First, you need to understand the nature of markets (I mean this from a psychological perspective, rather than the "know your market" adage).

Crime, Parking and just the psychological negatives of having too many people crammed together.I lived in a quaint little coastal town where they allowed the zoning to increase density and the 'quality of life' was just ruined.

My personal faves for financial books are: The Psychology of Money (Housel), The Simple Path to Wealth (Collins) and Rich Dad Poor Dad (Kiyosaki). 

If your municipality also makes a map like this, remember that although all the property owners should be equal, there is a lot of psychology to seeing a map with huge green areas and tiny red areas... so make sure that you get the big land owners to support you if at all possible.I also go to the council meeting where they discuss the issue because there are usually questions to answer if you are doing anything unusual.Personally, I wouldn't appeal to the Mayor.

I like to think that I'm self aware and the psychology around failing isn't what bothers me. 

There are 2 factors - comfort (psychological) and numbers (financial metrics).

One of my favorite recent reads was The Psychology of Money by Morgan Housel.

Tenants will often pay more money for the psychological freedom of not being committed to a lease.  

Buyer psychology dictates that as the market goes up, buyers feel the need to jump in before it goes up further.

@Kevin Gerbie I'd also read self-help books, business, psychology as well.