The Optimist
  • Home
  • About
    • Advertise
    • Policies
    • Staff Contacts
    • Jobs
  • News
  • Sports
  • Opinion
    • Columns
    • Editorials
  • Multimedia
    • Photo Galleries
    • Videos
  • Features
  • Print Edition
    • The Pessimist
    • Special Projects
  • Police Log
  • Classifieds
You are here: Home / News / COBA dean releases new book

COBA dean releases new book

October 1, 2010 by Special Contributor

By Marissa Ferguson

Dr. Richard Lytle, dean of the College of Business Administration and professor of marketing, calls all Christians to break the mold in a book he released last week.

Just over 200 pages, Abandon the Ordinary encourages people of faith to live their lives authentically.

“In America, Christianity has become generic,” Lytle said, adding that it no longer influences people to change and find God.

In a press release, Gary Skidmore, president of marketing at Harte-Hanks Inc., said the book gives readers a plan for building a distinctive leadership brand in their business, family and church.

“If you really want to build a brand that is not generic, you must manage perception, power, performance and position,” Lytle said. “And as a Christian, you should consider your brand’s promise. For example, are you Kingdom-driven?”

With a Ph.D. in marketing, Lytle decided to write his book in relation to business, with one of its major points being how Christian living coincides with the four business principles of product, placement, price and promotion.

“Anything generic does not have lasting power in the marketplace,” Lytle said. “If people look at us as Christians and can’t tell a difference, you have no power over life and cannot lead.”

The book focuses especially on leadership and power, with the rest encouraing readers to avoid living the ordinary life that is often so attractive.

“I talk about what is true power and looking at it through a Godly spirit,” said Lytle. “If you read the Bible, everything is about His power.”

Skidmore said it is no surprise Lytle would write a book that takes a passionate look at leading through serving.

“Rick Lytle is the best kind of leader – a servant,” Skidmore said. “He demonstrates his passion for serving students, faculty, peers, alumni and friends.”

Lytle said inspiration for the book stemmed from 19 years of teaching on campus, and that students will have no problem identifying with the book.

“Seeing students, there is a disconnect between Christianity and behavior from integrity,” Lytle said. “If your speech is demeaning Jesus’ name, are we really honoring His name, or are we devaluing Him?”

Abandon the Ordinary is available for sale at Barnes & Noble Booksellers and Amazon.com. The current listing price for the book is $16.

Filed Under: News Tagged With: COBA

Other News:

  • Provost adopts new policy for emeriti faculty

  • Demolition begins on Sherrod residential apartments

  • ACU Gives exceeds goal, raises over $919,000

About Special Contributor

You are here: Home / News / COBA dean releases new book

Other News:

  • Provost adopts new policy for emeriti faculty

  • Demolition begins on Sherrod residential apartments

  • ACU Gives exceeds goal, raises over $919,000

Follow us online

  • Facebook
  • Instagram
  • Twitter
  • YouTube

Optimist on Twitter

Retweet on Twitter The Optimist Retweeted
ashleyh1607 Ashley Henderson @ashleyh1607 ·
3 Jun

My second year at ACU was full of opportunities that grew me as an individual and a journalist.

In my first year as editor in chief of @acuoptimist, we published six print issues, filmed a 3-hour live election show, and revamped our newscast, all while producing news weekly.

Reply on Twitter 1929734328445178254 Retweet on Twitter 1929734328445178254 1 Like on Twitter 1929734328445178254 1 Twitter 1929734328445178254
Retweet on Twitter The Optimist Retweeted
optimistsports Optimist Sports @optimistsports ·
2 Jun

The Optimist reached out to ACU Athletics, who provided the following statement.

Reply on Twitter 1929676060947632336 Retweet on Twitter 1929676060947632336 1 Like on Twitter 1929676060947632336 1 Twitter 1929676060947632336

Optimist on Facebook

The Optimist

12 months ago

The Optimist

Video

View on Facebook
· Share

Share on Facebook Share on Twitter Share on Linked In Share by Email

The Optimist

2 years ago

The Optimist
"Ending my college education early was always the plan for me, but the things that I have been able to see, experience and examine about ACU’s community were not. I have found immense growth in ACU over the past three and a half years, but ACU still has a long road to climb if it wants to keep catering to students as the world changes around them." To read more of this article visit acuoptimist.com or click the link in our bio. #acu #abilenechristianuniversity #privatechristianuniversity #collegestudentopinion #acuopinion ... See MoreSee Less

Photo

View on Facebook
· Share

Share on Facebook Share on Twitter Share on Linked In Share by Email

Videos

Optimist Newscast Feb. 28, 2024

Our top stories today include a recap of The Musical Comedy Murders of 1940, the ... [Read More…]

  • Optimist Newscast Feb. 21, 2024
  • Optimist Newscast Feb. 14, 2024
  • Optimist Newscast Jan. 24, 2024

Latest Photos

  • Home
  • About
    • Contact
    • Subscribe
    • Policies
    • Advertising Policy
    • Letters to the Editor and Reader Comments
  • News
  • Sports
  • Opinion
    • Columns
    • Editorials
  • Multimedia
    • Videos
    • Photo Galleries
  • Features
  • Advertise
    • Paid Advertisement
  • Police Log

© 2025 ACU Optimist · All Rights Reserved