I've read at least two of those, and, in particular, "Switch" is not an awful read. "The rider and the elephant" is certainly not a new idea (buddhists have been saying a similar thing for millenia), but it gives you a modern framework around it to act on.
Switch is a very reasonable book about affecting organizational change, but I wouldn't include it in a list of must-reads for entrepreneurs. Oddly, I might well advocate the Heath brothers other book, Made to Stick, as it gives a framework for effective communication which is something that can benefit many entrepreneurs.
