Vítor Soares.
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Books

Books that shaped how I think.

This is not a record of every book I have read or a ranking of the best books ever written. It is a selective, evolving collection of books whose ideas have influenced how I build, communicate, make decisions and respond to difficult situations.

Startups, Product & Growth

Traction

Gabriel Weinberg & Justin Mares

I have referenced this book publicly many times and used its Bullseye Framework when teaching digital marketing and go-to-market to startups. The framework encourages teams to explore multiple acquisition channels before committing too early to one tactic. AskCory was built partly to operationalise this process - helping teams explore channels in a structured way, prioritise based on evidence rather than opinion, and avoid premature attachment to tactics. The value was not simply summarising the book; it was helping teams apply the methodology faster and more consistently.

Key ideaA strong product is not enough. Teams also need a disciplined way to test how they will reach customers before committing too early to a familiar channel.

Recommended for: Early-stage founders, product and growth teams, teams designing a go-to-market strategy, and mentors or operators helping startups test acquisition channels.

Official book page

Fall in Love with the Problem, Not the Solution

Uri Levine

While reading this book, I recognised a strong connection between Uri Levine's approach and the Bullseye Framework from Traction. Before choosing a tactic or acquisition channel, teams should first list and test many possible routes to users. The principle I took from the book was: do not fall in love with the channel; fall in love with the journey of finding what works. This reinforced what I learned while building AskCory - explore channels systematically, measure real traction, and focus only after evidence appears. Where Traction provides a systematic framework for channel discovery, Uri Levine reinforces the founder mindset needed to remain attached to the problem and evidence, rather than to a preferred solution.

Key ideaFounders should remain committed to the problem, while treating solutions, tactics and channels as hypotheses that must earn continued investment.

Recommended for: First-time founders, early-stage teams and mentors who want to keep teams focused on evidence rather than attachment.

Official book page

Negotiation & Communication

Never Split the Difference

Chris Voss & Tahl Raz

This book taught me that negotiation is not limited to formal, high-pressure situations. I increasingly see it as part of everyday communication, leadership and problem-solving. Applying its principles has helped me become a more effective communicator and problem solver. I particularly value the emphasis on understanding the other person's perspective, finding common ground without rushing into superficial compromise, asking calibrated questions, lowering defensiveness and improving difficult conversations. These principles are relevant in founder conversations, commercial discussions, mentoring, leadership and personal interactions.

Key ideaGood negotiation begins with understanding how the other person sees the situation, not with preparing stronger arguments for your own position.

Recommended for: Founders, managers, sales and business development professionals, mentors, and anyone navigating difficult conversations.

Official book page

How to Win Friends and Influence People

Dale Carnegie

I value this book because its framework has held up since 1936 - not because it follows trends, but because it is built on human psychology. The principles around genuine interest in other people, clear and considerate communication, and avoiding unnecessary argument remain practical without being manipulative. It is useful for anyone who leads or works closely with others.

Key ideaPeople are moved more by feeling genuinely understood than by being persuasively argued with.

Recommended for: Leaders, founders, sales professionals, mentors and anyone building or managing professional relationships.

Official book page

Habits, Perspective & Personal Development

Atomic Habits

James Clear

I have recommended this book to other entrepreneurs because I found it practical, not merely inspirational. What I value is the way it turns behaviour change into manageable systems and repeated actions. It helps move the discussion away from motivation alone and towards environment, cues, repetition, reducing friction and building systems that make desired behaviour easier. I see it as useful for founders and professionals because demanding environments rarely allow people to rely consistently on motivation or willpower.

Key ideaLasting progress depends less on occasional motivation than on the systems and environment that make useful behaviour repeatable.

Recommended for: Founders and professionals, people building sustainable routines, and anyone struggling to translate intentions into consistent action.

Official book page

The Little Book of Stoicism

Jonas Salzgeber

Stoicism has become an important guiding philosophy for me. This book offers a clear and accessible expression of principles that help me remain resilient when facing external challenges. The distinction between what is within our control and what is not has made me more adaptable and more focused on what genuinely matters. Its value is not passive acceptance. It is about directing effort towards judgement, choices, behaviour and response, rather than wasting energy trying to control external events.

Key ideaWe do not control every event, but we retain responsibility for our judgement, choices and response.

Recommended for: Founders and leaders operating under uncertainty, people navigating setbacks or external pressure, and readers looking for a practical introduction to Stoic thinking.

Official book page

Into the Magic Shop

James R. Doty

The memoir's account of transformation through compassion resonated with me. It reminded me that growth and success are not only about what we achieve. They are also about how we relate to people and who we remain while pursuing those goals. The book reinforced the importance of compassion, kindness, human connection and remaining attentive to others while pursuing ambitious goals. It influenced how I think about being a better leader, son and friend.

Key ideaAmbition becomes more meaningful when it is accompanied by compassion, attention and genuine connection with other people.

Recommended for: Ambitious professionals, founders and leaders, and readers interested in personal transformation, compassion and meaning.

Official book page

On reading

What I look for in a book.

The books I return to most are rarely the ones that feel motivating in the moment. The ones that stay with me offer mental models I can apply in practice, not just think about. They hold up beyond the context in which they were written. And they are honest about trade-offs rather than presenting a single formula for success.

I am more interested in frameworks I can test than in frameworks I can merely memorise. Many of the books that stay with me are connected to a problem I was trying to understand: how to find traction, conduct a difficult conversation, build a useful habit or remain steady under pressure.

This list is not static. I will add books as I find ones worth recommending.

Explore further.

If some of these ideas connect with how you think about your work, there are a few natural next steps.