If you follow CTC on Linkedin, you may have seen a recent post featuring company president Brennan Smith’s recent reading list. That post was a quick look at each of the four books that Brennan recommended, but we thought we’d take a deeper dive with each of them. Everyone is different when it comes to learning styles, and Brennan says that, for him, when it comes to running a business, he has found that jumping into the thick of things and doing the job has been the best teacher. However, he adds that the few books on this list have given him tremendous insights that he believes have helped him grow as a leader, a teammate, and person.
“Turn the Ship Around!” by David Marquet
This first book gave Brennan hints and tips on how to develop a strong team. It’s common sense that you must have a solid team if you want your business to succeed, but just because that’s obvious doesn’t mean it’s necessarily easy to accomplish. Brennan says that a big lesson in “Turn the Ship Around” is that for a company to find success, you not only need good people on the job, but you also need a good environment in which those strong, savvy individuals can access their best efforts.
Another point that Brennan highlights in this book is Marquet’s “leader-leader” model of running a business rather than the traditional “leader-follower” model. In a leader-follower relationship, there is a clear separation between the boss and his or her employees. The employees are to report to the boss and the boss makes the call on everything. The boss’s word is final. In a leader-leader model, everyone is on a level playing field — their opinions are of equal importance and weight, they are listened to as much as anyone else on the team. The leader-follower model is a great way for a boss to stamp his or her name on ideas, but it doesn’t guarantee that the best ideas will always be brought to their attention. With the leader-leader model, team members will be empowered to speak up, bring their best work to the table, and ultimately help the company as much as possible. This leader-leader mindset is how Brennan likes to operate at CTC, and the results the company has produced since he took over speak for themselves.
“Traction” by Gino Wickman
To succeed in business, you must have a plan, and in Gino Wickman’s book “Traction,” he gives readers a step by step path to setting up a business and moving it forward. The first step that Wickman suggests is to develop a set of core values for your company. This way, whenever you are unsure of where to go or what your next moves should be, you can look to your core values and follow the route that most aligns with them.
Wickman also recommends setting a 10-year plan for your company. This doesn’t have to be permanent — you’re allowed to change things as you and your business evolve — but it’s a great jumping-off point, as it will help you break down your goals and the steps you need to reach them over the first 10 years of work. Finally, “Traction” hits on the importance of measurable objectives. It’s easy to say, “I want to do X, Y, and Z by year’s end,” but that’s a pie-in-the-sky dream without a set, measurable plan. To accomplish X, Y, and Z, you need to see how you’ll get there — you need to know steps A, B, C, and so on so that you can stay on track and ensure that you’re following the right route to your goals.
“Unreasonable Hospitality” by Will Guidara
This book is written by Michelin Star restaurateur Will Guidara, who says that the lessons he learned in the food industry can be applied to most other business models. Brennan points out that Guidara says experience is everything for patrons and clients. That is an idea that CTC holds close to its core. We don’t want to simply do the job asked for by our clients. Instead, we want to engage with them and work alongside them to not only do what they originally asked for, but to go above and beyond that request. Brennan says he revels in the chance to delight clients. It’s nice to get a contract, work on it, and deliver what was asked, but it’s incredibly rewarding to interact with clients to get the most out of every project we’re offered. It’s this approach to medical communications that Brennan (and our entire team here at CTC) believes is the reason our clients love working with CTC.
“The Emperor of All Maladies” by Siddhartha Mukherjee
This is a Pulitzer Prize-winning biography of cancer, and it does a remarkable job of talking about science and cancer, two topics that can be difficult to digest and understand. Mukherjee balances the task of talking oncology and making it accessible with a poignant story, and the result is fantastic. Brennan looks to this book as a source of inspiration for what can be accomplished in the world of medcomms. It takes a unique talent to communicate clearly and effectively when discussing science, medicine, and healthcare, and we have an expert team at CTC built specifically to do just that.
Many of the principles in these books contribute to CTCs core values, helping us serve our clients to the very best of our abilities. If you’re interested in working with us, be sure to visit our website and get a quote today.
