Storytelling is one of the most basic human impulses. And in the digital age, it’s also one of the most complex and confusing: how do you choose between the multitude of channels and tools to help YOUR story connect with the people who matter the most to your business? Rob…
In 1907, pioneering psychologist William James wrote this: ‘The human individual lives usually far within his limits; he possesses powers of various sorts which he habitually fails to use. He energizes below his maximum, and he behaves below his optimum.’ That insight reflects the message of my guests on this podcast…
“We all want to grow our business. And we often do that by spending quite a lot of money… But the reality is in front of us, we have all the new clients we need.” Graham Eisner perfected his technique for asking clients for referrals without embarrassment on either side…
‘You cannot go into PR without building relationships.’ Louise Third has embraced this principle in the planning and writing of her book PR on a Beermat, first by partnering with the originators of the beermat idea to develop it for PR, by writing collaboratively with partners, and by involving journalists…
Anyone can have an idea for a book. Writing, publishing and marketing it? That means becoming an author, and that involves a whole lot of learning. In this week’s podcast I chat around the virtual campfire to seven members of the Extraordinary Business Book Club – some have just begun…
What DO commissioning editors look for in business book proposals? Eloise Cook is the publisher responsible for Pearson’s business list, and in this conversation she reveals what makes a proposal worth pursuing (and also what makes her quietly file it under B for Bin). We also talk about the future…
‘You have to be good enough and you have to be persistent, [and] if you combine those two things together, then if you keep putting yourself in new situations, eventually there is going to be something that clicks.’ Dorie Clark is very clear that creating content – sharing your ideas…
‘Why would you write 28 books? To get good at some of the stuff that you’re writing about.’ As well as writing those 28 books, Jeremy Kourdi has experience of senior leadership at The Economist, Duke University and the CMI. It’s fair to say he has an all-round perspective on…
‘Be a bit braver with what you define to be a business book, you don’t need to follow a template.’ Why is B2B marketing typically so dull? Whereas consumer marketing is focused on creativity, engagement and originality, B2B marketing all too often consists of a features list. Mark Choueke is…
‘Everything is sales… the title should sell people on reading the subtitle, the subtitle should sell people on flipping it over to look at the blurb and the blurb should sell you on opening the book up and flicking through it. And if all those things occur in the right…
