Our Best Advice Q&A series rolls on with James Reno, vice president of commercial sales at Alarm.com. He shares the best advice he’s ever gotten, tips for boosting the security industry and the person to whom others in the sector should always listen.
Security Sales & Integration: What’s the best piece of advice you’ve ever received?
James Reno: The best advice I’ve received comes from a former CEO and the leadership lessons emphasized in The 7 Habits of Highly Effective People by Stephen Covey.
Early in my career, the CEO consistently encouraged me to attend development classes and one lesson that has stayed with me is and that is to seek to understand before trying to be understood. This principle has guided me throughout my career, reminding me to approach every situation with humility, to listen carefully and to truly consider others’ perspectives before expecting them to consider mine.
I’ve also been deeply influenced by Dale Carnegie’s How to Win Friends and Influence People, which reinforces a similar idea: show genuine interest in others, make them feel important, and do it sincerely. When you focus on understanding, listening, and recognizing others’ value, you naturally build rapport, influence and trust without manipulation.
Together, these lessons highlight that success in leadership starts with empathy and the ability to connect meaningfully with people.
SSI: What advice would you give to those looking to achieve success in the security industry?
Reno: Be willing to try new things and take on new opportunities.
Too often, people overthink whether they should pursue a position or project instead of simply going for it. If something interests you, apply for it and don’t let hesitation hold you back. Success in this industry often comes from being open to learning, taking calculated risks and stepping outside your comfort zone.
Also, do the job you want, not just the one you have. If there’s a role or responsibility you aspire to, start demonstrating those skills today. As a manager, I look for people who take initiative and show evidence that they can handle more than their current responsibilities. When individuals proactively show they can grow into new challenges, it makes it easy to see their potential and support their advancement.
SSI: If you could point to one person in the security industry and tell up-and-comers “make sure you listen to what they have to say” whom would you pick and why?
Reno: If I could point to one person in the security industry for up-and-comers to listen to, it would be Tim Whall. Tim is a seasoned security industry executive and sits on numerous boards, including executive chairman of the board at Everon.
While Tim’s accomplishments and track record of success are widely recognized, what stands out most to me is his emphasis on building a repeatable business model that is designed to scale while delivering the best possible customer experience.
Tim focuses heavily on leveraging data and perfecting the “simple things” that drive operational excellence, continuous improvement, and maintain the highest standards of customer experience. His ability to distill complex challenges into clear, actionable steps is invaluable for anyone looking to make an impact in this industry.
Beyond his operational expertise, Tim is known for his direct communication style and his ability to weave humor into conversations, making his insights engaging and memorable. This balance of candor, wit and deep industry knowledge makes him a leader worth listening to and a model for how to lead and inspire in the security sector.
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