The most unexpected growth strategy you will read about this week.

Many organizations set out to create a book about their history because it will boost their brand in the marketplace. It can frankly be a way of stroking the ego, too. But a considered, well-crafted book can do so much more than that.

When his family celebrated 125 years in business, Fred Mouawad (one of three sons who share leadership of the Mouawad jewelry, diamond and watch empire) set out to interview uncles, brothers, cousins, and his mother and father. His intention was to create a book about their family enterprise.

The Mouawads produced a book that is both beautiful – showcasing the gems and jewelry that have made them famous – and full of insights into an enduring family enterprise. There are tales of adventure and sacrifice, generosity and perfectionism. Chapter by chapter, the book details the way in which this business grew from its roots in a simple workshop in Beirut to become a global leader in jewelry and gemstones; how Fred’s great-grandfather brought back watchmaking skills from the United States before the First World War; why his grandfather risked everything to move the business to Saudi Arabia; and how one brother came to be an unexpected leader in the third generation.

Over the course of a year, the project offered unexpected benefits for Fred as a business leader.

“Creating a book … has been a deeply valuable exercise in digging into our roots, identifying our core values across generations, and documenting our heritage for future generations. By better understanding our history we were able to set a better trajectory into the future.”

Through working with Fred and with other family businesses on their stories, I’ve come to believe that the very process of writing a book can deepen the qualities that have ensured their success, and that can apply to other kinds of businesses too.

  1. Handing on core values. Members of successful family enterprises not only understand why they are in business together, they are able to articulate those reasons. Typically these values are stable but not static, being redefined in a unique way by each succeeding generation. Writing a book about the business history demands an analysis of how those values play out over time.
  2. Unity within the organization. In the face of fierce competition and financial fluctuations, the business family’s first loyalty is to each other. As they hand over control to a new team of leaders, business leaders of all kinds can ensure their successors have a personal connection to their history by writing down their story.
  3. Actively seeking and fostering talent for future leadership. In family businesses that succeed through many decades and even centuries, there is a strong sense of stewardship: of preserving something for future family members. The same can be true of any organization, whether family owned or not. Handing a well-defined and considered story to future leaders is a clear way to ensure their mission is communicated clearly and openly.
  4. Commitment to long-term sustainability. An in-depth written account will bring to light the kind of sacrifices made by founders; it will also evaluate their role as stewards ofthe business, and relate that to the leaders of the future.

Shared values, unity, fostering talent, commitment to the long term. If you could capture those four qualities and bottle them for your own organization, wouldn’t you want to? The process of conceptualizing and writing a business book allows you to do just that.

Creating a good book takes time and contemplation. As you develop the plan for your book, you will be forced to scrutinize the key turning points for your organization: what sacrifices were made, what trade-offs permitted? When conflict loomed between co-founders, did loyalty win out? How did a retiring business leader identify leadership qualities in their successor, sometimes against prevailing opinion?

For a business with the courage to ask the difficult questions about their past and a vision for stepping into the future, writing and producing their story can be a growth strategy that transcends every expectation.

This article is adapted from this piece I wrote for Medium.

Time for the book experts?

If you have seen their “angry beaver” TV commercials, you will know what the Duluth Trading Company is all about: tough, durable gear presented with humor. Everything they produce solves a problem. One of my favorites is their Armachillo range of clothing, which has cooling technology thanks to microscopic jade embedded in the fabric. (That’s cool in all kinds of ways!) The most excellent Armachillo commercial shows a gentleman inserting flaming marshmallows in his underpants, then by way of contrast constructing an ice swan around his middle. That’s solving a problem, right there.

It’s easy to think that Duluth products are for tradesmen, with their Longtail Ts banishing plumber’s butt and their sweat-wicking Dry on the Fly workpants. In fact, most Duluth customers are weekend warriors, chopping wood, tinkering with their car engine, repairing a shed. They may not be doing these things for a living, but they still want gear that works well for them every time they put it on.

These past couple of months I’ve been doing some writing for Duluth Trading Company, helping them to tell the story of their brand. I can see a lot of parallels between me and Duluth gear. We’re both professional-grade, but you don’t have to be an expert to benefit. Here’s what I mean. If you’re looking to create a book fast and cheap – the literary equivalent of a front porch held together with duct tape – I’m not what you need. On the other hand, if you want to create a book that is high quality, innovative and enduring, I can help you achieve that.

It used to be the case that you needed to work with a trade publisher to end up with a professional quality book in your hands with your name on the cover. With the array of self-publishing options that now exist, that is no longer true. But you do need the right tools and knowhow to achieve the quality you are looking for.

[A side note here. Some people don’t need pro level. A family tale that is just for your nearest and dearest might be more charming with a homespun feel. A lead generator book for your business may just need to present the right message – design panache may not be so important.]

How can I help you make your book the best it can be? Well, that depends. I can be your writing coach, or your co-writer. I can be your editor along the way, or I can step in when the writing is done to manage the production process. The best way to figure out how I can help you is for us to have a chat. Use the contact form to set up a time for us to talk soon.

The writer’s life can be a little lonely at times.

There’s an up side, though, as my fellow ghostwriter John Kador describes in his latest blog post. John and I are both members of a “community of ghostwriters”, and that cuts through the isolation. Read more about the writing life and community here.

I’d love to hear your stories of community in the midst of isolation – whether you’re a writer or not.

Sometimes the words that come out of my mouth don’t exactly match the meaning I had in mind. Pretty often, if I’m honest.
When you see a literal, accurate transcription of what someone said, it can be surprising how little sense it makes. Even when it is said by an extraordinarily wise person with a gift for articulating ideas.
In his blog The Actual Pastor, Steve Wiens includes a direct quote from Irish poet John O’Donohue taken from an interview shortly before his death in 2008:

And I love what my old friend Meister Eckhart, 14th-century German mystic wrote. One day I read in him and he said, “There is a place in the soul — there is a place in the soul that neither time, nor space, nor no created thing can touch.” And I really thought that was amazing, and if you cash it out, what it means is, that in — that your identity is not equivalent to your biography. And that there is a place in you where you have never been wounded, where there’s still a sureness in you, where there’s a seamlessness in you, and where there is a confidence and tranquility in you. And I think the intention of prayer and spirituality and love is now and again to visit that inner kind of sanctuary.

All those spare “and”s, the backtracking and reframing – it’s typical of how we all speak. On the page, it’s not pretty. That’s why the sensitive editing of spoken words when they are to be used in written form is so important.
Many journalists would be horrified by the idea of tampering with a direct quote. As a book editor, I’ve had numerous battles about that. My view is that when you write a book (as opposed to an ephemeral news report), there is an expectation from your interview subject and your reader that the words will be polished to render them both clear and pleasant to read, without altering substance or style.
What’s your take on it?

Some days I need a pedantic friend with a touch of obsessive behavior to read through my work.

Most times I don’t have one to hand, though, and that’s where a program like Grammarly can come in handy. This week I took it for a spin to see whether it would be a useful tool for me to use – either as a final check on the manuscripts I edit, or as a second pair of eyes to help polish my writing before I hand it off to a publisher.

Grammarly is like Microsoft Office’s spelling and grammar check on steroids: it will be very strict with you, sometimes too much so, but you might be surprised how many flaws it finds. If you’re at all wobbly on aspects of grammar, word choice or punctuation, Grammarly might be the pedantic friend you need.

I tried out Grammarly on extracts from manuscripts in various stages of polishing. The first obstacle I encountered was that when you use Grammarly online you can only check 20 pages at a time, though if you use the Microsoft Office plug-in there is no limitation.  So I broke my manuscript into chunks and fed it through bit by bit.

Grammarly offers different modes: general, business, academic, technical creative, casual, depending on the style of writing you are aiming for. It is important to master these modes, though you will need to do that by trial and error as Grammarly refuses to explain what the types mean.  In their FAQ section, they say, “Each review style is based on a specific set of checks. (We can’t disclose what those are because it’s intellectual property.)” That seems a mite neurotic and not terribly helpful.

The first extract I fed into Grammarly was full of direct quotes that could not be changed, so many of its suggestions were less than useful. Once I shifted from general mode to casual mode, though, we got along better. There were some good pick-ups on run-on sentences and comma use. Overall, only about 10 or 20 percent of the queries and suggestions were useful: most were overly pedantic or not appropriate in the context. It’s easy to ignore the suggestions you don’t want to apply, though.

Casual mode was so super-casual it didn’t query a two-word non-sentence like “Every time.” It also turned a blind eye to the use of double hyphens for dashes (“just like all her recipes–wet ingredients and dry ingredients”). I was surprised that those two things didn’t ring alarm bells.

The robotic nature of a program like Grammarly comes through when it tries to correct use of a singular verb with any noun ending with “s”, such as “Childs was a leading investor…” It also dislikes the use of “could” without a verb following it. Grammarly is not a fan of foreign phrases, either: über and maître d’ were both stumbling blocks.

Some of the suggestions to replace often-misused words seemed off-key. “Seated” was offered as a replacement for “sweated”, “while” instead of “whale”, and “to late” for “too late”.

You can select to check through only one category of queries at a time: subject and verb agreement, for instance, or capitalization. That could be handy if you have a particular area that you need help with. For me, the most useful checks were split infinitives (I don’t mind the occasional one, but Grammarly caught some nasties), redundancies (“exact same”) and passive voice.

Would I keep using Grammarly on a regular basis? Yes, I probably would. I ran the program on this blog post, and found two out of its nine suggestions useful (remembering that this article does include words such as über that I know will ring Grammarly’s alarm bells). It took just a minute or two, so I’d count that as a worthwhile check.

Can Grammarly take the place of an intelligent copy editor or proofreading? Not on your life. Think of it as the literary equivalent of feeding some coins into a massage chair versus booking a session with a good massage therapist. The chair’s going to pummel out some knots, but the therapist will deliver that deep healing experience.

 

There is no better time to be writing and publishing books than now. We’ve had the funeral when everyone thought books were dead, and now we’re in publishing paradise, where there are innumerable ways to write a book and to get it into the hands (five-fingered or digital) of your readers.

So what has changed?

Read the whole article on the Advance website here.

 

Towards the end of this year’s San Francisco Writers Conference, a first-time author cornered me over coffee. “So what exactly makes a book a bestseller?”

He was asking the million-dollar question. It comes up somewhere along the line at most writers’ events, and I wish I could give a straightforward answer. Then again, if I could, I probably wouldn’t be sharing the key to that particular goldmine.

I can say there’s an ‘X factor’ that makes people respond to a particular idea at a particular time. That quality is easiest to define by what it’s not: it’s not jumping on the bandwagon of recent bestselling books, it’s not a ‘formula book’ created to meet the market. So if you’re asking the ‘bestseller’ question, most likely you’re looking in the wrong place.

I work in non-fiction, particularly life stories and ‘ideas books’ with a strong storyline. In that area, here is as close as I can get to the five ingredients that make – if not a bestseller, certainly a great book.

  1. Passion – the difference between the casual idea ‘that would make a great book’ and ‘this is the thing that makes the blood flow through my body’.
  2. Clarity – a vision for what this book is, what it does for the reader.
  3. Story – even if you’re writing a business book or the history of your company, think of it as telling a story – where are the turning points, the defining moments, the highs and lows? Where are you taking the reader?
  4. Commitment – once the book is written, your job is done, right? Wrong. You need to ‘own’ that book long term, being ready to talk about it, write about it, at the drop of a hat.
  5. Voice – the ability to capture a breathtaking ‘voice’ on the page. Cormac McCarthy has it, Geraldine Brooks has it. It takes work and some writers never get it.

When all five of those factors come together, it’s a beautiful thing. On top of that you need the complete package of a well-produced book (be it print or digital) with a standout cover and knockout marketing.

One thing that jumps out from this bunch of five is that a great book has as much to do with the author and their temperament, determination and motivation as with what they write.

The kind of work I do these days is about injecting ingredients 2, 3 and 5. If someone is struggling to pinpoint their vision for the book, or figure out where their story is going, or lacks the literary chops to come up with the goods, that’s where someone like me can add value. Sometimes – most times, really – a bestseller is a team effort rather than a solo achievement.