There is one thing more likely than any other to make me buy a book. It’s not the cover, it’s not a starred review in publisher’s weekly, it’s not a radio ad, and it’s not the amazon sales rank of the book.

I am most likely to buy a book (or anything else discretionary for that matter… movies, music, games) when someone I know and trust has mentioned enjoying it. One little, trusted, “oh yeah, that was good,” from the right people (and there are probably 30 people in my life that would make the list), and I’m on board to acquire whatever was mentioned.

I think a lot of commerce has shifted this way. We don’t have trusted spokespersons anymore — there are some who still try, but I just don’t put much stock in what a famous person gets paid to tell me.  It’s a good thing too, or I’d be buying gold from Glenn Beck and speed skaters from Stephen Colbert.