communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.
Good books to read
Guy's book "Rules for Revolutionaries" is packed with the best suggestions for further readings.
Here are some I selected:
Donald Norman, The Design of Everyday Things
Barbara W. Tuchman, The March of Folly, from Troy to Vietnam
Thomas Nagle and Reed Holden, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making
[as an interesting aside, the pricing book costs 55 in paperback and 28 in hardback :-) pricing strategy, huh?]