85: Why We Stopped Giving Clients Books as Gifts
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85: Why We Stopped Giving Clients Books as Gifts
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About this listen
When Two-Brain began, Chris loved giving clients thoughtful presents — often books. Over time we learned a hard lesson: reading can become an avoidance tool. Clients would hide behind “more knowledge” instead of completing mentor-assigned work, slowing momentum and reducing their return on mentorship.
In this episode Chris explains why we no longer ship books to clients, uses Good to Great as a concrete example of the problem, and walks through the action-first approach we now use: mentors digest the material, extract 1–3 specific tasks, provide templates and coaching, and measure outcomes — not pages read.
If you’re a mentor or coach, you’ll get a practical checklist for turning any reading recommendation into a deliverable your client can finish this month. Books are lovely — but when someone’s paying for results, action must come first.