ACU COBA dean's book encourages readers to 'Abandon the Ordinary'

Posted September 23, 2010

In a world where valuable information has to stand out from the crowd of imitations to be seen, Dr. Rick Lytle, dean of ACU's College of Business Administration, calls for leaders to "Abandon the Ordinary" in his new book by that title.

The book, which was released this week, gives readers a plan for building a distinctive leadership brand in their business, family and church. Lytle draws on his years of marketing and management experience to develop four main principles by which Christian leaders can become more effective.

"Rick Lytle is the best kind of leader - a servant. He demonstrates his passion for serving students, faculty, peers, alumni and friends," says Gary Skidmore, president of direct marketing at Harte-Hanks Inc. "It is no surprise that he would write an insightful book with a passionate look at leading by serving."

In addition to serving as dean of COBA at ACU, Lytle is a professor of marketing at the university, a partner in LJL Consulting, International, and the president of The Lytle Group, an independent marketing firm. He has also had experience as a marketing representative, finance supervisor and senior analyst, and he has served on a number of boards, cabinets and planning committees for both nonprofit and for-profit businesses.

Lytle's book is available online from these retailers: Mardel,, and Leafwood Publishers. Learn more about Dr. Lytle on his blog, follow him on Twitter, or view his Facebook page.