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Who Has Time to Read?!


You’re a busy entrepreneur and likely don’t have time to read bad books.  If you are like me you avoid reading altogether. It could be you are unsure which books to read, or it could be you do not feel that you need to read.  Either way you wouldn’t be the only one. In the past, I’ve gone years without reading a book. Stop, don’t shake your head at me. I’ve gotten much better about it now. Now, I read everyday day and get through 1-2 books a week.

Here’s a little secret…

CEOs and business leaders read about 60 books a year. This is NOT the secret. I’ll get to that in a moment. But, I want to press on why business owners take time to read so many books and the answer is…secrets. Secrets and lessons learned from others in business are revealed in business books.  Everyone who makes it to the top feels, with earnest, that they have a story to tell and they want to share it with the people.  To make a story good it has to have ups but it especially has to have those ups after there has been a down.  That’s where the lessons come into play.

Why do they put it in a book?

Because they don’t have time to tell hundreds of thousands of people individually. Even if they did, the story would be retold differently to different people, and not everyone that wants to know the story would have access to it. Books are the best way to past knowledge. There is an old Chinese saying, “the faintest ink is better than the best memory”.  As an author takes time to put their story on pages, she recalls moments of the past that others can learn from and adds that to the book.  Retelling the story may not have the same effect. Even when Grant Cardone records the audio for one of his books he goes off script adding stories, suggestions and ideas, but he won’t retell that at his next conference.  I heard the story of how he tried to get a date with his wife when they first met (took 13 months) on an Audible book. When he told it at a seminar, it was a much more condense version.  Still a good story but the Audible retelling of that story packed a punch.

Now for the secret.

Now that we know why CEOs read books – to get information from other successful people; and we know why they write books. I want to let you in on a secret – they don’t read the entire book from cover to cover. Nope! They do not read every single page and neither should you. Instead, read the chapters that are relevant to you and your business needs.  Since this will change over time, hold on to the book and grab the pieces of information you need at the time that you need them.

Keep in mind, audio books count too.

Become a better reader

Look online to find out how you can read faster and comprehend more information. I listen to a podcast called KwikBrain which teaches how to do both and more. It’s really incredible. Here are two tips I really like:

  • This one is from Tim Ferris, author of The 4-Hour Work Week.
  • The other tip is from Jim Kwik, host of KwikBrain podcast, who suggests when you are reading do that and nothing else.  Multitasking is a killer to productivity. Stop doing it. No TV in the background, no cooking, no nothing. If you need background noise he suggests listening to classical music from the Baroque period because it has a pace similar to our brainwave frequency. I tried it and it actually works. You can set up a station on Pandora, and put your phone on Do Not Disturb to avoid  interruptions. YouTube also has a great baroque selection, but be careful not to have any other tabs going that could distract you.

 3 Books to Read

  1. Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth by Ted Wright. This book is about how the company Fizz used WOM to grow brand revenue for Pabst Blue Ribbon beer, Bissell, Milk, and others. You will learn how to:
    1. Develop and test your brand’s stories for maximum word of mouth impact
    2. Build a reliable communications network to deliver your message
    3. Find, engage, and train influencers to promote your brand
    4. Harness the incredible power of Big Data for profit-generating WOMM (Word of Mouth Marketing) campaigns
    5. Measure your campaign’s success with accurate analytics
  2. The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results by Jay Papasan & Gary Keller (of Keller Williams Real Estate).  This book will bring life and work into focus. Jay and Gary teach you the tricks to cut through the clutter, achieve better results in less time, dial down stress, and master what matters to you.  Clients who have side hustles are doing themselves an injustice. Focus on one thing. Watch it grow. Give your all to it.  If you have a full-time job, I understand why you have a side hobby that makes money. Nothing wrong with that. In fact, it’s a great thing.  But an entrepreneur with a full-time job is not entrepreneur. Cut the cord and believe in yourself.  “As long as you can get up, you can look up” -Les Brown.
  3. How to Sell Anything to Anybody by Joe Girard. Joe Girard is the “World’s Greatest Salesman” according to the Guinness Book of World Records. Learn how to:
    1. Turn one sale into 250 more
    2. Create a winning game plan from losing sales
    3. Know the 5 was to turn a prospect into a buyer
    4. Move past the customer’s last hurdle to close the sale
    5. Sell at a loss and make a fortune