Bob DeutschA few weeks ago, I was lucky to attend a marketing and recruiting conference and hear an interesting keynote speech by Dr. Bob Deutsch.

Dr. Deutsch believes people, customers and job applicants aren’t just data points. They aren’t hyper-segmented consumers who can be broken down into simple personae based on your imprecise understanding of Jungian archetypes. If you want to sell something (or hire someone), you need to take off your Google Glass, stop being an insufferable dick, and help people achieve important milestones in their lives.

I liked it. A lot.

Because keynote speeches move merchandise, I bought his book called The 5 Essentials: Using Your Inborn Resources to Create a Fulfilling Life. This book is a great resource for those of you who want to read about happiness but are sick of the pseudo-hippie garbage on the market. Dr. Bob Deutsch is no guru. He is an anthropologist and scientist who knows how to read people and tell stories. He outlines a list of essential attributes you need in your life to be happy.

This book is a quick and interesting read. If you want to spend some time over the Indendpence Holiday weekend thinking about how to be happier — with your life, your family, and your career — start here.