A good model for thought leadership

I know an author has succeeded in prompting me to think differently when I want to discuss the article or book with someone else. But the real test—and less than 1% of what I read passes this test—is when I (a frugal, clutter-hater) choose to order a hard copy of a book having read it initially on my Kindle, because I want to ensure that I keep returning to the key messages.

I recently added a new find to my real, rather than virtual, bookshelf: Caroline Webb’s How to have a good day: Think bigger, feel better and transform your working life. While I heartily recommend this publication as a tool to improve your effectiveness at work and at home, it’s also a fantastic model for thought leadership. Most of us will never write a book, but all of us can apply the tactics Webb demonstrates in our own content:

• • Building a connection with the reader from the very start. Webb opens with a personal story, using the introduction to convey her background and interests and why she has written this book. As I read, I learnt about who was speaking to me; I could relate to some of her experiences and questions, I quickly felt that she could add value to my life, and I wanted to know more. This personal and engaging style is maintained throughout.

• • Giving the reader confidence. Webb explains, early on, the different strands of research that underpin her book. Each chapter incorporates academic research and it is explained clearly and simply, in a way that makes it obvious that the author has really studied the findings (and not just read a summary or stolen a key phrase). And all of these are very clearly referenced. In addition, the reader has a very good sense of the author’s background and experience and is provided with vignettes from Webb’s coaching work with senior executives.

• • Adding value by bringing together different strands of research and focusing on actionable recommendations. There is little in this book that has not been said before—at some point and somewhere. Webb demonstrates how much value can be delivered by bringing together existing research, incorporating hands-on experience, and focusing on the “so what” and actionable recommendations for her target audience.

• • Using a clear structure and plain English. The structure of the book is presented up front: Readers know what to expect, and can choose to skip to relevant sections. Each chapter is pared down but still includes information about relevant research and a real-life example. And the writing style is clear and effective, with key messages highlighted throughout.

So, whether you want to write better thought leadership, or simply have a better day, I’d recommend you get this book.