Products to People: The Mechanics of Marketing by Ryan Bilodeau is a new take on an old endeavor: growing one’s small business. Now bakers, local mechanics and donut shop owners can learn how to leverage human psychology to better understand and market to potential customers. In the book Ryan Bilodeau focuses on four human qualities that render people more likely to buy a product. These realities should be considered, Bilodeau argues, when marketing one’s product to the masses.