Timing is everything.

That’s the central argument of this week’s Must-Read for entrepreneurs, When by Daniel Pink. Pink is a Yale graduate who’s spent plenty of time on the bestseller lists. He’s also a data-obsessed life and work hacker who’s pored through hundreds of studies on the role of timing for this excellent, insightful book.

From business to psychology and beyond, Pink explores how to apply the data on timing to whatever you want to achieve. From the time of day you attempt a task, to the time of year you launch a new endeavor, to the period in your life you make a change, the timing matters.

When shows you how to harness the data — and your own natural rhythms — to maximize your timing. See what a difference it can make: Click Play!

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When by Daniel Pink

Drive by Daniel Pink

To Sell Is Human by Daniel Pink