We’re big fans of business books. We read them all the time; from biographies to business success books. Each one seems to provides at least a couple actionable tips. However, if you’re like us, and we hope you are at least a little, you hate those books that ask you to stop and make lists or write down your deepest thoughts or your business’ new mission statement. 

Its not so much that writing things down is wrong, in fact, it’s completely necessary. The problem is mixing the reading — the absorbing of information — with stopping. It doesn’t flow and chances are you’re feeling that same disconnect. Its not natural. Reading and note-taking are two very important aspects to learning, retaining and improving, but not together.

This is why XSP& is going to be great for you. Yes, there are “write-it-down” exercises, but they’re part of group work discussion. You won’t be asked to stop reading. Ever. The content in the XSP& book is meant first to be discussed, then read on our own time and then taken into action. Three steps. 1) Group meeting discussing the topic. 2) Go home and read. 3) Jot down what you’re going to do about before we tackle the next subject.

Here are just a few of the topics to be covered in XSP&:

• Marketing isn’t a diet. Don’t treat it like one.
• What is your brand?
• Be like mustard!
• Your culture.
• Are you the best?
• Don’t be number too.
• Tracking ROI on marketing/branding
• Are you the cheapest?
• Marketing is uncommon sense
• Quit saying trustworthy and quality.
• What should this all cost?
• A story about magazine stands and Christmas trees
• Your visual audit
• Why are you here right now running this business
• Everyone’s a “public” company. What does your annual report say?
• Resting on successes isn’t for the successful