:the_dip => 'by Seth Godin', :essays => 'by Paul Graham', :art_of_the_start => 'by Guy Kawasaki', :the_innovators_solution => 'by Clayton Christensen & Michael Raynor', :rich_dad_poor_dad => 'by Robert Kiyosaki', :seven_habits_of_highly_effective_people => 'by Stephen Covey', :stanford_technology_ventures_program => 'by Reid Hoffman (i.e., the session he did for STVP)'