List of books (please fork and add some)
Sharp, Byron. How Brands Grow: What marketers don't know. The things that "everybody knows" about why people buy stuff, vs. decades of data from hundreds of product categories.
Near future science fiction
Sterling, Bruce. Islands in the Net. (Also a helpful guide to working as part of a globally distributed team.)
Suarez, Daniel. Daemon. (Only a few "user stories" away from implemetation by now, so you might as well read it and get a little bit of advance warning.)
O'Malley, Daniel. The Rook. Woman awakens in park, in a rainstorm, with no memory of her previous life or career. Turns out that she's in a book written by the mutant spawn of J.K. Rowling and Charles Stross.
Sufficiently Advanced Magic
Andrew Rowe's Sufficiently Advanced Magic (Arcane Ascension Book 1) Five years ago, Corin Cadence’s brother entered the Serpent Spire — a colossal tower with ever-shifting rooms, traps, and monsters. Those who survive the spire’s trials return home with an attunement: a mark granting the bearer magical powers. According to legend, those few who reach the top of the tower will be granted a boon by the spire’s goddess.