Well, outside of our cookbooks and Setting the Table , which is the most gift I give because someone’s got to give it, I love marketing. I just love marketing because marketing is understanding the other person. Marketing is a dialogue. It’s a lot like hospitality. And I love Seth Godin’s books. And I would say that I’ve given many of his books, but probably the one that I’ve given the most is This Is Marketing . And it comes down to one simple express — He’s just so brilliant at getting to the essence of what something really is. And he thinks marketing is when you can convey that people like us do things like this. And that sounds so simple, and yet it’s so deep actually. He understands that people want to feel — I believe that the biggest longing people have is to belong. And so great marketing actually doesn’t just sell you something. It makes you feel like you belong to a tribe. So anyway, long answer to your question, but that would be the one.

A [inaudible 00:42:55] is an article that I know that you’ve recommended a bunch that I’ve gifted to all my entrepreneur friends is 1,000 True Fans .

Definitely. I would say the top three books that I tend to give as gifts, the first one would be a book that’s written by Dennis Hoff called The Art of the Pimp . It, literally, talks about his journey, how he ended up getting the Bunny Ranch, and a lot of the intimate details in relationship to sex in Nevada. For anybody that’s interested in what I do, wanting to learn a little bit more about the industry, that is always the first book I give is this is kind of your handbook, as it were, to the world of legal sex in Nevada. The second book that I give out most frequently is to my co-workers. It would be The 48 Laws of Power . A lot of the ladies haven’t had the opportunity or haven’t been exposed to that book. And so, I think that it’s a great tool to get into the hands of women and get that positive thinking going, that energy that that book really tends to encapsulate. And the third book is kind of an interesting one. It’s a book called Memoirs of a Geisha . It speaks as to the life of a woman who ended up being a geisha in Japan during the World War II era who was kind of purchased from her family and unwillingly brought into this very foreign world that could not be any more different than what her life was like. The reason why I tend to recommend this book for other people is that there’s this incredibly beautiful, humanistic element in the way that she describes. The author uses language that is very, very rich and colorful. And it sits you into that time and place where you smell the fish in front of you. You hear the sound of the shamisen that she’s playing. You can really immerse yourself into that world and kind of get a sense of what things were like, at that time.

I named one of them already. Fooled by Randomness . Almost everyone in my office is forced to read that. I’ve definitely given that away. Boy, that’s a tricky one because just like I said, I can’t remember books very well. But certainly probably No. 1 on a business side of things. On the other side, I tend to give away what I would call vintage art books. So, it’s not a book people can buy, I’m sorry to say, but occasionally I’ll be at a used book store and I’ll find some of these great old art books. I buy a few of them and then when I want to thank someone for something, I send them that.