The Extraordinary Business Book Club

'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. 

'The individual is a research project, every time we try something new we're being a kind of scientist in our own life.' Megan Hayes studied the links between writing and happiness, and the first thing she discovered is that it's both more powerful and more complex than we think. Yes, 'getting it all down on paper' is a great way to process a difficult experience, but it turns out a writing habit can also help us be more creative, more energised and more effective OFF the page.  We talk about accessing the full range of voices within you - not just the shoutiest - to resource yourself fully, self-efficacy and sense-making, the ghost of the English teacher, the power of NOT being a writer, and so much more.  If you listen to nothing else this week, listen to this. 

When you're writing a business book - or indeed any business writing - WHAT you're saying is the most important thing, of course.  But HOW you say it can make all the difference as to how people read it. I asked a group of editors what really pushed their buttons, and compiled this run-down of mistakes to avoid if you want to make a good impression. This is especially important if you're submitting a book proposal, but nailing this stuff will improve your credibility with all sorts of readers.  Spoiler alert: these might not be quite what you expect...   

'They need to be able to 'get' the concepts that I'm trying to convey in whatever space they have available on the top of their phone screen.' Used to writing for an academic audience, Dr Jen O'Ryan quickly realised that she needed take a very different approach for her business book if she wanted it to make a difference. And she really wanted it to make a difference.  In this episode we talk about diversity and inclusion, in the workplace in general but also in publishing, about relearning how to write, about sweariness, and about the fact that you need a really big table to write a book.  Listenable AF. 

'How can we fall back in love with the idea of enough as a way of living, so that we stop striving and start thriving?' The Art of Enough is the challenge of our age, says Becky Hall: as individuals and as a society we're beset on the one hand by scarcity (feeling inadequate, being under-resourced) and on the other by excess (overwhelm, over-consumption). Our personal and business goals are dictated by a relentless growth imperative that neither we nor the planet can sustain. In this powerful conversation, Becky shares how she translated her profound message into a book, and the difficult decisions she faced about keeping its integrity. A treasure of an episode.

Humans don't easily 'get' exponential growth - we've evolved in a linear world, and the pace of change we're facing now can leave us wrong-footed and disoriented. But Azeem Azhar argues that we need to get to grips with it, and fast, if we're to thrive in the modern world.  We also talk about synergistification, aligning your content creation and community to build your brand and your business (ok it's not a word, but it should be).  Insightful and intriguing, this is definitely not an episode to miss. 

'Author-speakers... are often people who are true thought leaders, on a mission to share their knowledge. And yes, there are people who blog and there are people who post on social media and there are people who do podcasts. But... to really achieve that thought leadership, visionary status, there's got to be a book.' Speaking and writing go together naturally, but how can you make the most of both? Bobbie Carlton has an extraordinary breadth of experience helping writers and speakers - particularly women - be heard. In this conversation she explores the mindset and the tactics that lead to success on stage and on the page, including some genius tips for leveraging your book as a speaker and for promoting it more widely.  Grab a notepad and listen up. 

'There's something about the writing process, the words on the page, just holding you accountable in some way to your thinking.' Jodie Rogers has identified the real competitive advantage for today's organisations: the mental fitness of the people working there. But as she points out, it takes more than an elearning module on how to take an afternoon walk to unlock the benefits of a workforce that's not just avoiding mental ill health, but positively mentally fit.  She also talks honestly and thoughtfully about her own struggle to write this book - not just overcoming imposter syndrome, but rejecting the early, easy answers she came up with for a deeper, more rigorous self-interrogation. And all this against a backdrop of the pandemic coping with running a business, a family tragedy, and two small children not allowed out of the front door for 45 days during the Spanish lockdown.  Absolutely compelling listening. 

We talk a lot on this show about the grind of writing business books, and indeed of business in general, but there's a lot of joy to be found in the process too. This Best Bits episode celebrates all those moments, from the creative peace of the early morning start to the excitement of the book launch. Wherever you're at, there's a bit of raw joy here to inspire you on your journey.  With joyful moments from:  Minter Dial on the bliss of early mornings  Dre Baldwin on the pleasure of getting the stuff in your head out into the world Penny Pullan on finding connection and warmth even when there's noone else in the room Jackie Fast on the joy of unfamiliar conversations with familiar people Leanne Hamley on tapping into the positive power of other people Robert Wigley on rediscovering the joy of reading as part of writing Philip Levinson on the pleasure of being able to thank the people who've helped you write the book at the launch party Mark Choueke on the joy of doing it your way.   Fill your tank and get inspired!