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The Best Business Books

May 21, 2007 By: David Eisen Travel Agent

We asked agents: What's the most helpful business-related book you've ever read? And what are you currently reading?


Kate Murphy

Uniglobe Wings Travel

For Kate Murphy, owner of Uniglobe Wings Travel in Blue Bell, PA, that book was Who Moved My Cheese? An Amazing Way to Deal With Change in Your Work and in Your Life, by Spencer Johnson.

"It's about change and how you adapt to it," Murphy says, adding that it's a short, simple story that can be read in an hour. She loved it so much she had her entire staff read it and then meet to discuss it, sort of like an in-house book club. "This industry constantly changes and you have to keep up, so I thought this book was a great one," she says. "It taught basics that you can use in business or your own life."


 David Pistacchio

David J. Pistacchio

Lewis Travel & Cruises

"Prior to visiting the Soviet Union years ago," answers David Pistacchio of Lewis Travel & Cruises, based in Fresno, CA, "I read Land of the Firebird by Suzanne Massie. It described the beauty of old Russia and gave great insight into the history and culture of that destination. It put everything in 'readable' sense. The book elevated my enthusiasm about Russia, and I'm sure this came through to my clients. Agents should not be afraid to learn more [about] an area they intend to sell. The education process never ends."


Susan Berman

Berman Travel

Susan Berman, co-owner of Atlantic City, NJ-based Berman Travel, cites The Little Red Book of Selling by Jeffrey Gitomer as her favorite business book.

"It's a quick read so you can read it on a short flight," says Berman. "It gives you hints on how to improve your sales techniques, and validates what you're already doing." Her current reading material is From Good to Great by Jim Collins, which she says was recommended to her by Steve Gorga, CEO of Travel Impressions.


Marc Casto

Marc Casto

Casto Travel

Marc Casto, the president and COO of Casto Travel in Santa Clara, CA, says his all-time favorite business-related read was Only the Paranoid Survive by Andrew Grove. Why?

"Learning how to adapt and completely change business models at any given moment and turning what could have been a business-ending crisis into a profitable opportunity is a key lesson for all businesses." He is currently reading The Long Tail by Chris Anderson, which has "significantly helped us refine our marketing of all travel services to multiple demographics," says Casto.


Cheryll Getsinger

All Cruise Travel

Cheryll Getsinger of All Cruise Travel in San Jose, CA, recommends The Idea Machine: 240 Practical and Tactical Marketing Ideas That Really Work by Dave Stockert, the director of sales promotions for Holland America Line.

"It helped me get new ideas and look at things differently," says Getsinger.

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