By Allon Raiz
I hated reading as a kid. I hated reading as a teenager. I even hated reading in my early 20s. And then came In Search of Excellence by Robert H Waterman Jr and Tom Peters, which I was given as a birthday present in 1985. It sat on my shelf unread for seven years. In 1992, at the age of 25, I pulled the book off the shelf and began to read … and I’ve never stopped.
The irony is that In Search of Excellence has since been largely debunked, with the lessons it taught regarded by some as fraudulent. Regardless, I found this reading experience incredibly helpful as I tried to apply the book’s lessons in my first entrepreneurial endeavour, the New York Sausage Factory.
I am fascinated by the correlation between successful entrepreneurs and their obsession with reading. Warren Buffet estimates that he spends 80% of his working day reading, while Bill Gates and Elon Musk are famous bookworms. Self-made millionaire and author, Steve Siebold, has interviewed over 1 200 of the world’s wealthiest people and says one of the first things you’ll notice in a wealthy person’s home is an extensive library of books.
All the entrepreneurs I mentor personally are now required to go on a strict diet of one business-related book every two weeks. Any who fail to comply very quickly land up as one of my ex-mentees.
So why is reading so important for entrepreneurs?
Opens your mind to new concepts
We are the sum of all our experiences. Books open us up to the experiences of others, too, and show us – conceptually – how they have overcome some of the problems they’ve encountered. This can broaden your arsenal of tools to manage the future. An example of this was when I read The E-Myth Revisited by Michael E Gerber. This book completely reshaped my respect for documenting processes; something which now permeates all of Raizcorp today.
Reinforces old concepts
We all know how lonely the entrepreneurship journey can be. When reading about how others have overcome obstacles or used a certain “formula” as part of their strategy, it is very affirming when you discover that you are using the same “formula” and it encourages you to continue pursuing that strategy. For example, one of the rules at Raizcorp is that we don’t do training only, and we don’t engage with anyone before they have passed our selection process. Very often, there has been a temptation to relax the rules for the lure of a big contract. It can become a lonely space in your mind when wrestling with that decision. But, when you read about other successful entrepreneurs who have stuck to their principles despite a commercial sacrifice and still succeeded, it encourages you to remain true to your own.
Apply what works for you right now
The saying that the master appears when the student is ready is particularly applicable to reading a book. You can read the same book at two different periods on your entrepreneurial journey and take away completely different lessons. A healthy way to read any book is not to believe it, but to use it as information that may become applicable to your particular situation. Every entrepreneur’s journey is different and every context is different, so it is important for you to filter and discern the most important information for you to use or adapt.
Cheap learning curve
It is said that nothing teaches you like experience. The only problem with this is that experience generally costs you money or pain. By reading other people’s experiences and thoughts through their books, you can identity different patterns that are replicated time and again. There is a strong probability these lessons will apply to you, too, and I would always err on the side of this “wisdom”. If you’ve read 20 books that all reinforce the importance of spending more time on selecting your team, you would be wise to devise a strong selection process even if you haven’t had an issue with this previously.
Great way to connect
Recently, I was sitting on an overseas flight and noticed the person next to me was reading Shoe Dog by Phil Knight. I had also read the book and loved it. I used the common experience to open up a conversation which subsequently led to a deal. Even if I haven’t read the book someone is reading, my genuine curiosity about whether the book is valuable or not can be a way of connecting with a random stranger. If they are reading a business book, it is highly probable they are in business themselves which increases my chances of widening my business network.
Reading books is not for everyone but, with apps such as Audible and a pair of earphones, nowadays you can have someone read to you. I never travel in my car or on a plane without an audio-book playing away. I find myself pausing the book and allowing my mind to wander as I reflect on and synthesise what I’ve just heard with a view to how it could be applied to my own business. Every book I have read has provided useable nuggets that have been instrumental in driving my business forward, and I believe they can do the same for you.