There’s one book that I believe every business owner and aspiring entrepreneur needs to read this year, and it might surprise you. While it isn’t your typical “business book,” it could be the key to unlocking the growth you’ve been searching for.

I’m talking about “Not Nice” by Dr. Aziz Gazipura.

Now, you might be wondering, “What does being nice have to do with business?” Well, as someone who’s coached and supported tens of thousands of impact-driven Coaches, Experts and Service Providers in growing their online businesses, I can tell you that this book is absolutely transformative.

Why This Book Is Different

What sets “Not Nice” apart from your typical self-help book? Well, first off, it isn’t one. Instead of serving up generic advice or motivational quotes to stick on your laptop or simply telling you to “be more assertive” or “stand your ground,” this book dives deep into the root causes of why we prioritize others over ourselves — especially in business.

As business owners, we’re often taught to be accommodating, to say “yes” to every opportunity and to avoid conflict at all costs. But what if I told you that this “niceness” might be the very thing holding you back from the success you deserve?

The Power of Questioning Your “Shoulds”

One of my favorite exercises from the book involves listing all your “shoulds” — those things you think you must do or be, usually because of society, family, friends or that persistent inner voice told you so. Dr. Aziz then guides you to identify which of these are truly authentic to you and which ones you can release.

For instance, take this common “should”: “I should ALWAYS be available for my clients.”

How many times have you felt guilty for not responding to an email or message immediately? We’ve been conditioned to believe that constant availability equals being a good business owner, but in reality, this mindset often leads to burnout and resentment.

Or how about this one: “I should ALWAYS be working because that’s what successful people do.”

This is the anthem of “hustle and grind” culture, and honestly? It’s done way more harm than good. Dr. Aziz challenges you to question these myths and embrace a more balanced approach that includes rest, creativity and time for yourself. (Spoiler alert: this balance is actually the key to sustained success!)

The Plight of the “Nice Person”

Perhaps the most powerful insight from the book is what Dr. Aziz calls “the plight of the nice person.” It’s a cycle many of us know all too well: prioritizing others, being a good person and doing the right thing — only to feel restricted, hollow, angry and depressed inside. And then, paradoxically, responding to that pain by giving and prioritizing others even more.

Let that sink in for a moment…

This is where so many of us get stuck. We try to be good and do right by others, and in the process, we lose sight of our own needs and goals. Dr. Aziz addresses this dilemma with both compassion and clarity, showing us how to break free from these self-imposed limitations.

The Truth About Being “Nice” in Business

Now, you might be thinking, “But isn’t being nice a good thing? Doesn’t it help build relationships and trust?”

Yes, absolutely! But here’s the catch: people-pleasing isn’t attractive because it’s not authentic. As Dr. Aziz puts it, “We’re not being who we really are.”

And let me tell you something crucial: authenticity is the foundation of any successful business. If you’re constantly bending over backward to please others at the expense of your own vision, you’re not leading — you’re following. And in business, followers rarely win.

That last point bears repeating: Followers rarely win. This resonates deeply because, as business owners, our authenticity is our superpower. It’s what sets us apart from the competition and attracts the right clients to us. When you’re authentic, you’re not just another voice in the crowd — you’re the voice that people want to hear.

Your Invitation to Transform

Imagine how much more powerful your business decisions could be if you weren’t weighed down by the need to be liked. Picture how much more confidently you could price your services, market your products and negotiate deals if you were truly aligned with your authentic self.

This book isn’t just about being “not nice” — it’s about being real, being true to yourself, and ultimately, being successful on your own terms. This year, it’s time to stop playing small and start playing by your own rules. Your business will thank you for it.

Remember, there’s only one you. You’re unique, and so is your business — don’t ever forget that.

Want to take your business growth even further? Check out Momentum, my comprehensive business coaching program that combines private coaching, small group masterminds, and live events to help you build a business that thrives. Click here to learn more about Momentum and schedule a call with an Expert Coach to see if the program is right for you…

Then go out there and Live Your Message!

Before you go…

Turn your expertise into income FASTER! Take my $9 Profitable Micro-Niches Mini-Course!

You know the riches are in the niches…

But most people’s niches are too broad — they’re missing that critical Market Fit.

And that’s exactly what your Micro-Niche is all about…

Defining exactly what you do AND exactly who you serve in such a specific, compelling way leaves your Perfect Customers no choice but to lean in and say… how can I get what you’ve got?!

I’ll show you how to find yours in my $9 Mini-Course!