Archive for June 2008

The Dip

June 26, 2008


“The old saying is wrong-winners do quit, and quitters do win.” It is in this fashion that author Seth Godin attempts to debunk old clichés and establish the true to secret to success in his novel The Dip. According to Godin, all new things start out as an exciting and pleasurable experience. As time progresses, however, it becomes harder and less enjoyable, until you reach a point where it is “really hard, and not much fun at all.”


Here is where the title comes into play – Godin advises readers to determine whether this “dip” can be conquered, or if it is a dead end and time to move on. Winners commit to overcoming the setback and reaping the rewards it has to offer; otherwise they seek out another dip worthy of their time and talents through which they can excel. Losers, on the other hand, simply give up or never find the right dip to conquer.


The Dip offers inspiring, strong advice to people in all walks of life, earning it a gold medal in the Success/Motivation category.



 Visit the author’s blog!



Food for Thought (6/25)

June 25, 2008


“Small opportunities are often the beginning of great enterprises”



“Yesterday I dared to struggle. Today I dare to win.”

Bernadette Devlin


“The future belongs to those who believe in the beauty of their dreams.”

Eleanor Roosevelt


An Ethical Light in a Darkening Business World

June 25, 2008


In an era where the line between right and wrong grows ever more intangible, Marianne Jennings is here to set us straight. In her book, The Seven Signs of Ethical Collapse, Jennings draws upon her lifelong pursuit of understanding ethics in the corporate world to help readers understand and prevent ethical collapse.  Seven Signs is both a tool for saving your own company from moral demise as well as a guidebook through the ethical undertones of business in a modern world.


Jennings is currently a professor at Arizona State University where she shares her knowledge of business ethics and the legal environment of the business world. In addition to her latest novel, she is the author of six textbooks and a variety of other business novels including A Business Tale: A Story of Ethics, Choices, Success, and a Very Large Rabbit and Building Business Through Good Times and Bad: Lessons from Fifteen Companies, Each With a Century of Dividends. Her articles have been included in some of the nation’s most well known periodicals, such as the Wall Street Journal, The Chicago Tribune, and The New York Times.

The Seven Signs of Ethical Collapse by Marianne Jennings, J.D. was the gold medal winner in the Business Ethics Category. Learn more about Jennings by visiting her website.  



The Making of an Axiom Award Winner

June 11, 2008
From Independent Publisher, the online magazine:The Making of an Axiom Award Winner
How do you write and publish an award-winning book? Does it take a wealth of knowledge and years of experience? Not necessarily…
by Jim BarnesWhen judges for the Axiom Business Book Awards cracked open the bright red cover of Achieve Brand Integrity, we knew we were evaluating a very unique book. But not until we met author Gregg Lederman at the Axiom Awards reception did we realize just how unique his publishing experience was. Here is the true story of Gregg and his proclaimed “clueless self-publishing team”, and how -– in spite of being naive about each step in the publishing process –- they came out with a winner!

Gregg Lederman founded Rochester, N.Y. based Brand Integrity, Inc. in 2002 to help companies improve business results and employee performance. Like many successful and growing organizations, Gregg realized how valuable it would be document and share the methodologies his team had developed in helping hundreds of companies build more profitable work cultures. It also could help current and prospective clients quickly embrace the company’s philosophy and processes, and understand what it takes to truly translate strategies into the employee behaviors and experiences that bring a brand to life. So, he decided to write and publish a book. Why not?

Thus began Gregg’s and his team’s journey into the world of publishing, where multiple unknowns actually defined a powerful course of action:

1. Gregg had never written a book. “I had no real experience with writing, so I decided to write like I talk,” he recalls. “I hoped it would work to use a conversational tone.” He did take a very organized approach, which undoubtedly laid a firm foundation to this conversation: he spent more than a year gathering ideas and assembling several outlines before he came to terms with a strategic framework he believed would be engaging to readers. Then he began “talking.”

2. Gregg didn’t know anything about the publishing process. Once the decision to produce a book had been made, Gregg began to call around to some publishers he thought might be interested in his book, and possibly publishing it. After learning about how lengthy the typical royalty publishing cycle is and that it could be up to two years before a printed book came off the press, he decided to self-publish. “My company was growing quite rapidly and I had the manuscript 90 percent completed. I suggested to my leadership team at Brand Integrity that we simply needed to get this book designed, illustrated and published in four months or less. I spoke to a few people in the publishing industry and they felt my time line was a bit too aggressive.”

3. Gregg chose a designer who had never designed a book. When he mentioned the project to the man who had designed his logo and other marketing materials, graphic artist James Wondrack (Wondrack Design, Inc) said, “I could probably do it.” Holding up a booklet he’d designed a few years back, he said, “These are kind of like books!” From that inauspicious beginning, Wondrack dove into the project–and probably found a much deeper hole than he first expected. When he came back with a sample layout, Lederman was impressed. “He made the book look like our company.” Since the audience for the book was their clients and potential clients, the book needed to express the company brand. Having the designer who gave the company its identity also design the book made perfect sense. They were on their way…

4. Gregg asked the designer if he was an illustrator. When Gregg told his graphic artist he needed 50-75 cartoons to illustrate concepts in the book, Wondrack replied, “I’m not an illustrator, but I’ll put out some feelers.” When they next met and he showed Gregg some cartoons, Lederman loved them and asked, “Who’s the illustrator?” Wondrack admitted, “I did ‘em myself.” This non-illustrator was delivering cartoons that were perfect for the book, and saving lots of time in the process, keeping the project on track.

5. Gregg didn’t feel qualified to evaluate the creative aspects of the project. So, he began bringing the company’s Project Manager into the book meetings. You guessed it–Courtney Minnick had never worked on a book before either, but her input and assurance that the book’s layout and drawings were, indeed, excellent gave Gregg the confidence to move on. “Courtney’s project management skills were excellent, so I thought, what could be so hard about managing a book publishing project? I got a slap of reality when I showed up to a meeting a few weeks later and asked Court, ‘Who is going to print this book?’ You should have seen the look on her face!” Knowing it was time to find a way to have the book manufactured, Gregg asked James if he knew of any printers. He suggested meeting with a local print broker who he regularly used for marketing materials.

6. Do we even need mention that the print broker had no prior book experience? Keeping the project local (all parties involved to this point are located in the Rochester area) and on time was important, so when print broker Tom Barton explained he had lots of experience, but not with books, Lederman hired him on the spot. “I had given up on having any experienced team members at this point. In fact, it seemed quite obvious to me that the ticket to getting on our project team was to have no experience at all. Tom Barton (GCR Communications) did a fine job getting up the learning curve on what is involved in printing a two-color book and getting it bound. He managed the process to near perfection (as far as I could tell) and most importantly, he got the book to the press, had it bound and delivered sample copies to us with one day to spare against our 120-day time line.”

7. Finally, you can imagine what the P.R. candidate Gregg interviewed said when he described the project. “I’m not a book publicist!” She was hired immediately, of course.

The Achieve Brand Integrity book has done wonders for the firm Brand Integrity by enhancing its ability to share insights with leaders who are interested in transforming their companies’ work cultures and the experiences they deliver each day to employees and to customers. To meet demand, the team is currently in the process of reprinting the book, and Gregg anticipates writing a sequel. “Using an inexperienced team worked to our advantage the first time around. I’m hoping the only ‘unknown’ that’s left to uncover this next time will be how many copies we’ll sell”.

* * * * *
About Brand Integrity and Gregg Lederman: Brand Integrity, Inc. is a brand strategy practice specializing in employee performance.

“While most brand agencies focus on putting brand promises in print, online or on the air, we focus on putting them into every employee’s beliefs, behaviors and actions.

Our team of seasoned professionals works daily with leading companies in their fields to help them close the gap between their business strategy and the employee behaviors that will bring it to life.”

Gregg Lederman, Founder and Partner: Gregg Lederman is an unforgettable expert who provides the path to creating high-performance work cultures and sustainable results. As the founder of Brand Integrity, Gregg works with many of today’s leading companies to define and execute performance based strategies that drive culture transformation.

Gregg’s valuable insights are documented in his published book, Achieve Brand Integrity, which offers practical and inspirational advice for everyone who has a stake in orchestrating strategy development and change in their company. He also shares his knowledge as a regular business columnist for Gannett Newspapers (Democrat & Chronicle), and as an adjunct faculty member for MBA students at the University of Rochester’s William E. Simon Graduate School of Business Administration.

Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase Company Profits
by Gregg Lederman
$29.95; Hardcover; 225 pages
ISBN-10: 0979587506 (June 2007)

“Creating We”

June 11, 2008

“Creating We is a blueprint for ridding the corporate world of paralyzing groupthink and the barriers of blame and corporate casts that impede innovation and progress.” These powerful words spoken by Bob Lutz, Vice Chairman of General Motors, praise the effort of Judith E. Glaser’s Creating We: Change I-Thinking to We-Thinking & Build a Healthy Thriving Organization. If the title seems impressive, just wait and see what advice it has to offer.


A bronze medal winner in the Leadership category, Creating We challenges leaders by suggesting contemporary solutions to common problems they face in a competitive and evolving consumer market.  This “hands-on guide” gives leaders the information they need to tackle modern challenges with innovative approaches.




Click here to learn more about Creating We.



From Humble Beginnings

June 11, 2008

A Legacy of Trust: The Story of FCCI, winner of a bronze medal in the Branding category, follows the story of one Florida based company from its humble beginnings to its successful place on top of the corporate world today. What started as a solution to more easily attain workers’ compensation insurance evolved into one of the state’s largest companies.

“We are very proud of this book award and even happier about the recognition it brings to our client,” said E.L. (Ed) Wilks, president and founder of Legacies & Memories. “Book awards are another benefit in helping our clients showcase and leverage their history by using their books as part of their marketing and public relations.”

Learn more about the book at

Axiom Awards Announce Inaugural Winners

June 9, 2008

Announcing the Results of the First Annual Axiom Business Book Awards
“Recognizing and promoting the world’s best business titles.”
Jenkins Group Inc. is proud to announce the final results of the first annual, 2008 Axiom Business Book Awards, designed to honor the best business books of the year, along with their authors and publishers.

The Axiom Business Book Awards are intended to bring increased recognition to exemplary business books and their creators, with the understanding that business people are a very well-read and informed segment of the population, eager to learn about great new books that will inspire and inform them, and help them improve their careers and businesses.

Nearly 400 entries were received in this inaugural year of our contest; the largest categories in terms of participation were Leadership, Entrepreneurship, and Success/Motivation, in that order. The big winners among publishers are Portfolio/Penguin with 5 medals; Wiley with 4; and Free Press and Bloomberg with 3 medals apiece.

Results are listed below, by category, with Gold, Silver and Bronze medal designations.

Congratulations to all!

1. Career (job search, career advancement)

Gold (tie): Double Outsiders: How Women of Color Can Succeed in Corporate America, by Jessica Faye Carter, J.D., MBA (Jist Works) and No More Ramen: The 20-Something’s Real World Survival Guide, by Nicholas Aretakis (Next Stage Press)

Silver: Get Ahead by Going Abroad: A Woman’s Guide to Fast-track Career Success, by C. Perry Yeatman & Stacie Nevadomski Berdan (HarperCollins)

Bronze: When Your Parents Sign the Paychecks: Finding Career Success Inside or Outside the Family Business, by Greg McCann (Jist Works)

2. Sales (sales skills, negotiating, closing)

Gold: Think Like a CEO, by Mark Kuta, Jr. (Flow Publishing)

Silver: Trust-Based Selling, by Charles H. Green (McGraw-Hill)

Bronze: The Entrepreneurial Conversation, by Edward G. Rogoff & Michael Corbett with Perry-Lynn Moffitt (Pinnacle Books)

3. Leadership

Gold: Conscious Business: How To Build Value Through Values, by Fred Kofman (Sounds True)

Silver: Judgment: How Winning Leaders Make Great Calls, by Noel M. Tichy and Warren G. Bennis (Portfolio/Penguin Group)

Bronze: Leaders’ Playbook, by Reldan S. Nadler, Psy.D. (Psyccess Press); Traction: Get a Grip On Your Business, by Gino Wickman (Entrepreneurial Operating System); Surrounded by Geniuses, by Dr. Alan S. Gregerman (Sourcebooks); Creating WE: Change I-Thinking to We-Thinking & Build a Healthy Thriving Organization, by Judith E. Glaser (Platinum Press)

4. Communication Skills/Networking

Gold: Perform at Your Best: Acting Techniques for Business, Personal & Social Success, by Jane Marla Robbins (Plain White Press)

Silver: Talk To Me, by Dr. Dennis O’Grady (New Insights Communications)

Bronze: Trust and Betrayal in the Workplace, by Dennis S. Reina, Ph.D. and Michelle L. Reina, Ph.D. (Berrett Koehler)

5. Business Ethics

Gold: The Seven Signs of Ethical Collapse, by Marianne M. Jennings, J.D. (St. Martins Press)

Silver: Branded!: How the Certification Revolution is Transforming Global Corporations, by Michael E. Conroy (New Society Press)

Bronze: The Truth About Trust in Business, by Vanessa Hall (Entente); Ethical Markets: Growing the Green Economy, by Hazel Henderson with Simran Sethi (Chelsea Green)

6. Operations Management/Productivity/TQM

Gold: A Field Guide to Consulting and Organizational Development, by Carter McNamara, MBA, PhD (Authenticity Consulting LLC)

Silver: The Power of Paradox, by H. Evan Woodhead (Hasley Enterprises)

Bronze: Traction: Get a Grip on Your Business, by Gino Wickman (Entrepreneurial Operating System); The Halo Effect, by Phil Rosenzweig (Free Press)

7. Human Resources/Employee Training

Gold: Achieve Brand Integrity: Ten Truths You Must Know to Enhance Employee Performance and Increase Company Profits, by Gregg Lederman (B@W Press)

Silver: Growing Great Employees, by Erika Andersen (Portfolio/Penguin Group)

Bronze: The Retailer’s Roadmap to Success, by Andy Buyting (GVP Publishing); HR Excellence, by Scott Weston (Excellence Media)

8. Entrepreneurship

Gold: From Edison to iPod: Protect Your Ideas and Make Money, by Frederick Mostert & Lawrence E. Apolzon (Dorling Kindersley Ltd.)

Silver: Get Smarter: Life and Business Lessons, by Seymour Schulich with Derek DeCloet (Key Porter Books)

Bronze: My Painting is Done, Now What Do I Do?, by Suzie Seerey-Lester (Mermaid Press); Running a Bar for Dummies, by Ray Foley and Heather Dismore (Wiley Publishing)

9. Philanthropy/Charity/Nonprofit

Gold: Forces for Good: The Six Practices of High-Impact Non-Profits, by Leslie R. Crutchfield and Heather McLeod Grant (Jossey-Bass)

Silver: Momentum: Igniting Social Change in the Connected Age, by Allison H. Fine (Jossey-Bass)

Bronze: Migrating from Innovation to Entrepreneurship: How Non-Profits are Moving toward Sustainability and Self-Sufficiency, by Jerr Boschee (Encore! Press)

10. Accounting/Taxes

Gold: Basic Accounting Concepts, Principles, and Procedures: Volume 1, Building the Conceptual Foundation, by Gregory R. Mostyn (Worthy & James Publishing)

Silver: Basic Accounting Concepts, Principles, and Procedures: Volume 2, Applying Principles and Procedures, by Gregory R. Mostyn (Worthy & James Publishing)

Bronze: International Aspects of Individual U.S. Tax Returns, by Paula N. Singer, Esq. (Windstar Publishing)

11. Economics (micro, macro, global finance)

Gold: The Emerging Markets Century: How a New Breed of World-Class Companies Is Overtaking the World, by Antoine van Agtmael (Free Press)

Silver: Wikinomics: How Mass Collaboration Changes Everything, by Don Tapscott and Anthony D. Williams (Portfolio/Penguin Group)

Bronze: The Economics of Happiness: Building Genuine Wealth, by Mark Anielski (New Society Publishers)

12. Personal Finance (estate planning, debt management)

Gold: The Lies About Money, by Ric Edelman (Free Press)

Silver: Life is Short, Art is Long, by Michael Mendelsohn with Paige Stover Hague, Esq. (Wealth Management Press)

Bronze: The Quiet Millionaire: A Guide for Accumulating and Keeping Your Wealth, by Brett Wilder (FMG Publishing)

13. Investing (stocks, bonds, hedge funds, options, futures)

Gold: Polar Perspectives, by David Bensimon (Polar Pacific)

Silver: Bonds: The Unbeaten Path to Secure Investment Growth, by Hildy Richelson & Stan Richelson (Bloomberg)

Bronze: The Options Playbook, by Brian Overby (TradeKing)

14. Retirement Planning

Gold: Practicing Financial Planning for Professionals, by Sid Mittra and Anandi P. Sahu with Robert A. Crane (Rochester Hills Publishing/, Inc.)

Silver: Retirement Income Redesigned: Master Plans for Distribution, edited by Harold Evensky & Deena B. Katz (Bloomberg)

Bronze: The Complete Guide to Planning Your Estate, by Sandy Baker (Atlantic Publishing)

15. Coaching/Mentoring

Gold: Mentor: The Kid & the CEO, by Tom Pace with Walter Jenkins (MentorHope Publishing)

Silver: Motivator Teacher Shrink: How to Attract and Develop Highly Successful Salespeople, by Bob Teichart (Motes Publishing)

Bronze: The ABC’s of Leadership, by Douglas R. Bender

16. Success/Motivation

Gold: The Dip: A Little Book that Teaches You When to Quit (and When to Stick), by Seth Godin (Portfolio/Penguin Group)

Silver: The Age of Speed: Learning to Thrive in a More-Faster-Now World, by Vince Poscente (Bard Press)

Bronze: Lasting Contribution: How to Think, Plan, and Act to Accomplish Meaningful Work, by Tad Waddington (B2 Books/Agate); Women & Money: Owning the Power to Control Your Destiny, by Suze Orman (Spiegel & Grau)

17. Advertising/Marketing/PR/Event Planning

Gold (tie): Beyond Buzz: The Next Generation of Word-of-Mouth Marketing, by Lois Kelly (Amacom) and Word of Mouth Marketing: How Smart Companies Get People Talking, by Andy Sernovitz (Kaplan Publishing)

Silver (tie): Press Releases Are Not a PR Strategy: An Executive’s Guide to Public Relations, by Linda B. VandeVrede (VandeVrede Public Relations) and Now Is Gone, by Geoff Livingston with Brian Solis (Bartleby Press)

Bronze: The Science of Spiritual Marketing: Initiation Into Magnetism, by Andrea Adler (Prasad Publishing)

18. Branding (corporate history, anniversary, promo)

Gold: Timber Frames: Designing Your Custom Home, by Jeremy Bonin with Rebecca Sandiford (The Heliconia Press)

Silver: Responsible to the Earth: The Remarkable History of the Port Blakely Companies, by Ross Yockey & L. Beth Yockey (Abecedary Press)

Bronze: A Legacy of Trust: The Story of FCCI, by E.L. Wilks (Legacies & Memories)

19. Self-Employment/Home-Based Business

Gold: The Writer Within You: A Step-by-Step Guide to Writing and Publishing In Your Retirement Years, by Charles Jacobs (Caros Books)

Silver: Bankable Business Plans (2nd Edition), by Edward G. Rogoff (Rowhouse Publishing)

Bronze: Full-Time Woman, Part-Time Career, by Karen Steede Terry (CMS Press)

20. Real Estate (buying, investing, management)

Gold: Foreclosure Investing for Dummies, by Ralph R. Roberts with Joe Kraynak (Wiley Publishing)

Silver: Flipping Confidential: The Secrets of Renovating Property for Profit in Any Market, by Kirsten Kemp (Wiley Publishing)

Bronze: Lawyers Are Liars: The Truth About Protecting Our Assets! , by Mark J. Kohler (Life’s Plan Publishing)

21. Business Reference (legal, how-to)

Gold: International Petroleum Encyclopedia 2007, edited by Joseph Hilyard (PennWell)

Silver: The Restaurant Manager’s Handbook, by Douglas Robert Brown (Atlantic Publishing)

Bronze: Reverse Mergers: Taking a Company Public Without an IPO, by David N. Feldman (Bloomberg)

22. Memoir/Biography

Gold: The House of Mondavi: The Rise and Fall of an American Wine Dynasty, by Julia Flynn Siler (Gotham Books/Penguin Group)

Silver: Small Town Showdown, by Eileen Umbehr (Xulon Press)

Bronze: Northern Tigers: Building Ethical Canadian Corporate Champions, by Dick Haskayne with Paul Grescoe (Key Porter Books)

23. Business Fable

Gold: Sell the Feeling: The 6-Step System that Drives People to Do Business with You, by Larry Pinci & Phil Glosserman (Mindworks Media)

Silver: The Dream Manager, by Matthew Kelly (Hyperion)

Bronze: Juggling Elephants: An Easier Way to Get Your Most Important Things Done – Now! , by Jones Loflin and Todd Musig (Portfolio/Penguin Group); Ask Dr. Mac: Take the Journey to Authentic Leadership, by Greg Giesen (GGA Inc. Publishers)

24. International Business/Globalization

Gold: The Culture of Collaboration: Maximizing Time, Talent and Tools to Create Value in the Global Economy, by Evan Rosen (Red Ape Publishing)

Silver: World Inc.: Businesses Are Now More Powerful than Government, by Bruce Piasecki (Sourcebooks)

Bronze: Doing Business in China for Dummies, by Robert Collins, MBA and Carson Block, Esq. (Wiley Publishing)

25. Technology/Computers

Gold: Flash CS3 Professional with Rich Shupe, by Rich Shupe (

Silver: Fundamentals of Performance Engineering: You can’t spell firefighter without IT, by Keith Smith and Bob Wescott (HyPerformix Press)

Bronze: Big Bim, Little Bim: The Practical Approach to Building Information Modeling, by Finith Jernigan (4Site Press)

* * * * *

Visit the Axiom Awards press page, with photos from the awards presentation event, press releases, and a link to the Axiom Awards merchandise page: Click here to enter.