Three Books That Shaped the Way I Approach Sales and Growth

Some books give you a spark of inspiration. Others equip you with practical frameworks that fundamentally change how you operate.

Over the years, I’ve read countless business books, but only a handful have stayed with me—books I’ve used repeatedly, both in my own journey and in my work with founders and teams. These are the ones I continue to recommend because they provide tangible levers, not just motivational quotes.

1. The Qualified Sales Leader, by John McMahon 📘

I came across this book just as I was stepping into a management role. What struck me is that it doesn’t tell you how to close more deals—it tells you how to build a revenue engine.

From avoiding common hiring mistakes, to implementing a reliable forecasting system, to understanding the true purpose of a QBR, McMahon lays out the foundations of effective sales leadership. Most importantly, he reminds us that a manager is not a “super seller.” A manager is a coach—and that shift in perspective makes all the difference on the field.

I applied his insights directly in my own teams. MEDDIC, for example, became second nature.

2. Fast Forward, by Matthias Hilpert and Martin Giese 🚀

I’ve leaned on this book more recently, particularly in my work with startups. It’s one of the clearest Go-To-Market playbooks I’ve ever seen.

It emphasizes three fundamentals that many founders overlook:

• a clearly defined ICP,

• messaging that truly resonates with the market,

• a structured process from qualification to expansion.

With these pillars in place, you have the building blocks of a GTM engine that doesn’t just launch—it scales. The frameworks in this book are straightforward, actionable, and incredibly effective when implemented with discipline.

3. The Challenger Sale, by Matthew Dixon and Brent Adamson 🔍

This is a book I’ve gifted multiple times, because it overturns one of the biggest misconceptions in sales: that relationship-builders are the ones who win in complex deals.

In reality, it’s the challengers—the ones who reframe the customer’s thinking, provoke a new perspective, and push back on assumptions—who consistently outperform. I’ve applied this approach to some of my largest deals and encouraged my teams to do the same. It transforms not just the way you sell, but the outcomes you achieve.

If I Had to Recommend Just One in 2025

If I had to pick a single book for a founder to read today, it would be Fast Forward. It’s quick to digest, but more importantly, quick to implement. For founders racing against time and resources, that speed of application makes it invaluable.

And as a personal aside—this summer I revisited Les chemins noirs by Sylvain Tesson. It has nothing to do with sales, but everything to do with alignment, clarity, and finding your direction. Sometimes, that perspective is just as important as any playbook.