Early one recent morning I was reflecting on the personal and professional impact reading has had on me and set out to write a post about it. Coincidentally, that very same morning I read this post by Anthony Iannarino. So I figured no need for me to write about it. But then I saw another post by another well-known sales pundit suggesting that reading is essentially a waste of time; that we learn to excel by actually jumping in and doing things instead of the academic exercise of reading about it. Hmmm. I also noticed in the replies to that post that some readers disagreed, while others wholeheartedly agreed, even citing their “success” in sales as evidence that reading is not as important as experience. So I figured I’d weigh in on the subject after all.
I believe reading is essential to our personal and professional growth. When I started out in my career I’d didn’t read much. And I did enjoy “success”: Consistently exceeded targets, won President’s Club trips and awards, got promoted…But it’s all about how we define success. On those terms, yes, I was successful. But I “didn’t know what I didn’t know”. My point of view was confined to my own world, in comparison to others in my organization, on my team. In that context I was indeed successful.
But that is such a narrow view! There is a much broader definition of success: “Am I becoming the best that I can be?”. And to do that we need to look beyond what is right in front of us in our own little world. Reading is a great way to do that (arguably the best way). Books spur us to think differently. They expand our knowledge and make us more valuable to our clients.They encourage us to continually seek improvement, to strive to become the “best that we can be”. I could go on about the virtues of reading, but as you can tell I am a big fan.
Some would argue that we can get those benefits from other sources, for instance a good mentor. I strongly agree that mentors and coaches can be extremely valuable. I was fortunate enough to have had a couple who helped set me on the right path and guided me through my early learning experiences. But that’s still only two people. What about the many other perspectives to consider? Could I have become even better? I suspect I could have. You see, reading is a high leverage activity. We can learn a lot in a relatively short period of time. We can benefit from perspectives, knowledge and experiences far beyond our own. As a result we expand our thinking and we grow.
You may be thinking: I don’t have time to read! I’m too busy! I suggest that reading can actually save you time in the long run. Yes, it requires a time investment and the discipline to actually do it. But any worthwhile endeavor requires investment. Reading is a “Covey Quadrant 2” activity: Important but not Urgent. The gains far outweigh the investment. It’s all about recognizing it’s importance and making it a priority (a lot has been written on this topic).
So reading vs. doing? It’s not an either/or questions. Both are valuable. But if you’re not reading about relevant topics on a regular basis, you are missing half if not more of the equation!
I encourage you to respond with your thoughts on this topic. And for those readers out there, what sales or other business books have had a positive impact on how you think and act?
