Recommended reads for tech startup founders

Building a startup is like assembling a plane mid-flight - exciting, unpredictable and occasionally terrifying. Luckily, you don’t have to figure it all out alone. Whether you're negotiating deals, navigating chaos or searching for your startup’s purpose.

At SO Kwadraat, we’ve gathered must-reads that offer hard-won lessons from top entrepreneurs, investors and experts. Plus, we’ve added recommendations straight from the founders we’ve guided - because who better to suggest a good book than those in the trenches?

Ready to level up your startup wisdom? Start here.

Recommended by SO Kwadraat

Never Split the Difference – Chris Voss

Former FBI negotiator Chris Voss shares negotiation tactics to help founders navigate deals, suppliers and investors. He introduces techniques like tactical empathy, mirroring, and calibrated questions to build trust and uncover hidden truths, leading to better agreements and relationships.

The Hard Thing About Hard Things - Ben Horowitz

Horowitz provides a raw look at the challenges of running a startup, from tough decisions to crisis management. He emphasizes leadership, adaptability, and unorthodox problem-solving, making this book an essential guide to surviving and thriving in the startup world.

Talking to Humans - Giff Constable

A hands-on guide to customer discovery, this book teaches founders how to engage directly with users to validate ideas and shape products. It emphasizes asking the right questions, testing assumptions early and iterating based on real feedback.

Measure What Matters – John Doerr

This book introduces the OKR (Objectives and Key Results) framework, used by companies like Google to set and track ambitious goals. It highlights the importance of focus, accountability, and measurable objectives to drive innovation and success.

Start with Why – Simon Sinek

Sinek argues that successful leaders and companies start with a clear purpose - their ‘why’. He introduces the Golden Circle framework to help businesses build strong emotional connections with customers and create lasting impact.

Recommended by our tech startup founders

How to Win Friends & Influence People – Dale Carnegie (Recommended by Emiel Cockx)

A classic in communication and relationship-building, this book teaches timeless principles of persuasion, leadership, and human interaction. For startup founders, mastering these skills can help secure investors, build strong teams, and foster meaningful partnerships.

The 7 Habits of Highly Effective People – Stephen Covey (Recommended by Emiel Cockx)

Covey’s framework for personal and professional effectiveness emphasizes proactivity, goal-setting, and collaboration. Founders can apply these principles to lead with vision, prioritize effectively, and create a culture of accountability.

Outliers: The Story of Success – Malcolm Gladwell (Recommended by Emiel Cockx)

This book explores what separates top achievers from the rest, emphasizing factors like opportunity, timing, and practice. It’s an eye-opening read for founders seeking to understand the patterns behind extraordinary success.

Effectual Entrepreneurship – Stuart Read (Recommended by Geoffrey Holsbeek)

This book offers a practical approach to entrepreneurship based on effectuation theory, which focuses on leveraging existing resources and adapting to uncertainty rather than extensive planning. Ideal for founders in fast-moving industries.

$100M Offers – Alex Hormozi (Recommended by Geoffrey Holsbeek)

Hormozi breaks down how to create irresistible business offers that customers can’t say no to. A must-read for startup founders looking to craft compelling value propositions and scale effectively.

The Art of the Start – Guy Kawasaki (Recommended by Vanessa Vankerckhoven)

A no-nonsense guide to launching and growing a startup, covering everything from pitching investors to branding and innovation. Kawasaki provides actionable advice for founders at any stage.

Getting Things Done – David Allen (Recommended by Jorrit Heidbuchel)

Productivity guru David Allen introduces the GTD method, helping founders stay organized, reduce stress, and manage the never-ending to-do list of running a startup.

The Lean Startup – Eric Ries (Recommended by Jorrit Heidbuchel)

A must-read for tech founders, this book introduces the lean methodology—build, measure, learn—to create products efficiently and pivot when necessary.

The Toyota Way – Jeffrey Liker (Recommended by Jorrit Heidbuchel)

This book explores Toyota’s renowned management principles, emphasizing continuous improvement, efficiency, and lean thinking—all highly relevant for startup founders.

Steve Jobs – Walter Isaacson (Recommended by Koen Vervaeke)

A deep dive into the life and leadership of Apple’s visionary co-founder, providing insights into creativity, perseverance, and innovation.

Why Now? – Michael Humblet (Recommended by Gerben Peeters)

This book focuses on sales and positioning strategies, helping startups identify the right moment to bring their product to market.

Nobody Knows You – Michael Humblet (Recommended by Gerben Peeters)

A guide to building personal branding and visibility—crucial for founders looking to stand out in competitive industries.

The Life of John D. Rockefeller – Orison S. Marden (Recommended by Martijn Theuwissen)

A fascinating biography of one of history’s most successful entrepreneurs, highlighting lessons on leadership, vision, and wealth-building.

My Life and Work – Henry Ford (Recommended by Martijn Theuwissen)

An autobiography of the legendary innovator, providing insights into entrepreneurship, efficiency, and business philosophy.

Managing Cultural Differences: Global Leadership Skills and Knowledge (Recommended by Leen Peeters)

A must-read for founders working in international teams, offering practical insights into cross-cultural leadership and management.

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Have we missed a must-read book? Drop a comment below to share your book tip!