For many executives, authorship transforms the conversation from "What do you do?" to "How can we work together?"
Pride. Legacy. Authority. Fulfillment. People choose to write books for many reasons.
The primary aspiration I have been discussing with business leaders and executives recently is to carve out a space in thought leadership. Digging a little deeper, some leaders want to share their unique ideas and others have a specific topic they want to explore with other experts.
What I tell them...and I'll explain more here...is that one truth is timeless -- a great book is the most durable asset in an executive's brand portfolio. Authorship (the actual ideas, research, writing, and more to bringing the book to life) converts expertise into proof. No one can erase that or take it away.
Enduring Power of Books
Books endure. Regardless of how pretty your PPTs are or your wizardry with Excel, those things quickly fade away. A book, though, carries your ideas into rooms (and minds) you haven't entered. For many executives, authorship transforms the conversation from "What do you do?" to "How can we work together?"
Writing forces deep reflection, self-actualization, and strategic clarity. These impulses run the gamut:
What problem do you solve?
For whom?
Why now?
How do you solve challenges unlike -- or better -- than others?
The answers become the spine of your thought-leadership persona, which includes your point of view, language, and narrative arcs. The ideas at the heart of your book also aligns your messaging. Leaders who write books open a new world of possibilities; raise awareness for their personal brands; and demonstrate judgment, coherence, and the courage to stand behind a thesis.
A book also operationalizes and extends influence. I have repeated over and over again the deep content power of authorship and content creation. When you work on a book, you build a content mine that you can tap long into the future, from keynote presentations to bylined articles an internal communications pieces.
As part of a deliberate (strategic) content platform -- owned media, public relations, webinars, branding/visuals, and social media -- you transform your ideas into a steady stream of high-value assets. This is the kind of powerful content that will drive AI summaries, human response, and long-term influence.
Words of Advice
Executives and other successful leaders often want a large dollop of science with their art. Well, here it is: Treat authorship like any growth initiative and measure it accordingly. But, you have to have a complete go-to-market plan that accompanies your effort.
What can you do? Track pipeline quality and cycle time on deals influenced by the book. Monitor speaking demand and media outreach. Watch talent attraction and leadership recruiting lift as candidates pre-read your principles. Track reputation signals (influence, network expansion) triggered after you publish.
The payoff? ROI may be revenue from the book itself, but the real power is relevance, including business expansion, leads generated, conversations launched, and career expansion/transformation. And, of course there are countless "real-world" consequences...but the other...that is priceless -- trust!
Of course there are countless "real-world" consequences when you write a book...but the other...that is priceless -- trust!
Many leaders express frustration because they don't know where or how to begin. Hmmm, you're reading this because I am expert in the entire process. So...I wouldn't expect any executive or leader to tackle this big a project cold.
Instead, put together a great team -- just like you would if you were addressing any pressing business objective. Strategy sessions translate business objectives into a table of contents. Interviews and voice memos become chapters through a disciplined editorial process. Ghostwriters and editors ensure the manuscript captures your voice. Is this outsourcing or finding a path to scale your ideas with professionals who are as expert in their work as you are in yours?
Is this outsourcing or finding a path to scale your ideas with professionals who are as expert in their work as you are in yours?
The risk is not writing or being stifled into inertia. Silence lets competitors, markets, and algorithms define (or redefine) your leadership story. Trust yourself and trust your story. Leaders who do the authorship work accrue advantage: trust, mindshare, and authority that compounds over time.
Don't wait for permission or the perfect time to begin. Launch your author journey today: a couple notes here, some anecdotes there, or imagine what that cover or table of contents looks like. Your story has value and your stakeholders want to trust you.
So, no matter the reason -- putting your stake in the ground or providing the full picture of your career journey -- get started today. For more information from EY Entrepreneur of the Year honoree Donald Thompson and I, watch the recent livestream we recorded at https://youtu.be/tGiNRqWGh4Q?si=1wOaFvbLm4dV2KBe
