Employee book clubs fuel employee development. They expose teams to new concepts and strategies to apply in the workplace. When employees read the same book and learn the same concepts, they share the same language. That improves communication. The business media have repeatedly suggested that company leaders and marketing employees read Lonny Kocina’s “The CEO’s Guide to Marketing.” This award-winning book has been an Amazon best seller since its release in fall 2017.
“The CEO’s Guide to Marketing” outlines a six-step process called Strategically Aimed Marketing, or SAM 6® for short. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand. The first step is about becoming a competent marketer by making sure everyone understands the basic marketing concepts and principles. That’s just one reason why this book is ideal for an employee book club. CEO Money host Michael Yorba told his audience, “Lonny Kocina has six steps to create laser-focused marketing campaigns that get results.”
Yorba invited Lonny on his show to talk about why reading the book can lead to more sales. Lonny said surprisingly, most CEOs don’t have a good understanding of marketing. And that’s a huge mistake. “{Asking why CEOs need basic understanding of marketing} is a bit like asking why a CEO should have a basic understanding of accounting,” Lonny told Yorba. “Every customer bucket has a hole in it. If you’re not filling that bucket, you’re in big trouble.” Sales and marketing are key to refilling that bucket.
But he cautioned that creative marketing people tend not to be as organized as those in other business functions. This can cause them to get off point, costing employers time, money and sales. Lonny explained that the SAM 6 process is ideal because it’s simple for creative people to follow and for leaders to manage. He added, “I think {my book} is popular because it’s easy to understand and the language is concise.”
Most successful business leaders are voracious readers. Even billionaire Warren Buffett has estimated that he spends about 80 percent of his day reading. They realize that no company or organization has all the knowledge.
We recommended that companies buy copies of The CEO’s Guide to Marketing for their leadership and marketing teams. It’s a bargain price to pay for your team to become smarter marketers. We also offer a free SAM 6 implementation companion manual and other complimentary SAM 6 tools on our website.
