"Lifelong Learner"

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Lifelong Learner
by Joe Bonura, CSP


I Am Glad That Is Over

After the graduation ceremony, my son was standing next to me with his college degree in his hand. Several young people walked by with their graduation gowns slung over their shoulders and their hats tilted back on their heads. One of them made the comment, "I'm glad that's over, and that is the last book I will read." Hearing the comment, my son said, "Gee, Dad, I thought this was the beginning, not the end."

It Is Just the Beginning

Maybe that is why it is called a commencement, and not a termination ceremony. Graduation is not the conclusion of 16 or more years of study. Hopefully, you will treat your formal education as no more than a hors d'oeuvre that will whet your appetite for the feast of learning, still to come.

Which Doctor Would You Choose?

Assume that two heart surgeons graduated from medical school ten years ago, and one was at the top of his class and he graduated summa cum laude, while the other doctor graduated with a low A, high B average. In the past ten years, the first doctor has not read a book on heart surgery, attended any seminars, or subscribed to any medical publications.

The Choice Is Obvious

The second doctor reads all the latest publications on heart surgery, attends seminars and symposiums on his chosen specialty, and he has accumulated a large library of books on the profession. Additionally, he is current on minimally invasive techniques that will save the patient from a painful recovery. OK, what is your decision: Which doctor would you choose to operate on your heart?

They Pay For What You Know

Then why should your customer feel any different when it comes to choosing a supplier? The customer is paying for your knowledge, as well as, your product or service. In his book, "The Millionaire Messenger," Brendon Buchard maintains that you can become a millionaire, selling what you know. You too can become the go-to expert in your profession.

Learn Something New, Daily

Subscribe to industry publications and read them on a daily basis. I read at least one hour every day in order to keep up with my industry and my clients' industries. Read books, blogs, and web sites, relative to your appropriate business. Listen to audio learning material whenever you have an opportunity. I especially enjoy listening in the morning, while I am dressing and beginning my day.

One Hour a Day Keeps Ignorance Away

Make a commitment to become a lifelong learner. I remember motivational professional Earl Nightingale told his radio audience that he had over 600 books in his personal library. I was 20 years old at the time, and was very impressed with that number of books. One book at a time, one day at a time, and today, I have over 3,500 books in my personal library. How can I share new ideas with others, if I am not improving my mind every day? How can you share current information, if you are not filling your bucket of industry and product knowledge every single day?

Learn and Recognize

When I worked in marketing and advertising at the General Electric Company, I signed up for a major course on Marketing and Advertising. I was always amazed when I read something in my study guide at home, and the next day, someone presented an issue that pertained to that same subject. That knowledge was present every day, but previously, I did not comprehend the new information because I was not familiar with the essentials.

New Knowledge = New Opportunities

Watch what happens when you start a significant listening and reading program. Opportunities to use your new knowledge in your profession will present themselves on a recurring basis.


Some of my favorite books and magazines that I frequent to remain current and to feed my mind with positive thoughts:


The Harvard Business Review
Speaker Magazine (National Speakers Association Publication)
Inc. Magazine
The Wall Street Journal
Success Magazine
Selling Power Magazine
Writer Magazine
Our Daily Bread (Daily Reading)

To get maximum benefits from a magazine, peruse the table of contents and circle only the articles that are relative and read those articles that pertain to you and your situation. In that way, you are making the most of your time spent reading.


The Charge - Brendon Buchard
The Compound Effect - Darren Hardy
Steve Jobs - Walter Isaacson
The Bible - (Daily Reading), for spiritual self-development
Jesus Calling - Sarah Young (Daily Reading), for quiet time

Start Now

Start to develop your list today. Because most of the books I now read are on-line, I already have over 100 books in my E-Library. One book at a time, one article at a time, adds up to a lifelong experience of learning.

What Do You Think About?

You become what you think about. So why not seed your mental garden with suitable thoughts each day? When you learn the thrill of something new, you will never be the same person you were, before you learned it.

© 2012 Joe Bonura & Associates, Inc.

To see Joe and hear one of his favorite selling tips, follow this link to a video he created to share with folks who are interested in making more sales, or finding a job:



Joe Bonura would be pleased for you to reprint the article text free of charge (non-exclusively), but asks that you include his name and contact information:

Joe Bonura
Joe Bonura & Associates, Inc.
Website: www.bonura.com
407 Landis Lakes Court
Louisville, KY  40245

(502) 553-1746 phone

E-mail: joe@bonura.com

About Joe Bonura

His background is unique. Joe owned and operated a highly successful advertising agency for 18 years. During that time, he found his advertising campaigns were more effective when he educated his clients in the areas of sales and service. He conducted training seminars for his clients as added value. Word spread that Joe was a quality speaker and more and more people asked him to speak. The demand became so high that he sold the agency to three of his associates to start his own speaking and consulting company, Joe Bonura & Associates, Inc.

Joe is past President of the Kentucky Speakers Association and a Certified Speaking Professional (CSP), a prestigious designation earned by only 8% of the 3,600 member National Speakers Association. Joe presently serves on the board of directors of NSA.

He is author of the audio learning systems "Three-Dimensional Selling®" and "Turning Customer Satisfaction Into Customer Excitement®." He is author of the book Throw the Rabbit—The Ultimate Approach to Three-Dimensional Selling.




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