Review: Seth Godin's The Big Red Fez: How to Make any Website Better
The Big Red Fez is based on a simple yet effective analogy of a monkey (wearing a big red fez) being trained to jump into a vat of lime Jell-O, but to do so the monkey must be rewarded with a banana. If the search for that banana is not obvious, the monkey will lose interest and not complete the Jell-O jump. So to the monkey, its all about the banana.
I posted a detailed review of the book on a personal blog post here, along with 10 points on improving web site design and the user experience.