Ask HN: I want to bootstrap a business. What books should I read?

Since you're a programmer I think you'll like 'Hooked' by Nir Eyal (with Ryan Hoover) about building habit-forming products. It's very accessible, actionable and basically compressed my 4-year UX design college education into a couple hundred pages.

@cdvonstinkpot great suggestion! Huge fan of Seth Godin.

Crossing the Chasm, 3rd Edition. It really is a good book and helps people that are new to marketing and product development to understand the product adoption and how it differs at different times etc. They keep updating it which is another reason I like it.

Seth Godin: "Purple Cow" & "All Marketers Are Liars"