CarTalk with Kartik #298: Content with Consequences

Should a book inspire people or drive business? That’s the question one of my CEO clients asked me recently. As a 2X bestselling author featured on BBC TV & Times Square and having collaborated with over 70 CEOs, here’s my answer.

A great CEO book should inspire readers and support business goals. Otherwise, it becomes a very expensive diary with nicer fonts.

Before writing chapters, get clear on the purpose. Are you trying to attract better prospects? Shorten sales cycles? Build trust before the first call? Explain your category? Create more referrals?

Every story in your book should connect to that larger goal.

Because bestselling authors do not just publish content. They publish a point of view.

Your book should help readers understand what you believe, why it matters, and why you are the person they should trust. That’s how you create content with consequences.

This insight comes from page 144 of my book Product Marketing Wisdom - which just completed 69 weeks on the Amazon bestseller list. Check it out at:

https://ProductMarketingWisdom.com/s

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