Our habits, schedules and priorities changed in 2020. Some for the better, some for the worse. Many people found time to focus and read. I believe taking time to become a better version of ourselves is a cornerstone to living a healthy and happy life. Reading is one activity that feeds our minds. 

My list of books this year mirrors some of the challenges we faced in 2020. While I read fewer books (18), I found that different topics felt more impactful and my selections changed. For example, only one book in this list was published recently. One I read for the second time. Many of the other books I read met a need in my life or in the lives of the people I serve. 

And here is the list of the books that had the biggest impact on me in 2020. I hope you find value in this and look forward to hearing your recommendations for me!

5) “Blue Ocean Strategy”, Renée Mauborgne and W. Chan Kim

To be fair, I first read this book in 2005.  It is a classic and the concepts are timeless.  But in the context of 2020, it is an important read.  Change hit us hard and fast.  Leaders were first forced into survival mode and then, into change.  Every economic downturn creates Blue Ocean opportunities.  The key is to find them and swim there as fast as possible.  A number of our Vistage members launched new products, services and revenue stream in 2020.  This could explain why 78% of our member companies had record years… yes, record, best ever years.  Read this book and surface your opportunities. 

4) “Building a Story Brand”,  Donald MIller

Miller does a masterful job of defining what a brand really is and how to build one effectively.  Step by step in the context of reality.  For years I have been frustrated by brand strategies that don’t take into account profitability and market opportunity.  This book lives in reality and is a practical approach for any business or individual to enhance or build their brand effectively.

We typically think of companies as a brand, and they are. Each of us is a brand as well. Applying these principles to ourselves and being intentional about how we are viewed is critical. Miller’s book provides that context and tools.

3) “Ready, Fire, Aim: Zero to $100 Million in No Time Flat”,  Michael Masterson

Across the 60 Vistage member companies and 100 leaders I work with, I see companies at every stage of growth.  Masterson’s book outlines hurdles, challenges and opportunities and each stage.  He highlights the need for entrepreneurs to lessen the dependence on themselves and instead build a repeatable and scalable company.  The four stages of growth are clearly defined and make it simple to place yourself and your company in the right stage.  The ideas are practice and growth is not emphasized at the expense of profitability.  This is a great read for entrepreneurs at every stage of their journey.  

2) “Predictable Revenue”, by Aaron Ross

I’ve said for years the most profitable and valuable businesses are predictable.  Predictability takes effort and process.  Aaron Ross lays his proven process out step by step in this fantastic book.  There is nothing fancy, unproven or flashy about building a predictable revenue model.  Spend the time to develop it correctly and watch it work.  I love sales and own the Sandler Training franchise in San Antonio.  Selling is about process, not personality.  You can see our predictable revenue model at www.tomcuthbert.com/funnel.

And the winner is…

“Doesn’t Hurt to Ask” by Trey Gowdy

Now right out of the gate you may think this book is political. It’s not. You may also think the selection has something to do with my political views. It doesn’t. Trey Gowdy has written an extraordinarily thoughtful book that hits to the heart of true human connection and understanding. Gowdy uncovers techniques, ideas and concepts that foster curiosity to work to understand the “why” of belief. It is that curiosity that builds rapport and relationship with those who think, feel or believe differently than we do. In my mind, this is exactly what our country needs in light of all that we have lived through this past year.

Trey narrated the Audible version I listened to. His South Carolina accent and friendly demeanor reveal a legitimately curious and caring human being. He shares wonderful stories. Some will bring you to tears, others will make you laugh and most will make a point that could forever change the way you see other people. 

Listening intently and asking great questions is the core of my job as a CEO coach.  I challenge you to open your ears and mind to be curious about what you might be missing.  Then, ask a question.  You will build relationships, uncover truth and foster trust.