Margot, owner of a used bookshop

I own a used bookshop. We have a website where people can order online, but it's very simple. I sell a lot of vintage paperbacks. After reading this book, I realized my "recommendations" were just random books from the same genre. The chapter on data made me think: what if I tagged books by mood, not just category? So I started adding tags like "atmospheric," "fast-paced," "character-driven," "hopeful." Just for a few dozen books at first.

Now when someone buys a vintage mystery that's "atmospheric" and "slow-burn," the site suggests other books with those same tags. It's very basic — I do it manually in the description and link to other listings. But customers have emailed me saying they loved the suggestions. I sold a set of three books that way. It's not automated, it's just me paying more attention to why someone might like a book.

The chapter on the unsubscribe paradox also stuck with me. I have a newsletter. I used to make it hard to unsubscribe — not on purpose, just didn't know how to add the button properly. Now I make it easy, and I even added a "monthly digest only" option for people who want fewer emails. Unsubscribes went up a little, but so did the people who stay. The ones who stay actually open the emails.

I'm not a businessperson. I'm a bookseller. But this book made me think about my tiny online shop as something I can improve without spending money I don't have.