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.