So, You Want To Write A Book

Writing a book as a CEO offers more than just an opportunity to tell a story.
In the past two weeks, three CEOs and/or presidents of companies have mentioned to me that they want to write a book. They weren’t talking about writing a novel. They each wanted to write a non-fiction book about themselves and their companies. All three had different reasons for doing so, which made me think about why a leader would want to write a book.
So, I created a list, and in doing so, I realized how powerful a book authored by the leader of an organization can be for many possible reasons. Maybe one of the reasons on the list will resonate with you and you’ll decide to write your own book. I use the term CEO throughout the list, but any title could be substituted. And even though the word company is used, it could be any type of organization, from a Fortune 100 company to a small business with fewer than 10 employees, to a charitable organization or anything in between.
1. The History of the Company: The history of an organization can make a nice coffee table book. The story of how the company was founded, pictures of the “early years” and interesting facts could make this the kind of book people might want to put out on a coffee table. At a minimum, it’s in the company’s reception area.
2. For Promotional Purposes: A well-written book about an organization can be an incredible PR or marketing collateral that helps create trust and credibility. It can also be a powerful way to attract the best talent when the story aligns with someone’s ideals and values. After reading the book, customers might say, “I want to do business with a company like that,” and potential employees might say, “I want to work for a company and/or a boss like that.”
3. Emphasizing the Company Culture: The book can be written for employees to read and understand the vision, values and mission of the company. This can be an excellent on-boarding gift for new employees and/or be shared in the application or interview process before an employee is hired.
4. Thought Leadership: This adds to the CEO’s credibility in an industry. A book written by a successful executive can add to their authority and expertise in their industry. It could lead to opportunities such as the distinction of being invited to be the keynote speaker at an industry event.
5. Legacy: Writing a book allows CEOs to leave a legacy that encapsulates their perspectives, beliefs and contributions that helped build a company, change an industry, etc.
6. For Future Generations: This could be “Legacy Part Two.” In this version, a book written for the CEO’s family is a great way to preserve the life story and share wisdom and values for the family to enjoy for generations to come.
Also, let’s include a couple of reasons not to write a book:
1. Ego: Just because you’re the CEO doesn’t mean others are automatically interested in reading your story. Be sure what you share is worth sharing! If it is, then ego isn’t the reason you’re writing the book.
2. Money: There are CEOs who have written bestselling books, but they are few and far between. Most books don’t make money. If you have a publisher willing to pay a large advance, you are one of the very few fortunate leaders. I did a Google search and found that less than 2% of manuscripts submitted to publishers are published. Unless you’re paid an advance, the likelihood of making money is low. In other words, “Don’t give up your day job!”
Writing a book as a CEO offers more than just an opportunity to tell a story. It’s a chance to leave a mark, influence others and potentially shift the course of your industry. Whether you’re motivated by legacy, thought leadership or even a little bit of ego (little being the operative word), your words in a book are a powerful tool to communicate your vision, values and more. If you have a story worth sharing and choose to share it through a book, do it well. This is a piece of you that will live long after you’re gone. This is how you want to be remembered.
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