the Book Hits the Shelf
in any venture almost guarantees a runaway business best-seller.
THE EDITORIAL DIRECTOR, Jim Thomas
from recent history, we can justifiably ask: When will the book, "Lance Armstrong
on Business," arrive at local bookstores?
If this book isn't already in the works, then
publishing is missing a million-selling opportunity. Mr. Armstrong has developed
an exciting business. He's won his seventh Tour de France, an unprecedented accomplishment.
Perhaps even greater, he triumphed over testicular cancer that had spread to his
lungs and brain.
Success by the book
Mr. Armstrong already documented the cycling
and fight against cancer in his book, "It's Not About the Bike." The new book should
build on the cyclist's motivation and traits that can create a winning environment
for all enterprises, including optometry. These traits include:
Teamwork. You don't beat cancer or
win the Tour de France or build a successful practice, for that matter
without a team. Mr. Armstrong depended on doctors to recommend aggressive treatment
that would give him a chance to recover without sacrificing any of his lung capacity.
Lance's team in cycling sacrifices
individual glory for the team leader. Its members, who also compete in the races,
get food and chase down breakaway cyclists while the team leader sits behind the
main field and conserves energy until the critical time at the end of the race.
Regardless of the circumstances, the team allowed Mr. Armstrong to focus his talents
on the most critical challenges.
Equipment. Mr. Armstrong's Trek Madone
5.9 retails for about $5,000. Yes, it's a pricey sum for a bike, but in cycling,
as well as optometry, you cannot build the best enterprise without investing in
the best equipment.
Charity. Mr. Armstrong founded the
Lance Armstrong Foundation to "inspire and empower people with cancer to live strong."
The message is that when successful individuals or organizations give back to the
community, people benefit in ways that can't be measured by dollars.
Motivation. Talent alone doesn't win
yellow jerseys or beat diseases. Pursuing a dream means conquering the day-to-day
drudgery. Such a mindset can yield unexpected rewards. "When I was sick I saw
more beauty and triumph and truth in a single day than I ever did in a bike race,"
Mr. Armstrong has said.
Beyond the best-seller list
I can already envision the book signings,
television interviews, the speaking circuit, merchandising, etc. None of this is
bothersome because few have better credentials than Mr. Armstrong.
Optometric Management, Issue: August 2005