"If you want to learn what people want, read Dale Carnegie's How to Win Friends and Influence People. When a friend recommended this book, I couldn't believe he was serious. But he insisted it was good, so I read it, and he was right. It deals with the most difficult problem in human experience: how to see things from other people's point of view, instead of thinking only of yourself."{1}
I have huge respect for Graham and began to read it based on his recommendation, but gave up about half way. It's so tedious, repetitive, and obvious that I genuinely can't understand what people see in it.