As someone who is more interested in building the product than marketing it, I found the following recent reads helpful in achieving a balance:

1. Crossing the Chasm by Geoffrey A. Moore - making your product work for the masses

2. The Cold Start Problem by Andrew Chen - achieving escape velocity, getting viral referral traffic

3. Never Split the Difference by Chris Voss - it might seem a bit gimmicky but negotiation always comes off gimmicky

Motivational stories:

4. The Almanack Of Naval Ravikant by Eric Jorgenson

5. The Founders by Jimmy Soni

6. The Upstarts by Brad Stone

7. Hatching Twitter by Nick Bilton

8. That Will Never Work by Marc Randolph

9. Grinding It Out: The Making of McDonald's by Ray Kroc

Can't skip:

10. Zero To One by Peter Thiel