Here’s the other reason reading is so good for you.

Reading is better for you than you know. Yes, reading is a great way to learn things. That’s why I read Judy Blume novels in middle school. But that’s only part of the benefit. Just as importantly, reading is mental exercise that helps you maintain your mental strength and fitness. Which means that reading can help prevent your brain from getting any softer and flabbier than it already is.

One of the most important reasons to read books is that reading for long periods of time is hard. Reading is a grind. And not the kind R. Kelly sang about. Reading is not something you can rush through. It is slow, deliberate, unrushable work. Reading is something you have to do at a walking pace. And walking a great distance takes time and steady effort. That slow, steady effort is how things get done. It is how learning happens. It is how knowledge gets accumulated. It is how brains and the humans that walk them around transform into better versions.

Remember, success, like reading, is slow. So is growth. And wisdom accumulation.

Reading helps you develop your patient pursuit of greatness. Word by word, day by day, you learn to stay with your self-improvement tasks.

If you hired someone else to read for you, which is essentially what you do when you listen to an audiobook, your pace is basically the same. You just read with your ears, rather than your eyes. Which means there really isn’t a way around the pedestrian pace of reading. There is no hack, other than hacking your way through a book like a slow, steady walk from Hackensack to Hacksaw Ridge.

It is often said that the average CEO reads a very above-average number of books each year. That number has been reported to be as high as 5 or 6 books per month, or 60 books per year. The question is, do CEOs start to read a lot once they become CEOs? Or do people who have trained themselves to slowly and steadily accumulate knowledge through reading become CEOs? The answer should be clear.

Brain coach and speed-reading expert Jim Kwik breaks it down like this:

“I went to Amazon and looked at the medium average number of words per book, and it came out to about 64,000 words. So let’s say the average person reads 200 words per minute. We’re talking about 320 minutes to get through a book, which is about 45 minutes a day, to read a book per week. That makes it a little more realistic.”

-Jim Kwik

Have you ever thought about reading in terms of distance? I have. Because I am curious, like George. If all those lines you read in an average book were laid out in a straight line, on the earth, you would read for half a mile. This is according to my calculations of width per line (4 inches) multiplied by number of lines per page (27) multiplied by pages in book (263). Then I converted the inches into miles. Because I read on American roads. And always on the right side.

That steady mental march along mile after mile of words laid out in books improves you along the journey. As you travel that great literary distance, you pick up new words and expand your vocabulary. You gain new knowledge. You learn about people and places and things. (Oh, my!) You improve your understanding of people, history and problems. That’s why reading creates such a valuable adventure.

As you read, you collect knowledge to draw upon to create new and novel products, services, and art. You collect tools that can be used to solve problems. And you accumulate best practices and all the things that people before you learned in much harder ways than reading.

Strengthening your reading muscles helps you develop mental stamina to focus on all kinds of tasks longer. Reading helps you write for longer stretches. It helps you sit still and quiet. (And if I can sit still and quiet, you can too.)

By learning to read books, you become better at reading reports, studies, and briefings. All of which help make you smarter and more informed. And if you ever find yourself in court and they try to throw the book at you, being able to read that book is highly beneficial to you and your lawyer.

But patiently reading books also helps you learn to read the world. Including nature, people, weather, and art. You learn to slow down and pick up on clues all around you. You learn to slowly and patiently observe how the world works and how humans and animals feel. You notice the health of plants. And countless quiet signs and signals from the universe.

So put down your phone and your other electronics. (After you finish this post.) Find books on bestseller lists. Find the greatest books you haven’t read. They get you on track for developing those very valuable reading muscles that will improve your life.

Key Takeaway

Dedicate time to the slow, deliberate process of reading. It helps train your brain to work at its most effective pace. It teaches you patience and rewards you with a steady, long-term return on your invested time. It strengthens your focus and task stamina. And it provides a road map to reach your most important long-term goals.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media. Don’t worry, it’s a quick read.

Why I take my mom to work with me every day.

When I was a kid my Mom was my public speaking coach. Not that I wanted one. But my Mom insisted that public speaking was an important life skill. And if she did one thing right in her parenting role, she was going to have kids who knew how to speak well in front of others. And if she did one thing wrong, it would be that those kids wouldn’t know how to stop talking.

Jill Albrecht knows a thing or two about public speaking. She is a funny, energetic and dynamic woman who comes alive on stage. When I was a young boy she was involved in the Jaycettes, which was the women’s version of the Jaycees, a leadership and development organization. And every year the Jaycettes held a public speaking competition.

I remember my mom entering the local competition, and to my surprise and delight, she won. She moved on to the Wisconsin state competition, and won that too. That win qualified her for the national competition in Cincinnati. I was excited to go, and hoped to see WKRP, and meet Loni Anderson (who went to high school with my Aunt Carol).

The national competition, which was held in a large auditorium in downtown Cincinnati, was the first time I had ever seen my Mom deliver her speech in public. And I couldn’t believe how good she was. She commanded the stage. Her pace, her pauses and her power were mesmerizing. The way she emphasized key words and phrases made you underline those important words in your head too. Her masterful use of hand gestures made her fun to watch. And her effective use of eye contact made it feel as if her message was intended specifically for me. Like when she shot me daggers in church.

Then, after all the speakers were finished, and the judges had a moment to confer, the top finishers were announced. And the last person announced, with the top score, and winner of the national speaking competition, was Jill Albrecht. My Mom! And in the back of the auditorium, I practically exploded with pride as my Mom took center stage to rousing applause to accept her award. My Mom was a baller!

My Career

Throughout my career in advertising, I have given thousands of presentations. In fact, I have already guest-lectured to two college classes this week, and it is only Wednesday morning. In other words, I use my Mom’s public speaking lessons practically every day.

But I also pass those speaking and performing lessons that my Mom taught me on to others. Over the course of my career, I have directed performances by well-known TV personalities like Rachael Ray. I have directed NASCAR drivers including Dale Earnhardt Jr, Kevin Harvick, and Danica Patrick. And I have even directed movie star Julia Roberts. And every time I provide guidance on how to deliver a line, I am channeling my Mom.

San Francisco

Two weeks ago I flew to San Francisco to film the CEO of one of The Weaponry’s great clients. This CEO is a rockstar. The company she co-founded is now a $10 billion company, and taking off like a rocket. As we worked together she soaked up direction like a moisture-wicking workout shirt. And on multiple occasions she stopped and asked me how I would say a line or a phrase, noting that she liked the way that I delivered the lines.

As I sat in the CEO’s downtown corner office, where pictures of her with President Obama hung on the wall (she has met him 3 times) I couldn’t help but recognize that it wasn’t my direction she liked. It was my Mom’s. It was the lessons on style, pace, and emphasis that she taught me as a young boy that I was simply passing along. Like a family recipe.

Happy Birthday

Today is my Mom’s 71st birthday. Today also marks the 24th anniversary of my career. I know this because I started my first job on my Mom’s birthday. And today I recognize how valuable her lessons on public speaking have been to my career. They helped me as I interviewed for jobs. They helped me as I presented ideas to clients. They helped me in new business pitches. They helped me as I gave speeches and lectures. And they helped me direct major celebrities and rockstar CEOs.

Key Takeaway

The lessons we teach others can benefit them for a lifetime. Keep teaching and sharing what you know. Empower others with your skills, knowledge and life lessons. You never know how many people you may positively impact in the process.

Thank you Mom. You have directed me well. Happy Birthday. Love, Adam

The maturing of my entrepreneurial dream.

I started planning the Perfect Agency Project blog when I began planning to birth my own advertising agency.  It was August of 2015. It was also really hot in Atlanta. So it was a nice time to sit indoors in the air-conditioning and think.

I had big dreams back then. I was going to start my own advertising agency.  I was going to write a blog to share my challenges, wins and losses, surprises and learnings. But back then The Weaponry was just a vision. There were no clients. No employees. No office. No religion, too.

There was no reason to think The Perfect Agency would become a reality. Other than my vision. But in my head The Perfect Agency was very real. It would be an amazing company that would help its clients win the war of business. It would be a bottomless well of excellent creative ideas. Best of all, it would offer a fun and rewarding experience for everyone involved.

doo-da-doo… doo-da-doo…doo-da-doo….

Now let’s do the dream sequence bit from Wayne’s World, and fast forward two years.

200

 

Fall of 2017 Updates

Today The Weaponry LLC is realer than Real Deal Holyfield. Don’t let theweaponry.com fool you. We have real clients. Real Processes. Real creative ideas. And a really real relationship with the IRS.

I have joined a CEO roundtable group through the chamber of commerce. I think it is hilarious that the table we meet at is actually rectangular. At our meeting this week we were asked to share one word that describes what’s going on in our world right now, and then spend 2-3 minutes describing why we chose that word.

My word: Maturing

Here are the latest ways The Weaponry has been maturing.

  • We are in the middle of our search for a new office space. I’m learning interesting nuances, terms, tricks and oddities of the commercial leasing world.
  • We are preparing to offer our first employee benefits. Health and Dental are the starters. We may also add Fortune Telling.
  • We have been in significant contract negotiations and budget discussions with several great clients. This provides longer term visibility and increases our ability to plan, hire and invest in the business.
  • We’ve hired lawyers. It’s a good problem to have. But I’m not sure there is anything that makes you feel as much like an adult as having to spend time with a lawyer.  It’s the adult equivalent of going to the Principals office. Trust me.
  • We’re discussing establishing a line of credit with our banker. It will allow us to tap into capital when our cashflow is burdened by a lot of activity at once, and longer payment terms from our clients.
  • We are transitioning more of our significant freelance team to part-time employees. This is part of a development process that identifies and moves great talent from our outer rings to our core full-time team.
  • We are working with international clients and have to clarify on our invoices that all numbers are in US Dollars. That feels significant to me.

Thank you for being a friend #GoldenGirls

Thank you for following the journey. Or being part of the journey. Or being Steve Perry and singing all those great songs for Journey. But the best is yet to come. I can see it.

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