[Strategy] Does Book Writing Still Matter?

Do books, and book writing, still matter?

In a world of free written content, indexed by Google and accessed by billions of people with Internet or mobile access, and a few keystrokes, what significance could writing a book possibly retain?

Let’s relate two stories that partially answer both questions:

I was at a conference earlier this summer at which I was the lunch keynote speaker. I had arrived early and was talking to the vendors who had lined up outside the hall to sell their products, services and processes to the attendees of the conference.

I stopped at several of the tables and eventually ended up engaging in a conversation with a sales representative from a company that specializes in engagement and recognition, two areas that I believe are critical to developing employees and keeping them at work.

In the course of the conversation, the person to whom I was talking mentioned that her organization had written a book about the core of their company’s focus and she wanted to give me a copy of the book.

Her assistant went to her car and 10 minutes later, I had the book (a hardcover) in my hands. I looked down at it and turned it over. Then I asked “How much do I owe you for this?” She looked at me and started laughing and said “Don’t worry, I’ve got an entire case of these books in the back of my car.”

The book—all that research, content, packaging, distributing, publishing and marketing—was $25.00.

In the second story, I was talking with a friend and colleague of mine in another industry. He and I were having lunch and discussing many topics, and in the course of our conversation, I brought up the fact that he recently had a book published. The topic of his book is on leadership and it represents his second book in several years.

He talked about how he was struggling to get attention for the book’s topic and how he had only sold one book at the time that we were talking (hopefully, by this point he’s sold a few more, but I haven’t followed up with him lately).

His book is around the same price point $25.00 as the hardcover book in the previous story, but he’s also offering workbooks, e-pamphlets and other “freebies” to sweeten the deal and make the price point more palatable. After all, there are hundreds of books on leadership published every year.

Do books, and book writing, still matter?

Some stats that show that it does. In the first half of 2014, books sales were up by 4.9% over 2013, accounting for $5,023,800 with adult nonfiction accounting for $3,310,600 of that total. [link here] In the business area, where leadership, engagement, employee motivation and entrepreneurship make their mark, there were 16, 604 [link here] books sold in 2014, up by 7% over the previous year.

In the year 1440, the printing press was invented and Johannes Gutenburg could barely monetize it, dying broke and forgotten until he was remembered almost 100 years later.

Why bring Gutenburg up?

History is littered with the bodies of failed inventors who were either too early with their innovations, too late with advocating for their work, or who got greedy, got in bed with the wrong people and died thinking of themselves as broken failures. That probably won’t happen to Jeff Bezos, Bill Gates, or Sergey Brin and Larry Page, but books matter, because, after 600 years, we have finally gotten the format, the feel and look of book right. We have figured out how to monetize it and the technology to make it, sell it, market it and distribute it has experienced global, explosive exponential growth.

Authors (and many potential authors) hold the internet, content creation, free online content, and e-commerce responsible for the overall reduction in the number of book sales. Our new technology and delivery systems are blamed for the difficulty that many authors (in unpopular or “boring” genres) have in marketing and selling their books to niche audiences. Finally, the development of the social web and digital distractions on a platform initially dominated by the presence of the written word, is credited for the loss of concentration and focus that audiences appear to have in an age where the greatest product of the printing press seems to be being supplanted.

Do books, and book writing, still matter?

The savvy conflict engagement professional should write, because content matters. But the kind of writing that is done for a blog (like this one) does not have to differ entirely from the kind of writing that would be in a book, or even an e-book. The frustration comes with the fact that the categories in which peacebuilding has its roots (psychology, business, sociology, legal), have never been “bestseller” categories for the general, book buying public. The other frustration for peacebuilders comes in the fact that we are, at a human level, transitioning from one technology (printing press) to another technology (the Internet) and the rules are not set, as they will be 600 years from now.

Book writing still matters for the peacebuilder, but there are three suggestions for moving forward:

Write for a narrow niche and deepen it through working with your network that you have built offline and online. Selling a few hundred copies of a book through connections and networks is possible in a world of fractured attention spans. However, without writing for a narrow niche, all the giveaways and sweeteners won’t move units.
Use the disciplines that you’ve developed through writing blog posts, engaging with social content, creating marketing efforts and connecting with people, to sell your book. This is the most daunting piece of the process. It is like having a small start-up inside the business you’re already developing.
Set your expectations for what “success” or “failure” looks like for you. The savvy peacebuilder is savvy because they set their expectations around outcomes at a level that matches the length of their network reach. If you have worked for 4 years to build a network of 1300 people on Twitter, and you know that only 40 of those people are in the market for your book, Twitter may not be the tool to use to promote your book. However, if you only want to sell 40 books, those 40 followers may be your best customers.

Do books, and book writing, still matter?

Yes. Now more than ever.

-Peace Be With You All-

Jesan Sorrells, MA
Principle Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] Marketing for the Peace Builder III

There are three ways to connect with clients, customers, fans and audiences.

And in the world of digital communication, there is one basic principle that underlies all of these connections that the peacebuilder must keep in mind.

Original content creation starts with the blogging, but then moves to image creation (uploads to Slideshare), video (both live streaming and staged), audio (podcasts), webinars and more. Original content creation requires consistency, sweat equity and massive amounts of focus to get right.

Content curation starts with looking at what the Web already has as content out there, being produced by others, and then distributing that content to others in your network. Content curation requires and understanding of deep linking, mobile phone use, SEO rankings, keywords (yes, they still matter) and SEM (that’s Search Engine Management). Content curation requires an intuitive and analytic driven understanding of which platforms are just bullhorns, and which ones are targets for getting your audience’s attention, trust, and giving them value.

Content distribution starts at the intersection of content curation and content creation and requires understanding how those two intersect—and how they bisect. The fact of the matter is that many content creators are really good at distribution vial one platform (email, social, TV, direct mail, etc.) and really mediocre at many others. This is due to the fact that each distribution channel has its own rules, quirks and dramas that affect how an audience gets engaged and why, how long that audience stays engaged, and why that audience leaves.

The one basic principle the peacebuilder must keep in mind, is that creation, curation and distribution are the only ways that scale occurs in the digital realm. And when the persistent thought in a peacebuilder’s mind is “Is this doing any good?” the persistent answer, after developing in all three areas with strengths in creation, is…

“Yes.”

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Strategy] 0 to 1 for the Peacebuilder

In every industry, there are zeros and there are ones.

Zeros have the advantage, because they understand something fundamental that all of the ones who follow them do not: Innovative thinking, processes, relationships and much more, lead to dominance in the marketplace of ideas, products, processes and services. Peter Thiel, the venture capitalist, wrote about this phenomenon in his book [link here] Zero to One.

Don’t believe us?

Well, there were a lot of car companies before Henry Ford took the assembly line process apart, and re-engineered it, piece by piece. That was his “zero” innovation.

There were a lot of search engines before Google came along and developed an algorithm so that a consumer could search the Internet like a dictionary and that businesses could buy words and terms in auctions. That was Larry Page and Sergey Brin’s “zero” innovation.

There were a lot of (and there still are) gourmet chefs before Gordon Ramsey, Anthony Bourdain, and many others came along, each with their own innovative approaches (“zeros” all) and offerings for the marketplace.

In the field of peacebuilding, there are a few zeros, people who have innovated “outside of the box” in their approach and philosophy around building a peaceful world: Kenneth Cloke, Christopher Moore, Bernard Mayer and a few others, such as William Ury and Roger Fischer.

The next zero in the world of peacebuilding will be the innovator who accepts and integrates the digital landscape into peacebuilding, from content creation to platform building to gaining client’s trust through the use of data gathering and implementation tools, the field of peacebuilding—conflict resolution, mediation, arbitration, negotiation, diplomacy—must move forward in the digital world.

There are people—pioneers really—who are making the jump, from Colin Rule to Jim Melamed and even Giuseppe Leone and David Liddle. But it’s not enough.

The distance between the first mover, the zero, in the marketplace and the one, the first follower, is huge. For an example of how huge, remember that Yahoo existed well before Google and now, in both market share and influence, it is light years behind Google.

In the field of peacebuilding, the zero who innovates first to the marketplace on the building of a more peaceful world, will be light years ahead of whoever follows them, or whomever they overtake who believed that they had first mover advantage initially.

Want to find out more about the process behind being becoming a first mover in the peacebuilding marketplace?

Then download the FREE eBook from Human Services Consulting and Training (HSCT), The Savvy Peace Builder by clicking the link here.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder II

Peacebuilders spend a lot of time in the non-digital world, at the conflict resolution table, making connections, reframing ideas, challenging the status quo and creating the space for resolution between parties in conflict.

There are tools out there right now, blogging, podcasting, video creation, content curation tools, and many more that make it easy for the peacebuilder to do all of these things in public, in real time, creating change right now.

The issue is not the tools, or even serving the clients through using the tools.

The issue is shifting the field based mindset, philosophy and thought processes around personal/brand self-promotion, client self-determination, putting an idea “out there” and standing up for it.

Even if the client, the audience, or the peers disagree.

The issue is fear.

The issue is courage.

The issue is in the self, rather than in the tools.

Digital = fearless.

Who’s ready to be fearless today?

-Peace Be With You All-

[Podcast] The Likely and the Comfortable – The Earbud_U Minute

There is a way that work realities are constructed that betrays a lack of understanding and acceptance of an uncomfortable, likely future reality; and betrays a comfort with creating a reality that is comfortable, but unlikely:

The comfortable reality is that employers keep hiring (albeit at a lower/slower rate) and that they keep on the people that they already have.
The comfortable reality is that college age students will continue to pile on massive student loan debt and the skills that they get in exchange for this debt will somehow be rendered relevant in the future economy.
The comfortable reality is that employees will continue to be compensated at current (and ever rising) levels as the technical skills that they exhibit continue to remain more relevant than the people skills that can’t be measured.
The comfortable reality is that all this technological and software advancement will remain nothing more than a meaningless side show with no value to a corporate bottom line, middle line or even top line.

Considering, pontificating and reassuring that “it’s always been this way and will always be this way” in the form of published bromides and policy assurances, calms the employee lizard brain (the cerebellum where fight/flight/freeze responses live) and such statements and actions soothe and serve to maintain the status quo in organizations.

The likely future reality is much, much more complicated. And scary.

The likely future reality is that technological and software changes in the industrial workplace structure and underlying economy will allow more advancement and innovation to be done with fewer employees.
The likely future reality is that employees will be compensated less and less (and at ever decreasing rates) until the gap in compensation between top individual organizational performers and the next employee down the line, will mirror the current growing wage gap between the upper class and the middle class in the overall economy.
The likely future reality is that college students with crushing debt will struggle to learn and integrate emotional and psychological lessons that the academic world did not see fit to teach them at $7.00 per hour jobs. Or that they did not deem important enough to learn in between the socialization and the outrage. All while paying back five and six figure loans.
The likely future reality is that employers will seek to replace people with algorithms, or computer programs, or software solutions and (at the end of the line) robots, who will demand no pay, no benefits and will have such incredibly high productivity that shareholders will be happy to fire humans as a reflex, even as their returns increase.

Writing, teaching, lecturing or even casually mentioning likely future realities activates the employer/employee/politician/administrator lizard brain and makes fear, avoidance and attack responses kick in at all levels of society, from the C-Suite of an organization to the office of the President of the United States.

True management and supervisory leadership requires clear eyed planning for likely future realities, as well as a sophsticated ability to persuade, cajole and even threaten employees, shareholders, and the public to face likely reality head on. Such leadership will create sustainable economic and social systems that will be antifragile, and able to sustain and evolve from unexpected shocks, rather than attempting to build redundant, robust systems, or constructing fragile systems that fall apart in a heartbeat when the next “it could never happen here” event, happens here.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder

Peace builder’s have to be willing to get vulnerable in their marketing.

In a professional field, dominated by people familiar with—and comfortable with—the way that the world worked under Industrial Revolution rules, this can be a difficult transition.

Peace builders of all kinds—conflict resolution professionals, mediators, trainers, attorneys, social workers, and on and on—are facing world where permission is no longer granted, and where technology gives anyone the tools to change the rules.

It is important to note, however, that perfection, exactitude and quality are thought of in different ways now. A woman at a conference last week asked us a question: “How can you write a blog post that’s ‘just good enough’ when that is out there and it could show the quality of your work to a potential client?”

Good question.

The answer is three fold:

The line from “good enough” to “perfect” has nothing to do with a potential client’s perception of the work. It has to do with the author’s perception of what they have written or created. Your “good enough” and our “perfect” are going to have different meanings. And thus draw different clients, with different motives.
In a world of endless noise and multiple information options, the higher work is not to be bound to a mythical idea of “quality” based on rules that no longer apply. Instead, quality is now defined as “being out there in a world full of noise with commitment, consistency and persistence.”
The audience decides or the audience doesn’t, but the audience has expanded by multiple factors. No longer are peace builders bound to the television, billboards, editorials, word-of-mouth referrals, and praying that the next client will come in. Now peace builders have an expanded audience to whom they can appeal (see the Long Tail for more of this idea) and with 6.5 billion people on the planet, the audience is global, not local.

Before doing any of this, before writing one blog post, or making one video, peace builders have to be willing to throw away fear, the need for assurances and their preconceived expectations, and dance with vulnerability, to market effectively.

We’ve got an e-book describing our journey through this minefield. Download it by following the link here. And it’s free.

-Peace Be With You All-

[ICYMI] Acting “As If”

When we first started in the working world—and by extension in the adult world—one of the salient pieces of advice we were repeatedly given by other working people was, “fake it until you make it.”

Now, in most contexts of the workplace, where things happen—projects, ideas, tasks, etc.—underneath the force of organizational inertia, this is perhaps wise advice.

But in the conflict entrepreneurship game, “Fake it until you make it” is terrible advice. So too is the advice to “act as if.”

If the conflict engagement consultant fakes knowing the answer, fakes being empathetic, or under delivers the goods as promised, the client will know immediately.

By the way, bait and switch doesn’t work either, because showing up as one thing, when you’ve advertised another, is a sure way to guarantee never being called again.

Here’s some better advice for the conflict engagement consultant: Being confident in yourself, your approach and your process, comes when you embrace the fear of not being confident. Embrace cannot become paralysis, and self-fulfilling prophecies are like a dose of nerve gas against the conflict consultant.

Walk through the fear, is much better advice.

It’s the only way for the conflict consultant, and her client, to walk out whole on the other side.

Originally published on January 29, 2015.

Download the FREE E-Book, The Savvy Peace Builder by heading to http://www.hsconsultingandtraining.com/e-book-the-savvy-peace-builder/ today!

[E-Book] The Savvy Peace Builder

There are savvy peace builders all over the place.

Unfortunately, sometimes it is difficult to talk with people who understand what is going on, with you, your business, or even your approach to peace.

There are attorneys who mediate and volunteers who have dreams. There are professionals in the social work space who want to make a difference, but don’t always know how. And there are nonprofit community mediation executive directors who constantly feel overwhelmed and underfunded.

But, how is this any different than usual?

Well, the tool to create a new and different world surround us every day. There are savvy people and organizations building projects in all manner of areas and they are using mobile phones, laptops and social media platforms. They are creating applications and computer programs.

But, at the end of the day, when the rubber meets the road, sometimes talking to another person is what the savvy peace builder needs.

The Savvy Peace Builder E-Book is a collection of 32 posts, over 40+ pages, written over the last year, chronicling the best advice that I have actually lived, and expereinced, day-to-day, in and out, while building every aspect of my project, Human Services Consulting and Training.

After downloading this e-book, you will:

Find out what to do when it all doesn’t work…
How to talk to people who don’t matter, and how to talk to the people who do matter…
How to balance your work and life…

And much, much more!

I hope that you take the time to download the book.
I hope that you take the time to read the book.

But even more, I hope that you take the time to apply, and act on, the lived lessons listed and written about, and apply them to building your next peace building project.

Because I believe in you and I know you can do it.

[download id=”3014″]

-Peace Be With You All-

[Advice] Which Way to the Champagne Room?

We’ve talked about the savvy peace builder working on their project and about how to measure the value and worth of applause.

We’ve talked about the people that matter when building your project and how to consider their contributions, versus the contributions of those who don’t matter.

And how to negotiate the difference.

We’ve even talked about the importance of business mentors and how they can provide both overall, and project-by-project clarity, as well as guidance from an emotionless perspective.

But the area that we haven’t really touched on is partnerships. Every project, the savvy peace builder can’t birth on his own, and thus, there is the need to partner with other people. There are two kinds of project partners:

Those who bring expertise

And

Those who bring money.

Everybody else may call themselves a partner (and sometimes there are those people who come to the table with both expertise and money, but unless the savvy peace builder is willing to exit from their own project, these people are best viewed the same way that VC’s are viewed) but, they really aren’t.

Choosing a partner should take a long time, and the character of the potential partner (or partners) should be considered carefully. The pros and cons of the relationship should be weighed, because, at the end of the project, the savvy peace builder would rather have a successful project, than a bitter taste in the mouth.

Think of partnerships in the same light that one thinks of marriages: Date a long time first, gauge the temperature of the individual (or individuals), then go to an engagement, and then get hitched. Then (for the sake of this metaphor) head to the marital bed.

As in personal relationships, the savvy peace builder knows that jumping into bed with a partner right away, can lead to bad consequences in the end, once the initial excitement wears off.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

[Anniversary] Our 500th Post

This is our 500^th blog post.

We have written in this space about everything from conflict and best practices, all the way to marketing and “the future.”

We are proud to have our readership increase from just our Mom and family, all the way to people that we have attended our trainings and workshops, people who have become our fans, and people who are watching us from the sidelines.

We have created all of our own content: We write, we research, we network and we collaborate. All by ourselves, and without a team behind us.

We have moved our focus from just writing, researching, and getting our voice out there to the smart distribution of our content to people through multiple streams, including Facebook, Twitter, LinkedIn, our email list and our daily RSS feed.

We have also had the pleasure of developing relationships through guest blogging and contributing to ADRTimes.com.

We have transformed how we view content: no longer is it just driven by researching and writing, but now it is driven by information and insights that we gain from work that we do with our clients, employees in organizations, and through talking (and networking) with others in disparate areas, all the way from nascent start-ups to established organizational hierarchies.

We love to blog. Writing is the only way that we can think to move the meter forward on what we do, our process and our philosophies, and our approach to peace.

After two and a half years, here’s to another 500 posts. We’ll be here. Everyday.

Trust us…

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/