True Professionalism: The Courage to Care About Your Clients and Career by David H. Maister
This text argues that the primary road to commercial success is the pursuit of the highest standards. It presents a reconception of professionalism that encompasses dedication to self-improvement, a personal commitment to excellence, and true service to clients. This text does this by first studying the individual professional, and daring them to discover what they truly love to do. It then looks at the "instability" of professional service firms today, and offers advice on how to invest in skill-building.