By Rolf Crocker

Continuing Education is the difference between survival and success.  I am an avid (some would say rabid) reader.  Periodically, The Manager NewsLine will present a couple of books that I double-your-money-back-guarantee will improve your mind, your soul and your bottom line…or at least 2 out of 3 (your choice)!  But, like my television counterpart from 'Reading Rainbow' says - "Don't take my word for it…!"

For our Maiden Voyage, we will look at two books.  The first is What the CEO Wants You To Know, (© 2001, Crown Business) by Ram Charan.  Charan is an international business consultant and advisor to Fortune 500 companies such as Ford, DuPont and GE.  Most of us don't naturally have a command of the Language of Business.  Charan distills complex business concepts into easy-to-understand analogies that will help anyone develop their business acumen.  A fast read at 137 pages, I bought this book for our entire executive staff as required reading.

The second book is Selling The Invisible - A Field Guide To Modern Marketing (© 1997, Warner Books) by Harry Beckwith.  Beckwith runs his own Marketing and Advertising firm, and has worked with many Fortune 500 companies, as well as four of the Top 100 Service Companies.  This book absolutely kicked me in the pants!  Most stories are one to three pages long, and contain extraordinary truths about selling, service and people.  Easy to read, this book has revolutionized my approach to service and to our clients.  If you get a hold on 10% of this, you will move from ordinary to extraordinary!