What is the "real stuff" by name? I am not familiar and would like to investigate further.

As said - "How to Win Friends and Influence People."

It's old, it's dated, in places it's laughable, but it contains amazingly useful advice. It seems trite and shallow, but it's astonishingly effective.

If you read it as a complete cynic you'll have plenty to laugh at and get nothing of lasting value. If you try to gain insight from it, reading past the no-longer-relevant examples to find the intended truths, you will have the means to be a better person, and accomplish much, much more.

Yes, that's a rave review. Perhaps I hold the book in such high regard because it was exactly what I needed at exactly the time I needed it, but I still reference it to this day and ask "What could I do better?"

I would imagine he is speaking of his book "How To Win Friend's and Influence People". An excellent book that should be on every entrepreneur's bookshelf (hopefully read then put on the bookshelf...and occasionally reviewed!).