The Extraordinary Business Book Club

'No one wants to be preached at or talked down to, or made to believe it's fancier than it is. This is not rocket science. This is just good, plain common sense. You need a framework. There are lots of them out there. This is the one that works for me. And I think there are some good reasons it will work for you. And I'll just explain that to you.' Discovering the 12-week year approach saved Trevor Thrall's career as an academic, and now he teaches it to other writers. In this conversation he tells me how it transformed his own writing, and how he's built the idea beyond the book into a community. This system is GENIUS, and might just transform your writing life too...

'What's the worst that can happen?' It might not sound like the most positive of mantras, but that simple question lies behind Sonya Barlow's astonishing success: one of 2020's Most Influential Women in Tech, a top 50 BAME entrepreneur, LinkedIn's Changemaker 2021 for Gender Diversity and Inclusion and Marie Claire's Future Shaper 2020. Her determination to learn from failure and her remarkable resilience have not only driven her career as an entrepreneur, they're what made writing a book possible for someone who started to shake at the idea of writing 1,000 words. In this conversation, she talks candidly about what it took to overcome that fear and write a book. Because if you want something badly enough, the worst that can happen is that you don't give it a go.

What's the magic by which the Word document you've been working on for so many weeks and months is transformed into a book? Jo Bottrill, head of Newgen UK, is a book production expert who's worked with thousands of authors to perform exactly that magic, and in this conversation he not only demystifies the production process but also explains what you as the author can do to make it as smooth and effective as possible. From copy-editing to repurposing for multiple formats, typesetting to cover design, discover exactly what's involved in transforming a manuscript into a beautiful book you can be proud of.

"Talk to anybody who will listen about your idea. That's the way that you improve it." Michael Buckworth is an anomaly: a lawyer who's also an entrepreneur. He founded the only UK law firm working exclusively with startups, and he's the author of Built on Rock: The busy entrepreneur's legal guide to start-up success. If you're setting up a new business, you're already interested, amiright? But even if you're not, there's a huge amount to learn here about how to develop your intellectual property (hint: don't over-protect it) and how to make complex material accessible and engaging. Plus a helpful new twist on the classic 'the dog ate my homework' trope...

'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 - is an essential part of building your reputation as an expert. But she's living proof that it doesn't happen overnight - with writing, as with relationships, you have to play the long game. Now one of the most respected business writers of our day, she's open about the rejections and failures she's experienced all along the way, and right up to the present day. This is a masterclass for anyone engaged in putting their ideas into the world, but it's also a hilarious and candid conversation, in which we find out why she once burst into tears on an Irish road...

'I came to writing really late. I was told I couldn't write... I had no first degree. I came to learning at 40 plus with an idea that I couldn't write, but I still loved learning. So it's been a total joy. It's like, wow, you can do that too, you can learn in another way. Writing... gets more and more joyous.' Dr Lucy Ryan started writing Lunchtime Learning for Leaders mid-pandemic, in response to the frantic cries for help from leaders grappling with the huge issues facing them but little time for traditional training. It wasn't intended to be a book, and the way in which she went on to shape those articles into a coherent whole is a masterclass in writing and editing. We talk about imposter syndrome (her gremlin is called Bob, how about yours?), overwhelm, curiosity and writing in service of the reader - and it's a joy from start to finish.

'It's not that you're wrong. You're just no longer right. And that's a big difference.' Michael Leckie has built his career on asking good questions at the right time, and in his book The Heart of Transformation he talks about 'operationalizing curiosity' as one of the capabilities that drive successful transformation in organizations. Questions are also core to creating a powerful business book: questions for yourself, and for your reader. In this fascinating conversation we talk about change, curiosity and co-creation at work and on the page.

"We sometimes forget the value, or the power, or the impact of words because, 'Hey, we're speaking the whole time, or we're writing the whole time... it's only me, how powerful can it be?' So we say things that are the wrong things to say, or we miss our opportunities. If you have an opportunity to get a message across and you just treat it casually or you fluff it or you don't prepare, then that's a shame." This insightful comment from Jeremy Kourdi was the inspiration for this Best Bits episode, in which I look back over the last few conversations in this podcast and pick out the sparkliest moments, stringing them together to create fairy lights for your mind. You're welcome. With powerful words from: Jeremy Kourdi on using your words well Megan Hayes on what happens beyond the page Azeem Azhar on the words that become your North Star Alice Sheldon on naming what's important Becky Hall on not compromising on the words that matter Jen O'Ryan on the power of sweary words Alison Jones on the words that diminish power, and how to avoid them Bobbie Carlton on how books embody leadership Jodie Rogers on how words hold you accountable for your thinking. Words matter. Use them, and use them well.

'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 the value of content in business thinking, and in this fascinating conversation he reveals his own approach to writing as well as his thoughts on the value of words more generally. As content creators, we have a responsibility to use our platforms well: what does that mean for you? Using words well is a core business discipline, as fundamental to effective leadership as financial management or strategic direction, and this is a masterclass for any leader wanting to go from good to great.

'I would encourage every author to have their own-book-shaped plan and their own-marketing-shape plan that is theirs, because that is what creates the books that really reflect our own message and that are really full of integrity.' If you're tired of formulaic approaches or cynical marketing tactics, this will be a breath of fresh air. Alice Sheldon had a powerful message to share but found the obvious writing route and standard marketing tactics didn't sit well with her. So she created an Alice-shaped way of authoring and promoting her book, a way that drew on her strengths and drew in help and support from a whole team of 'book friends'. In this conversation we talk not only about the transformational Needs Understanding framework, the 'surprisingly simple secret' of the title, but also the way that by understanding your own needs as an author you can create a way of writing and marketing your book that is not only effective but also joyful and authentic.