One of the more beachable business books I’ve read is “Marketing Lessons from the Grateful Dead. What every business can learn from the most iconic brand in history” by David Meerman Scott and Brian Halligan. It’s a fast, 156-page read of the Dead’s marketing breakthroughs, coupled with examples from other industries. It includes helpful application tips (labeled “Rock On”) for your own business situation. Here are my top 3 takeaways:

1. Be on the lookout for new business models. The Grateful Dead pioneered a multitude of new business practices:

• Unlike other bands that relied heavily on selling records, the Grateful Dead made their money primarily from concerts and merchandise.
• The Dead eliminated the middleman by selling tickets directly to fans rather than going through major ticket sellers.