Miles Rote is the Chief of Author Strategy at KAA, empowering authors through book writing, editing & publishing navigation. See our books.
In the modern world, time is money, and attention is currency. And with advances in personal data collection, AI, and algorithms designed to keep us hooked to the screen, the battle for attention has never been steeper. But as short-form tweets, reels, threads and TikToks race to the bottom of the brain stem, businesses need to take a step back and think more long term.
When everyone goes left, go right. They zig, you zag. Instead of developing your marketing budget and strategy around the next social media craze, you must differentiate yourself with legacy and authority.
In my role as Chief of Author Strategy at a premier ghostwriting firm that helps authors bring their stories to life, I’ve been privy to the power of publishing. In this article, I’d like to make the case for the importance of books as part of a leader’s or business’s long-term strategy.
Differentiate And Concretize Your Brand
While most companies settle for showcasing their mission or culture on a website, Netflix took a bold step to publish a book detailing its unorthodox methodologies and values. This decision not only offered a deep dive into the mechanisms behind one of the most disruptive companies in the entertainment industry but also clearly set Netflix apart from the competition.
The choice to write “No Rules Rules” reflects the company’s commitment to offer a more immersive, comprehensive look into the company. As a result, readers get an authentic, in-depth exploration of how Netflix operates, which fosters trust and admiration along the way.
You can’t accurately demonstrate what a company stands for in a blog article or social media post. Unlike a reel or tweet, books demonstrate complex and multifaceted perspectives that short-form can’t capture. And while tweets may go viral (books can, too), they’re also ephemeral. They exist at the moment and then get buried under the avalanche of new content. In contrast, books remain on shelves—physical or digital—to be referenced, debated and built upon. They serve as enduring testimonies in a way tweets can seldom replicate.
Books As Tools For Thought Leadership
Thought leadership has become a coveted position for professionals in the modern world. As such, the competition has become much greater. Social media can help support your quest to become a thought leader, but you shouldn’t rely on it as the backbone. Do you really believe a TikTok or LinkedIn post can demonstrate true authority on a matter? It might offer a snapshot, but in today’s world, you need to be offering a panoramic view.
Publishing a book allows professionals to delve deep into their subjects, explore the crevices of their knowledge and position themselves as genuine experts in their fields. Consider the legacy of prominent business figures. It’s often their books—think Peter Thiel’s “Zero to One” or Sheryl Sandberg’s “Lean In”—that cement their reputation. These books offer comprehensive insights into their philosophies, strategies and visions—something that 140 characters could never convey.
For business professionals, writing a book is more than just sharing a story. It’s an opportunity to elevate your brand, command speaking engagements and serve as a cornerstone of your professional legacy, concretizing you as a thought leader.
From Tweets To Tomes: The Balance Of Immediacy and Impact
Rather than viewing digital content and books as adversaries, leverage them symbiotically. The bite-sized appeal of tweets or LinkedIn posts can be powerful teasers, drawing readers to a more in-depth exploration of a book. A tweet can be like a movie trailer highlighting an intriguing insight or a controversial viewpoint and then guiding the audience to the book for the full story.
Digital platforms are evolving to integrate long-form content. LinkedIn now promotes longer posts, Medium champions detailed articles, and Twitter has expanded its character limit. This shift hints at a growing appetite for depth amidst the brevity of the digital sphere. Business professionals can capitalize on this trend, turning every tweet or post into a beckoning call: “If this captivates you, there’s an ocean of knowledge in my book.”
However, the immediacy and virality potential of social media and digital platforms present both opportunities and challenges. A single tweet can transform a national discourse instantly, while a book requires time to be absorbed and discussed. This inherent pace of books, though seen as a limitation, is actually an asset. Their inability to become overnight sensations shields them from the transient and sometimes rash judgments common to digital content. This slower absorption allows for a lasting influence, a legacy that stands the test of time.
In the age of rapid digital content, the nuance and depth found in books have become more essential than ever. Social media posts, in their succinct nature, often miss the nuances critical in today’s world. Sure, anyone can craft a tweet, but penning a book demands immense thought, precision and meticulousness to ensure credibility, expertise and authority.
Books have nuance. Twitter has newness. Both are important. One carries more authority than the other.
From Viral To Vital: Redefining Legacy In The Age Of Digital Noise
In an era where brevity is prized, and instant gratification is the norm, businesses are faced with a paradox. Do they cater to fleeting trends or invest in creating enduring legacies? The allure of viral tweets and trending hashtags is undeniable; they command attention and can instantaneously shape conversations. Yet, their transient nature often means they evaporate as quickly as they appear.
Books, on the other hand, with their depth and nuance, offer businesses an opportunity to etch their philosophies and values in stone. These long-form narratives allow for a deep dive into complex subjects, providing an antidote to the oversimplifications that are rampant in today’s digital age. It’s a distinction between fleeting impressions and lasting impact.
This isn’t about casting aside the digital or diminishing its value. It’s a call for businesses to think beyond the ephemeral, to value substance over sensation, and depth over dazzle. It’s time for businesses to ask themselves which legacy they want to leave behind: one that fades with the scrolling screen or one that stands the test of time.
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