In his book Flip the Funnel, Joseph Jaffe revisits an old idea that every business person agrees with, but few act upon: “Take care of your customers.” Using the traditional sales funnel where we get more business by prospecting at the top of the funnel, he shows what can happen by focusing on the bottom instead.

What makes this book particularly interesting are the real life examples of companies like Dell, Coca Cola, and Apple, all of whom used these ideas to gain sales. The book is thought provoking and would help any business person to refocus on building their most valuable asset: their customers.