There are a lot of business books, and most of them write about values without explaining what a value even is.

And I've read many of them and got thoroughly confused.

But the best book on working out what your values are, I've found, is The Value Driven Business by Benjamin Teal.

For a few reasons:

• Reason #1: The author's main example of a Value-driven business person was Jimmy Buffet. He was a musician who created his own category of popular music with a whole tribe of fans (Parrotheads).

• Reason #2: Teal explains simply and beautifully how important it is to know who you are and what you want. This is what you build your business around.

• Reason #3: It seems then that the more genuine and authentic you are to what you want and who you are - the easier it is to market what you sell.

• Reason #4: If you are clear on who you are selling to and what you are selling them, then you become clear on who your true customer is. You also become clear on who is not a customer.

• Reason #5: Because you are truly authentically You in your business, there is an easy connection to your true customer. No hard sell. You're a bridge, just like Jimmy Buffet was for his Parrotheads.

If you are at all interested in values and business, I can't recommend this book enough. If you want to dive really deep into this subject, then check out this hidden gem- Frank Kern, the famous marketer, in his famous Core Influence video, brilliantly goes into how to discover what you really want or value.

(And if you've read it, do you agree? What other book would you recommend on this topic?)