T M M E , B L I - M
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S UMMER
2012
The Good Word
Tips for landing top testimonials
Greek Drama
Business lessons learned from an Old World vacation
Movers and Shakers
Advantage clients making waves in the media
Making a
Difference How to be a 7-Figure Professional Speaker
Steve Gilliland preaches purpose, passion and pride
S u m m e r 2 0 1 2 | A d vA n tA g e m A g A z i n e | 1
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In this issue... 8 Purpose, Passion and Pride
Steve Gilliland knows something about striving for success. After all, he’s one of the most soughtafter motivational speakers in America. The fivetime Advantage author discusses his winning journey and shows you the way to the top.
4 Adam’s Advantage
DEPARTMENTS
A trip to troubled Greece provides peace and perspective. By Adam Witty
Advantage Activity: 5 New releases from the second quarter; print and e-book best seller lists
6 Publicity Speaks
Seven tips for landing book endorsements that will expand your audience. By Christina Wells
12 Closing Questions
Noise Makers: 7 A look at recent print, radio and digital media hits for Advantage clients
Advantage Team: 7 Meet Executive Producer, Video, Mike Eberly
Advantage author Tim Wambach is a man of many talents. Foundation president, long distance runner, stage performer, marketer, speaker—there’s hardly a hat
Event Calendar: 10 Dates of note and client anniversaries in the upcoming months
he doesn’t wear. But his role as friend to Mike Berkson is
Advantage People: 12
what holds all the rest in place.
We visit clients, clients visit us; an online learning shoot pictorial
Authors on Books | So you think you can write? “A man without interest or sympathy for the foibles of his fellow man is not conceivable as a writer.” Joseph Conrad
OpeningNumber: A story to tell
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Edi tori al Di rec tor
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Advantage Magazine Issue 19 Summer 2012 © 2012 Advantage Media Group. All rights reserved. Trademarks used by permission.
Kim Hall
Alison Morse
Christina Wells Ali Goble
Brooke White Denis Boyles
S u m m e r 2 0 1 2 | A d vA n tA g e m A g A z i n e | 3
A’advantage How to avoid the fate of the Greeks
My shocking discovery in Greece and how it can save your business
L
ast month I had the pleasure of traveling to Greece to serve as the best man in a
Rule 12 of Napoleon Hill’s landmark book
good friend’s wedding. Yep, it was a big, fat,
How does this apply to you? Are there areas
Greek wedding with all of the fixings. The bride and groom rode in on donkeys, we took shots of ouzo after the happy couple said “I do,” and the reception featured a 17-course sit-down meal. The couple was married on a cliff, overlooking the caldera on the Island of Santorini. Breathtaking! In addition to Santorini, we also visited Athens
Think and Grow Rich is the principle of “Accurate Thinking.” It was clear to me that much of Greece has yet to confront the brutal facts. of your business in which you have yet to acknowledge “the truth?” The most successful entrepreneurs see their businesses with clarity and reality. Denial doesn’t exist. The quicker you accept the facts and take tangible action as a result of the information, the quicker you can right the ship and head back toward prosperity and profitability.
for three days. We toured the Acropolis, Temple of Zeus and all of the famous Greek antiquities. During my time in Athens, I met a number of friendly locals, and wanted to get a sense of their view of the political landscapes. With Greek teetering on the edge of insolvency, and likely to contaminate the entire Eurozone, I was curious what locals thought.
One Greek com-
mented to me, “our economy is fine—look at all the tour buses!” Our tour guide grumbled that “our economic troubles are the fault of those meddling Germans and their bailouts.” All-in-all, I queried almost a dozen Greeks about their country’s impending economic collapse. Although that is hardly enough for a valid sample, I was shocked at the malaise, unconcern, and overall attitude of “everything is fine.” 4 | A d vA n tA g e m A g A z i n e | A d v A n t A g e F A m i L Y . C O m / m A g A z i n e
Adam D. Witty, Chief Executive Officer awitty@advantageww.com
A activity N E W R Efrom L Advantage E A S Authors ES
Wi$e Up, Women!
A Guide to Total Fiscal and Physical Well-Being Jeannette Bajalia 154 pp.; paperback; $14.99
Happily Ever After
Surviving the Perfect Storm
Retirement Doesn’t Have to Be Just a Fairytale Jim Black
Kid In America Sue Caperton
How to Create a Financial Plan That Will Withstand Any Crisis Michael Canet
132 pp.; paperback; $14.99
44 pp.; paperback; $14.99
152 pp.; paperback; $14.99
Bulls, Bears and the Ballot Box
How the Performance of OUR Presidents Has Impacted YOUR Wallet Bob Dietrick Lew Goldfarb
World Class Negotiations
Get Off the Bench
Working Door to Door in the Global Village John Patrick Dolan
#FixYoungAmerica
Unleashing the Power of Strategic Networking Through Relationships Sidney Fuchs
680 pp.; hardcover; $30.00
How to Rebuild Our Economy and Put Young Americans Back to Work (for Good) Scott Gerber/Young Entrepreneur Council
144 pp.; paperback; $14.99
296 pp.; paperback; $19.95
266 pp.; hardcover; $16.95
Retirement Autopilot
The Flight Plan to Build, Protect and Preserve Your Assets David Glisczynski
Funny Status Updates for Facebook
166 pp.; paperback; $9.99
138 pp.; paperback; $14.99
Whispers from the Farm
Edward C. Kondrot
176 pp.; paperback; $14.99
Rescue Your Retirement
128 pp.; hardcover; $69.97
134 pp.; paperback; $17.99
Step Up and Play Big
Retirement Is a Marathon, Not A Sprint
A Physician’s Guide to Negotiating a Fair Employment Agreement Dennis Hursh
Get More Likes Erik Groset
10 Essentials to Save Your Sight
The Final Hurdle
How to Overcome Wall Street’s Deceptions and Failed Financial Planning Strategies Russell Jalbert
Unlock Your Potential to Be Exceptional in 8 Simple Steps Chris Ruisi
Christopher McNinch
328 pp.; paperback; $24.95
A Common Sense Guide to Get You to the Finish Line– Without Hitting the Wall Chris Scalese
158 pp.; hardcover; $19.99
128 pp.; paperback; $19.95
Don’t Let the Blonde Hair Fool You
From Status Quo to Here We Go: A Womanpreneur’s Guide to Finding Purpose & Passion Tonya Shadoan
Essays on Governance 36 Critical Essays to Drive Shareholder Value and Business Growth Andrew Sherman
Fun Is Good
The Art of Dentistry
290 pp.; paperback; $18.99
274 pp.; paperback; $19.99
How to Create Joy & Passion in Your Workplace & Career Mike Veeck
A Patient’s Guide to Achieving the Smile of Their Dreams Gregory J. Wych
400 pp.; hardcover; $34.99
240 pp.; paperback; $16.95
Advantage Best Seller List: June 2012 Title
Author
1
Surviving the Perfect Storm
Michael Canet
2
Fun Fit Foodie
Jennifer Nicole Lee
3
Doctor of the Future
4
Advantage E-Book Best Seller List: June
2012
Title
Author
1
Fitness Model Diet
Jennifer Nicole Lee
2
BRAND is a four letter word
Austin McGhie
Daniel Yachter
3
Ultimate Guide to Direct Selling
Karen Phelps
Warrior Sales Monk
Todd Zaugg
4
Get Off the Bench
Sidney Fuchs
5
Get Off the Bench
Sidney Fuchs
5
FedTelligence
Ann Vanderslice
6
Bear Bryant On Leadership
Pat Williams
6
Lies Salon Owners Believe
Dan Lok
7
The YOU Plan
Michael Woodward
Carol Schmidlin
FedTelligence
Ann Vanderslice
7
FedSavvy
8
8
Enjoy the Ride
Steve Gilliland
9
Mind, Body & Soul Diet
Jennifer Nicole Lee
9
The Hour A Day Entrepreneur
Henry Evans
10
Journey of a Hope Merchant
Neal Petersen
10
Making a Difference
Steve Gilliland S u m m e r 2 0 1 2 | A d vA n tA g e m A g A z i n e | 5
speaks | Christina Wells
What gives you the ultimate credibility? A book. And what gives your book the ultimate credibility? A testimonial (also known as an endorsement or a book blurb). 2012
Books don’t sell themselves! Testimonials are a vital component of any book marketing strategy, especially for first-time authors. They provide the extra push that prospective buyers need to
New Introductions: Spring 2012
make a purchase. They make a favorable first impression by bringing a well-known perspective to the table, and they provide validation for potential readers and buyers that your book is worth their investment and their time. So, how does one go about securing a high-profile endorsement? Follow this seven-step, straight-
• Thomas Helbig • George Headley
forward formula to get maximum results.
1. Start with a list. Think big, but also stay focused. Choose experts in your subject area who are relevant to your topic. It’s okay to include celebrities, if their star power is appropriate to your
• Del Harris
book. Target individuals with a similar message to tap into their existing fan base.
• Jim Garland • Richard Linder • Steve Kimball
2. Craft a compelling letter or e-mail to your target. Highlight the synergy between your message and theirs. If relevant, discuss how their book or work has inspired you in your own endeavors.
3. Include a sample chapter. This is so that they can get a sense of your style and tone.
Provide them with 2-3
sample endorsements, and invite them to edit or rewrite as they see fit. Express that you are providing those suggestions out of respect for their busy schedule, rather than
• John Keel
a presumption. Keep them short and sweet.
• Dave Ramos In January 2013, someone will win:
4. Be respectful of their time. Give them a realistic deadline to make a decision. Three to four weeks is appropriate.
5. Follow-up. If you are chasing a quality lead, chances are they are busy and need a friendly reminder.
6. Once secured, publicize it. Cruise for Two
2,500 Copies of Your Book
2013 Super Bowl for Two
Islands of the Caribbean Includes Roundtrip Airfare
Printed and Delivered to You Includes Shipping & Handling
In New Orleans, LA Includes Roundtrip Airfare and Hotel
Would you also like to be on the list for the chance to win one of these three grand prizes at the end of the year? Refer a client to Advantage, and you’re in the drawing! For more details, refer to the Client Get A Client advertisement on the back cover. 6 | A d vA n tA g e m A g A z i n e | A d v A n t A g e F A m i L Y . C O m / m A g A z i n e
Shout it from the rooftops. Mr. Expert is behind my book! Post it on your website. Blast it through social media. Write a press release.
7. Be grateful. Show your appreciation in an appropriate way. Send a thank you note...perhaps a gift. Be sure to send them a signed copy of your book when it is printed. Offer to do something of equal measure in return. Endorsements, like publicity, quickly lead to more endorsements. Be sure to capitalize on the momentum and use it to attract more praise. That kind of credibility is invaluable!
makers | Advantage clients in the headlines Chris Hurn Guest blogs on the Huffington Post
Sid Fuchs Book launch covered by Pamela’s Punch
Scott Gerber Makes Fox Business, The New York Times, and Mashable.com.
Sophfronia Scott Quoted in The New York Times article on book blurbs
Christos Effesiou Book signing at Charleston, SC Barnes & Noble
Chris Ruisi Press hits from currentsnj.com, wobm.com, and newjerseystage.com
Jim Serger Serger blogs on Librarything.com and talks on WVXU Cincinnati
team | Monthly
Advantage Team Member Profile
Mike Eberly Excecutive Producer, Video Team Member Since: 2010 On Advantage: “Having run my own videography business, I was never shy about my passion for working together with clients to bring their vision to life. When Advantage approached me about taking over their video operations, I was invigorated by the challenge. What we’re doing with online learning is on the frontier of web video capabilities, and that’s pretty exciting. And when you add book trailers, internet television, and live event coverage to the mix, here’s never a dull moment.” Turn to page 12 for a photographic look at a recent Online Education shoot. S u m m e r 2 0 1 2 | A d vA n tA g e m A g A z i n e | 7
How does a small-town Pennsylvania boy like me go from being broke at age 39 to building a seven-figure business by age 50? I turned the page! And the best way to do that is to objectively review the conclusions you’ve drawn about life. Any conclusion you’ve drawn that isn’t working for you could be working against you.
Purpose Don’t squander time being angry about the circumstances you’re in. Be curious about how you got there. Not until you accept responsibility for your past and stop blaming your present situation on everyone but yourself, will you realize that your history will not control your future. You can’t change yesterday, but you can ruin today by worrying about tomorrow. Turn the page. Start a new chapter in your life and don’t let history dictate the rest of your life.
The renowned speaker and author on finding the purpose, passion and pride needed to turn dreams into actions Gilliland is a five-time Advantage Author. His titles are Enjoy the Ride, (2005), Mum’s the Word (2007), License to Chill (2008), Performance Essentials in the Workplace (2010) and Making a Difference (2011).
Perhaps the toughest challenge we all face is the jealousy and criticism voiced by family, friends and colleagues. Yes, success has a cost and, if you are going to make a significant difference in your lifetime, the choice to pay the price is a tough one. The fear of that cost keeps many people from pursuing the success that they could enjoy. I am unquestionably not the faultless son and have made my share of blunders. Nonetheless, I will forever be able to say it the way Frank Sinatra sang it, “I did it my way.”
Passion Enthusiasm is an easy choice when your actions yield results, the sun is shining and everything seems to be going your way. But what about the days it’s raining on your parade – when life seems to be a boring routine? Where is the enthusiasm then? It’s where it always was – inside you! Passion is the pilot light on a gas fireplace, ready for you to turn the knob to ignite it into a flame and heat the house. When it gets cold is when the knob needs to be turned up to its highest point. The same is true for the times in your life when things seem to be the bleakest. That’s the time to be the most passionate! Passion is about the “why.” Why you do what you do provides the motivation for doing it. I always tell people that I never focus on the travel part of my job. If I did, I would never speak again. My fuel (passion) is reminding myself about the people I can possibly influence. I can’t change people, but the thought of saying something that motivates them to change ignites a huge fire in my heart and soul. So many times we focus on our individual responsibility and fail to connect the dots on how
8 | A d vA n tA g e m A g A z i n e | A d v A n t A g e F A m i L Y . C O m / m A g A z i n e
Exclusive
What has made the biggest impact in your business in the past year?
Q&A with
Steve Gilliland
How has your relationship with Advantage impacted the growth and success of your business? My relationship with Advantage is a true partnership because every project is a joint venture. Instead of “pitching ideas” and hoping they are accepted, we “brainstorm” ideas on a scheduled conference call to discuss how we can grow my business, which in turn grows their business. In addition to vigorously promoting my books, they always make me feel valued, and the relationship is not one-sided. We get the benefits of a conventional publisher with all the rewards of self publishing. They have taken an active role and interest in growing our product revenue.
How has your business changed since the release of your books? The one-word answer to this question is credibility. In addition to your platform skills, people want to know you know what you are talking about. Moreover, when you are marketing your presentation, which is supported by a book with the same title, it is a powerful tool. Most organizations appoint a committee to review potential speakers for their events. To gain leverage, it is essential to have an exceptional demo tape and a book, or books. One out of every three events I speak at pre-purchase a book for all of their attendees. In several instances, they ask you about pre-purchasing your book without your even suggesting it to them. In 2011, we pre-sold over 10,000 books into events. what we do with our daily lives can impact so many other people. Family, friends, co-workers and everyone you come in contact with provide you with opportunities to make a difference. To reach your potential, you must become wellrounded by developing knowledge. Write down one skill you will start focusing on, developing or improving. Then write down one failure you had in your life and three things learned from it. In my book, Mum’s The Word, I share that the lessons that are learned are the wisdom that is earned. The failures we experience can serve as a launch pad to make us stronger and wiser. Sometimes the things we are most passionate about escape us not because of a lack of talent, but rather because we lack the resolve necessary
Without question the Author Rewards program from Advantage. Based on how many units we sell annually, Advantage offers us deeper discounts on purchasing my books, which increases our profits in the back of the room, and also when we pre-sell a bulk order to a client. Their warehousing and order fulfillment benefits are unrivaled. When is the last time a conventional publisher helped you pre-sell your books into an event, fulfilled the order, gave you a deeper discount and permitted you to bill the customer? With cash flow always a concern and space to warehouse multiple book titles a growing challenge, this rewards program has impacted us in a huge way. We now have an employee dedicated to pre-selling books into programs. They work with an account manager at Advantage to ensure the orders are shipped the next day. It is a win-win for both of us.
How has your book allowed you to better reach your audience? Every time a potential customer places a hold on my calendar, we send them a book along with my other promotional materials. Once they confirm the event, we send them all of my book offerings as part of a pre-purchase mailing. We follow up with a phone call, and it is also on my agenda as part of my pre-event conference call. If they haven’t made up their mind, I am proficient at selling them on the idea of purchasing a book for every attendee to reinforce my message. We also find out who will be introducing me. We send them a copy of the book that correlates with my speech and suggest they read it to get to know me better. To say this tactic helps sell product in the back of the room is an understatement.
What is in store for the rest of 2012? The professional answer is a busy schedule and a record setting year. The personal answer is making sure I take time to enjoy my family and friends. With my wife, sons, daughter-in-laws, and two good friends, all a part of our business, it is imperative we “shut it down,” discuss something other than business, and Enjoy The Ride™!
to pursue them. You must look at yourself as an uncut gem of potential. You must believe in your passion and invest the time and energy in developing the skills and training regime of a champion. You have to go full speed ahead and work hard at being successful.
Pride I am convinced that success in life has nothing to do with what you gain in life or accomplish for yourself. It is what you do for others. George Bush said, “We all have something to give. If you know how to read, find someone who can’t. If you’ve got a hammer, find a nail. If you’re not hungry, not lonely, not in trouble—seek out someone who is.” The measure of life is not its duration, but its donation.
Your life ought to be driven by a purpose and fueled daily by a healthy dose of passion and, most notably, by giving what we have and giving who we are. Making a difference is about purpose and passion, but it is also about pride. The pride in knowing that the more we share, the more we have. Count your blessings, be a blessing and thank God daily for your blessings. Turn your dreams into actions and live your life to the fullest, minus the excuses. Take pride in everything you do and be ferociously persistent to become who you were intended to be so you can sow seeds that benefit others. Adapted from Making a Difference, by Steve Gilliland (Advantage Media Group, 2010). S u m m e r 2 0 1 2 | A d vA n tA g e m A g A z i n e | 9
Event Calendar SUNDAY
1
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
J A. 2
3
4
5
6
7
Advantage Anniversary: Pete Turpel
Independence Day
8
9
10
Insights With Experts Call 4 PM ET
11
12
16
17
NSA Conference Ends
23
24
25
Advantage Anniversary: Dave Glisczynski Henry Evans
29
30
31
12
1
Advantage Anniversary: Cathy Newton Dorothy Erlanger Frank Mears
6
Advantage Anniversary: Tom Watson
Tim Kotnour and Tom O’Neal in Charlestton
13
Advantage Anniversary: Robert Harwood
14
Insights With Experts Call 4 PM ET
27
28
3
26
Author Success University Teleseminar–4 PM ET
2
27
29
5
17
18
Insights With Experts Call 4 PM ET
Advantage Anniversary: Mark Richardson
23/30
Advantage Anniversary: Jimmy Bailey Julie Steinbacher Steve Gavatorta
24
25
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28
4
Advantage Anniversary: Katherine Miracle
9
10
Advantage Anniversary: George Turner
16
23
Author Success University Teleseminar–4 PM ET
11
Advantage Anniversary: Kathy Murphy
17
Advantage Anniversary: Bill Glass Chris Hobart
30
18
Advantage Anniversary: Elizabeth Lyster
24
31
Advantage Anniversary: Allen Bohl Eric Pennington
S. 11
21
Advantage Anniversary: Ron Vierling
3
6
Advantage Anniversary: Michael Swanson
7 Advantage Anniversary: Gene Kelly Lee Milteer Tammy Stokes
Advantage Anniversary: Robert Lemon
10
Advantage Anniversary: Rick Eddins
Advantage Anniversary: Bette Tamaszewicz John Goodman Rob Berkley
12
13
14
19
20
21
Advantage Anniversary: Bryon Spicer
16
Advantagestock Company Retreat
14
25
Advantage Anniversary: Jeannette Bajalia Michael Broome
Advantage Anniversary: Stewart Blume
4
Labor Day
9
20
Advantage Anniversary: Diane Gubin
Advantage Anniversary: Al Katz
2
22
21
Advantage Anniversary: Christos Effesiou
26
15
Advantage Anniversary: John Winthrop
20
NSA Conference Begins
Advantage Anniversary: Burrow Hill Leslie Van Romer Nasiek Dariusz
Advantage Anniversary: Mitchell Gooze
8
7
Advantage Anniversary: Andrew Sherman Steve Sax
Advantage Anniversary: Pat Williams Teri Johnson
19
19
Advantage Anniversary: Carol Schmidlin Gregory Ricks
Advantage Anniversary: Curtis Greco
5
18
Advantage Anniversary: Anne Newell Rick Sessinghaus
Advantage Anniversary: Steve Gilliland
22
13
Advantage Anniversary: Burrow Hill Leslie Van Romer Nasiek Dariusz
Advantage Anniversary: Tom McCawley
15
SATURDAY
Advantage Anniversary: Neal Petersen
26
Advantage Anniversary: Doug Pfeiffer Michael McFarlane Peggie O’Neill
Advantage Anniversary: David Lucca
27
Author Success University Teleseminar–4 PM ET
Advantage Anniversary: Barry Wells Dennis Hursh Todd Garrett
28
1
Advantage Anniversary: Jim Black
8 Advantage Anniversary: Dan Lok Michael Canet
15
Advantage Anniversary: Andre Palko, Chris Mullins Chris Scalese, David Dubeau, David Fagan, David Wong, Diane Conklin, Ed Clay, John Keel, Kevin Connell, Mark Jackson, Marlene Green, Michael Gravette, Mike Root, Paul Champaneria, Ron Rosenberg, Suzanne Keyes, Yar Zuk
29
Apeople Adam Witty and Christina Wells traveled to Orlando to meet with marketing gurus Jimmy Vee and Travis Miller for a day of consultation.
Facing Page: Advantage online education client George Hedley came to Charleston in June for an extended filming session. Hedley spent several days working with executive producer Mike Eberly capturing the content for his online university. Hedley’s lectures will be packaged with supplemental information into a digital interface his students can access remotely.
While speaking in Chicago, Adam Witty caught up with Advantage author Michael Sprouse.
Graphic designer George Stevens poses with Advantage author and former NBA head coach Del Harris, who was in Charleston for his Author Immersion Workday. 1 2 | A d vA n tA g e m A g A z i n e | A d v A n t A g e F A m i L Y . C O m / m A g A z i n e
Adam witty speaking at a “Chicagoland’s Sharpest Entrepreneurs” meeting, hosted by Steve Sipress.
S u m m e r 2 0 1 2 | A d va n ta g e m a g a z i n e | 1 3
questions Tim Wambach
is founder of the Keep On Keeping On Foundation, which assists and raises awareness for those living with severe physical disabilities such as Cerebral Palsy and Muscular Dystrophy. Tim’s book, How We Roll, was published by Advantage in 2010. What’s the mission statement of the Keep on Keeping On Foundation? We want to assist those living with severe physical handicaps, but also educate and empower others to make a difference in their community, however they’re compelled to make the world better.
TIM’S TIP
for aspiring authors:
“If you feel you have a book inside you, by all means you
Your two-man show, Handicap This, has received rave reviews. Tell us about your co-star, Mike Berkson.
Mike has inspired me to do more are hurting the world by not with what I have. He’s hysterical. He’s mature, has a zest for life, writing that book.” is quick-witted, razor sharp. For those who don’t know, Mike has cerebral palsy, and virtually no movement of his arms and his legs. But as I say in the show, “I might be Mike’s arms and legs, but he’s my breath.”
Describe your chemistry with Mike. Why do you work so well together? Mike’s comedic timing is impeccable. People walk away from the show with such a visceral experience, because it’s a true story, it’s live, and we’re entertaining. But we’re able to capture what we do on a 1 4 | A d vA n tA g e m A g A z i n e | A d v A n t A g e F A m i L Y . C O m / m A g A z i n e
daily basis on stage, and people take away all kinds of things from that.
What’s the most profound effect authorship has had on you? There’s an authority that comes with having a book. Automatically, someone is impressed when you hand them a book that you wrote. Ours is a great history piece of our relationship, and a great way to introduce us and the foundation to people.
What’s the biggest challenge in marketing your organization? Consistency. Continuing to get the word out, to keep your organization and name in the public eye, but you reach a point too when you ask, “When is it too much?”
How do you approach that challenge? I try to be true to who I am. People who truly know me know I’m doing things for the greater good.
Last question. You’re a Chicago guy, so fill in the blank. The best pizza in the Windy City is... There’s so much controversy over this! I’m going to go with Lou Malmati’s. That’s my personal favorite.