Think you’ve got a book in you? Here are some guidelines for those who are thinking about writing a book from CEOs-turned-authors who have already been published.
Determine your goals: Simply gaining more visibility or advancing your company may be enough. “Writing a book is a great way to get your point of view in the public domain,” says Rob Bernshteyn, CEO of Coupa Software, who just wrote Value as a Service. “Prospects and customers can learn what you stand for—and what they can expect from your company.”
Have something to say: The flip side is: make sure others will want to read it. “A new book has to be different and compelling,” advises Ray Rothrock, CEO of RedSeal, a cybersecurity consulting firm, and author of the forthcoming Digital Resilience. “You’ve also got to have enough depth to be book length.”
Hone in on key audiences: Few CEOs will write best-sellers, but their books can reach target audiences. “Focus on writing the book for positioning or to promote brand awareness,” says David Mattson, CEO and president of Sandler Training and author of Why Salespeople Fail.
“Some CEOs swear they’ll write the book themselves. But few CEOs believe they have the time or THE skills.”
Be realistic about publication: It would be easy for Apple CEO Tim Cook to find a publisher and earn millions. But many would-be CEO authors will need to consider self-publishing. “Distribution is also easy,” says Ian Gotts, CEO of Elements, a tech firm, and author of Why Killer Products Don’t Sell. “Give it away.”
Reckon with your platform: The book-publishing industry has dramatically shrunk its publicity apparatus and often depends on authors having their own marketing machines. Doing a lot of public speaking can significantly boost book sales. The platform also works in reverse. “We use our book as a recruiting tool for speaking opportunities,” says Scott Moorehead, CEO of Round Room, the nation’s largest Verizon retailer, and co-author of Build a Culture of Good: Unleash Results by Letting Your Employees Bring Their Soul to Work.
Consider getting help: Some CEOs swear they’ll write the book themselves. “Take an entire month of nothing else,” advises Bonnie Hagemann, CEO of Executive Development Associates and author of Leading with Vision: The Leader’s Blueprint for Creating a Compelling Vision and Engaging the Workforce. But few CEOs believe they have the time or the skills. And there’s an entire cottage industry devoted to helping them do it right.
Chief Executive Group exists to improve the performance of U.S. CEOs, senior executives and public-company directors, helping you grow your companies, build your communities and strengthen society. Learn more at chiefexecutivegroup.com.
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1:00 - 5:00 pm
Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process
Executives expressed frustration with their current strategic planning process. Issues include:
Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns. They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning. Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process. This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented. If you are ready for a Strategic Planning tune-up, select this workshop in your registration form. The additional fee of $695 will be added to your total.
2:00 - 5:00 pm
Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations.
Limited space available.
10:30 - 5:00 pm
General’s Retreat at Hermitage Golf Course
Sponsored by UBS
General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.
The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.
