Jim Collins’ Good to Great book is a classic Buzzy Book – it has all the characteristics we look for:
1. Attracts Your Target Client
2. Establishes Your Credibility
3. Demonstrates Your Style
4. Calls the Reader to Action
Here are my insights on the concept of the book structure, (Collins based the book on what sounds like a horrifically boring platform – statistical data analysis – could you do this?) and 2 chapters:
- Good is the Enemy of Great
- The Hedgehog Principle
Statistical Data Analysis – Are You Kidding Me?
If I rang you up today and recommended you read a fat book based on the statistical data analysis of a dozen or so companies that significantly outperformed the stock market, I’m going to bet that you would not rush off to buy it and lock yourself in a room for 3 days to scour this weighty tome, distilling the empirical factoids to find a competitive edge for your business. Would I be right?
But, I’m also going to bet that this fictional experience wasn’t needed as you are already not only familiar with Jim Collin’s Good to Great book but have either read the whole book or at least a handful of the key chapters.
Que the voice of that movie trailer guy…
“In a world…” where it feels like everyone is pitching how to write a book in a weekend (the big business card) or how to write a book in a day, or a fortnight, my next big launch will be “How to Write a Book in a Nanosecond.”
I can just hear the hitch hiker serial killer in Something About Mary shouting – you can’t put out 6 minute abs – nobody works out in 6 minutes – it’s 7 minutes SEVEN MINUTES!
What if the missing ingredient is you actually writing a really GOOD book?
What if you wrote a book that did the four Buzzy Book requirements above and earned you the respect and power of your target audience, one that you could sit proudly behind at an autograph table – or get through a 1 hour interview with a professional journalist on a business television show – and people would recommend THAT video on YouTube in the tens of thousands of views?
What if you could take the core idea in your Buzzy Book – and spin of a powerful, in-demand keynote speech as well as 2-3 other books with more niched down applications of the main idea and applied it to a hybrid target market and you got – rich and powerful?
I call this Stealing the Ball – and Jim Collins did it with a book based on statistical data analysis.
And, you can too.