Scale Architects, founder, CEO and Secrets of The High Demand Coach podcast host Scott Ritzheimer has helped start nearly 20,000 new businesses and nonprofits and launched and sold his own multimillion-dollar business after leading it through an exceptional and extended growth phase (over 10 years of double-digit growth) all before he turned 35. He realized the biggest secret to success is that there is not one secret to success. There are key strategies, tactics, skills, and mindsets needed ...
…
continue reading
Scott Ritzheimer Podcasts
Each week we discuss coaching, mentoring, and training techniques and tips to be more heart to heart with prospects, customers, employees and vendors.
…
continue reading
Conversations with interesting people. This podcast is brought to you by Authorsunite.com and Infinitepartnershipsystem.com.
…
continue reading
1
The Secret to Sustaining Success in any Stage with Scott Ritzheimer (stages 1,2,3,4,5,6,7) - Ep. 343
16:50
16:50
Play later
Play later
Lists
Like
Liked
16:50In this thought-provoking episode, Scott Ritzheimer shares how to thrive in your current stage without forced growth. If you struggle with boredom and stage pressure, you won't want to miss it. You will discover: You will discover: - Why aligning your stage with your vision boosts fulfillment - How to embrace mystery to sustain joy and success - Wh…
…
continue reading
1
Why Writing a Bestseller Beats Another Year of Grinding with Tyler Wagner (stage 2) - Ep. 350
22:25
22:25
Play later
Play later
Lists
Like
Liked
22:25In this game-changing episode, Tyler Wagner, Founder of Authors Unite, shares how to write, publish, and launch a bestselling book to skyrocket your credibility and revenue. You will discover: - How to turn your expertise into a book in under 90 days - Why bestseller status is achievable today with the right strategy - What referral partnerships sc…
…
continue reading
1
The Dangerous Lie That “Success Will Finally Set You Free" with Shae Bynes (stage 4) - Ep. 349
19:44
19:44
Play later
Play later
Lists
Like
Liked
19:44In this liberating episode, Shae Bynes, Chief Fire Igniter of The Good Faith Group LLC, shares how to replace grind with grace for sustainable success and true freedom. If you struggle with burnout and the hidden costs of ambition, you won't want to miss it. You will discover: - How to receive grace as a gift already available to you - Why grace, n…
…
continue reading
1
Why Your Trading Education Is Actually Making You Poorer with Christopher Hnatko (stage 1) - Ep. 348
22:02
22:02
Play later
Play later
Lists
Like
Liked
22:02In this venturesome episode, Christopher Hnatko, Founder of Spartan Trading, shares how to master trading with institutional insights and avoid common pitfalls. If you struggle with financial leaks and poor risk decisions, you won't want to miss it. You will discover: - How to define risk thresholds for scalable business choices - Why institutional…
…
continue reading
1
The Box You’re in Is Keeping You From the Business You Should Start with Betsy Pepine (stage 1) - Ep. 347
18:58
18:58
Play later
Play later
Lists
Like
Liked
18:58In thisempowering episode, Betsy Pepine, Owner of Pepine Realty, shares how to dismantle invisible boxes and embrace entrepreneurship. If you struggle with dissatisfaction and unseen expectations, you won't want to miss it. You will discover: - How to identify confining boxes from family and society - Why self-reflection reveals your true entrepren…
…
continue reading
1
Why You’re Drowning in Work Instead of Growing Your Business with Mary Cravets (stage 2) - Ep. 346
20:40
20:40
Play later
Play later
Lists
Like
Liked
20:40In this Streamlined episode, Mary Cravets, Founder and CEO of Simply Get Clients by Mary Cravets, shares how to simplify client generation and boost income without burnout. If you struggle with overwhelm and inconsistent revenue, you won't want to miss it. You will discover: - How to simplify strategies to focus on high-impact actions - Why definin…
…
continue reading
1
Why Smart Founders Become Poor Managers with Gary Mitchell (stage 3) - Ep. 345
22:06
22:06
Play later
Play later
Lists
Like
Liked
22:06In this transformative episode, Gary Mitchell, Founder of OnTrac Coach, shares how to transition from star lawyer to effective firm leader. If you struggle with control and team management, you won't want to miss it. You will discover: - How to build teams around your strengths for efficiency - Why mindset shifts enable entrepreneurial risk-taking …
…
continue reading
1
Why Patterns Matter More Than Processes with Rion Westfall (stage 5) - Ep. 344
22:13
22:13
Play later
Play later
Lists
Like
Liked
22:13In this clarifying episode, Rion Westfall, Founder of 537bd, shares how to hunt internal revenue patterns and scale without chaos. If you struggle with unclear messaging and profit erosion, you won't want to miss it. You will discover: - How to answer “What do you do?” in seven seconds with power - Why continual evaluation beats more processes for …
…
continue reading
1
Why Your Profit is Really Struggling with Stas Sukhinin (stage 4) - Ep. 342
21:23
21:23
Play later
Play later
Lists
Like
Liked
21:23In this pecuniary episode, Stas Sukhinin, Founder of Sorso, shares how to master financial oversight and boost profitability at scale. If you struggle with unclear financials and profit leaks, you won't want to miss it. You will discover: - How to regularly review financials to spot issues early - What proactive CFO insights can transform your stra…
…
continue reading
1
The Chess Master's Secret to Escaping the Doing-Everything-Yourself Trap with John Whitt (stage 2) - Ep. 341
19:03
19:03
Play later
Play later
Lists
Like
Liked
19:03In this engaging episode, John Whitt, Owner of BusinessWhitt, shares how to break free from the founder's trap and turn ideas into money. If you struggle with overwhelm and scaling, you won't want to miss it. You will discover: - How to prioritize clarity to guide your business strategy - What team-building steps boost your growth potential - How t…
…
continue reading
1
The Hidden Legal Time Bomb That's About to Explode Your Growing Business with Jeff Holman (stage 4) - Ep. 340
23:48
23:48
Play later
Play later
Lists
Like
Liked
23:48In this protective episode, Jeff Holman, Founder and CEO of Intellectual Strategies, shares fractional legal strategies for business protection. If you struggle with legal blindsides or IP risks as a startup, you won't want to miss it. You will discover: - Why early legal audits prevent costly disputes in stage 2 - How fractional teams deliver expe…
…
continue reading
1
Being an Entrepreneur Doesn't Mean You Have to be a Solopreneur with Renee Hastings (stage 2) - Ep. 339
19:41
19:41
Play later
Play later
Lists
Like
Liked
19:41In this practical episode, Renee Hastings, President and CEO of Executive Help Now, shares how virtual assistants free up time for growth. If you struggle with admin overload or productivity dips, you won't want to miss it. You will discover: - Why delegating low-value tasks boosts stage 2 focus - How to identify admin for VA offloading - What syst…
…
continue reading
1
The Four Elements of an Effective Executive Team with Jay Johnson (stage 5) - Ep. 338
22:32
22:32
Play later
Play later
Lists
Like
Liked
22:32In this bureaucratic episode, Jay Johnson, CEO of Coeus Creative Group, shares behavioral intelligence for team building. If you struggle with personality clashes or self-doubt as a startup founder, you won't want to miss it. You will discover: - Why understanding behaviors boosts stage 2 team harmony - How to assess four elements for better hiring…
…
continue reading
1
Stop Settling for Less as a Solopreneur with Stu McLaren (stage 2) - Ep. 337
19:17
19:17
Play later
Play later
Lists
Like
Liked
19:17In this guaranteed episode, Stu McLaren, Co-Founder of Membership.io, shares how memberships scale income without teams. If you struggle with time limits or growth ceilings as a solopreneur, you won't want to miss it. You will discover: - Why memberships create recurring revenue in stage 2 - How to launch a simple membership in 30 days - What AI au…
…
continue reading
1
Don’t wait for the doctor to tell you it’s time with Brandon Woodward (stage 6) - Ep. 336
22:16
22:16
Play later
Play later
Lists
Like
Liked
22:16In this strategic episode, Brandon Woodward, Managing Partner of Woodward, Kelley, Fulton & Kaplan, shares legal insights for building wealth management teams. If you struggle with exit planning or asset protection, you won't want to miss it. You will discover: - Why a knowledgeable attorney maximizes stage 6 exit value - How to reduce personal spe…
…
continue reading
1
Make Friends with Your Imposter with Daphne Dickopf (stage 2) - Ep. 335
19:33
19:33
Play later
Play later
Lists
Like
Liked
19:33In this investing episode, Daphne Dickopf, Founder and Owner of Change Matters Coaching LLC, shares shares tools to overcome imposter syndrome. If you struggle with feeling out of depth as a startup founder, you won't want to miss it. You will discover: - Why imposter feelings signal growth in stage 2 - How to reframe imposter as an ally for progre…
…
continue reading
1
The One Person You Need to Scale Your Business with Jen Goldman (stage 3) - Ep. 334
20:02
20:02
Play later
Play later
Lists
Like
Liked
20:02In this feasible episode, Jen Goldman, Founder of My Virtual COO, shares operational strategies for scaling teams. If you struggle with team frustration or management overload, you won't want to miss it. You will discover: - Why hiring aligned talent prevents management headaches in stage 3 - How to implement lean processes for efficient scaling - …
…
continue reading
1
The Most Overlooked Tool for Success at Scale with Deborah Heiser (stage 5) - Ep. 333
20:33
20:33
Play later
Play later
Lists
Like
Liked
20:33In this instructive episode, Deborah Heiser, Founder and CEO of The Mentor Project, shares strategies for effective mentorship in organizations. If you struggle with leadership development or succession planning, you won't want to miss it. You will discover: - Why mentorship fosters generativity for stage 5 legacy - How to implement hierarchical me…
…
continue reading
1
Your Baby is Ugly (Here's How to Fix It) with Justin Goodbread (stage 5) - Ep. 332
23:08
23:08
Play later
Play later
Lists
Like
Liked
23:08In this strategic episode, Justin Goodbread, CEO of Relentless Value Coaching, shares systems for building transferable businesses. If you struggle with low valuation or exit planning, you won't want to miss it. You will discover: - Why systems reduce owner dependency for stage 5 exits - How to optimize eight key areas for higher valuation - What m…
…
continue reading
1
The Biggest Asset You Don’t Know You’re Missing with Nathalie Doremieux (stage 2) - Ep. 331
23:08
23:08
Play later
Play later
Lists
Like
Liked
23:08In this impactful episode, Nathalie Doremieux, CEO of The Membership Lab, shares strategies for building thriving online memberships. If you struggle with trading time for money or scaling solo, you won't want to miss it. You will discover: - Why memberships create recurring revenue without expanding payroll - How to validate ideas by surveying you…
…
continue reading
1
Your Team in Perfect Harmony with Michael Brenner (stage 4) - Ep. 330
28:55
28:55
Play later
Play later
Lists
Like
Liked
28:55In this amenable episode, Michael Brenner, CEO of Right Chord Leadership, shares leadership strategies via music metaphors. If you struggle with team disillusionment or leadership transition, you won't want to miss it. You will discover: - Why blending passions builds authentic leadership in stage 4 - How to apply CHORDS model for team harmony - Wh…
…
continue reading
1
Would You Be Happier as an Entrepreneur? with David Waldas (stage 1) - Ep. 329
22:31
22:31
Play later
Play later
Lists
Like
Liked
22:31In this coordinated episode, David Waldas, Founder of The Aligned Living, shares strategies for alignment and flow in life and business. If you struggle with disillusionment or lack of passion in leadership, you won't want to miss it. You will discover: - Why passion drives sustainable success in stage 1 ventures - How to find your unique spark ben…
…
continue reading
1
Do You Feel like the CEO Your Business Card Says You Are? with Deborah Coviello (stage 4) - Ep. 328
23:24
23:24
Play later
Play later
Lists
Like
Liked
23:24In this empowering episode, Deborah Coviello, Founder of Drop In CEO, shares shares strategies for CEO leadership. If you struggle with chaos or burnout, you won't want to miss it. You will discover: - Why prioritize peace of mind before pursuing results - How to define your purpose through self-reflection - How to evolve people processes to unleas…
…
continue reading
1
Fighting to Win With Your Team and Not Against Them with Tim Stout (stage 3) - Ep. 327
19:44
19:44
Play later
Play later
Lists
Like
Liked
19:44In this dynamic episode, Tim Stout, Team Leader of Tim Stout Group, GA, shares practical tactics for managing teams and scaling businesses. If you struggle with team management or overwhelming opportunities, you won't want to miss it. You will discover: - Why leading by example builds a strong team culture in stage 3 - How to prioritize high-value …
…
continue reading
1
The 5 Questions Founders Forget to Ask Until Its Too Late with Keren Eldad (stages 1,4) - Ep. 326
21:11
21:11
Play later
Play later
Lists
Like
Liked
21:11In this veritable episode, Keren Eldad, Founder of With Enthusiasm Coaching, shares insights on escaping the gilded cage of external success through inner purpose. If you feel dissatisfied in your job or disillusioned despite business growth, you won't want to miss it. You will discover: - Why external achievements won't resolve inner dissatisfacti…
…
continue reading
1
The Dark Side of Servant Leadership Exposed with Nathan Jamail (stage 5) - Ep. 325
22:23
22:23
Play later
Play later
Lists
Like
Liked
22:23In this dynamic episode, Nathan Jamail, Owner of Jamail Development Group, shares strategies to empower middle managers. If you struggle with alignment or accountability, you won't want to miss it. You will discover: - Why middle managers need coaching to align vision from top to bottom - How to coach down to make employees better, not just easier …
…
continue reading
1
Surviving Your Sophomore Year as an Entrepreneur with Kareen Walsh (stage 3) - Ep. 324
20:34
20:34
Play later
Play later
Lists
Like
Liked
20:34In this streamlined episode, Kareen Walsh, CEO of Revampologist, LLC, shares strategies to scale your business beyond year one. If you struggle with sustainability or trust, you won't want to miss it. You will discover: - Why 90% of businesses fail in years 2-5 without a clear long-term vision - How to identify your CEO role (Creator, Entrepreneur,…
…
continue reading
1
Is Your Problem Your People, Your Processes, or Your Past? with Steven Falk (stage 5) - Ep. 323
25:49
25:49
Play later
Play later
Lists
Like
Liked
25:49In this transformative episode, Steven Falk, Founder and CEO of SwitchbackOS, shares strategies to balance systems and relationships for leadership excellence. If you struggle with team dynamics or control, you won't want to miss it. You will discover: - How to use metacognition to manage thoughts and lead effectively - Why balancing systems and re…
…
continue reading
1
The Secret to Securing Consistent Monthly Income with Tracy Beavers (stage 1) - Ep. 322
20:45
20:45
Play later
Play later
Lists
Like
Liked
20:45In this tenacious episode, Tracy Beavers, Founder of Tracy Beavers Coaching, shares strategies for consistent income. If you face unpredictable revenue, you won't want to miss it. You will discover: - How to create 90 days of content in 30 minutes - Why one-to-one coaching builds momentum early - How to use organic strategies for list growth This e…
…
continue reading
1
How to Break Out When You Feel Like You’re Going to Break Down with Stewart Ervin (stage 4) - Ep. 321
23:20
23:20
Play later
Play later
Lists
Like
Liked
23:20In this coherent episode, Stewart Ervin, President of Bracket Management, shares strategies to streamline your business growth. If you face chaos or doubt about scaling, you won't want to miss it. You will discover: - How to align sales and operations for smoother growth - Why a 12-month forecast guides better deci - How to embrace processes withou…
…
continue reading
1
How Good Are You... at Selling You? with Chris Marr (stage 2) - Ep. 320
22:42
22:42
Play later
Play later
Lists
Like
Liked
22:42In this decisive episode, Chris Marr, Founder of The Authoritative Coach, shares strategies to boost confidence and authority as a coach. If you struggle with self-doubt or people-pleasing, you won't want to miss it. You will discover: - How to see yourself as the prize to attract better clients - Why embracing your unique perspective builds strong…
…
continue reading
1
Do You Have Financial Problems or Financial Consequences? with Tom Dillon (stage 4) - Ep. 319
20:14
20:14
Play later
Play later
Lists
Like
Liked
20:14In this prudent episode, Tom Dillon, Founder of Frak Finance, shares strategies for data-driven financial decisions. If you struggle with cashflow mismatches, you won't want to miss it. You will discover: - How to use rolling forecasts to predict cashflow issues - Why transparency with executives boosts team problem-solving - How to shift from gut-…
…
continue reading
1
Why A Sales Rep Isn't the Answer You're Looking For with Christopher Filipiak (stages 2,3) - Ep. 318
25:29
25:29
Play later
Play later
Lists
Like
Liked
25:29In this feasible episode, Christopher Filipiak, Owner of Christopher Filipiak LLC, shares strategies to stabilize your sales. If you struggle with inconsistent revenue or hiring salespeople, you won't want to miss it. You will discover: - How to shift your mindset to see structure as freedom - Why mastering sales yourself ensures stable revenue gro…
…
continue reading
1
Why Your Business Won't Sell with Darryl Bates-Brownsword (stages 5,6) - Ep. 317
27:35
27:35
Play later
Play later
Lists
Like
Liked
27:35In this workable episode, Darryl Bates-Brownsword, Founder of Succession Plus UK, shares strategies to make your business sellable. If you struggle with exit planning or maximizing value, you won't want to miss it. You will discover: - How to start exit planning early to ensure a high-value sale - Why reducing owner dependence boosts your business’…
…
continue reading
1
How to Scale Your Sales with Systems and Software with Andy Audate (stage 3) - Ep. 316
24:10
24:10
Play later
Play later
Lists
Like
Liked
24:10In this perceptive episode, Andy Audate, President of AudateMedia, shares strategies for leveraging CRMs to scale your business predictably. If you struggle with disorganized customer tracking or inefficient sales processes, you won't want to miss it. You will discover: - Why a CRM tracks customer journeys to streamline your sales process - How to …
…
continue reading
1
Is this the End of the Non-Tech Founder? with David Hirschfeld (stages 1,2) - Ep. 315
21:14
21:14
Play later
Play later
Lists
Like
Liked
21:14In this enlightening episode, David Hirschfeld, Founder and CEO of Tekyz Inc, shares how AI transforms entrepreneurship for non-tech and tech founders. If you struggle with leveraging AI or validating business ideas, you won't want to miss it. You will discover: - Why AI simplifies market research and planning for stage 1 non-tech founders - How to…
…
continue reading
1
The Trust Transformation with Roy Reid (stage 4) - Ep. 314
21:10
21:10
Play later
Play later
Lists
Like
Liked
21:10In this compelling episode, Roy Reid, Owner of www.roywreid.com/, shares strategies to build trust as a leadership operating system. If you struggle with low trust or team tension, you won't want to miss it. You will discover: - Why trust is your leadership operating system for stage 4 success - How to identify trust levels in team relationships to…
…
continue reading
1
How Charismatic Are You? with Richard Reid (stage 4) - Ep. 313
19:31
19:31
Play later
Play later
Lists
Like
Liked
19:31In this magnetic episode, Richard Reid, Founder of Richard Reid Enterprises (IoM) Limited, shares strategies to develop authentic charisma for leadership. If you struggle with connecting authentically or feeling inauthentic as a leader, you won't want to miss it. You will discover: - Why charisma is about connection, not extroversion, for stage 4 l…
…
continue reading
1
You Can’t Separate Strategy and Leadership with Debbie Plager (stage 4) - Ep. 312
21:16
21:16
Play later
Play later
Lists
Like
Liked
21:16In this practical episode, Debbie Plager shares strategies to align your leadership team and structure for scalable growth. If you face organizational chaos or misaligned teams, you won't want to miss it. You will discover: - Why pausing to assess strategy prevents growing pains. - How to align leaders using data-driven insights. - What the 70/100 …
…
continue reading
1
Auditproof Your Business with Tanya Akimenko (stage 4) - Ep. 311
21:34
21:34
Play later
Play later
Lists
Like
Liked
21:34In this insightful episode, Tanya Akimenko shares strategies to prepare for IRS audits and simplify business finances. If you fear audits or lack financial clarity, you won't want to miss it. You will discover: - Why proactive financial prep prevents audit stress and boosts decisions. - How to choose a trusted tax pro for audit support. - What to d…
…
continue reading
1
Conquer the Referral Dilemma with Devin Sizemore (stages 2,3) - Ep. 310
23:04
23:04
Play later
Play later
Lists
Like
Liked
23:04In this actionable episode, Devin Sizemore, Owner of Devin Sizemore Consulting, shares a system for building a predictable referral strategy. If you struggle with inconsistent client leads, you won’t want to miss it. You will discover: - Why referrals outperform other business development strategies - How to change your ask to unlock network potent…
…
continue reading
1
How to Lead as Chief Executive with Yosi Kossowsky (stage 5) - Ep. 309
22:45
22:45
Play later
Play later
Lists
Like
Liked
22:45In this enlightening episode, Yosi Kossowsky, Co-Owner of K-Tor Consulting Services LTD, shares insights on leading high-performing executive teams. If you struggle with coaching executives or fostering collaboration, you won’t want to miss it. You will discover: - Why your behavior sets the tone for your executive team - How to communicate clear e…
…
continue reading
1
The Hiring Advantage No Small Business Knows They Have with Michael Neal (stage 3) - Ep. 308
22:28
22:28
Play later
Play later
Lists
Like
Liked
22:28In this game-changing episode, Michael Neal, Founder of Build My Team, shares strategies to hire high-performing team members. If you struggle with finding great talent, you won’t want to miss it. You will discover: - Why focusing on strengths over experience attracts top talent - How to create roles that let employees be authentic - What outsourci…
…
continue reading
1
6 Steps to Creating Your Dream Life with Matt Gerlach (stage 5) - Ep. 307
24:01
24:01
Play later
Play later
Lists
Like
Liked
24:01In this profound episode, Matt Gerlach, Owner of mattgerlach.com, shares steps to align your business with your true aspirations. If you struggle with burnout or unfulfilling success, you won’t want to miss it. You will discover: - Why assessing your current situation clarifies your true motivations - How to set aspirations that align with your des…
…
continue reading
1
The CEOs Three Hidden Rules for Websites that Win with Philippa Gamse (stage 5) - Ep. 306
23:42
23:42
Play later
Play later
Lists
Like
Liked
23:42In this transformative episode, Philippa Gamse, Owner of Websites That Win International, shares strategies to optimize your website’s performance through analytics. If you struggle with unclear website goals or wasted marketing spend, you won’t want to miss it. You will discover: - Why benchmarking against competitors can mislead your website stra…
…
continue reading
1
Want to be a Consultant but Don’t Know Where to Start? with Liz Steblay (stage 1) - Ep. 305
19:42
19:42
Play later
Play later
Lists
Like
Liked
19:42In this insightful episode, Liz Steblay, Founder & Chief Advocate of Professional Independent Consultants of America, shares practical wisdom for starting your consulting journey as a solopreneur. If you fear uncertainty or doubt about launching your own business, you won't want to miss it. You will discover: - Why clarity on your purpose drives yo…
…
continue reading
1
Seinfeld, Sales, and an Avalanche of New Leads for Your Business with John Dwyer (stage 3) - Ep. 304
22:21
22:21
Play later
Play later
Lists
Like
Liked
22:21In this inspiring episode, John Dwyer, Owner of The Institute Of Wow, shares how you can break through revenue plateaus with bold, ‘wow’ marketing experiences that attract leads and drive massive sales growth. If you’re struggling to scale your revenue despite early wins, or if you feel stuck managing every detail of your business, you won’t want t…
…
continue reading
1
Make a Million While Working Less with Jason Moss (stage 2) - Ep. 303
22:59
22:59
Play later
Play later
Lists
Like
Liked
22:59In this transformative episode, Jason Moss shares how you can scale your startup to seven figures while working less with his CEO Freedom Formula. If you’re struggling with burnout from doing it all, or if you feel overwhelmed by inconsistent revenue, you won’t want to miss it. You will discover: - Why shifting to a CEO identity helps you escape th…
…
continue reading
1
An Insider-Look at the $2.1 Trillion Market that's Waiting for You with Angela Fowler (stage 2) - Ep. 302
21:26
21:26
Play later
Play later
Lists
Like
Liked
21:26In this eye-opening episode, Angela Fowler shares how you can tap into a $2.1 trillion market by making your startup accessible to the disability community. If you’re struggling to stand out with limited resources, or if you’re worried about excluding potential customers, you won’t want to miss it. You will discover: - Why accessibility gives you a…
…
continue reading
1
The Only Podcast That Grows With You with Scott Ritzheimer (stages 1,2,3,4,5,6,7) - Ep. 301
24:16
24:16
Play later
Play later
Lists
Like
Liked
24:16In this transformative episode, Scott Ritzheimer, Founder and CEO of Scale Architects shares shares a roadmap for founders to focus on stage-specific actions. If you struggle with content fatigue or feeling overwhelmed, you won't want to miss it. You will discover: - Why focus on your current stage to avoid overwhelm and grow faster - How to identi…
…
continue reading