Gini Dietrich

The Spin Sucks Inquisition: Ces Guerra

By: Gini Dietrich | October 17, 2014 | 

Ces GuerraBy Gini Dietrich

Back in the early days of Twitter (when it was still fun), I met Ces Guerra.

A HUGE LSU fan, cyclist, traveler, skier, author, and hilarious guy, we became fast friends.

I remember he sent me a copy of his first book—Pill Pushers—and wrote a nice note inside. At the time, authors didn’t send me books. It was amazing!

He’s visited us a couple of times in Chicago and, both times, I’ve taken him out for rides with my cycling team. He doesn’t so much love riding on the city streets (I guess it does take some getting used to), but he kept up with the best of them.

His second book—Gumbo for the Tiger Soul—debuted in time for football season and, because of that, I asked him to sit on the Spin Sucks Inquisition hot seat today.

What is the Biggest Mistake You’ve Made in Your Career?

Publishing Pill Pushers under my own name.

When management found out about the book, it gave them cause to fire me.

Even though I was having the best sales year of my career, I was told my mind was not on the business and I was dismissed.

I knew I could have published under a pen name, but I wanted to stand behind my book.

However, my biggest mistake has been the catalyst for some of the greatest professional, physical, and personal accomplishments.

Securing my TX licenses for insurance and real estate was fun and professionally beneficial.

My wife, Laura, and I climbed to the summit of Mt Kilimanjaro and the Base Camp of Mt Everest and operating my businesses have been personally gratifying.

What is One Thing about Yourself that Would Surprise Most People?

I’m naturally an introvert, but have worked hard to become more outgoing and to seek opportunities to take leadership roles.

I guess I feared the spotlight of leadership, but I don’t back away from it anymore.

I’ve developed enough confidence in my abilities as to not cower away from the focus of attention.

If You Could Achieve Everything You Ever Wanted in Life, but Had to Die 10 Years Sooner, Would You Make that Trade?

No … Life is too precious.

I love greeting each day and value the opportunity to spend another day with Laura, to affect people around me in a positive way and to create my own personal “mayhem.”

What Industry Advice or Practice Would You Most Like to Cry Foul On?

The hypocrisy of politics disturbs me the most.

I see a double standard on both sides of the aisle that I find unacceptable.

They don’t even live under the laws they pass to rule over us, and it upsets me to no end.

What is the Best Book You’ve Read in the Past Six Months?

Two actually …. David Baldacci books—The Innocent and The Hit.

Why Does Spin Suck?

Because Gini says so!

I think that in whatever industry, or in whatever role someone is in, I would encourage leaders to be upfront and to be accountable to the truth.

Lies only further perpetuate the problem.

I have such respect for people who admit their mistakes, learn from them, and persevere!

Where You Can Find Ces Guerra

You can find Ces pretty much everywhere across the web.

He’s on Twitter, Facebook, LinkedIn, YouTube, Ink 361, and Instagram.

You can also read Gumbo for the Tiger Soul, particularly if you are an LSU fan (and I know some of you are!).

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • Fun inquisition! Nice to “meet” you!

  • Finally someone I have no idea who they are…until now! Nice to meet you Ces! Seems we see eye to eye on the Politics thing. But I also thing the same statement holds true for people and businesses in general. So many people and businesses are outraged or pursue things they want changed…except not for them. How many Defense Companies lobby for smaller Government except for Defense is a great example. 

    I agree on the city bike thing. After living in the rural mountains for a few years I couldn’t imagine riding a bike in the big city. Prefer taking a cab. 😉

  • Oh my gosh, that photo! The light up there is so amazing it almost looks fake!

    So good to meet you Ces (even if you are a LSU fan … siiiigh) 🙂

  • Great to meet you Ces.  Your Pharma background is interesting, I worked at Eli Lilly around the time their Prozac patent expired, I recall the turbulent effects associated with that. 
    You must get the best seats at home games, not to mention a continuous flood of Gumbo recipe ideas.  Can we assume you do most the food preparation in your household? 
    I have no idea who Howie Goldfarb  is.

  • Nice to meet you Ces! Mt. Kilmimanjaro and Everest? Sounds exciting…maybe cold?

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  • debdobson62

    Nice to meet you Ces.  I am a huge David Baldacci fan.

  • “Even though I was having the best sales year of my career, I was told my mind was not on the business and I was dismissed.” Wow. That is INSANE. Congrats on your books, and your climb, and great to meet you!

  • belllindsay When I read that, my heart hurt a little bit. I can’t imagine firing someone because they wrote a book—that had nothing to do with the business and didn’t take away from doing their job.

  • ClayMorgan I aspire to be him.

  • ginidietrich belllindsay ginidietrich belllindsay Poor Leadership : “You’re Fired”  Wise Leadership: “How can I better better incorporate this person’s passion, drive, focus, talent, into growing our business.

  • Nice to meet you, Ces! Really enjoyed this and congrats on #GumboForTheSoul!

  • ginidietrich I’m way impressed by people who do things like that, but I know don’t want to go that far. I’m thinking just South Sister next summer (Gini, we should do this next time you come to Bend!)

  • Digital_DRK ginidietrich belllindsay exactly

  • Naturally an INTROVERT. I do not believe that for a minute. Happy Friday Ces and thank you Gini for introducing us last year … Ces is one in a million.

  • Ces, you seem like a pretty amazing guy…despite that LSU problem you have….

  • CesLSU

    LauraPetrolino Thanks Laura!   What’s your favorite team?

  • CesLSU

    Just got back from Baton Rouge!  Thanks for all the nice comments guys and gals!   My favorite team won last night!  I hope yours did too!

  • CesLSU

    KateFinley Yes ma’am!  I am naturally an introvert – don’t particularly care for the spotlight … unless Gini is giving it to me!   Thanks ginidietrich

  • CesLSU

    Matt_Cerms Thanks Matt!   Gumbo for the Tiger Soul is taking off!   I had a book signing yesterday and got to see my Tigers play in BR!!!

  • CesLSU

    belllindsay I hear you belllindsay   I was having a great year!  No regrets though!!   Never looked back!

  • CesLSU

    ginidietrich belllindsay It sucked at the time, but it was truly the catalyst for bigger and better things!

  • CesLSU

    Digital_DRK ginidietrich belllindsay Great way of putting it!!  Thanks!!

  • CesLSU

    debdobson62 Check out Alex Berensen!  His books are great!  Start with The Faithful Spy!!   You won’t be able to put it down!

  • CesLSU

    ClayMorgan Yes, both were cold!   Kili was a short, quick blast – we were actually HOT later the same day.  Mt E Base Camp was long and grueling!

  • CesLSU

    Eleanor Pierce ginidietrich Thanks Eleanor!  Where do you live?

  • CesLSU LauraPetrolino I’m a Vandy grad! As depressing (and embarrassing) as that fact often is 🙁

  • CesLSU

    Digital_DRK Howie Goldfarb I do have some great seats … Check out my FB Gumbo for the Tiger Soul page … the firework shots are from my CLUB seats!

  • CesLSU

    Eleanor Pierce That is a great shot.   I have many more I’d love to share!

  • CesLSU

    Howie Goldfarb LOL!   I know a lot of people too!   And, we didn’t know each other …  How can that be?

  • CesLSU

    biggreenpen Thanks for connecting on Instagram too!!

  • CesLSU

    LauraPetrolino CesLSU Vandy won the National Championship in baseball!!!   I love Vandy!!   New coach not doing so well though!  :-/

  • CesLSU LauraPetrolino Ugh…don’t even get me started on our coaching situation. It’s going to take us a while to rebuild from the loss of Franklin. That was a pretty jarring loss, especially since we were really finally getting everything together. Sort of the same level as when Kiffin bolted from TN in the middle of the night. It’s business for these guys (of course) but man it’s rough on the players and team. 

    But YAY we did win baseball and we should have a good year in basketball….football season just gets to be a bit rough to get through. But this one has been an odd ball for the SEC in general.

  • CesLSU

    LauraPetrolino CesLSU I love chatting SEC football!  I actually have a weekly blog talk radio show and that’s what we do!  You can come with me to an LSU game anytime!!

  • CesLSU biggreenpen A pleasure! You’ve made it through a few days of my ubiquitous sweaty selfies and don’t seem to have unfollowed yet so thanks! 🙂