Associateships - Berning & Affiliates, Inc.

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Berning & Affiliates, Inc.
National Administrative Office (Mail Address)
6017 Pine Ridge Rd #260
Naples, FL 34119

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Voice: 239.262.8121
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	Recommended Reading List

vision/leadership | inspiration/motivation | managing/skills/references
peter drucker books | marketing | financial/profitability/retirement/special interest

Vision/Leadership (top)

	*Leadership and Self-Deception: Getting out of the Box* The Arbinger Institute When I work with practices it is a common experience to talk with staff about how the practice is performing. It is amazing how often they have their finger right on the items that need attention, as well as those areas that are working smoothly. Often the same holds true for Doctor CEO's. Many know what is needed to push their practice to the top level of effectiveness. And yet, something holds back the needed action. Is it that the doctor that can't make a decision, does not see clearly how to implement an action or is self deceived that there is no problem or if there is one it will self correct? Those are questions I have longed asked, and many more! The Arbinger Institute takes the position in this book that it is the CEO in their leadership role that acts or not given their self deception about what is or should be done. Often, it is noted the CEO does know what is or should be done but fails in moving past what is deceiving them. The publishers note that it self-deception (acting in ways contrary to what one knows is right) is a problem that affects many leadership issues. My experience has been that far too many Doctor CEO's think they can accomplish certain areas of practice development, when in fact they need professional help from professionals and consultants to implement their vision and objectives, particularly as the size of the practice organization grows. If you are a fan o Stephen R. Covey, author of The 7 Habits of Highly Effective People, here is his endorsement. "I've known the work of the Arbinger Institute for years. Arbinger's ideas are profound, with deep and sweeping implications for organizations. Leadership and Self-Deception provides the perfect introduction to this material. It is engaging and fresh, easy to read, and packed with insight. I couldn't recommend it more highly."
	*Poor Charlie's Almanack: The Wit and Wisdom of Charles T. Munger* by Charles T. Munger Alvin H. Danenberg, DDS, CFP, author and originator of the well regarded Danenberg's Lifetime Investing Plan™ available through the Special Reports section of our webstore, recommends this book. In Al's words: "Poor Charlie's Almanack is full of business and investment pearls. The meat of the book is expressed through ten talks Charles Munger has made throughout his lifetime. Each talk is published in its entirety with some commentary by Peter Kaufmann. There is much humor in these speeches, but deep within the words is implicit and explicit knowledge. This is a book that needs to be read over and over again in order to glean all that is there to be learned." Al and I agree, Poor Charlie's Almanack is a worthwhile read it and would be a good addition in the "financial wisdom" section of your personal library.
	The Heart of Change: Real-life Stories of How People Change Their Organizations by John P. Kotter and Dan S. Cohen John Kotter is a professor at Harvard Business School and previously wrote Leading Change. See the description of that book below and consider reading it first. Heart of Change offers a more detailed examination of the eight steps he discusses that are important for any business entity attempting a large change or even seeking staff to be more involved in day to day affairs. With dental and dental specialty practices growing in size this book has much to offer. Here he details that it is not an analysis that is motivating when seeking to get others to change (left brain) but it seems to be ties to emotions or individual connectors (right brain) that produces impact.
	Leading Change by John Kotter A description of the authors perceptive work on eight steps that facilitate change for any business entity. Helps CEOs and all entity leaders to avoid failure of implementing a change to the organization. A valuable read.
	Developing Leaders: Research and Applications in Psychological Type and Leadership Development - Integrating Reality and Vision, Mind and Heart by Catherine Fitzgerald, Ph.D. and Linda K. Kirby, Ph.D. A lot of doctors have had their own and their staff (and spouses!) personality measured via Myers-Briggs Type Indicator. This is a different level of discussion than that usually associated with reading about Myers-Briggs, with the authors sharing in depth articles on the subject of leadership and personality in a variety of settings. A serious step up for any doctor that is seeking to do a better job in understanding themselves and the people they have on their team.
	Big Vision, Small Business: 4 Keys to Success Without Growing Big by Jamie S. Walters. This book focuses on smaller enterprises, that to work in one can be more rewarding than in a larger organization and the key allowing that payoff is if you focus on quality. Includes a good discussion of visioning and how to bring into focus what you desire as the leader of your enterprise. Portions of the material are especially helpful for dental and dental specialist practices that are smaller and focused since most want to maximize their productivity without sacrificing quality.
	Good to Great: Why Some Companies Make the Leap ... and Others Don't by James C. Collins Its one thing to be great, its another as anyone that watches companies performance knows, to be great for 10-15 years or more. Here is a discussion of organizations that grew up to greatness and maintained that level. If you are a leader that struggles with how to have a solid repeat performance year to year this is the book to read.
	The Leadership Challenge: How to Keep Getting Extraordinary Things Done in Organizations by James M. Kouzes, Barry Z. Posner and Tom Peters Offers more specifics than the usual book on leadership. In this case the focus is on five items effective leaders undertake to get results.
	Primal Leadership: Realizing the Power of Emotional Intelligence by Daniel Goleman, Annie McKee and Richard Boyatzis In the ongoing search for what is the sum and substance of effective leadership, there are proponents of what is called emotional leadership. Understanding leadership, how to inspire and motivate and why some people or positions occupied by a strong leader can have a great impact is important. This is particularly so for those who lead teams of health care workers in what most of use would consider is the most personal of services, health care.
	Flight of the Buffalo: Soaring to Excellence, Learning to Let Employees Lead by J Belasco and R Stayer A vision type of discussion focusing on how leaders evolve their organizations. However, though thought provoking, a significant difficulty with the premise of a "head buffalo" becoming a "lead goose" is the implementation of the concept in the health care practice setting. Although a practice can have cross training and empower employees to act to help fulfill their personal position mission and advance the organization, the flight of the geese, in my view, appropriately stops there. The doctor must set protocols that in other business contexts could be left to rotating lead goose but in a practice cannot. You might see it otherwise!
	The Productive Narcissist by Michael Maccoby What is it about top leaders that make them forge ahead, innovating and often seemingly on their own path? This book by the author of The Gamesman presents a picture of leaders that seek any path other than the status quo. Only by having a vision that is all their own and unique and by virtue of that compelling, do they gain the power to transform their work and work place. Doctors will enjoy the range of examples provided of various distinctive leader examples. It can be galvanizing and reinforce for every practitioner the need to be true to the doctor's vision of practice and their own philosophy of care.
	Jack Welch and the GE Way by Robert Slates Management & leadership of the legendary CEO For any size business leader and manager Welch has a perspective that can't be beat! Learn from a great contemporary business lessons you may be able to apply to your practice.

Inspiration/Motivation (top)

	*Get It Done Guy's 9 Steps to Work Less and Do More* by Stever Robbins Doctors will find this book very satisfying and motivating! Its written by a business person with a history of juggling a lot on his plate, just like doctors. In part, his background is a Bachelor's from MIT and an MBA from Harvard, he helped develop Quicken Visa card, started a company and now writes and does the Get-it-Done Guy podcast, an iTunes #1 pick. In particular, the discussion Step 1, Live and Work on Purpose and Step 2 Stop Procrastinating, among several others, should be read and reread by most Doctor CEO's due to the value they represent for the busy doctor. This book was reviewed for the Smart Doctor CEO Interactive Newsletter book review, November 2010.
	Promoting Emotional Intelligence in Organizations by Cary Cherniss and Mitchel Adler Basically this is a story of success, focusing on recounting selected organizations that have applied emotional intelligence and a good discussion of what makes up a successful program.
	Reclaiming the Fire by Dr. Steven Berglas You know the statistics, there is an alarming number of dentists that seem to have significant mid-term troubles and even suicide. Why is it that some doctors keep on going and other face substance abuse, burn out and serial families? Dr. Berglas leads good discussion on this topic. One you might want to consider reading very carefully.
	Benjamin Franklin : An American Life by Walter Isaacson Woven throughout our present day America is the hand and mind of a man living in the mid 1700's! Ben Franklin is well known to us as an inventor (lighting rod given as a gift to the people of the world without reserving a patent, bifocals, the Franklin Stove and more), as diplomat and as Founding Father. But what many doctors who tinker endlessly will appreciate about this work is the focus on Franklin's practical business sense. He build a very successful print company, developed the lending library, worked up an early form of copy machine (!) and of course the ever present fire response company. For an enchanting read showing the full sweep of his life and impact on us today, this is well worth your time.
	The Substance of Style by Virginia Postrel Through inescapable logic and clear depictions, this book explains how features once derided as aesthetic have become increasingly powerful and uniquely personal product differentiators. Executives who continue to seek meaning within the cells of a spreadsheet, take heed of what Postrel implies: great product development doesn't cost...it pays. Marc Braunstein
	Human Accomplishment: The Pursuit of Excellence in the Arts and Sciences, 800 B.C. to 1950 by Charles Murray Ever wondered who the all-time greatest humans have been? Charles Murray, a well known social scientist, has tackled the task of researching history back to 800 BC. What a great review he has undertaken! Not just European but Indian, Arab and Chinese and others are discussed and ranked. His observations about the historical context of these individuals, their contributions and the unusual objective format for ranking is worth your time!
	The EQ Edge: Emotional Intelligence and Your Success by Steven J. Stein, Ph.D. and Howard E. Book, M.D. If you accept the theory and can understand the practice of emotional intelligence, this work offers specifics on how to improve your level of intelligent (emotional) behavior.
	Newton's Gift : How Sir Isaac Newton Unlocked the System of the World by David Berlinski An ancient account of sleuthing and thinking that helped our collective understanding of the workings of the world. A wonderful sojourn that demonstrates how determination in all that we do can pay off.
	Who Moved My Cheese? by Spencer Johnson, MD Economic shifts, loss of key personnel, growth and expansion of the practice - they all impact the comfortable routine. Guess what? Get used to it! Read how to not get trapped by comfort or routine.
	Chances of a Lifetime by Warren Christopher A Memoir , Former Secretary of State Warren Christopher, Insider's Account of Episodes in American History, comments for leaders understanding past and future Are you a risk taker? Wish you were? What if you had to take chances! Putting yourself in Christopher's shoes can be an eye opening experience.
	Only the Paranoid Survive: How to Exploit the Crisis Points that Challenge Every Company and Career by Andy Grove If you have not read this book, you should. It helps fill in a lot of discussion point from a business leader that many would say acted in a very savvy manner. The title really does say it all, being paranoid in a specific way can be positive. So, if you are in practice to advance and protect your patients health care and at the same time advance and protect yourself and your family, which most doctors are, then being prepared for crisis challenges by reading this book is time well spent.
	Failing Forward by John C. Maxwell Perception and response to failure Ken Blanchard, co-author of One Minute Manager, suggests this is one book worth reading. We agree.

Managing/Skills/References (top)

	*The Little Big Things: 163 Ways to Pursue Excellence* By Tom Peters Some of you may remember the "101 Ways To Say Thank You or Give Praise" handout at various dental conventions by product companies and some speakers some years ago. This book is along the same lines except it is written by Tom Peters and he has a lot of credibility in identifying 163 ways that you can make sure you are reaching for excellence. He provides a group of short (about 2 pages each) suggestions on how to leave the impression you want your customers/patients to have. He feels paying attention and doing the ones that apply will improve the business, period. My own view is that this work provides an important as the patients leave look many practices need and should be aware of along with beneficial insights on operations, customers being satisfied, and securing employees engagement for Doctor CEO’s.
	Complete Idiot's Guide to Project Management by Surry & Kim Baker
	Essential Manager's Manual by John C. Maxwell Great mini-sections with a lot of content on ever important topics for dental practices: communicating, managing time, making decisions, delegating successfully, motivating people, managing teams, interviewing people, and managing stress.
	The Tipping Point: How Little Things Can Make a Big Difference by Malcom Gladwell This book will make you think out of the box. Gladwell relates social change and trends emergence to an epidemic. For any doctor seeking to start, enhance or develop a marketing program for the practice or understand certain behaviors of staff or patients these insightful comments from a former science writer at the Washington Post and now writer at The New Yorker can be thought provoking.
	The Emotionally Intelligent Workplace: How to Select For, Measure and Improve Emotional Intelligence for Individuals, Groups and Organizations by Cary Cherniss and Daniel Goleman, Editors and Warren G. Bennis This is form of training book for those interested in applying emotional intelligence theory practice. Interesting aspects for doctors would be its use in the hiring and training aspects.
	Management Challenges for the 21st Century by Peter F. Drucker The all time great business writer provides more guidance. For all doctors, in our view, this man's name should be known. He has something to offer every audience. In this work he offers a view of issues that should be addressed by individual leaders and their organizations.
	Dialogue: Rediscover the Transforming Power of Conversation by Linda Ellinor and Glenna Gerard Anyone that maintains a professional practice is a professional at conversation. Or are they? Unfortunately, a lot of what passes for conversation is perfunctory when it could be meaningful. Read this worthwhile book to learn about aspects that help focus on reaching understanding with the communication as an end in itself. Based on a group of facilitators work our suggestion is to experience it here first.
	First, Break All the Rules: What the World's Greatest Managers Do Differently by Marcus Buckingham and Curt Coffman Is a doctor a leader or a manager? Depends on the practice and the equity position of the doctor is one view. Gallup studied over 80,000 mangers in a lot of diverse companies and tired to break out the answer to what is the best manager. By the way, if the leader doctor is not the manager then they probably have a manager(s) and in that case this book would be valuable.
	Practice What You Preach: What Managers Must Do To Create a High-Achievement Culture by David H. Maister You'll find insights here that will challenge you and your organization to aim higher (even if you think you are the best now). Taking this author for a spin will in some cases find you just sitting back and saying, "well, I never thought of it that way". Make sure to read the authors points listed after each case study.

Peter Drucker (top)

Marketing (top)

	*Inbound Marketing* by Brian Halligan, Dharmesh Shah and David Scott Doctor's will find the discussion of approaches to using social media in Inbound Marketing significantly different than what has been used to market dental practices historically, the traditional print ad, mailers, and more recently development of the informational practice website. But that is the point, as we discussed in our Smart Doctor CEO Interactive Newsletter book review in October 2010, this book lays out the change from pushing a message out about your practice and how to start pulling patients in. Aspects that seem especially appealing for doctors include how to get found on Google and other options for prospective patients to find a particular doctor or practice capability.
	*Trading Up: The New American Luxury* by Michael Silverstein & Neil Fiske In 25 years of providing consulting and legal services to dentists, my experience is that many doctors think they can identify patients who will embrace high quality care from those who do not have the same personal priority. But new market information could sweep all our preconceived notions away. I say "our" because the information sure changed mine. This is a very important market intelligence perspective for any general or specialty dentist. You can never ever again anticipate what a prospective or current patient will deem as the value of what you are providing. Now you must turn your attention as never before to emphasizing what the value, the benefit(s) and the priority is for the care or procedure that you are providing. Don't pre judge! By reading Trading Up you will be able to interpret the financial and emotional and social aspects that place a choice in or out of your patients view of the premium worth having.
	The Portable MBA in Marketing by Charles D. Schewe & Alexander Hiam Wiley A really nice compact marketing oriented read. You'll find niche approaches you can easily apply to dental practice and specialty practices.
	Permission Marketing: Turning Strangers into Friends, and Friends into Customers by Seth Godin and Don Peppers What is the difference between broad based and narrow targeted marketing for professional practices. A LOT! This book emphasizes how to target your marketing, how to connect anew with those that already receive services from you. May have too much focus on technology for some doctors, but it can open a lot of possibilities.
	The Marketing Imagination by Theodore Levitt Well, the title says it a lot. One of the better thinking persons approach to marketing and its possibilities. Since professional services marketing is here to stay, its worth you while to digest as much as possible on the topic.

Financial/Profitability/Retirement (top)

	Your Money & Your Brain by Jason Zweig Do you fret over the value of your investments on a daily basis? Do you buy stocks based on a "hunch" or a gut feeling? According to Zweig, the latest scientific evidence shows that this common behavior usually results in financial loss and is caused by the way our brain reacts when we think about money.
	Asset Allocation: Balancing Financial Risk by Roger C. Gibson Recommended by Dr. Al Danenberg in his Lifetime Investing Plan Special Report newsletter.
	The Four Pillars of Investing: Lessons for Building a Winning Portfolio Bernstein, William J. Recommended by Dr. Al Danenberg in his Lifetime Investing Plan Special Report newsletter
	*The Intelligent Asset Allocator: How to Build Your Portfolio to Maximize Returns and Minimize Risk* Bernstein, William J. Recommended by Dr. Al Danenberg in his Lifetime Investing Plan Special Report newsletter.
	Giving from Your Heart: A Guide to Volunteering by Dr. Bob Rosenberg, Guy Lampard Many people have considered volunteering but they simply don’t know how to get started. In Giving from Your Heart, co-authors Dr. Bob Rosenberg and Guy Lampard share their expertise about the numerous volunteer opportunities available today. From determining your desired level of involvement to establishing realistic expectations, Rosenberg and Lampard offer practical information that will help you connect with the volunteer opportunity that’s right for you
	You're Fifty - Now What? by Charles R. Schwab The benchmark birthday of 50 and all that one of the foremost investors thinks is timely to plan for is great reading. Use it if you are a doctor in your late 30-40's to prepare ahead of time too!

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