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!).

Gini Dietrich

Gini Dietrich is the founder, CEO, and author of Spin Sucks, host of the Spin Sucks podcast, and author of Spin Sucks (the book). She is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. She has run and grown an agency for the past 15 years. She is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

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