And the Winning Title is...

The most obsessive part of my journey has been choosing a powerful title. Since people judge books by their covers, I know my title has to be a great one. It has to describe what the book is about, communicate an emotional benefit of reading it, and inspire further investigation (i.e. buying it!). After a year of testing over 100 titles I selected one: "Change with Confidence." My title:

• Describes what the book is about: Managing change 
• Communicates an emotional benefit: Confidence in doing so
• Inspires further investigation: How do you confidently lead change?

I have observed that leaders need the most help when they are faced with a question they can't answer based on their experience. Many either went with the first information they receive or relied on their gut instincts. Unbeknownst to them, they sent their team charging down a path full of potential landmines. What they needed was practical advice on how to make the best choices based on real-life experience.


Sven-Göran Eriksson, international football coach, has observed that the “greatest barrier to success is the fear of failure,” and during big business changes there are many things to fear: not knowing what to do or say, being a poor leader, failing and, of course, looking stupid. My book provides advice to move beyond these fears to make the right choices. During a big change project, confidence is an antidote to fear. 


My title also includes a sub-title: "A Business Leader's Guide to Change Management," which identifies the audience for my book and what they are buying. Both parts of my title have provided focus for my book proposal and final edits. 


I realize my publisher will have the final say on a title, but I am confident that the best title will be chosen. Just to be safe, I purchased the internet domains of changewithconfidence.com and changewithconfidence.ca so that there are no hiccups down the road. It is important to plan for the future. Phil

My Shield of Steel

It's been years since I thought of Batfink, an animated superhero I watched on T.V. as a kid. He had super-sonic sonar radar and metallic wings. I was mesmerized by his confidence as he tackled villains, proclaiming "Your bullets cannot harm me. My wings are like a shield of steel!" 



You need confidence the most when upholding your values and beliefs or convincing someone to take action. Selling my book to publishers is a good test; they may not like my views or take action.

Just like Batfink, who carried a can of oil to keep his wings polished, the mind-set of confidence needs to be tended and maintained. Whether by positive self-talk or celebrating small wins, you need to keep your engine running on high. For example, I just found out that my "The Adventures of a First-time Author" presentation was selected to be featured on SlideShare's home page (and received more than 1,000 views). I am pumped because this is my first on-line acknowledgement. 


If confidence is like a shield of steel, then a small win now and again helps keep it shining.
Phil

Loving My Public Speaking Boot Camp!

It feels like I have joined a public speaking boot camp. This week's workout was at a high school where I spoke with 100 students and teachers over two sessions. The topic was my life's timeline and the lessons learned along the way. For fifteen and sixteen year olds, this had the potential of being boring, or worse, sleep inducing, so I added lots of excitement: a costume change, candy rewards (Kraft/Cadbury brands of course), high-kicks, and brutally honest stories (and the emotions behind them). It was a lot of fun and they seemed engaged by the good and bad decisions I made. 

It felt strange sharing my life with an audience. Although I prefer the present over the past, I had forgotten some of the experiences that have made me who I am. My lessons learned are:

- Believe in yourself – no one can do it for you
- Decide what you want in life and go for it
- Be good at something, anything – “The more I practice the    
  luckier I get”    
- Keep your options open – be open to new things               
- The more you do the more opportunities you find
- Be referable – that’s how you get ahead
- First impressions count
- Be positive – you don't accomplish much when you are  
  negative
- If something isn't working, try a different approach
- Ask for help  (and give it too)
- Don't burn bridges
- What goes around comes around

Like most public speaking talks, you learn from your audience

and I am still thinking of the students' and teachers' thoughtful 

questions. Now, how do I write a thank you note to 100 

people?

Phil

So, who is going to buy your book?

When I started writing my book, I had a clear picture of who would read it. They helped guide my content and formatting decisions, and knowing they are time-starved business people, anything that didn't provide quick access to practical advice was deleted. At least 30 percent of my first draft was edited out because it was not adding value. As I wrote my publisher's proposal, I realized there are other audiences that could gain from my book and that I would need to market to them when it becomes available. Here are my three audiences:

1. Leaders of Change (primary)

2. Teachers and Students of Change (secondary)

3. Cadbury and Kraft Enthusiasts (secondary)

Leaders of Change
Leaders and their teams working on big change projects, including executive sponsors (who fund and have overall accountability for projects), project managers (who run the day-to-day operations), and team members (who have project-specific roles).

Teachers and Students

Universities that offer change management/organizational development degrees and MBA programs (most include change management courses). My book includes 100 mini-case studies (fifty good practices and fifty poor practices), accommodates all four learning styles, has recommended actions that promote lecture discussion and assignments, and all content is based on practical experience.

Cadbury and Kraft Enthusiasts

Current and former Cadbury/Kraft employees. My book includes  forty-four mini-case studies on Cadbury and Kraft, almost all of which have never been published.

It excites me that these audiences will look at my book through different lenses and focus on what they find useful. Regardless of your intended destination, the reader is in the driver's seat.

Phil

On the Air

 I had the pleasure of co-presenting at the DRIVING CHANGE: What does it really take to succeed? event hosted by the Strategic Leadership Forum. It was exhilarating being in front of an audience again. Presenting has been a large part of my career and it felt like home standing in front of a great group of professionals. I also appreciate working with amazing co-presenters and organizers during the months leading up to the session. Being part of an engaged team is a privilege, which I miss. A party of one is not always a party.


Here are the "things to remember" I jotted down after the session:

On the air!

  - Think like the audience
  - It's about the stories
  - Less is more
  - Pictures are worth a 1,000 words
  - Props are good when used sparingly
  - Different perspectives work really well together
  - Preparation is key
  - There's so much to learn from everyone

Phil, Sheila Legon, Len Nanjad, and Gail Severini

A highlight happened just before my presentation. Someone I had worked with many years ago had sent an email about me to the leader of the event, Gail, which she read out as my introduction, just like at a wedding. I was blown away by the kindness of the note especially since she had sent it from the US and would have attended with more notice. I am feeling gratitude for my friend from long ago and everyone who made this event a success. Thank you.


Phil

So, what are you going to do to sell your book?

P.T. Barnum said, "A terrible thing happens when you don't promote yourself...nothing." I'm sure this is true for authors so I jumped into writing my Promotion Plan with vigour. The goal is to state what I will do to sell my book (with vigour). There are many articles about how the author (not publisher) must drive awareness and sales. If not, then something terrible happens. 


Passion, confidence, and commitment are three themes I have  woven into my promotion plan. It has six elements:



Book Distribution to Audience Influencer: Sending copies to members of my three target audiences: leaders working on big changes (my primary target), post-secondary teachers and students, and Kraft and Cadbury employees and supporters.


Social Media Notifications:Communication about my book to my networks and business associations.


Magazines  and Blogs: Reviews, interviews, and serializing content in magazines and blogs.


Keynote Speaking Engagements: Presentations at conferences, association meetings, and schools.


Book Web Site: A dedicated site including this blog, author Q&A, chapter summaries and support materials.


Award Submissions: Participation in media and association award programs.

Please let me know if I missed any promotion opportunities. I would appreciate your thoughts.


I just bought Michale Hyatt's Platform: Get Noticed in a Noisy World to fortify my plan. He is offering $350 of bonus resources if you buy a copy by the end of today. Now that's a promotion!


Phil

101 Reasons to Publish My Book!

I have enjoyed switching gears to the book proposal writing phase. It's familiar territory (how many proposals have we written in our careers?) and doing research again is fun. I even went to a public library and signed out two books on winning proposals! 

Writing a proposal is like making a cake: each ingredient must be added in the right amount and in the right order for it to create something special. Experimentation is risky. 


Most advice contains the same sections and a lot of the same tips:

• Overview - What is your premise and how does it satisfy a need?
• Markets - Who will buy your book?
• Competition - What books are similar to yours and why is yours different?
• Author - Why are you the best author for this book?
• Promotion -  What can you do to help sell your book?
• Table of Contents
• Sample Chapters

In the past, I would create a proposal framework and then fill it the sections sequentially, building the narrative. This time,  I dove into writing a draft as I was researching. This was a mistake because it missed the big picture and was less organized. After a day of "free-wheeling" I went back to a more structured and effective approach.


One hundred and one reasons for becoming my publisher is a stretch, especially since my goal is to convince one that my book will sell enough copies to make a profit. All other reasons are icing on the cake. 

Phil

Always Be Prepared For Adventure

Preparing for an adventure

There is only so much preparation you can do before it's time to perform, and I was ready for the Goodlife Fitness Toronto Marathon: injury-free, didn't forget anything, and at the starting line early.  The first 9 miles of the course was a breeze. I followed my plan including running "10 and 1" intervals, and controlling my starting speed (my nemesis). Then I felt a pin prick of a Charlie horse in my left calf, just like my first marathon six months ago.

Limping with 100 metres to go

I knew what would come next but felt confident because I had been there before and this time I didn't have shin splints. Just like watching a movie for the second time, my legs atrophied in the same way: at 12 miles both legs got intermittent Charlie horses, at 16 miles both legs got them at the same time, and at 20 miles my legs seized and locked when I got them. When a leg locked I would slow to a limp and would have to smash it on the road to unlock it (like cracking the barrel of a shotgun). The first time this happened, Barb, my wife, saw me and came over to help, which was so caring. At 22 miles, both legs locked, which was like walking on electrified stilts. This pattern went on until I was 400 metres away from the finish line. Then, both legs went into spasms and both tendons pulled my toes underneath my feet (just like last time). When this happens your feet are twice as thick and a third shorter as you are forced to run on the tops of your toes. I don't know why but an image of Fred Flintstone flashed across my mind. I hobbled across the finish line to cheers and shouts of encouragement. I had finished my second marathon in 4 hours, 8 minutes, and 12 seconds – 1 minute and 48 seconds faster than my goal and 21 minutes and 14 seconds faster than my first one. Mission accomplished!

Well, we do dress alike...

There are many lessons gained from any quest and two stand out about this one: perseverance and preparation. No matter what, you have to keep going and your preparation will pull you through. One of my favourite quotes is from Muhammad Ali: "The fight is won or lost far away from witnesses - behind the lines, in the gym, and out there on the road, long before I dance under those lights." It's as true for this goal as it is for my goal to write a book.


Another lesson I learned a long time ago comes to mind: always appreciate and show gratitude for friends and family (and strangers) who help you along the way – thank you all.  There was a sign along the course that said, "If Oprah could do it, you can." Thanks Oprah, I did.


Phil

The Second Time Around

The First Time Around

On Sunday, I will be running in the GoodLife Fitness Toronto Marathon, twenty-nine weeks since I ran my first marathon on October 16th.  My goal is to run a 4 hour and 10 minute race, which is 19 minutes and 26 seconds faster than my first one when I ran injured. I adjusted my training program based on the lessons from my first marathon. Here's how I did:

One of my favourite quote is from Muhammad Ali who said, "The fight is won or lost far away from the witnesses – behind the lines, in the gym, and out there on the road, long before I dance under those lights." I am confident that my training has prepared me but anything can happen on the day. That's what makes it so exciting! Phil

My last week of a 29 week, 831 mile training program

10 Facts I'm Ignoring About Book Publishing

As I write the introduction and conclusion of my book, my mind is wandering to the next phase: getting published. It's easy to get discouraged when reading facts about the book industry. Most statistics-based articles say "it's really, really hard" and "don't get your hopes up." I can't think of a better underdog challenge!


It takes optimism and tenacity (and skill) to achieve great things, so I will be ignoring  the following: 

- Over one million books were published in 2009
- Amazon.com has 74,000 change management  and 640,000 change books
- In the first quarter of 2011, the number of print books sold in Canada dropped by 10.9 percent
- Book industry sales declined by 5 percent between 2007 and 2009 in the U.S.
- Less than 2 percent of published books are commercially viable
- 70 percent of books published do not earn back their advance
- 80 percent of book sales are controlled by five publishing conglomerates
- Out of 1.2 million books tracked by Nielsen Book Scan (as of 2004), 950,000 books sold fewer than 99 copies, and another 200,000 sold fewer than 1,000 copies
- The average U.S. non-fiction book sells less than 250 copies per year
- A book has less than 1 percent chance of being stocked in a bookstore

I know rejection is part of the process and that many successful authors have lived through it (Jack Canfield, William Faulkner, Stephen King, J.K. Rowling, Dr. Seuss...). So, like any goal in life, I'll persevere until it is accomplished. But I am getting ahead of myself: first I need to finish my book so that I don't become part of a "books that were never finished" statistic.


Phil

Advice From the Big Chair

The empty 'Big Chair'

On Wednesday, my friend Mel and I attended a "meet the author" session with Wayne Johnston, a celebrated Canadian writer. He is one of my favourites and I intended to ask him for advice on approaching publishers, my next mountain to climb.


Everything was going well: I confirm the session, my camera was charged, and we arrived twenty minutes early. As we were waiting in our second row seats (we chose not to run when the doors opened), I decided to buy a copy of "The Custodian of Paradise" for Wayne to sign. I also was going to ask him to include his favourite motivational saying, something I had asked Mark Tewkesbury, gold medal swimmer from the 1992 Summer Olympic Games, when he was a mystery guest at a business conference. He wrote, "Why not me?" It didn't really make sense until I started writing my book. 

Mel at the book seller's table

At the start time, an empathetic co-ordinator informed us that Wayne had not yet arrived and they were trying to locate him. Every ten minutes she updated us on their efforts to find him until forty minutes had passed when she said they still could not find Wayne and  she would try to reschedule him for the fall season (she did a great job). 

My new paperweight

All was not lost: I had a great time with Mel and we discussed a few open items about my book. You can find advice and inspiration in many places and often the best guidance is not planned.


Phil
                                                                                   

Stories Part 2: Too much, too little, or just right?

Each of the one hundred case studies I wrote was difficult to write. You would think that the ones I personally experienced would have be easier than the ones I researched, but that wasn't the case. I tried different approaches to make the process easier – from creating a detailed outline to writing quick drafts – but they all required many versions. They were all hard. 

"Just the facts ma'am."

Initially, I omitted the organizations' names, which made the stories impersonal, nebulous, and appear censored. It took months and expert feedback to realize that context is critical to learning, especially when presenting how organizations have managed change. 


Also, I struggled with how the reader might view these stories, seeing them as overall critiques of the companies instead of the actions that were taken at a point in time. I decided to make this distinction in my introduction.


Another challenge was finding the "sweet spot" between too much and not enough detail. Too much information bogs down the story and obscures its purpose, and too little makes the story unclear and dull. 

A Writer's Nightmare

Expert editing has been invaluable to finding the right balance. Questions such as, "Does it really matter that the company has 5,327 employees?" and "So, who won the court case?" have helped me shape the final versions. I expect to revisit my decisions until the ink on my first edition is dry: Is it too much, too little or just right?

Phil

Ending With the Beginning in Mind

One of the first lessons my editor, Ken, taught me was that you write the introduction after you complete the book. I will call the one I wrote before meeting him "draft 0." It now makes sense since my book has changed shape almost weekly and my early thoughts on what the introduction would say have also changed. 


There's a lot at stake with the introduction. It has to grab readers as they scan it  and convince them that the book is worth their time and money. It must clearly state:
- Who the book is written for (who will benefit from reading it)
- How it will help them
- Who I am and how my experiences qualify me to write it
- What I believe are the broad themes about successful change management
- Why the book is structured in the way that it is
- Why I wrote it


Basically, the introduction has to convey the essence of my book in a few pages. With only six short case studies to write before I complete my book's content, I have been psyching myself for my next challenge: to nail the introduction. It's time to tell my story.

What's in a Name?

 "What are you going to call it?" is often the first question people ask me about my book. I answer the same way each time: "I don't know." I have thought about potential names but not one of them has stuck. My book keeps changing and so does it's description.


There is a lot of advice on picking a book title. Sources agree that there is a lot at stake because it is a key influencer on whether or not a reader will buy your book (or someone else's).  


A good title...
- Grabs attention, is intriguing, and pulls the reader in
- Sums up what the book is about 
- Hints at the benefits of buying it (addresses what people need)
- Is relevant to the audience interested in your book
- Is not too obtuse, clever or clichéd 
- Does not include hard to pronounce words
- Is positive
- Matches the tone (and energy) of the book
- Is short (less than eight words)
- Stands out from other books in your genre
- Is easy to remember
- Includes a subtitle that further describe what the reader gets
- Includes key words a reader would type into a search engine to find a book like yours
- Does not mislead the reader


I have been tracking my competition through LinkedIn chat topics on the best change management books written. The list is at 243 and counting. Also, I downloaded the table of contents of The 100 Best Business Books of All Time. Finding a title that will stand out from these tomes and meet all of the above criteria will be a challenge. There is one more requirement, however, that makes the task a little more manageable: you need to love your title and be proud of it because you will have it for life.


Phil

You Get What You Expect, More or Less

Last Saturday, I went to the Van Halen concert in Toronto. This was a big event because they had just released their first album of new material in twenty-eight years and had not been on tour for the last four.


I loved the show; it was everything I had hoped it would be and more. The band was more relaxed and tighter than their 2007 show and it felt like a celebration of their songs and long history. 


The newspaper reviews agreed that Eddie Van Halen is still a virtuoso guitarist but were mixed about David Lee Roth: He was described as "an ultimate showman," "interesting and charming," "ragged vaudevillian huckster," and "hokey carney." I wondered how the same performance could evoke such a wide range of perceptions. Perhaps each reviewer was guided by his or her expectations and their views reflected whether they were higher, the same, or lower than reality.


 I know expectations will influence how people perceive my book. Someone once said that expectations equal experience plus hopes minus fears. If the reader doesn't know me, his or her expectations will be set by reviews, title, cover and introduction. It's my job to shape high expectations and exceed them. Phil

Expectations of David Lee Roth?

The Best is Yet to Come

In the late 90s, I was influenced by the writings of Dan Sullivan, the founder of The Strategic Coach program, a process for helping entrepreneurs grow. His perspectives helped me manage my career and life. One of his core processes is called The Entrepreneurial Time System where time is divided into three types of days: "free days" (off-limits days to  rejuvenate), "buffer days" (preparation days), and "focus days" (performing days). 


Although I couldn't organize my time in this way, I did benefit from the thinking behind it. In particular, Dan believes that you create breakthrough ideas during a series of consecutive "free days" where you completely remove yourself from work (including emails or reading business journals). Mark, my friend and fellow Sullivan fan, and I would ask each other about our breakthrough idea after each vacation. They were usually good ones.  


I thought of Dan this week when my family went skiing at Whistler. On day 3, my breakthrough idea came to me about half way up the mountain. I realized that my greatest achievements are ahead of me.This is true of most people but declaring it verbally and in writing creates the mindset necessary to make it real. Questions like "What are better achievements?" and "What would have to be true to achieve them?" have started forming the steps to reach them. My book is my next step.


As we left Whistler Village for the last time, a sign in front of the The North Face store captured the gist of my breakthrough: Never stop exploring (to become your best).


Phil