Back in the mid-'90s, Bob wrote a book called Endless Referrals: Network Your Everyday Contacts Into Sales. He later got the idea to turn Endless Referrals into a parable. Bob wanted to expound on how to get people to know, like, and trust you (the entrepreneur) enough to generate sales and referrals. He found you can do that by giving value to everyone you meet. Hence, Go-Giver was born.