BUSINESS EDU 7 Books That Will Supercharge Your Dive Business in 2026 – by Cathryn Castle Garcia, Owner, ClearStoryCoach.com, The Azores Cathryn is a writer, business strategist, & co-owner of C2G2Productions.com, a multimedia production company.
If you’ve read my previous columns or attended one of my sessions at DEMA, it’s likely you already know I love reading books about branding and marketing, neuroscience, creativ- ity, and personal development. There’s no denying I’m a nonfiction book nerd.
ryBrand, this book provides a step-by-step marketing plan that works for any small business. Miller and co-author Pe- terson outline how to build a sales funnel centered on cus- tomer transformation. The book teaches how to write a one-liner, build a clear website, create a lead generator, craft nurture emails, and design an effective sales sequence. It’s practical, actionable, and removes the guesswork from mar- keting implementation. Notable Quote: “People don’t buy the best products; they buy the ones they can understand the fastest.” Take-home Message: A simple, proven marketing plan im- plemented consistently leads to measurable business growth. Steal Like an Artist Trilogy: Austin Kleon’s trilogy, Steal Like an Artist, Show Your Work!, and Keep Going, offers creative wisdom for anyone building a business or brand. Steal Like
I had such a great time speaking to and sharing business strategies with dive professionals at the recent DEMA trade show in Orlando that I’ve promised to offer a “DEMA Do- over” series of Zoom sessions in January. I’ll repeat all my DEMA speaking gigs to help dive pros jumpstart their pro- ductivity in the year ahead. I’m also toying with the prospect of hosting a “Dive Biz Book Club.” My idea is to select six to 12 of my favorite books (one a month, or every other month) and structure an on- line book club of sorts, which will overview the featured book and provide an in-depth look at how dive professionals can adopt strategies from each book to help grow their businesses. I’m still mulling it over, and while I do, I’ve de- cided to share books I think offer valuable messages to dive pros. These are con- tenders for selection in my prospective book club. In this first installment of a two-part series, I’ll provide a brief synopsis, a meaningful quote, and a take-home message for each book. Building a StoryBrand: Donald Miller’s Building a Story- Brand teaches business leaders how to clarify their message so customers will listen. Using a seven-part narrative frame- work, Miller explains how every brand can position itself as the guide to its customers. He outlines how confusing mes- saging kills sales, why simplicity wins, and how to craft a BrandScript customers instantly understand. This book is especially powerful for business owners who struggle to ex- plain what they do without overwhelming people. Notable Quote: “If you confuse, you’ll lose.” Take-home Message: Clarify your message using a proven storytelling formula so customers immediately know how your business will make their life better. Marketing Made Simple: A companion to Building a Sto-
an Artist encourages embracing influence and remixing ideas. Show Your Work! teaches creators to share their process pub- licly to build an engaged audience. Keep Going focuses on sustaining creativity through setbacks, seasons, and distractions. Together, they form a powerful creative philosophy grounded in consistency, open- ness, and curiosity. Notable Quote: “Creativity is not a talent. It’s a way of operating.” Take-home Message: Creativity thrives when you get inspired, put your spin on
“stolen” ideas, and maintain momentum. The Big Leap: Gay Hendricks introduces the concept of the “Upper Limit Problem,” the unconscious limit we place on how much happiness, love, success, or abundance we allow ourselves. The book challenges readers to identify self- sabotaging patterns and move into their “Zone of Genius,” which he defines as the state where their natural gifts create the greatest impact with the least effort. Hendricks blends psychology, mindset, and touch of spirituality to show how to overcome fear and reach for success. Notable Quote: “Each of us has an inner thermostat setting that determines how much good we allow ourselves to have.” Take-Home Message: Your biggest barrier is the limit you place on your own potential. Raise it consciously. Daring Greatly: Brené Brown explores vulnerability as a courageous act rather than a weakness. Drawing on her re-
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