Introduction
Summary of the book Speak Like a CEO by Suzanne Bates. Before moving forward, let’s briefly explore the core idea of the book. Imagine standing before a group of people who lean forward, interested in every syllable you utter. They sense sincerity in your voice and trust in your message. Without ever shouting or putting on a false front, you’ve drawn them in, guiding them toward a shared vision. This is the magic of authentic communication – speaking from a place of honesty, purpose, and understanding. In the following pages, you’ve explored how to use stories that spark curiosity, visuals that clarify complex points, questions that engage others, and honest language that builds trust. You’ve discovered how leaders who communicate authentically don’t just talk; they connect, uplift, and inspire. As you embrace these insights, you’ll find yourself growing into a confident voice people want to hear. So step forward, speak your truth, and watch as your words lead others toward brighter possibilities.
Chapter 1: Uncovering the Hidden Influence Behind Authentic Leadership Communication That Inspires True Followership Every Day .
Imagine stepping into a room where everyone quiets down the moment you begin to speak. It’s not because you shouted, showed off, or rattled off complicated facts. Instead, it’s because you communicated so naturally and honestly that people truly cared about what you had to say. This is what authentic leadership communication can do. Authenticity means showing people who you really are, not who you think they want you to be. It involves speaking with genuine feeling and owning your personal style instead of trying to imitate someone else. When you lead with authenticity, you connect with others on a human level. You’re not forcing them to pay attention; you’re inviting them to share your vision. People will respect and trust you more when they sense that your words mirror your true thoughts. Over time, this trust builds a strong foundation for teamwork, loyalty, and impressive results.
Leaders who command attention aren’t always the loudest or flashiest. Consider someone you admire who leads by quietly listening before sharing their view. Their calm presence can carry more weight than a person who dominates every conversation. Authentic communication isn’t about memorizing clever jokes or using fancy words. It’s about aligning your message with your beliefs. When you embrace your real personality and communicate from the heart, you’ll notice that people respond better. They’ll want to follow you, not because they must, but because they choose to. This kind of leader shapes a workplace environment where everyone feels acknowledged, heard, and respected. By being yourself, your communication style becomes something others trust. Such an environment encourages creativity and risk-taking, driving teams to solve tough problems together. Authentic leaders know that communication isn’t a performance, it’s a genuine exchange that brings out the best in everyone.
Many people think that powerful leaders are born with a certain charisma or natural gift for speech. But in truth, the skill of authentic communication comes from practice, patience, and self-awareness. It’s a bit like learning a sport or a musical instrument – the more you engage with it, the more comfortable and confident you become. You don’t need to pretend to be someone else; instead, you refine the way you show your true self. Start by listening closely to how others react to your words and tone. Notice when your audience seems engaged and when they drift off. Adjust how you share ideas so that they resonate with those listening. Over time, you’ll develop a natural intuition for what works best. Remember, even world-class CEOs were once nervous speakers who had to discover their unique voice. Authentic leadership communication is a journey open to everyone.
This journey toward authentic leadership communication helps you stand out in a world that’s often filled with empty talk. Corporate environments can be cluttered with buzzwords that fade quickly and mission statements that feel forced. Yet, when a leader speaks from a place of truth and clarity, people notice. They know when their leader is telling them something real, versus reciting lines from a script. Such a leader becomes a lighthouse, guiding their team through changes, challenges, and uncertainty. True authenticity doesn’t mean oversharing private feelings or losing professionalism. It means presenting your intentions honestly, revealing enough about your values and personality to build credibility. When team members trust what you say, they invest themselves more deeply in the work and mission. Authentic communication offers a kind of gravity, pulling people closer and creating a loyal, motivated group ready to achieve great things together.
Chapter 2: Discovering Your Own Voice to Convey Bold Visions in Ways That Mirror Your Personal Values and Strengths .
Finding your authentic voice as a leader is like tuning an instrument until it produces just the right sound. This voice is not about fancy vocabulary or perfect grammar, but about saying what matters most to you and your team in a way that feels natural. Picture a musician trying different strings to find a tone that matches their mood. Leaders do something similar: they experiment with approaches until they discover a communication style that rings true. Your voice might be calm and measured, or it might be lively and filled with energy. It could be serious and direct or warm and story-like. There’s no single correct style. Instead, you must test and refine how you speak so that it represents your beliefs, your priorities, and your goals. Over time, this voice becomes a beacon that guides others towards understanding and action.
Think about the leaders you admire. Some are known for their inspirational speeches that can lift spirits in tough times. Others gain respect through heartfelt, one-on-one conversations that reassure worried team members. Still others earn trust by sharing visions of the future that spark curiosity and ambition. What do these varied examples have in common? They all speak in a way that feels honest, consistent, and aligned with their values. This is the magic of authenticity – it doesn’t need to follow a single pattern. When your communication reflects your true character, those who listen can sense it. It’s like tasting food made with fresh ingredients versus something overly processed. Listeners may not always agree with you, but they’ll respect the sincerity behind your words. This respect encourages them to keep listening, considering, and eventually supporting your ideas.
To uncover your authentic voice, start by reflecting on what truly matters to you as a leader and person. Ask yourself: What are my core principles? What kind of work environment do I want to build? How do I want people to feel after they hear me speak? Consider your audience, too. Different groups might respond better to different tones. For example, a team facing deadlines might appreciate straight-to-the-point language, while a new group of interns might appreciate a more patient, guiding approach. By experimenting with these elements, you slowly refine the blend of tone, pace, and choice of words that clicks with who you are. Don’t force humor if it doesn’t come naturally. Don’t fake seriousness if that’s not your style. Stick to what feels right. Over time, you’ll gain a confident, steady voice that stands out in any setting.
As you develop your voice, remember that authenticity is not static. Just as people grow, learn, and change, so can your communication style. It should evolve with your experiences and the lessons you gain from successes and failures. Pay attention to feedback from trusted peers, mentors, and even critics. If you realize that you’re speaking too technically and losing your audience, adjust your language. If you sense people crave more hope or positivity during difficult periods, add an encouraging note. Authenticity does not mean stubbornly sticking to old habits; it means continuously aligning your words with your values while staying responsive to the needs of those you lead. Over time, by listening carefully, adjusting wisely, and staying true to your core self, you’ll become a leader whose voice naturally inspires and motivates, helping everyone move forward together.
Chapter 3: Unlocking the Eight Hidden Secrets of Top Communicators Who Captivate and Motivate Every Listener .
Some communicators seem to hold a special key that opens the hearts and minds of their listeners. They make ideas stick, turn complex issues into simple truths, and leave people feeling motivated. What’s their secret? In reality, great communicators rely on a set of principles that guide them, not mysterious talents. One of these principles is centering on a big, memorable idea. Rather than burying listeners under endless details, these skilled speakers choose one clear, compelling point to highlight. They trust that a single strong idea, clearly expressed, can outshine a hundred lesser points. History proves this true: think of famous speeches that lasted mere minutes yet changed how people thought for generations. When you focus on one main idea, you give it power, allowing it to settle into people’s minds and spark action, curiosity, and lasting interest.
Another secret involves speaking in the moment. While preparation matters, flexible communicators know that the most authentic touches often arise naturally as they address the current mood, environment, or audience reaction. This spontaneity shows listeners that you’re fully present and aware. Then, there’s the art of keeping it simple. The best communicators avoid cluttered language. They know complicated messages can drift over people’s heads. By choosing simple words and short sentences, they ensure that everyone understands and remembers. Being a straight shooter is another precious secret. Instead of hiding behind vague phrases, top communicators tackle tough issues honestly. This honesty builds trust, even when the news is difficult. Such trust sets the foundation for loyalty. People respect leaders who tell them the truth, seeing them as reliable guides through both good times and challenging ones.
Optimism ranks high on the list of great communicator’s tools. While truthfulness about challenges is vital, providing hope for the future is equally important. People gravitate toward leaders who light a candle in the darkness. They want to know that despite obstacles, there’s a path forward. Another closely related secret is focusing on the future. Even when facing present setbacks, top communicators paint a vision of what could be, inspiring their audience to keep moving. Next, they remain genuine and relatable. Even a CEO can close the gap between leader and listener by sharing a personal anecdote, a simple laugh, or an honest admission of uncertainty. Authenticity dismantles walls and lets people see the human side of leadership. Finally, these communicators stand for something solid. They embody their organization’s purpose and values, showing through words and actions what they believe in and why.
By embracing these eight secrets – focusing on big ideas, speaking in the moment, keeping it simple, being honest, offering hope, looking ahead, staying real, and representing a meaningful cause – you can step onto the path of leadership communication excellence. Imagine weaving these principles into your daily interactions. Instead of feeling stressed about what to say, you’ll have a mental toolkit guiding you. In conversations, speeches, or interviews, you’ll know where to put your energy. This approach helps you avoid empty showmanship and embrace genuine impact. The more you apply these secrets, the more natural they become. Your words will gain clarity, your presence will gain strength, and your audience will start looking to you for guidance. Over time, you will notice people responding more positively, remembering your messages, and working together more smoothly toward shared goals.
Chapter 4: Crafting Remarkable Speeches That Shine Like Beacons and Stay Echoing in Minds Long After They’re Over .
A powerful speech isn’t just a collection of words; it’s a carefully shaped experience you offer your listeners. Think of it as a journey you guide them through: from introducing a meaningful idea, to illustrating why it matters, to inspiring them to take the next step. Before you write a single sentence, ask yourself what core message you want them to remember. This main point should form the center of your speech, helping you decide what stories, facts, and examples to include. By putting this idea at the heart of your speech, you ensure your audience leaves understanding exactly what you wanted to convey. Without a clear central idea, your speech risks feeling like a loose bundle of random thoughts. With one, you give your words purpose, turning your speech into something that resonates, lingers, and sparks meaningful change.
Stories are a powerful tool. People are hardwired to connect with narratives, remembering details when they’re wrapped in human experience. Instead of dry facts, imagine sharing a short story about a team member who overcame a tough obstacle to achieve a breakthrough. Show the tension, the emotional struggle, and the final uplifting moment. Your listeners will lean forward, curious to hear what happens next, and in the process, they’ll better understand your main message. Just remember not to cast yourself as a hero too often – humility makes your stories more relatable. Sharing personal experiences in a balanced way lets your audience see you as a real person, not a distant figurehead. When they recognize the human element behind the leader, they’re more likely to trust your guidance and connect with your vision.
Speeches also improve when you engage the audience directly. Mention their city, refer to their work, or highlight something they care about. Addressing your listeners as people, not as abstract spectators, helps them feel included. If you’re talking to a group of dedicated volunteers, acknowledge the value of their service. If you’re speaking to a board of directors, reference their recent projects or challenges. This personal touch tells your audience you’re not simply reciting a generic script – you’ve tailored your words for them. When people feel recognized, their attention grows, their respect deepens, and they’re more open to your message. Humor can also help, as long as it’s respectful and gentle. A warm, well-placed joke can relax the atmosphere, ease tension, and remind everyone that, despite serious goals, you’re all humans working together toward a better future.
To convey complex ideas, consider analogies that simplify what might otherwise be confusing. For example, if you need to explain digital transformation to a non-technical crowd, compare it to building roads for quicker, smoother travel, rather than discussing complex software protocols. Facts and numbers can lend credibility, but attach them to relatable examples to bring them to life. Show how a statistic affects real people or how a large figure represents an impressive achievement. If you say that your company ships millions of packages daily, paint a picture of a driver navigating city streets at dawn, delivering important items that bring joy to families. By blending facts with stories, humor, and personal connection, you create a speech that resonates deeply. When the applause fades and your listeners head home, they’ll carry your message tucked inside their minds, ready to inspire future action.
Chapter 5: Mastering Presentations as Thoughtful Gifts That Help Audiences Absorb Knowledge, Embrace Ideas, and Take Positive Action .
Presentations are more than slides on a screen; they’re opportunities to share valuable insights with others. Think of your presentation as a carefully wrapped gift you’re offering your audience – something meant to inform, persuade, or motivate them. To achieve this, preparation is key. Don’t rush straight into writing slides or typing bullet points. Start by understanding what your listeners truly need. Reflect on their concerns, their levels of expertise, and what matters most to them right now. Are they worried about costs, or curious about new strategies? Are they confused about technical details or eager for practical solutions? By focusing on what your audience cares about, you build a presentation that feels relevant and respectful. It’s like choosing a gift that matches a friend’s interests. The more you understand their needs, the more meaningful and appreciated your gift will be.
Visual aids can greatly enhance your presentation if used wisely. A few well-chosen images, charts, or short videos can transform abstract concepts into something concrete and memorable. However, overloading slides with words or complex graphics can backfire. Keep your visuals clean, simple, and directly connected to your main points. If you show a chart, take time to explain its meaning and why it matters. Don’t leave your audience guessing. Also, consider using language that creates a sense of community. Phrases like we, us, and together invite listeners to feel they’re part of a shared effort. This inclusive tone encourages engagement and trust. Also, vary your methods to keep them interested. Pose a thoughtful question, share a relevant anecdote, or invite quick feedback. By switching gears occasionally, you prevent boredom and keep everyone alert, curious, and eager to learn more.
Choosing the right words can make a big difference in how your audience perceives your message. Even a simple shift in terminology can reshape opinions. Consider how the phrase reconditioned used car sounds compared to certified pre-owned vehicle. The latter sounds more trustworthy and appealing. This example shows that words matter. Also, consider using branding elements for key ideas – short, catchy labels that people will remember. Turn complicated concepts into memorable phrases or short names. For instance, a productivity improvement strategy could be called The Daily Boost Method. Such phrasing sticks in people’s minds, making it easier for them to recall and discuss your ideas later. By trimming unnecessary jargon and choosing words that spark interest, you create a presentation that’s accessible and compelling. The goal is to communicate so clearly that no one leaves confused or uninterested.
Once you’ve prepared your content and visuals, practice delivering your presentation. Try speaking it out loud several times, adjusting your pacing, tone, and emphasis. Notice if certain parts drag on or feel too complicated. Pay attention to how you transition from one point to the next. These smooth transitions keep your audience on track and prevent confusion. On presentation day, remember that you’re there to serve your audience, not just to talk at them. Watch their faces. If they look puzzled, pause to clarify. If they seem bored, add a quick story or ask a question. By being responsive, you show respect and adaptability. After your presentation, encourage questions. The discussion that follows can deepen understanding and strengthen your connection with the audience. With thoughtful preparation, careful delivery, and genuine attention to your listeners, you can give presentations that make a lasting impact.
Chapter 6: Steering Meetings as a Skilled Captain, Turning Necessary Gatherings Into Purposeful, Energizing, and Efficient Team Exchanges .
Many people groan at the thought of meetings, imagining long, unproductive sessions that eat up precious time. But with the right approach, a meeting can become a valuable opportunity to solve problems, share updates, and strengthen relationships. Start by asking whether the meeting is truly needed. If the same results can be achieved through an email or a quick chat, skip it. If a meeting is essential, be careful about who you invite. Too many attendees can cause confusion, while too few might leave key insights missing. Focus on gathering the people who can contribute meaningfully. Once you set the meeting, prepare an agenda that clearly states the purpose, topics, and time limits. This agenda acts like a map, guiding everyone through the discussion and ensuring you don’t wander off track. Such thoughtful planning sets the stage for a productive gathering.
As the meeting leader, it’s your responsibility to keep things running smoothly. Follow the agenda, but remain flexible enough to explore unexpected but valuable ideas. If a conversation drifts too far from the main topic, gently steer it back. Balancing structure and openness encourages creativity without letting the meeting become chaotic. Also, remember that meetings aren’t just about talking; they’re about listening. Some people are naturally outspoken, while others hesitate to share. Encourage quieter members by asking for their input. Simple prompts like, Lisa, what’s your perspective on this idea? can unlock valuable contributions. This inclusive approach ensures you hear a range of opinions and fosters a sense of respect. When each person feels their voice counts, you build trust and unity. Over time, this trust leads to better teamwork and stronger results.
Even in well-run meetings, disagreements can arise. Instead of viewing these as obstacles, treat them as opportunities to refine your ideas. When conflict surfaces, acknowledge it calmly and invite participants to explore the issue thoughtfully. For example, use phrases like, It seems we see this differently. Let’s understand each other’s viewpoints before deciding. Encouraging respectful debate can uncover overlooked problems or better solutions. Just ensure the conversation remains respectful, not personal. Provide tools for decision-making when discussions stall. Voting, rating solutions, or using brief evaluation sheets can guide the group toward a constructive conclusion. If, after open discussion, a consensus can’t be reached, you may need to make the final call. Leadership sometimes means deciding firmly and moving forward, even if not everyone agrees. The key is to handle disagreements with fairness, empathy, and a clear focus on the group’s shared goals.
Don’t forget to summarize key points throughout the meeting. Recap major takeaways, confirm next steps, and assign responsibilities. This helps everyone leave knowing what needs to be done and who will do it. By highlighting accomplishments and decisions made, you send a message that the meeting was worthwhile. After the meeting, consider asking for feedback. Was it too long or too short? Did everyone understand the topics discussed? Listening to suggestions helps improve future gatherings. Over time, people will appreciate that your meetings are well-planned, respectful, and productive. They’ll see them as useful gatherings where real work gets done. When team members leave feeling more informed, motivated, and connected, you’ve succeeded in turning a once-dreaded obligation into a space of progress. Like a skilled captain guiding a ship, you’ve kept everyone on course, navigating around confusion and steering toward shared success.
Chapter 7: Engaging With the Media as a Poised Representative, Shaping Public Perception Through Honesty, Clarity, and Strategic Messaging .
Speaking to the media can feel like stepping onto a stage where every word might become tomorrow’s headline. As a leader, this attention is part of your job. It’s a chance to share your vision with a wider audience, build your organization’s reputation, and clarify misunderstandings. Before any media interview, identify two or three key points you want to highlight. These should be simple, meaningful messages that reflect your company’s values and goals. Think about how you’d explain them to a curious friend rather than a technical expert. If your topic is complex, use straightforward language to keep it understandable. This approach ensures that even outsiders grasp the main idea. By preparing your messaging carefully, you enter the interview feeling confident and clear about what you want to say, rather than nervously reacting to questions on the spot.
Flags and bridges are powerful conversational tools to guide media discussions. A flag is a verbal cue that signals something important is coming, like, The main point I want to stress is… or It’s crucial to remember… These phrases tell both the reporter and the audience to pay closer attention. Bridges help you steer the conversation back to your key messages, especially if a journalist asks tricky questions that lead you off track. For example, if asked about a minor detail that doesn’t support your main point, you could answer briefly, then say, But what’s truly important here is… This lets you acknowledge the reporter’s question while smoothly returning to what matters most. By skillfully using flags and bridges, you stay in control of your narrative, ensuring the final story reflects the messages you want to send.
Honesty and openness go a long way with the media. Saying no comment can appear suspicious, even if you’re not hiding anything. Instead, be transparent about what you can share and explain why certain details remain confidential. For example, if asked about a future project still in the planning phase, you might say, We’re still gathering information, and I can’t give specifics now. However, I can tell you we’re exploring options that align with our values of sustainability and community impact. This approach shows you respect the public’s curiosity while maintaining professionalism and trustworthiness. When you communicate in this manner, you appear genuine, which builds credibility. Reporters and audiences alike appreciate leaders who clearly state what they know and don’t know. Over time, this reputation for honesty pays off, encouraging positive coverage and understanding even during challenging times.
Remember that every media interaction is part of a larger story – your organization’s story. By carefully choosing words, highlighting the bigger picture, and dealing honestly with difficult subjects, you shape how the world sees your brand. If you’re passionate about a social cause, mention it. If you’re proud of a new initiative, share details that illustrate how it benefits people or the planet. Even amid controversy, addressing issues thoughtfully and openly can soften criticism and show you’re actively working toward solutions. Over time, consistent, authentic communication with the media builds a reservoir of goodwill. When people trust your voice, they’ll give you the benefit of the doubt during challenging moments. This trust doesn’t appear overnight; it’s earned through repeated demonstrations of honest, empathetic, and clear messaging. By applying these principles, you set a standard of excellence in public communication that others will respect.
Chapter 8: Continuing the Journey to Strengthen Your Communication Skills and Embody a Leadership Voice That Uplifts Others Long-Term .
Becoming a strong, authentic communicator isn’t a one-time achievement; it’s an ongoing process. Just as athletes keep training to stay in shape, leaders continue refining their communication to remain effective. This means analyzing your experiences, asking for feedback, and staying open to new approaches. Each speech, presentation, meeting, or interview offers lessons. Maybe a story resonated well with one audience but fell flat with another. Perhaps a particular phrase confused people, or a certain analogy lit up their understanding. Treat every interaction as a chance to learn and grow. By regularly reflecting on what worked and what didn’t, you shape your voice to fit changing circumstances. In a world that never stops evolving, your communication style should also adapt. Over time, you’ll gain confidence and ease, making your words feel as comfortable and natural as breathing.
One effective strategy for growth is seeking honest input from others. Ask colleagues, mentors, or trusted team members: Was my message clear? Did you feel engaged? Were there parts that seemed forced or fake? Don’t take criticism personally. Instead, see it as helpful guidance. Sometimes, the best insights come from listeners who aren’t shy about pointing out confusing jargon or overly long explanations. By welcoming honest feedback, you signal that you value continuous improvement and that you don’t assume perfection. This humility strengthens your authenticity and shows that you genuinely care about communicating well. Over time, as you integrate suggestions and refine your style, you’ll find a comfortable balance between maintaining your voice’s core essence and improving its clarity and warmth. This steady effort transforms you into a leader who can effectively guide, inspire, and connect with people in many situations.
Communication coaching, training workshops, and reading helpful resources can also boost your abilities. If you find public speaking nerve-racking, consider joining a local speaking club. If you struggle with organizing ideas, explore courses that teach strategic storytelling. The more tools you gather, the more prepared you’ll be for unexpected challenges. Keep in mind that communication trends shift over time. New technologies and social platforms emerge, and audiences may prefer different styles or formats. By staying informed about these changes, you keep your voice fresh and relevant. For instance, you might adapt to shorter attention spans by presenting information in quicker, more digestible segments. Or you might embrace online video meetings as opportunities to show empathy through facial expressions and tone. Continual learning ensures you remain at the cutting edge of meaningful, authentic communication.
As your communication skills mature, you’ll notice positive changes not only in your professional life but also in your personal interactions. Better listening habits, clearer explanations, and more sincere expressions of gratitude help build stronger friendships and family relationships. Over time, communication mastery shapes who you are as a person – more understanding, patient, and considerate. When your leadership voice aligns closely with your true self, you attract trust and goodwill like a magnet. Your words can calm fears, spark excitement, and encourage cooperation. Colleagues, team members, and communities will appreciate the way you make them feel seen and valued. While there’s no final finish line, this ongoing journey pays off with greater influence, deeper connections, and more meaningful achievements. Embracing lifelong growth in communication ensures that you remain a leader who not only speaks like a CEO but who truly leads with heart.
All about the Book
Transform your communication skills with ‘Speak Like a CEO’ by Suzanne Bates, a comprehensive guide to mastering powerful speaking techniques essential for leadership, influence, and impactful conversations in any professional setting.
Suzanne Bates is a renowned leadership expert and speaker, specializing in effective communication strategies that empower individuals to convey confidence and authenticity in their professional lives.
Executives, Managers, Sales Professionals, Public Speakers, Entrepreneurs
Public Speaking, Leadership Development, Networking, Personal Branding, Workshops and Seminars
Ineffective communication, Lack of confidence in public speaking, Difficulty in leadership presence, Challenges in engaging audiences
Great leaders are great communicators; they connect, inspire, and empower those around them.
Tony Robbins, Brene Brown, Simon Sinek
National Speaker Association’s Outstanding Speaker Award, Communication Excellence Award, Best Business Book of the Year
1. How can I convey confidence in my speaking? #2. What techniques improve my public speaking presence? #3. How can storytelling enhance my communication skills? #4. What strategies help me engage my audience effectively? #5. How do I tailor my message for my listeners? #6. What practices aid in reducing speaking anxiety? #7. How can body language impact my message delivery? #8. What vocal techniques can I use for clarity? #9. How do I handle difficult questions during presentations? #10. What role does authenticity play in effective communication? #11. How can I build rapport with my audience? #12. What are best practices for persuasive speaking? #13. How do I structure a compelling speech or presentation? #14. What tools can I use to refine my message? #15. How can feedback improve my speaking skills? #16. What mindset shifts enhance my speaking effectiveness? #17. How do I practice for upcoming speaking engagements? #18. What key elements create a memorable closing statement? #19. How can I create visuals that support my message? #20. What habits foster ongoing improvement in public speaking?
Speak Like a CEO, Leadership Communication, Public Speaking Skills, Executive Presence, Business Communication, Effective Speaking, Professional Development, Communication Strategies, CEO Communication, Persuasive Speaking, Business Leadership, Confidence in Speaking
https://www.amazon.com/Speak-Like-CEO-Communicate-Executive/dp/0071800264
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