How would you react to your first book review?

It felt like I had been waiting a long time for the first review. My Wiley Senior Publicist counselled me that reviews of leadership books take longer because the reviewers invest time in thoroughly reading the books. That was helpful but didn't make waiting any easier or go any faster.

I thought of all possible scenarios. Would it be positive or negative, long or short, academic or conversational? The burning questions was, would the interviewer like my book, or more personally, like what the author wrote.

Jim Taggart

My first reviewer is Jim Taggart, a leadership thought leader who lives in Ottawa, Ontario. He sent me a LinkedIn invitation saying he had been contacted by my publicist and was going to write a review of Change with Confidence. I was thrilled and offered to answer any questions he might have, although I guessed he wouldn't need any help.

A week ago, Jim posted his review, "Are you ready to CHANGE WITH CONFIDENCE?" on his website, Changing Winds. It was re-posted the same day on The Leadership Hub, a "Top 30 Hidden Gem Leadership Blog" award winner. It fascinates me to see the connectivity and communication power of social media blogs and networks like LinkedIn, Twitter, Facebook and Google+. This is where my book will take flight.

Jim's review is everything I could have hoped for. He liked design decisions that were important to me and took a lot of time to get right. For example, he noted that I write "clearly and succinctly". It took five month of editing to achieve this goal. My book needed to be stripped of jargon and complexity to appeal to a wide audience including corporate, public and academic audiences. Writing jargon was a lot easier. 

The one criticism Jim had is that there are too many Cadbury stories. This is a fair point. Fifty-five organizations are profiled in my book but there is a weighting toward Cadbury stories . It was important to me to share my experiences of good and bad change capabilities. The cost of doing so are more references to a few organizations. 

Jim offered a suggestion about an alternate subtitle. I smiled when I read it because I had thought of a similar one as I was in my writing stage. I know where he is coming from and I am delighted and thankful that after reading my review that he probably would say the same. 

Phil

What I Like About Conferences

This week I went to the global Association of Change Management Professionals (ACMP) Conference in Los Angeles. It was the first conference I had attended in many years. My objectives were to:

- Expand my network of change professionals
- Promote Change with Confidence
- Identify future speaking opportunities
- Observe presenters to learn new techniques
- Deepen my change management knowledge
- Meet friends, most of whom I had not seen in years

There were 800 attendees and the logistics were well managed. Some people had expectations that every session would meet their needs. This isn't realistic given the diverse needs of attendees and speakers. There is a lot you can learn,  however, from sessions that were targeted to different audiences, like who they are and what questions they ask.

I saw a friend at the opening reception who said my book was being sold at the conference bookstore. The next morning I went straight to the store. Change with Confidence looked great among the tomes of business literature. 

I introduced myself to the person running the store and asked if she could display my bookmarks. She kindly agreed and added she would move my books to beside the cash register (the 'hot zone'). I think she was surprised when I gave her 300 bookmarks. I told her I would check in occasionally to see if she needed any more. I wasn't joking.

I saw a friend at lunch who said that my book had sold out in less than three hours, except for one copy that remained on display with a "sold out" sign on it. It was the best advertisement I could ask for. I immediately called my Wiley sales coordinator about shipping more copies. Overnight courier wasn't feasible, but I know he enthusiastically pursued all options. The next day, the store manager said she had been processing orders, which was great to hear. I couldn't stop looking at the sold out sign. It was like a magnet.

The conference was a success and I met all of my objectives. I may even be speaking in Nairobi, Kenya this October. 

During an exercise at the last seminar, I paired up with someone I had met at a Toronto event in March. She said she had liked my presentation and had wanted to buy my book. It was really kind of her to say so. I realized that there are many things to  like about conferences and all of them involve great people.

Phil

Top Ten Tips for Conducting a Radio Interview

I had my first radio interview this week with Dr. Alvin Augustus Jones on WJFK-AM 1580 CBS Radio Washington WNEW-FM 99.1. When I received the request I was thrilled but I also knew I was entering new promotional territory.

Dr. Jones' radio show is called "Where World Thinkers and Leaders Come to Chat." Love it. He is a pro with an interview archive of over one hundred interviews. He has interviewed a who's who of business thinkers―Stephen Covey, Jack Canfield, Harvey MacKay, Zig Ziglar, and Brian Tracey― and celebrities―Barbra Streisand, George Foreman, Howie Mandel, Stedman Graham and Ashley Judd. I had a lot of work to do to prepare.

The first thing I did was review media pointers that my publicist team had given me. I complemented this information with a Google search on "how to conduct a radio interview". I also listened to a few of Dr. Jones' interviews. He is an eloquent and professional interviewer, which was good to know, but also put pressure on me to be an eloquent and professional guest.

I prepared my interview space by placing notes around my desk in large text and with highlighted soundbites. I also had a glass of water by my side in case of emergencies. I was as ready as I could be.

The interview went by in a flash. I made a few stumbles but nothing major. The more I relaxed, the better my answers sounded. 

Listening to the interview again for the first time, just minutes before I wrote this post, I noticed how many times I said "actually" (10) and "I think" (6)―10 and 6 too many times. Overall, I am happy with my answers and the tone of my voice but know there is more work to do.

Here are my top 10 tips for conducting a radio interview:

- Prepare three key messages you want to communicate and stick to them
- Rehearse your introduction and close
- Have notes in front of you and don't use them (the preparation process is the benefit)
- Tell stories and give common examples
- Keep your answers to thirty seconds (any longer and you may lose focus)
- Be conversational
- Smile while you are talking (it will come through your voice)
- Don't speak too quickly (practice speaking just before the interview)
- Use a headset to improve your flexibility and gesturing (I missed this one)
- Thank your interviewer after the interview - Dr. Jones was the best

I learned a lot from my first radio interview and my next one will be better. It has opened up a new promotional vehicle for Change with Confidence, one that I am keen to go after. It has also given me a conversation starter if I ever meet Barbra Streisand.

Phil

Could this be the "big one"?

Marketing a book is like spinning plates: you try to keep as many potential opportunities―writing articles, creating speaking proposals, building presentations, shooting videos, conducting interviews and giving presentations―in the air without any of them crashing to the ground. 

Since book marketing is new to me, every opportunity could be "the big one". I'm finding that it is difficult to prioritize my time when each activity could be the best use of it.

I realize that I'm in a risky position. As the amount of activities increases, the danger of the quality going down also increases. Any activity poorly executed could create a lasting impression that could damage my reputation and my book. I feel like I can't afford to pass on any of them and also I can't afford to fail. 

My best strategy is to maximize my productivity while I track my results. I need to quickly build a fact base so that I can see which activities produce the best results. Then I can apportion my time accordingly. 

I created a Marketing Grid to record my activities and ensure I effectively communicate them through social media. Most of  them will happen in the next two months so I will get data soon. 

For now, I will keep spinning more plates, building my skill and making sure that none of them fall.  Phil

What am I selling: me or my book?

In the 90s, training videos, like John Cleese's Meetings Bloody Meetings, were popular. They provided a novel alternative to corporate classroom learning.

This week, I thought of a video that Jim Hensen, of Muppets fame, had created called Sell Sell Sell. It was more expensive than other videos and was short, but it was entertaining and the message was clear: you must sell. 

I am now the head of sales for Change with Confidence.  This is a welcomed move because I have held sales roles before and led many sales training courses. I communicate the benefits of my product, supported by its features, to people who value my book and services. 

It's important to know what you are selling. Are my customers buying my book or me? I think it's both; they are buying my credibility as a change leader and my book that captures my experience and knowledge. Therefore, I need to build awareness of both. I will not be successful if either of them are invisible.

One way I'm building awareness is with "how to" videos. Lucas, Marketing Manager and great supporter at Wiley, provided me with an excellent opportunity to create a promotional video. I decided to answer the following questions:

• How can leaders help team leaders deal with change?
• How you can help leaders lead change?
• What is the first thing leaders need to do when leading a big change?
• How can people make the best of change?
• What are the universal truths of change?
• Why is confidence so important when leading change?

Sebastian Cluer

The video shoot took about ninety minutes to complete. The director, Sebastian Cluer, was relaxed and supportive, which made my many retakes seem part of the process versus messing up. I would have been nervous if I had known that he is an award winning film and television director. Don't you find that the most talented professionals are humble? I don't think I will make it onto his highlight reel, but I know he will create a great piece of work.

The video will be posted on the Wiley website, the Change with Confidence website, Youtube, LinkedIn and my National Speakers Bureau profile page. The more places I can profile me and my book, the more successful I will be.

Phil

Taking Time to Celebrate

What a party! The launch event was a tremendous success. It is difficult to describe how I felt seeing family, friends, former colleagues and new acquaintances together to celebrate the launch of Change with Confidence. It was overwhelming in a great way.

It looked like a 70's poster where celebrities and music icons from all eras are combined into one image. This was my celebrity poster and I was proud and honoured to have so many wonderful people be in my life.

I had first discussed my launch event with the Wiley team in August. When I asked for advice, in unison they said, "Keep it short, thank people for coming, get off the stage." It seemed like good advice, just like when speaking at a wedding. Got it.


I had thought a lot about what I would say in my speech. My goal was to thank everyone for their support. I also wanted to share what I had learned about myself and what I had realized about change management. On a lighter note, I also wanted to share some fun facts about the last two years. 


I don't know what happened, but my son Sam told me that I had talked for ten and a half minutes. It only seemed like four. What were the Wiley folks thinking?

Thanks to Mel Barnett for the photos

Before I knew it, two and a half hours had flown by. The caterers were cleaning up and Ben McNally, the owner of this amazing bookstore, was packing up with his daughter. It was a great night. 

Barb, Sam, Charlie and I went out for dinner to end of the night in a perfect way. The Earl's waitress even brought us a complimentary "book launch" family dessert, which we devoured.

It is important to take time to celebrate. This is not a strength of mine, but I am working on it. It allows you to thank those who have contributed to your accomplishments and strengthens you for your next challenge. Mine is marketing my book. With the support of my family and friends, I am ready to roar.

Thanks to everyone who attended my launch event!

Phil

When the Big Day Finally Arrives

Like most big events in our lives, we think more about planning them than what we will do when they arrive. They can seem like surreal experiences where the elements are known but how they play out are not. This is how I felt when I received my first hard copy of Change with Confidence. 

A thoughtful Editorial Assistant at Wiley had sent me an email saying that the first copy had shown up on his desk and that he was couriering it to me. I was on assignment in New Jersey, which meant it would arrive home twenty-four hours before I did. 

The package was waiting for me on our front table as I opened the door. I maneuvered around it as a golfer does when sizing up a putt: I needed to study it before moving into action. It was late, dark and I was exhausted, so I decided to wait until the morning for the big moment. I didn't want to compromise something that I had waited for so long to arrive. 

I am glad I did. The sun was shining and the promise of a new day matched my excitement. Without hesitation, I opened the package. It was an incredible feeling to hold my book in my hands. Barb was there too, which made it more special. 

Like a new parent who points out that their baby has ten fingers and ten toes, I said things like, "Look it's the cover...and look, it's the table of contents..., and the back cover, too."  After scanning the pages I flipped them like a deck of cards and even smelled them—they smelled like paper—it was a sensory experience. 

The cover blew me away the most. It is striking in person, especially the tones of blue. E-books are convenient and portable, but they can't beat the physical beauty of a hardcover book.

Last Sunday, my dad said he wanted to buy the first copy of Change with Confidence. I can't wait to give it to him. Phil

Everyone's Invited to the Party!

Launch preparations are in full swing: early-print books have been sent to reviewers, articles are being submitted to business magazines and blogs, and speaking engagements are being booked. 

The most symbolic event, however, will be the launch event. Not all authors have one, but it was important for me to do so. I am passionate about experiencing every element of my journey and this one, even though I wasn't sure how they worked, is a big one.

So, what is a launch event? It is a celebration of a book being published by an author and publisher. In other words, it is a big party held for an author to thank people for their support. Books are there to buy and have signed but that's not the purpose. The purpose is to say thank you with refreshments and good conversations.

Ben McNally Books, Toronto 

I am fortunate to have a great senior publicist from Wiley to make it a special moment in time. She selected a wonderful bookstore, Ben McNally Books, in downtown Toronto to hold the event. I laughed when I asked her and other members of the Wiley team for advice on what I should be doing at the party. All of them said, "Whatever you do, don't give a long speech. Make it five minutes at most." Ah, so this is like an author-book wedding. 

As I prepared the invitee list I thought "Who would be interested in attending?" I abruptly stopped this sorting process. My launch event is a celebration where everyone should be invited, even if we have never met. It's a great networking opportunity, a chance to reconnect with past friends and colleagues, and a fun time. Everyone is invited.

If I have missed anyone, please send me an email to let me know (phil.buckley01@gmail.com). It would be great to see you so I can personally say thank you. It will be fun too.

Phil

How to Write an Article in Four Hours

A key element of my marketing plan is to place articles into paper and on-line business publications. The goal is to inspire readers to view my bi-line credit and either visit my website or a bookseller to buy Change with Confidence. There are many benefits to this approach:

- placement where my target market goes for information
- builds change leader and writing credentials
- easily customizable through topic selection
- provides flexibility to comment on current events
- highly scanable content
- leverages my publicist team's network

I don't have much experience writing articles. Just a few for corporate newsletters a few years ago. I was starting from scratch. 

My time line was short so I went for a "learn by doing" approach:

1. Select a good topic
2. Check with publicist team to make sure it was good
3. Research my topic
4. Define my position - what's my central point?
5. Write first draft
6. Self-edit
7. Write second draft
8. Ask Barb to edit
9. Send to publicist team for review and final edit

I have written three articles in the last week: change advice for the publishing industry, views on the American Airlines-US Airways merger and the importance of confidence in leading change.

It takes me four hours to complete an article; about two hours on research and positioning and two on writing and editing. I use the EBSCO research database to source articles on my chosen topics, which speeds up the process. For the airline merger article, I scanned seventy-seven articles and read ten of them. The process reminded me of the research I did for my case studies. You know almost immediately when you have a hot topic.

Writing articles is enjoyable. The topics are interesting and it's liberating to articulate your views in short editorials. It will be gratifying to see the first one published. I am not the fastest writer, but that's not my goal. My goal is to spread the word about Change with Confidence, something that is more fun that I thought it would be.

Phil

How Would You Tell Your Story in 2 Minutes and 49 Seconds?

This week I completed a video for the Change with Confidence  website. It was more than that; it was my story. 

The goal was to share my views on change and the best way to help people through it. Mel and Kro did a great job creating the video including design, image selection, script, music and production. Each element was handled with care to ensure it  supported my message.

We decided on a rock climbing theme to illustrate the realities of leading change. The challenges and rewards are similar. The need for confidence and ability are too.

The metaphor also works well in terms of support for success. The role of the guide is to coach the climber to get to the top, not to climb the cliff for them. Excellent change guides do the same thing: they help leaders lead change, they don't lead the change for them. I have seen some consultants do the leading for leaders, which doesn't build their skills. The next time the leaders need to lead change, they are no more capable than they were the first time. This is a miss.

As we built the video I was struck by how personal my story was. Watching old video clips brought back memories of past projects, and the crises and victories I had shared with team members. 

It also reminded me of the first change I led and how my circumstances are similar to people who I support now. Having climbed a similar mountain, I know how I can help them climb theirs.

Here is the video of my story.
Phil

What is it about covers that beg to be judged?

I am delighted to share the cover for Change with Confidence, although I can take no credit for it. I can't think of any other cover that  could capture the contents of and inspiration behind my book. 

Cover design is critical to a book's success. It must entice the reader to pick up the book or click on it on a screen. It also has to communicate the main benefit of reading it, which for Change with Confidence is building confidence to lead change. 

Two months ago, if you had asked me what the perfect cover would look like I wouldn't have had a clue. I just knew that there was a perfect cover waiting to be discovered.

The first time I saw my cover I liked the rich blue colour and the white and orange text. I also liked the blue-tinted sun beaming into the meeting room. I didn't, however, get the significance of the meeting room. As friends pointed out, it is a place where futures are created, decisions are made, and actions are taken. This is true for private and public businesses around the world. I didn't get that this is an universal image of change and progress.

I tested the cover on everyone and almost everyone liked it. Many even said they loved it. It was a hit. They like the modern look of the room and thought the bank of windows suggested unlimited possibility. They saw the sun as a symbol of a new day where anything could happen and the empty chairs were seats that the reader could take, where he or she could build a better future. The cover represented hope, aspiration and confidence. It represented Change with Confidence.

My Wiley team members were extremely understanding of my request for more design options even though they all loved the cover. They were equally supportive when I finally realized that the one they had expertly designed was the perfect cover for Change with Confidence. What a team. 

The book jacket is a beauty, too. Here is a breakdown of each panel from left to right:

1. Back Inner Flap: Author's photograph and bio
2. Back Cover: Front cover image and testimonials form people I admire
3. Front Cover: Title, image, author's name and publisher's imprint
4. Front Inner Flap: Overview of book and sample content

I dropped into Hudson Booksellers in Newark Airport on Monday night to study the business book covers that lined the wall. I noticed a range of styles from full-page author photos to all-text covers. I was pleased that there was only one blue cover.  I was also pleased that Change with Confidence would stand out from the rest. It was a cover that could entice the reader to pick it up. It was the perfect cover for Change with Confidence.

Phil

My New Best Friend Meghan

This post was going to be about my exciting cover for Change with Confidence. That was until I met my new best friend Meghan. I first saw her dancing in front of the Air Canada ticket counter at Newark airport. I have tried many tactics to get home after my flight has been cancelled, but have never tried dancing. I thought: flights cancelled, people on standby, she is a better dancer than I am, prognosis "difficult".

I learned I was number nine on a standby list for a plane that had eight open seats. I decided to wait and test my luck because you never now when you will catch a break. Meghan had overheard me speaking with the attendant and exclaimed, "You are on standby too, then you are my new best friend. Hi I am Meghan." We shook hands, she said, "Good-bye my new best friend," and she bolted off  to security. 

I didn't see Meghan at the gate because she also was on standby for an earlier flight to Montreal. I watched as each standby traveller was called to receive his or her ticket. It wasn't looking good. As the plane was boarding, the attendant picked up the microphone on last time and called my nane and Meghan's name. 

Out of nowhere, Meghan bounded over to pick up her ticket. I said, "Hey my new best friend, we got on." We hugged and shared our delight at being the lucky chosen ones. The guy behind us said that he too had been on standby but didn't get a new best friend out of it. We became a group of three.


It turns out the Meghan and I had seats together at the back of the plane. What luck. I found out that she is completing her PhD in Anthropology, has published many articles in archaeological science journals, is interviewing for exciting jobs, and is being interviewed next week by a major newspaper. Life is good for Meghan.


We talked about two organizations she is affiliated with that are going through a big change. It was exciting to hear the details and to reconfirm that the behaviours around change are universal. I switched into consultant mode as I listened to scenarios  I have lived many times before. Change becomes difficult when it isn't managed. They were in the "Figuring it Out" phase and we discussed a couple of questions from my book. 

We agreed to swap a few of her articles for a copy of Change with Confidence and said good-bye at customs. 

Meeting intriguing people is a highlight of life. They brighten your day, broaden your perspectives, and can make impressions that you will never forget. And sometimes, if you are lucky, they become your new best friends.

Phil

Ten Things I Didn't Know About Great Publicists

This week I met my publicist team members at their office in Manhattan. It was a great experience. Even getting there was an adventure: a 4:45 a.m. taxi ride to the Toronto airport, a 6:30 a.m. flight to Newark, an 8:30 a.m. train to Penn Station, and a 9:15 a.m. taxi ride to Mid-town East. I stood at the corner of 57th Street East and 2nd Avenue feeling like I belonged there.

It was good to meet David, whom I had spoken with by phone. I also met Steve and Eric who had complimentary areas of expertise. Our ninety-minute meeting flew by. We talked about my goals, their impressions of my book, strategies and possible tactics, and how they would partner with the Wiley publicist team. We also talked about the publishing industry and the changes it is going through. I couldn't help becoming absorbed in the discussion, forgetting for a few minutes the purpose of our meeting.

I left the meeting refreshed and a lot more knowledgeable  about publicity and what the team will do for Change with Confidence and me. Here are the ten things I didn't know about great publicists. They:

1. Come highly recommended
2. Work in teams
3. Ask for and listen to your goals
4. Read your book before writing a proposal
5. Are realistic about expectations
6. Are honest about what benefits should not be focused on
7. Are well connected
8. Provide advice on areas beyond publicity
9. Call in personal favours on your behalf
10. Are confident in their abilities

Most experiences are better when shared. This is true of my trip. My friend Peter made the journey with me before we both headed to New Jersey to work through the night on a consulting assignment. As we boarded the train back to Newark I thought to myself, "I'm in good hands."

Phil

Have You Found That There is Always One More Thing?

A fellow consultant and I have been interviewing team members about how their working lives will be different after some changes are made. I enjoy these meetings where real people discuss in real terms how they believe their work will change. Typically, people are reflective, forthright and articulate, which helps us understand the changes and how we can best help them transition to their new environments (as quickly and as painlessly as possible).

Each interview lasts an hour, which provides enough time to thoroughly discuss all changes and dig more deeply on revealing comments. By the end of the meeting the conversation has been exhausted. Or has it?

Years ago, I realized that there is always something that hasn't been said, a nuance that hasn't been shared or a statement that sheds light on a key point. By asking one more question, we are able to unlock a final insight, the jewel or piece of gold that might have been left behind. The question might have to be asked twice and we might have to survive a long pause, but if we do we are rewarded. 

Fortunately, this phenomenon has held true throughout our interviews; there is always one more thing. 

I was listening to a webcast on how to create publicity today and the moderator said to his guests just before closing the call, "Anything else you want to say before wrapping up?" Everyone had something to say. Try it sometime. You will be rewarded.

Phil

Man Narrowly Escapes Losing His Purpose

Last Saturday night, as I was  working through my "to do" list, I realized that the website content I was writing didn't sound like it had been written by me. It sounded like serious corporate text that, had I included in my book, would have been edited out. I realized that the business I was describing was a business I would not want to own, one that was focused on image rather than value delivered. I was using someone else's voice.

This realization weighed heavily on me and edged its way into an email I wrote to a friend who is helping me create a video for my site.

It would be great to start working on the Change with Confidence video when you are available. I have been thinking a lot about the feel of it (and the business) and realized that it must communicate the essence of the company (not just what it sells). It needs to be about hope, about helping people work through changes, about building their confidence so they are at their best as they create their future.

I don't want to think about dress code because that would be vain. Yes I do! The suit jacket could be on the chair but it's not on me. I am not a suit but a person who owns one and will only use it when he has to. I am the guy people trust and want to talk with about their stuff (including their change stuff).  I want to be me and help people.

I am the man who narrowly escaped losing his purpose. I had become so engrossed in getting things done that completion, not purpose, became the goal. 

After sending the email I started rewriting the content on my website for my business with my voice.

Phil

Is Enough Ever Enough?

I find that strategy and execution don't go well together. I wish it was different, but when I am planning I plan, and when I am executing, I execute. It's not ideal because you need to do both to be successful and you miss opportunities when the balance is off. I realized this (again) when I stopped executing and started thinking about what comes next. I had been busy making final "typo" edits, discussing cover design options and loading content onto the changewithconfidence.com website. 

"Next" is the book launch that will be supported by marketing efforts by the Wiley team and me. My questions were, "Are we going to do enough to get the word out about my book?" and "What happens if it isn't enough and we miss the critical launch window?" I am having a party and wondering if anyone will show up.  

Jane Russel once said, "Publicity can be terrible. But only if you don't have any." I was aware of authors hiring publicists but wasn't clear what they did or whether it was a good investment. 

I asked a couple of authors with successful book what they thought, One author said, "It's important to invest in the right publicist – a publicist with teeth who can build awareness for you and your book." Right. Got it.

My initial discussions with book publicists have been intriguing. I am drinking in their knowledge and experience and developing a clear and realistic picture of how they can help. Now I am reviewing proposals and soon will be starting a new partnership. After a quick strategy session, it will be time to execute again. 

Each phase of my journey has involved experts that have helped me find my way. Why shouldn't this be true for my launch? There is never enough marketing and promotion because you can only know the answer when it's too late to change the outcome. That probably holds true for parties, too.

Phil