When I took a class in Account Management, I read several books that were really interesting and relevant in any career in communications. One of my favorites was Juicing the Orange by Pat Fallon and Fred Senn. The book provides stories about all the successful ad campaigns within the last 25 years. Fallon and Senn go into great detail about how you can win those clients. It shows you the skills needed in this business. Specifically, it focuses on creativity and how to use that skill to reach your customers in an effective manner. One thing that I took away from it is, there are so many aspects of communication that can give you a business advantage, whether it is designing a captivating visual, providing a great product, or marketing the product effectively. After reading this book, I have a better understanding of the advertising world and the different steps a company goes through to obtain a client. Even though I may not work for an advertising agency in the future, I learned that you could use this book in any career. The one thing that is emphasized throughout the whole book is how you can turn creativity into a business advantage. You can do that in any career and I plan on trying to improve on my creativity with everything that I do in the future so that any company I work for will be able to see how creativity can benefit them.