• Abandon the Ordinary: Building a Distinctive Leadership Brand in Business, Family, and Church
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Abandon the Ordinary: Building a Distinctive Leadership Brand in Business, Family, and Church

$ 17.99

by Richard S. Lytle

In Abandon the Ordinary, Dr. Richard S. Lytle draws on his many years of experience in marketing and management to share a down-to-earth plan for how readers can build their own valuable leadership brands that will stand apart from generic imitations.

The world needs great leaders. But how do you build a leadership brand that matters? Your ability to lead with power in a complex global society will largely depend on your ability to move away from a generic type of leadership, building a distinctive brand. In this book, businessman and professor Richard S. Lytle considers four main principles to help readers create a godly blueprint for life:

  • Perspective - How worldview frames the foundation for building any brand.
  • Position - How readers can assess their God-given positions in life and make them the focus of their earthly work.
  • Power - How using one's positional power can build the brand on a daily basis.
  • Promise - How readers can create, deliver, and manage a distinctive set of promises with the personal signature of gifts and positions God has given them.

Are you ready to Abandon the Ordinary? That's the first step toward becoming God's brand of leader.



Dr. Richard S. Lytle has long been passionate about developing leadership that truly matters. He is the former dean of the College of Business Administration at Abilene Christian University, a professor of marketing at ACU, a partner in LJL Consulting, International, and the president of The Lytle Group, an independent marketing firm. He also has experience as a marketing representative, finance supervisor, and senior analyst, and he has served on a number of boards, cabinets, and planning committees for both nonprofit and for-profit businesses. Through all these roles, he has worked hard to be a strong leader himself, and he believes in identifying and cultivating leadership in others. Richard and his wife, Jeanne, have three daughters: Kelly, Hannah, and Michelle.



"Rick Lytle's vision for the possible, sense of the significant, and passion for goodness opens the door for the extraordinary performance needed in a postmodern, who-knows-what's-next generation."

- S. Douglas Smith, Ph.D.
Chairman, HMD-The Smart Hospital
Principal, Evergreen Investments & Management, LLC


"Rick Lytle is the best kind of leader—a servant. He demonstrates his passion for serving students, faculty, peers, alumni, and friends. It is no surprise that he would write an insightful book with a passionate look at leading by serving."

- Gary Skidmore
President-Direct Marketing, Harte-Hanks, Inc.


"We are confronted today with the convenience and popularity of mediocrity, an avoidance of the challenge of achievement, and willingness to rely on the productivity and high standards of a few. Dr. Lytle issues the call to live to our full potential for Christ and therefore for those who will follow."

- James R. Porter
President and Director, Porter Capital Partners
former CEO and President of Triad Systems Corporation


"Rick has become a distinctive leader in academia, and I can think of no one better qualified to write this book."

- David "Mac" McQuiston
President & CEO, CEO Forum, Inc.


"Dr. Lytle's leadership is truly a gift from God. God is in him. He is a role model as a husband, father, and friend."

- Diane S. Paddison
Chief Strategy Officer, Cassidy Turley


"Rick has keen insight into the business world and the role that ethics play in leadership. He is in a unique position to shape and form future business leaders."

- Matt K. Rose
Chairman, President and CEO, Burlington Northern Santa Fe Corporation


"Dr. Rick Lytle is a dynamic and creative leader in his own right, whether in the academy or in the corporate world. He believes and lives the leadership principles about which he writes."

- Dr. Royce Money
Chancellor, Abilene Christian University


"Rick Lytle is a gifted and insightful man who uses his time and talents to impact students to become quality business people and top-quality individuals. We are in great need of more people like him in this world!"

- Carlos M. Sepulveda, Jr.
President & CEO of Interstate Batteries, Dallas, Texas


"Rick Lytle is a person of character, professionalism, and spiritual depth. I feel very blessed to call him my friend."

- David D. Halbert
Chairman and CEO, Caris, Ltd.; Former Chairman and CEO, Advanced PCS



ISBN: 9780891123385

Pages: 210

Dimensions (inches): 9 x 6

Weight (pounds): 1.05


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