Expertism: Writing a Thought Leadership Book
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If you asked your customers and employees what your company stands for, could they respond? Join us as author Fernando Pizarro illustrates the power of a good story and provides tips to get you started on creating your own strong company story that will help establish you as a thought leader.
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Expertism: Writing a Thought Leadership Book
- 1. Expertism: Writing a Thought Leadership Book to Connect With Your Customers Fernando Pizarro
- 2. 2 Housekeeping ©2015QUALTRICSLLC. The recording and slides for today’s presentation will be made available on cxweek.com along with other content and webinars from throughout the week Please use the chat window to submit questions throughout the webinar, we will have time designated at the end for Q & A Join the conversation on Twitter by tweeting @Qualtrics using #cxweek
- 4. Who, me? ©2015QUALTRICSLLC. image that conveys surprise
- 7. If you asked your customers and employees what your company stands for could they respond? ©2015QUALTRICSLLC. o No one remembers mission statements o Everyone remembers stories
- 8. ©2015QUALTRICSLLC. Now. Think about the brands that mean something to you…what do you remember?
- 9. ©2015QUALTRICSLLC. Apple and Steve jobs WALMART
- 10. ©2015QUALTRICSLLC. Facebook and Mark Zuckerberg
- 11. ©2015QUALTRICSLLC. Nike and Phil Knight
- 12. ©2015QUALTRICSLLC. Starbucks and Howard Schultz
- 13. What do these all have in common? ©2015QUALTRICSLLC. Story —you know where they came from and what they stand for.
- 14. These brands have spent a lot on advertising…but what you remember are their stories. ©2015QUALTRICSLLC.
- 15. Story is the new currency in an information economy — what makes your company’s story unique? ©2015QUALTRICSLLC. oWhether consumer or B2B — success = differentiation = your story oCompanies with a mission have a story, and stories are what binds you to your customers
- 16. Even in B2B – Marc Benioff and the Salesforce.com story ©2015QUALTRICSLLC. o Coming from Oracle o The war against software licenses o David and Goliath
- 17. ALERT: You control your story ©2015QUALTRICSLLC. o Your story doesn’t just happen. You define it. You emphasize it. You choose its conclusion. o The conclusion should be that you are unique, human, and above all . . . a thought leader in your space
- 18. How do you get your story out there? ©2015QUALTRICSLLC.
- 19. The best way to convey your philosophy is with one of the oldest media possible — the longform book ©2015QUALTRICSLLC.
- 20. How many words a day did Ernest Hemingway write? Question:
- 22. Everyone in your company writes as much as Hemingway ©2015QUALTRICSLLC. o 500 words a day o You, personally, have written more at your age than Hemingway ever did! o You don’t need to hire an expensive writer like me — the book can come from anyone in your firm.
- 23. Why a book and not a website? ©2015QUALTRICSLLC. o Websites provide information — you are trying to get people to relate to your story o Websites are designed for snacking, not understanding o Humans understand linear stories — simple ones!
- 24. You may think that your company does not have an interesting enough story ©2015QUALTRICSLLC. o Wrong! — The process of writing a book reveals your story! o Wrong! — Your company is an expert in its industry — to a far greater extent than your customers. o Wrong! — Somewhere in your company history, old or new, is a relatable story . . . use that as the kernel of your book.
- 25. You have to make your book interesting ©2015QUALTRICSLLC. This forces you to think about how you are unique.
- 26. One of the most important things you can do to define the relationship is to define the terms – the vocabulary ©2015QUALTRICSLLC.
- 27. Some Guidelines ©2015QUALTRICSLLC. o Focus on the human elements of your story o Make the book short and simple o Make the messages memorable
- 28. Examples of successful books that defined companies ©2015QUALTRICSLLC. o Delivering Happiness by Tony Hsieh — Zappos o The Hard Think About Hard Things by Ben Horowitz — Andreesen Horowitz o Rework — Basecamp o Let My People Go Surfing: The Education of a Reluctant Businessman — Yvon Chouinard, Patagonia o #GIRLBOSS — Sophia Amoruso, Nasty Gal
- 29. Key steps to writing a book — the movie analogy ©2015QUALTRICSLLC. image here
- 31. Production ©2015QUALTRICSLLC. oWriting hacks o The Email Hack o The Power Point Hack o The Recorder Hack
- 32. Post-production ©2015QUALTRICSLLC. o Editing – it’s not all about you. o The Six Secret Screens o Personal o Unexpected o Controversy o Humor o Social proof o Data
- 33. 33 Conclusion ©2015QUALTRICSLLC. oOnce you have told your story you can share it with your customers, employees and the broader world to start establishing yourself as a thought leader in your space. oYour book can also become the basis for speaking engagements by your company at conferences and other events.
- 34. Write The Book On It: An Expertist’s Guide to Becoming a Thought Leader Sign up to receive updates on my upcoming book: www.fernandopizarro.com @pizarrowrites
Editor's Notes
- I’m fernando pizarro and I’m going to chat with you about expertism You might ask what makes me an expert in making experts? A lot… ----- Meeting Notes (5/9/16 10:37) ----- this isn't a topic that you've thought about too much, but I've thought about it a LOT.
- The reason is - I used to be just like you. A business leader. Then I had a Heart attack And now I’m a ghost. ----- Meeting Notes (5/9/16 10:37) -----
- Not that kind of ghost
- Always wanted to explore a writing career So I started off as a ghostwriter, helping CEOs in Silicon Valley tell the stories of their company. Always wanted to explore a writing career And In helping CEOs talk about sales, or customer success, or startups, I’ve found that the best companies and leaders have something in common. ----- Meeting Notes (5/9/16 10:37) -----
- Design… But also being formed in a garage… …coming back from disgrace to run the company
- Started in a harvard dorm room. A fight with roomates… drama
- Making shoes soles on a waffle iron
- Going to italy and finding good coffee everywhere – wanting to bring that back to seattle.
- There is a narrative – highs and lows, conflict, heroes and villains.
- How do you spend your marketing dollars? All companies spend money getting their product information out there. Then they tell a benefits story. But the ones that really develop a brand have a story that transcends their product and becomes a narrative.
- Even in business to business, the Salesforce.com story is a david and goliath story – the idea of fighting against the big incumbents in traditional software. Marc Benioff is a genius for setting that story up.
- What is the best way to tell a story, and how do you get it out there?
- There is something special about a book. People assume if you have written one that you truly know your topic. People pay more attention to the ideas in a book A book is a physical token, one that you can give your customers in a gesture as old as gift giving.
- You don’t have to invent Klingon…but you can define the way your customers think about you and your industry…how success is measured, who the leaders are, what quality means.
- The Seven Secret Screens of Interesting Personal Unexpected Controversy Humor Social proof Data