52 Weeks of Book Reviews. Week #37 – The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million by Mark Roberge @markroberge

I’m a nerd and I appreciate other nerds, especially if they are in sales and double that appreciation if they are successful. salesaccelerationRoberge by all accounts has been highly successful and his approach to sales has been very systematic and what’s really important here; it’s repeatable and teachable.


52 Weeks of Book Reviews. Week #37 – The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million by Mark Roberge @markroberge


I’m a strange combination of attributes for a sales professional myself. I’m a member of Mensa, the High IQ society and I’m a terrible introvert with a penchant for excel and video games. These attributes usually lend themselves to more of the sit at home and code while drinking mountain dew type’s of lifestyles, but instead, I’ve decided to make my living interacting with others on a daily basis. I guess I’m a glutton for punishment. The thing is, though that it’s no longer punishment and I’ve successfully taken my weaknesses and turned them into my strengths. I feel like the swordsman from The Princess Bride who fights with his left hand until he feels it’s necessary to do otherwise. In fact, I am not really left handed and neither is Roberge. If you don’t get the reference it’s ok. It’s a nerd thing. What I really mean is that it’s ideal to force yourself to become really good at something you aren’t and to learn it from another perspective, that’s how the status quo gets broken up.

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52 Weeks of Book Reviews. Week #36 – Born to Win: Find Your Success Code by Zig Ziglar @thezigziglar

This is the final book from Zig Ziglar and it feels like a “Best of..” compilation to me. It has the best of the best of his presentations zigziglarfrom the last 40 years. It’s hard to believe that “See you at the Top” was written over 40 years ago as I type this. 40 years of inspiration boiled down to about 4 hours of reading is a lot to ask, but Zig and Tom deliver.
52 Weeks of Book Reviews. Week #36 – Born to Win: Find Your Success Code by Zig Ziglar @thezigziglar
I’ve seen a few different covers to this book but I think the QR Code cover is current and just like this book, it could, and should get updated in years to come. I can hear Zig in my head with his signature delivery style when I read this and my colleagues and I try to deliver out own versions of his lines on a regular basis. The fact that Zig has people in a call center ranging in ages from 20 – 50 still actively reading his material and entering into dialogues about it in a casual work setting speaks volumes. I follow @thezigziglar on twitter, I listen to the downloaded books on my phone, just like thousands of people before me, have on iPod, CD, or even Cassette Tape and I have read half a dozen of his books at this point. I can say that it’s remarkable how relevant his material has stayed. Zig offers a great foundation for a sales career and his material can help anyone’s mindset. If all you did was read and follow Zig’s advice you’d do very well in this business.

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52 Weeks of Book Reviews. Week #35 – Coaching Salespeople into Sales Champions: A Tactical Playbook for Managers and Executives by Keith Rosen @keithrosen

Effort X Skill = Success. Some coaches get by with a ton of blustery effort and massive enthusiasm. They get what they want to say out and often it’s a great feeling but it fades quickly and I need to get energized all over again. Keith isn’t that type of writer. I haven’t seen him speak or watched any saleschampionsvideos but his writing seems very skillful and I’m sure he’s passionate about what he does, but it’s the thoughtfulness and the well laid out plan that catches my attention.

52 Weeks of Book Reviews. Week #35 – Coaching Salespeople into Sales Champions: A Tactical Playbook for Managers and Executives by Keith Rosen @keithrosen 


This is a tactical playbook. It’s full of specific tactics and I think it’s fair to say that most of the tactics are straightforward and easy to understand. We aren’t talking about rocket science, brain surgery or a membership to mensa here. We are talking about execution. I don’t mind that Keith hammers home the fundamentals of his coaching and talks about asking the right questions and particular systems multiple times. I’m still of the mindset that repetition helps people to learn and even though we bought this book and want the information contained something like 72% of the knowledge gained is instantly lost. Retention of knowledge is fleeting when we read a book like this. It’s important to take notes and implement the tools right away.

I bought a hard copy of this book right after listening to the Audible version. I liked the Audible version but I need the hard copy to reference during the day. 1:1 coaching sessions fall into the category of Important but Non-Urgent activities that are easy to push off in favor of some reactive behavior. These same coaching sessions are the actions that will yield the highest results and also cause us to stretch the most as leaders.

Keith is a pro. You could literally throw out your current management playbook and substitute this for whatever you are doing now and if you actually did what he prescribes, you’d be an all star. It doesn’t take much to be a sales manager, but it takes an awful lot of grit, consistency and a willingness to actually coach in order to be a great sales manager.


52 Weeks of Book Reviews. Week #33 – Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling by Jeb Blount @salesgravy

Everyone knows what they should be doing in Sales. I’ve never met anyone that thought they should prospect less. Almost everyone knows Fanaticalthat they aren’t as efficient as they should be. Everyone knows that they aren’t as disciplined or as structured as they should be. The trick is to find a book, program, mentor, coach, colleague or boss that will motivate you to do the things you know you should. That’s hard to do in a book format, but Jeb does his best to reach out of the pages and slap some prospecting sense into the common sales person.


52 Weeks of Book Reviews. Week #33 – Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling by Jeb Blount @salesgravy


Jeb has a very straight forward no nonsense type of approach that appeals to me. He’s not as crude or in your face about his methods, but he’s still very passionate and doesn’t mince words. You have to prospect and you have to prospect a lot. You can definitely be smarter about it, but being smarter doesn’t mean you do it less, it just means your results are better. I haven’t read Jeb’s other books, but I’ve been aware of salesgravy.com for a few years now and he’s been slowly but surely creeping into my sales consciousness.

I’m amazed at how he took what easily could have been a chapter in a lot of other books and expanded the idea into a complete book. The message is clear and every word in the book is written to convey that message. Despite what you would think, the book doesn’t get repetitive or dry in fact, it’s upbeat and Jeb manages to stay the course and describe many different angles of the message.

What is Fanatical Prospecting? Why should you do it? How do you do it? Jeb provides the answers and does so in a way that appeals to a wide audience. Many people forget the “Why” of why they work so hard. Jeb tries to remind you of your “Why” and then motivates you to take action. He lays out clear paths and lets you know the pitfalls to avoid. Social Media is a tool, it’s not considered prospecting, though. Pick up the phone and say hello to someone. Jeb gives the advice and then lets you know why he gives that advice and then gives reasons that you should listen to it before he gives it again.

I don’t expect you to be motivated to change your habits with my words alone, pick up this book and really dive in. You’ll find something to motivate you into action.

52 Weeks of Book Reviews. Week #31 – Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire by Paul Smith

Do you have a story? Is it well thought out and ready to go? Is it practiced, polished and perfected? Have you wondered what happens at a Toastmasters group? Lead with a StoryNever heard of Toastmasters, but you’d like to be able to captivate a crowd? This is the book for you.


52 Weeks of Book Reviews. Week #31 – Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire by Paul Smith


I’m not an outgoing person yet, I frequently am called on to speak in front of groups. I need to give presentations, speeches, motivational messages, heartwarming calls to action and convey very straightforward information without putting the audience to sleep. I’m also in sales and I’m a leader. This means I take groups out to award dinners, outings and work functions like mixers. I also talk to customers, both internal and external and I have to often find a way to make the mundane interesting, or to convey complicated financial information over the phone in a way that makes sense and spurs action. I have learned to do this in part because of the principals in this book, plus I just winged it.

On a grander scale, your story or your companies story can be crafted in a way that can be told in one of these encounters. Your Story is the reason you are in business, it’s what brought you, your business or company into being and it’s what made you, You. There is a formula to crafting a story and keeping attention. I wish I had read this book sooner, I had to use trial and error over the years and even then this book probably doubled my Story I.Q. and made me that much better. You can use the ideas, methods, and suggestions in this book to increase sales, increase your employee buy-in, boost morale and raise your visibility in all social settings. Good story tellers are remembered and identified with. Great opportunity often arrives from people we are barely acquainted with, but through the power of a story a connection was made and you became memorable.

This all boils down to communication. I’ve said before that I now hire communication students and look for strong communication skills from employees and colleagues. How a message is percieved is how you are percieved. Can you craft a message that is received by a large audience and in a way that motives, inspires or impacts them all? Can you also communicate in a 1:1 setting or a small group and get the same response? It’s a tall order, but those that can deliver are coveted.


52 Weeks of Book Reviews. Week #30 – The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by by Stephen R. Covey

I basically write these reviews for myself, a way to hold myself accountable to reading a book a week for the entire year. It’s amazing to 7Habitsme that it’s already been 30 weeks into the year. July is coming to an end and I am astounded at the knowledge I have gained from the 30 books covered so far. I’m really excited about the next 22 weeks and in fact; the more I read, the more I realize that there is an every growing number of books that I need to read. Each week I try very hard to pull relevant information out of a book to positively impact my life. This week I realize that I’ve been sharpening my saw, working on the 7th Habit all year long.

52 Weeks of Book Reviews. Week #30 – The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. Covey

I don’t often criticize an author instead, I attempt to be completely optimistic and find only the positive that can help me. I’ve read a lot of authors this year and if I were a real book critic I suspect that I would have found a lot of faults in almost all of these. I’m not a book critic, I’m a salesman and the first person I sell to everyday is me. I have to sell myself on the fact that reading more content in the form of books will be more valuable than watching T.V., reading blogs, playing video games or playing on social media. Stephen Covey does an excellent job of describing the most important activities in our life, the activities that don’t offer instant gratification but instead will lead to long term improvement, those Important but Non-Urgent tasks. Reading a book a week falls into this category for me, it probably does for most people. I have successfully tricked my mind into turning this activity into an Important and Urgent task by imposing this blog deadline on myself. I wonder what else I could trick my mind into doing?

The 7 Habits is a great book, pick it up. Apparently, over 25 million copies have been sold and for good reason, it all makes sense. Covey conveys his message and it’s stood the test of time. Use this book as the catalyst to do something great, or to just be great. We aren’t all going to be public leaders, CEOs, politicians or group leaders but we can all grow a little bit each and every day and strive to be just a little bit better than we were the day before.



52 Weeks of Book Reviews. Week #24 – #AskGaryVee : One Entrepreneur’s Take on Leadership, Social Media, and Self-Awareness by Gary Vaynerchuk

Gary Vaynerchuk is a phenomenon. His legion of fans are loyal and loud and if you haven’t heard about him before now, (or more likely you’ve heard about him but just didn’t reach out to consume any of his material), it’s time to dive in and see what it’s all about. AskGaryVee


52 Weeks of Book Reviews. Week #24 – #AskGaryVee: One Entrepreneur’s Take on Leadership, Social Media, and Self-Awareness by Gary Vaynerchuk


@garyvee is his twitter handle and he’s a social media hustler. He runs a couple of massive businesses but it’s his personal brand that really packs the punch. I don’t know how you value the personal brand of someone like Gary but he’s definitely building his up. He’s always online in some way shape or form, the amount of content that he pushes out is amazing. I’ve watched just a hand full of things he’s on and he’s simultaneously filming a Facebook Live video while doing a YouTube video that’s skewed for a different audience and can be cut and edited while the Facebook deal is raw. He’s multi-streaming himself, he’s recording some meetings, but guess what? He was going to be having those meetings anyway!

He’s always on point, he’s always on and he’s always hustling. He’s got a tendency for some raw language but I accept his language just because it’s who he is. The show has some great insights into his business and the book is basically the show just revamped into a longer format. It’s not just a “Best Of” book though, the new material is significant and it’s more up to date because he’s had time to go through and thing about the questions that compromise this book.

Basically there are a series of questions posed to Gary that allow him to go off on a series of tangents and he can easily go from topic to topic without having to stick to too much structure. The nature of the questions were grouped together, but these were culled over a period of time and this is sort of the readers digest version of #askgaryvee . It’s well done and entertaining. I didn’t watch his show previously but I had seen some of his short clips and motivational instagram pictures. I’m in the motivation game, I need to wake up every morning with massive purpose in order to keep going forward and so I thoroughly enjoy reading this stuff, I thrive on it.

I’m reading a book every week this year and I’m a little upset that now I can’t get my hour or 2 of Gary in everyday moving forward. I’ll have to adjust my schedule to find the time to touch on Gary’s work again. I’ve made it my mission to read as much as possible this year, but that also means that I once I find someone that really interests me I’m already moving onto the next adventure. This year I’m impressed with the Napoleon Hill, Grant Cardone,  Mike Weinberg and Gary Vaynerchuk, Almost done with the first half of the year,  I hope the second half is just as entertaining and informative.


10 Commandments of SalesFu – How to be a #Sales Ninja

Do you have all the information and knowledge about your product but still can’t close the deal? Do you have a fear of selling because you aren’t sure what to do? Do you not want to be “That Guy” or “That Girl” that’s always trying to sell and is annoying as heck? Are you constantly being told “No”, or worse yet, “Maybe”? If you or anyone you know needs to grow into a better salesperson share, like, re-post or whatever you need to do to get this info into their hands. Kicktras

You MUST learn the 10 Commandments of SalesFu.

You need to be a Sales Ninja in today’s world to not only compete, but to dominate.

I’ll go into detail on each. Here they are-

The Sales Ninja

10 Commandments of SalesFu

  1. Be Agreeable
  2. Power of One   (More, Step, Goal)
  3. P.O.P – Power of Please
  4. Don’t Bite the Hand
  5. Be Honest
  6. Over Communicate
  7. No Excuses
  8. Put it in Writing
  9. Treat Others the Way THEY Want to be Treated.
  10. Ask for the Business


#1 Always Agree.  Just do it. Record your conversations and see how often you disagree with a customer. SalesFu is all about taking that negative energy and redirecting to service a positive purpose, like closing the deal. If the customer throws you a verbal right hook, you don’t take a verbal swing back and start an argument. You simply step out of the way or duck, then give a gentle nudge to the customer and use their own momentum to keep them moving in the direction they wanted. Never argue with a customer, in a worse case scenario at least agree to disagree.

#2 Power of One. One More, One Step, One Goal. I’m a huge fan of the Number One. I want to be #1. The Number One also means Unity. It means all forces moving in the same direction. People ask how I’m doing all the time. I always tell them, “I’m doing great! I’m saving the world 1 Sale at a time.” and I believe it. People who are extraordinary did very ordinary things, they just did them more often and in a specific order under circumstances when most people would have quit. Make a phone call isn’t hard or extraordinary, but making that phone call after you’ve already made 199 that day takes commitment. After you throw in the towel, always do one more. Define the small steps you need to take in order to achieve a large goal. Focus on the step needed, but never forget about your long term Goal.

#3 P.O.P. – Power of Please. People a little POP in your Sales. People forget to be polite these days, I’m not sure why. Being polite has never killed a deal for me, but I’ve seen plenty of deals crushed because of someone being rude, or being misinterpreted as being rude. Be Self Aware. We don’t about this a lot in Sales, but being Self Aware of how you are viewed and interpreted is crucial to success. It makes absolutely no difference if you meant to say something in jest, but it was taken as a biting comment. I once saw an Old Girlfriend after about 4 years and it was a very hot day. She was wearing an all black outfit and probably wasn’t keen on being seen trudging on a college campus with a heavy backpack in the hot Hawaiian humidity. I’m not sure why, but I told her she looked hot. I meant it, she looked like she needed a cold glass of water or a dip in the ocean. I don’t think she took it that way. On a side note though because of the power of reciprocity she struggled but eventually said a few nice things about me. I was polite and unintentionally said something nice about her and so she was nice and said some nice things back. This goes for sales too, try to anticipate how the words you are saying will be interpreted and always be polite. People want to buy from people they like.

#4 Don’t Bite the Hand. I hate it when I hears sales people complaining about customers. It’s a sign of personal weakness. It’s a sign that you aren’t a true sales professional and a sign that you want to place blame instead of accepting responsibility. I’ve fired salespeople for speaking poorly of the people that pay the bills. Never ever bite the hand that feeds you. Whether or not a customer buys from you is irrelevant, that person may buy the product or service in the future and it’s entirely your fault that you didn’t get the deal. Getting a Win isn’t that difficult. Even if a customer CAN NOT take advantage of your product or service, you are selling hair cuts and you find out the customer is wearing a wig due to Cancer. Can they buy your product? After that customer leaves your store you can complain about why the hell a bald lady was in a hair salon on a busy Saturday, buy you should look inside and find an answer. Why was that customer in your store? Was she looking for a friend? Can she be a referral source? Was she looking to find partners to help support a program to make new wigs and get donated hair? Was she looking for a job? Was she just missing her hair and wanted to see the different styles? There was still a way to leave on good terms and there was a opportunity there that you missed. Success is your fault.

#5 Be Honest. Don’t over promise and under deliver. Even though that customer got on board with you if it’s a bad experience it will hurt your business in the long run. Be Honest with yourself about your product and your service. You have to believe in whatever you do 100% and you can’t do that unless you are authentic and honest.

#6 Over Communicate. People love status updates in today’s world. We all have short attention spans heck, I have a pizza tracker. It tells me when my pizza is in the oven, when it’s being boxed and when it’s on the car for delivery. Thank you Dominoes. Did I need that info? Nope,  for years I’ve waited patiently for the 35 minutes to pass in order to get my pizza and it’s always gotten there. Update you customers more than you think you need to, it breeds confidence and familiarity. If someone doesn’t want that much communication they can delete the email or send you to voicemail. It’s better to have it and not need it, then need it and not have it. Over Communication will save your deals.

#7 No Excuses. When you do something wrong, fess up and make it right. You must take responsibility for every single facet of the experience, nothing is excluded. A 3rd party provider drops the ball and the service is interrupted or late. Is that your fault? What if the 3rd party service was selected by your customer because they had a previous business relationship? Is it still your fault? The short answer is YES. You picked the 3rd party vendor and by affiliating yourself you MUST take responsibility for their actions, get another provider if you need to. Even if the customer chose their own provider, let’s say they wanted their own mechanic to install your product, or you are a mortgage broker and your customer chose their own title agent, it is still your responsibility to make sure that the product is installed or the money is there.

#8 Put it in Writing. My mother once told me to “Trust, but Verify.” and still holds true today. People want to trust what you say, but they get peace of mind when you put it in writing. I also can’t tell you how often something got lost in translation or a trick of the brain and what was agreed to meant something completely different to each party. I once agreed to start a project within 5 days, the customer thought I’d be done in 5 days. Put it in writing and save yourself the trouble. You have testimonials or a great rating in some magazine? Get it in writing and send it to your customer, have it framed and put on the wall. Seeing it in black and white means something completely different than talking about it to most people.

#9 Treat Others the Way THEY Want to be Treated.   I take a lot of heat for this from some sales professionals. I’m a huge advocate of communication and being self aware of how that communication is interpreted. I think that the majority of Sales Skills come from proper communication skills. I’m talking about how your message is perceived. I encourage you to mirror your clients, slow down your pace or change the vocabulary you use to talk about a feature. A business man may want to talk about the ROI of a product while the lay person might just need you to say that the product pays for itself. I want to be guided through the process and I pay extra for convenience, that doesn’t mean that I don’t respect the buyer who does all their own research and wants me to be hands off. I sell and communicate in a way that is comfortable for our buyer, and doesn’t impact the authenticity or the facts about my product or service. It just makes it more palatable.

#10 Ask for the Business.  Come on, you’ve gone through all the trouble already to get someone interested. Too often sales people just keep selling until the customer says something like, “So what do we do next?” until they close. They consider that a buying sign and so they will talk about the contract and then put the contract on the table eventually. That isn’t selling though. That’s like asking a girl out after she says that if you ask her she will say yes. It’s not the same thing. You have to be willing to put the customer in a position to tell you No. You want to get a Yes or a No so you can move on to the next prospect and make a living for yourself. You have invested the energy to learn your craft and get the customer to agree with you and buy into who you are. Use all that sales capital that you’ve been building up, and Ask for the Business in a very direct and clear cut manner. “Listen Friend, we could probably spend a few more hours swapping stories and me telling you how great our product is, but you probably want to find out for yourself and I’d like to have a reason to come out and visit more often. Let’s place an order, (seal the deal, lock in the terms, put down a credit card, sign the contract), so that you can see first hand what I’ve been talking about. Are we in Business?”


There you go. Use these to be great. If you or anyone you know needs to grow into a better salesperson share, like, re-post or whatever you need to do to get this info into their hands.  www.salesfumaster.com    @salesfumaster




52 Weeks of Book Reviews. Week #22 – Sell or Be Sold: How to Get Your Way in Business and in Life by Grant Cardone

This book is Grant Cardone at his best. If you follow Grant in any way shape or form, you probably know a ton about what’s in this book already. The benefit of the book is that it’s all in a condensed format and laid out in an orderly fashion. Grant’s trademark energy and enthusiasm keep the momentum going and there isn’t any down time in the entire book. Buckle up.


52 Weeks of Book Reviews. Week #22 – Sell or Be Sold: How to Get Your Way in Business and in Life by Grant Cardone


Grant gets the ball rolling by letting us know that this entire book is really just one of the things that Grant is great at, it’s re-purposed, repackaged, updated and improved, but it’s based a lot on his first book- Sell to Survive.  Grant regularly takes his content and figures out a way to double or triple dip on the business opportunity. His videos and webinars can be paid for Live, bought it the entirety after the fact or often included in a package deal with other content. He is indeed always selling, but it’s also how he sells and how he leverages his efforts that are important.

Grant is a PR, Marketing Machine. His work ethic is ridiculous to most and he talks a lot about that in the 10X rule. In Sell or be Sold he casts a wide net by not just appealing to the Sales Industry which I’m sure is a good play for him and also really paints the picture for people in the Sales world to realize that it’s OK, in fact it’s good to be immersed in the constant effort to be better at Sales.

We often talk about “Always Be Closing”, (a phrase made popular by the movie “Glengarry Glen Ross”), but Grant takes pains to make sure that there is a difference between Selling, and Closing. Two different parts of the process but both are vital. Selling is all about building up the momentum, excitement and trust while Closing is about actually signing on the dotted line.

Sales is everywhere. I had to sell the guy next to me on the on ramp today on letting me into the lane. I had to show him my intentions and make it public by turning on my blinker. That didn’t work so after foreshadowing that I wanted into that lane I had to show my determination, my relentless will to get into that lane by just putting the nose of my car into that lane 6 inches in front of his car. He saw that I was determined, he saw that I was committed and that I wasn’t going away. He could have decided that he was more committed to not letting me in. He could have honked his horn and tried to gun his engine and swerved a little to go around me, but he didn’t. He wasn’t sold on my blinker. He wasn’t sold on my speed change to try to give him time to make space for me. He wasn’t sold by how long I hung out it that space. He was only sold when staked my claim on 6 inches of space. It’s always Sales.

Selling is a way of life. It makes the world go around and it’s a vital role in the economy, the ecology and the sociology of the planet. Commerce is good. If commerce isn’t going away, we should all just get better at it.



52 Weeks of Book Reviews. Week #19 – Extreme Ownership: How U.S. Navy SEALs Lead and Win – by Jocko Willink and Leif Babin

There is a great respect for the U.S. Military and the great leaders that have risen from those ranks. Jocko and Leif represent the best of what we have to offer and have ExtremeOwnershipcommitted to teaching others how to give the best of what they can offer. This is a great book told through real life scenarios with real life implications. The fact that they can relate their service experiences to everyday activities in the business world amazes me. The book was captivating, well laid out and engaging.



52 Weeks of Book Reviews. Week #19 – Extreme Ownership: How U.S. Navy SEALs Lead and Win – by Jocko Willink and Leif Babin


First, this book was extremely entertaining. I read some books that are tedious and I feel like the content is great, but I need to write everything down, listen or read the book 10 times and then maybe I’ll catch all the nuances. The best part about this book is that they take their own advice and keep it simple. I felt like they took the principal of “Tell them what you are going to tell them, Tell them, the Tell them what you just told them” and executed on it perfectly. This type of style can feel a bit repetitive to anyone who reads a lot and has a decent attention span, especially if you read the way I do and consume the entire book in a day or two. The recent chapters and preface are all still fresh in my memory. I would imagine that despite the great story telling and the compelling momentum of the book, most people will take a few weeks to finish the book and so the frequent reminders are good for most.

These guys manage to take a couple of principals and like the books says, completely own them. This stuff isn’t new per se, Larry Winget says that success is your own damn fault and if you get into a car crash it’s your fault too! Grant Cardone talks about ownership and how you have to take complete ownership for yourself and your life, but these guys come at it with the military perspective which is a whole new ball game. They analyze what this means to them and break it down into very clear, concise steps and then give examples and then more examples and then move on.

The book is laid out into 3 segments with a few chapters each. Each chapter lets you know what the principal is and then dives into a real world combat or military scenario that describes how these gentlemen came to realize the importance of that particular principal. This is easily the best part of the book, the stories are compelling and I actually forgot each and every time that this was a business/leadership book, instead I was just reading a biography that was great. The next portion of the chapter talks about the principle again in slightly more detail and then puts this same principle into an equally engaging business setting where these guys talk about a particular incident that easily could have taken place at any mid to large level corporation.

The examples were great stories and illustrations of very specific steps to extreme ownership. I was a little skeptical about drawing such heavy comparisons between battle hardened military experience and white collar America, but it works. There are a few spots where the language is a little crude and a few times I wanted them to use outside examples to better use. The examples provided all come from direct experiences that the authors had, but I would have liked them to use a well known example or situation to illustrate their point. They could have use the classic example of how Tylenol responded to the Tylenol Murder Crisis of 1982 or recently how Steve Harvey completely owned his mistake on the Miss Universe announcement. He owned it so much that other companies hired him to make fun of himself while pitching their product. He turned a weakness into an asset.

I bet this isn’t the only book that these 2 put out together. I like the collaboration and the way they share stories and split chapters while maintaining a cohesive brand and message. Carry on.