1. Groundswell
2. 7 Triggers to Yes
3. Neuromarketing
4. Illusions of Entrepreneurship
5. Buyology
6. Reality Check
7. Back of the Napkin
8. Rub My Tummy and It’s a Deal
9. Made to Stick
10. Toilet Paper Entrepreneur

Full Story: Small Business Trends

(via Guy Kawasaki)

Also, The Personal MBA – an ever evolving reading list for people who want to learn advanced business principals without enrolling in an MBA program.