that will help you improve your advertising, public relations, customer service, and strategic planning. With its revolutionary prescriptions, this book will equip you with the knowledge to win in today's competitive consumer market. So, dive into the world of predatory marketing and gain valuable insights to stay ahead in the business world!
Simplicity: The New Competitive Advantage in a World of More, Better, Faster - Thryft
William D. Jensen | Basic Books

Simplicity: The New Competitive Advantage in a World of More, Better, Faster

Regular price RM123.00 MYR RM26.00 MYR 79% off

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Goodreads rating: 3.47

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If you feel overwhelmed by the deluge of data and decisions in your daily professional life, "Simplicity: The New Competitive Advantage in a World of More, Better, Faster" might just be the beacon of clarity you need. Bill Jensen cuts through the noise with practical tools and strategies, making this book invaluable for those looking to enhance their decision-making prowess and streamline their work processes for better productivity and job satisfaction. It's for anyone who believes that being clear-headed and efficient isn't just an advantage, but a necessity in today's fast-paced world.
Market-Based Management: United States Edition - Thryft
Roger J. Best | Pearson College Div

Market-Based Management: United States Edition

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Goodreads rating: 3.71

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If you're pursuing an MBA or you're a business professional looking to sharpen your marketing strategy, "Market-Based Management" is definitely your ally. Roger Best has crafted a resource that transcends mere theory, providing practical tools and metrics for measuring performance. This book will likely change the way you think about marketing's role in a business's success, offering clear, strategic insights tailored for real-world application.
The Daily Carrot Principle: 365 Ways to Enhance Your Career & Life

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If you're someone who thrives on self-improvement and practical advice, "The Daily Carrot Principle" could be a good fit for you. It isn't just a one-time read; it's a companion that offers a full year's worth of inspiration and actionable tips to enhance both your professional path and personal life. Each day you get a new nugget of wisdom, making continuous growth achievable and engaging.
Talent Is Not Enough: Business Secrets for Designers - Thryft
Shel Perkins | Peachpit Pr

Talent Is Not Enough: Business Secrets for Designers

Regular price RM56.00 MYR RM26.00 MYR 54% off

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Goodreads rating: 3.95

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If you're a designer with an eye for detail in your work but maybe not as much in business, "Talent Is Not Enough" could really elevate your game. Imagine blending your creative prowess with solid business strategies that safeguard your interests and fuel your professional growth. From decoding the right career paths to mastering marketing—this book takes an undeniably visual and practical approach to help you turn your talent into a thriving enterprise.
On Creativity, Innovation, And Renewal - A Leader To Leader Guide - Thryft

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If you're someone looking to infuse creative energy into your team or company, this book could serve as your compass. The collective wisdom of esteemed leaders compacted into a quick read means you can start reinvigorating your organization without delay. It's for the innovative leader in a time crunch.
The Joy of Working					The 30 Day System to Success, Wealth & Happiness on the Job
							- A Larimi Communications Book - Thryft
If the daily grind has been wearing you down, "The Joy of Working" could be the breath of fresh air you need. This book isn't just advice; it's a practical 30-day program designed to inject enjoyment into your job. Imagine looking forward to Mondays with a sense of purpose and fulfillment. That's the shift this book aims to create in your work life.
The New Organizational Wealth: Managing & Measuring Knowledge-Based Assets
Karl Erik Sveiby | Berrett-koehler Publishers

The New Organizational Wealth: Managing & Measuring Knowledge-Based Assets

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Goodreads rating: 3.0

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If you’re navigating the modern knowledge-based business landscape, Sveiby's insights are pivotal. He translates the often nebulously defined territory of intellectual capital into concrete management principles. This book could be your roadmap to harnessing and leveraging the most valuable assets of your firm—experience, skills, and knowledge—in a way that’s measurable and meaningful.
Marketing Plan Handbook
Robert W. Bly | Entrepreneur Press

Marketing Plan Handbook

RM160.00 MYR

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Goodreads rating: 3.91

RM160.00 MYR

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If you're aiming to maximize the impact of your marketing efforts without breaking the bank, this book is tailored for you. 'Marketing Plan Handbook' demystifies the process, breaking down sophisticated concepts into actionable strategies. Perfect for entrepreneurs and small business owners eager to craft a marketing blueprint that aligns with their unique visions and financial constraints. Following Bly's guidance could make the difference in your business reaching its full potential.
Focus: The Future of Your Company Depends on It
Al Ries | Harperbusiness

Focus: The Future of Your Company Depends on It

RM22.00 MYR

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Goodreads rating: 4.01

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If you're feeling like your company's efforts are spread thin and the market's pressure is mounting, 'Focus' by Al Ries could be the game-changer you need. He takes a hard look at the power of specialization, solidifying your brand in the customer's psyche. By leaning into case studies and sharp insights, you'll find clarity on how to streamline your business offerings and possibly dominate your industry. For anyone intrigued by market differentiation or worried about brand dilution, this read is likely to resonate with you.
Often Wrong, Never in Doubt: Unleash the Business Rebel Within - Thryft
Peter Knobler, Donny Deutsch  | Harper Business

Often Wrong, Never in Doubt: Unleash the Business Rebel Within

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Goodreads rating: 3.7

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This book is perfect for ambitious individuals who are looking to break barriers and achieve success in the business world. Donny Deutsch shares his personal journey and provides practical advice on how to overcome obstacles, build wealth, and create a thriving business. With inspiring stories and valuable lessons, this book will motivate and empower you to think outside the box and confidently pursue your goals. It's a must-read for anyone seeking entrepreneurial inspiration and a roadmap to success.
Winning Job Interviews
Paul Powers | Career Pr Inc

Winning Job Interviews

RM93.00 MYR

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Goodreads rating: 3.66

RM93.00 MYR

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If you're in the tough tug-of-war of job hunting, Dr. Paul Powers' "Winning Job Interviews" could be the edge you need. His insights promise to untangle the daunting process and empower you with strategies that have stood the test of time. Whether you're fresh in the job market or eyeing that next big step, this book aims to transform nerves into confidence.
Social Networking For Career Success - Using Online Tools To Create A Personal Brand - Thryft
Miriam Salpeter | Learningexpress

Social Networking For Career Success - Using Online Tools To Create A Personal Brand

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Goodreads rating: 3.54

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This book would be a good read for anyone looking to leverage social media and online tools to advance their career. It provides practical advice on how to build a personal brand and make meaningful connections in the digital age. With a mix of suspense, humor, and heartfelt moments, the story of James Harold Baxter will keep you engaged while teaching you the importance of making the right choices in your professional journey. So, if you're ready to take control of your career and create opportunities, this book is a must-read.
Organization Development: The Process of Leading Organizational Change - Thryft

RM67.00 MYR

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If you're facing the challenges of steering an organization through the rapid currents of change, this book could be a beacon for you. It dives into the ethics and real-world applications behind organizational development, which can be invaluable in our era of globalization and technological leaps. What sets it apart is its blend of classic and contemporary methods, ensuring you have a well-rounded understanding of how to lead effectively in today's dynamic work environment.
Custom Kanban: Designing the System to Meet the Needs of Your Environment - Thryft
Raymond S. Louis | Productivity Press

Custom Kanban: Designing the System to Meet the Needs of Your Environment

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Goodreads rating: 2.5

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If you're looking to streamline your company's operations, "Custom Kanban" could be an insightful choice. Raymond Louis guides you through crafting a replenishment system that isn’t just lifted from a textbook but is instead molded around the specific circumstances and demands of your business. It's particularly useful for those wanting a deep dive into operational efficiency, customized to their company's unique ecosystem.
Four Days With Dr. Deming - A Strategy For Modern Methods Of Management

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If you're striving to improve your business methods and embrace quality-focused management, "Four Days With Dr. Deming" is a treasure. It distills the expertise of a management legend into digestible pieces, challenging the status quo of short-sighted practices. It's the kind of book that could transform your approach to leadership and process optimization, nudging you towards long-term success.
Human Resource Management

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If you're looking to stay ahead in the dynamic field of HR, this book is a treasure trove. DeCenzo and Robbins have done a stellar job of capturing the ongoing transformations in human resource management, making complex concepts digestible. With an emphasis on real-world application, you'll find yourself equipped with both understanding and practicality for today's diverse and change-driven workplace.
Living Seven Habits
Stephen R. Covey | Free Press

Living Seven Habits

RM34.00 MYR

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Goodreads rating: 3.97

RM34.00 MYR

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If you've ever felt stuck or in search of personal development, "Living the Seven Habits" can be an inspiring resource. The book goes beyond theory, delving into real stories where individuals have faced and overcome their challenges by applying the 7 habits. These narratives, accompanied by Stephen Covey's insights, provide practical examples of personal and professional transformation, making the habits accessible and relatable. It's a read that not only encourages self-improvement but also leaves you with a sense of hope and capability.
Organizing From the Inside Out
Julie Morgenstern | Holt Paperbacks

Organizing From the Inside Out

RM34.00 MYR

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Goodreads rating: 3.84

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If you've ever felt overwhelmed by clutter or struggled to find a workable system for keeping your life tidy, Julie Morgenstern's "Organizing from the Inside Out" could be the game-changer you need. Morgenstern doesn't just offer one-size-fits-all solutions; she delves into personal habits and psychological barriers, helping tailor an organizing strategy that synchronizes with your life. It's like having a personal coach guiding you through decluttering your space and mind.
Don't Sweat the Small Stuff... And It's All Small Stuff: Simple Ways to Keep the Little Things from Taking Over Your Life

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Recommendation: Don't Sweat the Small Stuff is a perfect fit for anyone looking to overcome stress and anxiety by making small daily changes to their life. The author’s insightful and thoughtful suggestions encourage the reader to live in the present moment, trust their intuition and find peace with imperfection. This book is a perfect guide for anyone who wants to live a more peaceful and stress-free life.
How to Manage: The Art of Making Things Happen - Thryft
Jo Owen | Prentice Hall

How to Manage: The Art of Making Things Happen

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Goodreads rating: 3.91

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"How to Manage" delivers a comprehensive playbook for anyone stepping into a management role or those already navigating it. Its conversational approach unpacks complex ideas into digestible steps, offering a bridge between management theory and the messier realities of leadership. It's like having a mentor at your fingertips, guiding you through every challenge with wisdom and wit. Perfect if you want to lead effectively without wading through dense academic jargon.
Scoring Points: How Tesco Is Winning Customer Loyalty

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If you're interested in the magic behind successful business strategies, "Scoring Points" might just satisfy that curiosity. It provides an insider's look at Tesco's journey to retail dominance, made possible through a deep understanding of customer loyalty. The book offers valuable insights into how Tesco’s Clubcard transformed not just their bottom line, but also their customers' shopping experiences. Ideal for marketers, strategists, and anyone intrigued by the alchemy of consumer relations.
Compel: How to Get Others in Your Organization to Think and Act Differently
Robert D. Gilbreath | Wiley

Compel: How to Get Others in Your Organization to Think and Act Differently

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Goodreads rating: 3.57

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If you're feeling stuck in your attempt to inspire change within your organization, "Compel" could be the torch to light your way. It navigates the maze of human behavior and organizational dynamics, offering tangible actions for effective persuasion. It's not just about the what and why — it delves into the how, which is often the missing piece for many leaders and change-makers.
The Enthusiastic Employee: How Companies Profit by Giving Workers What They Want
Douglas A. Klein, David Sirota  | Ft Pr

The Enthusiastic Employee: How Companies Profit by Giving Workers What They Want

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Goodreads rating: 3.79

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If you're finding it hard to inspire passion among your team, "The Enthusiastic Employee" could be a game-changer for you. The book's actionable insights, grounded in substantial research and data from millions of employees, provide a blueprint for fostering a workplace culture where enthusiasm thrives. By debunking common management myths and offering practical advice, it's a key read for anyone looking to lead an engaged and productive team.
The Extra One Per Cent: How Small Changes Make Exceptional People

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Imagine feeling just a nudge closer to the top-tier achievers you admire. "The Extra One Per Cent" offers you the secrets to small, manageable changes that can lead to extraordinary results. Through Yeung's insights from working with elite individuals, you can unlock the psychology of success and begin to incorporate the eight capabilities that make a world of difference. This book feels like having a personal coach, guiding you to realize your full potential.
Zapp! The Lightning of Empowerment: How to Improve Productivity, Quality, and Employee Satisfaction

RM179.00 MYR

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"Zapp!" is like a bolt of inspiration for anyone feeling stuck in their organizational role. It's a great choice for you if you're looking to understand the power of empowerment in the workplace. By illustrating how trust and autonomy can electrify a team, it offers a transformative approach to management that could catalyze positive change in your own professional sphere.
Beat Multiple Deck Blackjack
Marten Jensen | Cardoza

Beat Multiple Deck Blackjack

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Goodreads rating: 2.86

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If you love blackjack but feel daunted by card counting, this book could change your entire approach to the game. Marten Jensen offers clear, accessible strategies that cater to both novices and more seasoned players who want to up their game without getting into the complexities of card counting. It's like having an expert whispering secrets in your ear, giving you the confidence to take on multiple deck blackjack with a winning edge.
Making a Life, Making a Living®: Reclaiming Your Purpose and Passion in Business and in Life - Thryft

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87% off est. retail
If the hustle and sometimes sterile ambition of the corporate world is starting to wear you down, Mark Albion's book could serve as a roadmap to aligning your professional aspirations with your personal values. You'll find solace in the blend of practical career advice with a more profound quest for spiritual balance. It could be that missing piece for harmonizing your life's work with your inner self.
Getting Things Done When You Are Not in Charge - Thryft
Geoffrey M. Bellman | Fireside

Getting Things Done When You Are Not in Charge

Regular price RM22.00 MYR RM15.00 MYR 32% off

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Goodreads rating: 3.41

Regular price RM22.00 MYR RM15.00 MYR 32% off

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77% off est. retail
Discusses leadership, empowerment, and change, and discusses how to achieve these and other goals when you are not in charge
Work Less, Make More: Stop Working So Hard and Create the Life You Really Want!

RM49.00 MYR

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If you're feeling the weight of endless hours and unfulfilled days, Jennifer White's "Work Less, Make More" might just be the compass you need to navigate towards a more balanced existence. This isn't just about cutting hours; it's about reshaping your approach to life and work to prioritize your happiness and well-being. Jennifer maps out a path that encourages taking risks and finding passion in what you do, making it especially resonant for anyone dreaming of a life less ordinary.

Empower Your Mind and Career

Thryft’s Business collection opens a world of strategic insights and innovative ideas. Here, you can find books that cater to aspiring entrepreneurs, seasoned leaders, and anyone eager to craft a future in the world of commerce and industry. From innovative practices to motivational stories, each book offers valuable lessons. Get ready to be inspired and enhance your professional journey.