Recommended Reading to Grow Your Business

If you’ve landed on this page, you’re probably looking for the book recommendations listed at the end of They Ask, You Answer.

Over the years, thousands of businesses have used They Ask, You Answer to rethink how they communicate with their buyers, build trust, and grow revenue. But just like your business, the book has evolved.

We’ve taken everything we’ve learned since the original release and created an entirely new and expanded version. It’s called Endless Customers, and it picks up right where They Ask, You Answer left off, updated for today’s buyer, today’s tools, and today’s economy.

1. Endless Customers by Marcus Sheridan & The Team at IMPACT

This is the modern guidebook for companies that want to become the most known and trusted brand in their market.

Endless Customers is the evolution of They Ask, You Answer, based on over a decade of coaching businesses through the framework and seeing firsthand what works, and what doesn’t. It offers a clear strategy to attract better buyers, shorten sales cycles, and align your entire company around a single customer acquisition approach.

We wrote this book because the way people buy has changed. Buyers today do more research on their own, and they have less patience for outdated sales tactics or vague marketing. They expect to find clear, honest, and direct answers on your website. They want to watch real people on video. They want pricing. They want to know what could go wrong. And they want to feel like they’re in control.

In Endless Customers, you’ll learn:

• How to build trust before a buyer even talks to your sales team

• The five types of self-service tools that help buyers move faster

• How to create content that drives qualified leads and closes deals

• How to get your entire team aligned, from leadership to sales to marketing

This book is the foundation of everything we teach at IMPACT. If you’re serious about building a content-driven, trust-based business, this is the place to start.

Buy Endless Customers here →

2. Building a StoryBrand by Donald Miller

Why we recommend it:

Your message matters. If your buyers don’t understand what you do, how it helps them, and why they should care, nothing else will work.

Building a StoryBrand gives you a simple framework to clarify your message so customers will listen. It teaches you how to position your business as the guide and your buyer as the hero. This shift is subtle but powerful. Instead of leading with how great your company is, you lead with what your buyer needs most.

We’ve seen companies rewrite their homepage, edit their videos, and reframe entire presentations after reading this book. The StoryBrand approach blends perfectly with Endless Customers. Both center around the idea that your business must communicate with clarity, empathy, and authority.

If you’re working on your website, rewriting your core messaging, or training your team to speak to buyers more effectively, this book will help you speak more clearly and convert more leads.

Buy Building a StoryBrand here →

3. Traction by Gino Wickman

Why we recommend it:

If your company doesn’t have a strong operational foundation, it’s going to be tough to execute the strategies laid out in Endless Customers. You’ll stall out, get pulled in too many directions, or lack the focus and structure to move forward.

Traction is the best starting point for business leaders who need to gain control, create alignment, and build a company that runs on systems. The book outlines the Entrepreneurial Operating System (EOS), a framework for running your business that includes regular leadership meetings, clear scorecards, documented processes, and better accountability.

We often recommend Traction to companies that are still early in their journey or haven’t yet built the leadership structure needed to support the type of growth Endless Customers unlocks.

If you’re not sure whether you have the right foundation yet, this book will help you figure it out.

Explore Traction and the EOS Model →

Which Book Should You Start With?

Here’s a simple way to decide:

• If you’re trying to build a scalable, trust-driven marketing and sales strategy, start with Endless Customers.

• If your message feels unclear or your website isn’t connecting with buyers, read Building a StoryBrand.

• If your business feels chaotic or you lack the structure to execute new initiatives, read Traction first.

Each of these books works together. You can’t market effectively without clarity. You can’t grow sustainably without structure. And you can’t win today’s buyer without trust.

These books will help you build all three.