Why I work on books by thought leaders

A thought leader is an individual who wants to gain influence from their ideas.

The term has a somewhat checkered reputation because many who aspire to thought leadership focus too much on self-promotion rather than actual original ideas. But let’s be fair: All groups of creative hopefuls have their share of untalented hacks. Thought leadership is no different.

Thought leaders tend to want to write books to boost their influence. I’ve worked with more than 70 of them. They’re not like other authors.

How thought leader books are different

These are the qualities that distinguish thought leaders from other authors.

1. Their success is not defined by book sales. Authors of novels, memoirs, and how-to books live and die by book sales. Thought leaders don’t. They succeed based on careers as public speakers, consultants, academics, and entrepreneurs. Even if they sell no more than a thousand copies to the right people, they can generate the influence that sustains their livelihoods.
2. They care deeply about truth. Thought leaders want you to believe in their ideas. That takes more than originality; it takes evidence and logic.
3. They are committed to quality. People evaluate thought leaders by the quality of their books. So thought leaders tend to invest in better, catchier, more interesting ideas and prose packaged in the best book possible.
4. They’re not limited to the world of traditional publishing. Traditional publishing contracts are increasingly difficult to secure, since they require not just a great idea but the ability to generate book sales. (Unlike thought leaders, traditional publishers’ definition of success is completely dependent on sales numbers.) And traditional publishers generally take 18 months or more to get a book on the market. Thought leaders find that delay frustrating. As a result, they’re far more open to other publishing models including hybrid publishing and self-publishing.
5. They’re willing to invest their own funds in their books. Thought leaders aren’t cheap, because they know that appropriate investments in their books will pay off in the long run. As a result, they’re open to investing in book coaches, developmental editors, hybrid publishing costs, self-publishing services, and book publicity.

This is why my clientele is limited to thought leaders

I understand thought leaders’ objectives. I understand idea development and writing that emphasizes truth from my experience as an analyst and developmental editor. I work regularly with hybrid publishers and self-publishing services (they make up about 75% of the books I work on). And I have solid relationships with the best book publicists.

At least as important to me is the fact that thought leaders are willing to pay for quality help. I like clients who can pay for the value I provide.

So when it comes to creating mutually beneficial relationships, these are my people. I don’t generally work with novelists and memoirists — partly because my lack of experience with those forms makes me less helpful, and partly because they typically can’t afford me.

I also happen to think that working with ideas and the people who came up with them is a blast. What could be more interesting? It also keeps me in touch with the most fascinating trends in the worlds of business, politics, and science. I’m never bored.

Do this exercise yourself

If you are a freelancer serving authors (or any other group), take a moment to do this exercise for your market.

What sets them apart?

What do they value enough to pay for?

What do you do that aligns your value with their needs?

If there’s a good match, you’re likely generate enough word-of-mouth to succeed.

If not, you might want to consider what’s not lining up, and how you could change it.