Newsmaker Q&A: Jennifer Sertl
A new book co-authored by a Pittsford businesswoman stresses a different set of three R’s.
In “Strategy, Leadership and the Soul,” Jennifer Sertl and her writing partner, Koby Huberman of Tel Aviv, Israel, emphasize resilience, responsiveness and reflection, and how critical thought and action are for success in today’s marketplace. The authors examine the evolution of organizations amid rapidly changing business practices, advancing technology and the diverse needs of customers and employees in a global economy.
Sertl and Huberman will be together Saturday for a Pittsford book-signing, which kicks off an international tour that will wrap up in September in Huberman’s city.
Q: What brought you and Koby Huberman together to write a book?
A: “We were in this amazing conference, and we had a conversation on what we learning and how to disseminate what we learned. Through a series of Skype conversations, we began to explore our world view and particularly what we were going to do. What was astonishing to us is that we have the same approach to business. That is agility, which we define as resilience, responsiveness and reflection.”
Q: Why write a book?
A: “I stay awake at nights because I’m concerned that we have to have more discipline because we have so many choices available. I wanted to support people having stronger choices to support business vitality.”
Q: What is the book about?
A: “There’s a lighthouse on the cover. We talk about the individual being the lighthouse. You’re the person making choices. We hope to put the driver back into the driver’s seat. We hope to put the ownership of the choice and the confidence associated with it back into the person. We also provided integral design that encompasses personal vitality and business vitality.”
More about Sertl
AGE 41
HOMETOWN Denver; has lived in the Rochester area since 1994
FAMILY Husband, Eric Sertl, owner of Sermar Management; three children: Sienna, 13; Hannah, 9; and Griffin, 3
HOBBIES Cycling, hiking, reading and writing
