By Mike Sunnucks | Rose Law Group Reporter
Jonathan Keyser wants other entrepreneurs, business executives and professionals to know they don’t have to be ruthless and cutthroat to get ahead.
“I believed that is what it took to be successful. I became ruthless because I wanted to have success,” said Keyser, who is founder of Keyser, a Scottsdale-based commercial real estate firm.
Keyser has written a new book “You Don’t Have To Be Ruthless To Win: A Leader’s Guide to Succeeding in Business with Badass Selfless Service”.
Keyser said the book shows a more positive and giving path for business professionals and executives, including in commercial real estate and other very competitive sectors. The book officially launches Sunday.
“You really don’t have to be ruthless to be successful,” said Keyser who launched his own CRE firm in 2012 focused on tenant representation.
Keyser said he has been working on the book for six years. He said when he first got into the commercial real estate world, he witnessed the dog-eat-dog cultures firsthand and thought that was the way to be successful.
But Keyser said 15 years ago he attended a seminar and the topic of success through service. It struck a chord.
“I reinvented myself around it,” said Keyser. “The vision of the book is I want to spread that message far and wide.”
Keyser, who wants to grow his firm into a $1 billion company, is also starting the Keyser Institute to help teach professionals, entrepreneurs and executives can build up on what they learn from the book. That could include workshops, seminars and coursework.
Keyser said it can take patience and perseverance creating a professional and business culture around serving others and being selfless. But he said it leads to more real and lasting business relationships and more referrals.
Plus, Keyser being selfless and giving in business is good for the professional and personal soul.
“I like being able to sleep at night,” Keyser said.
