Allow for Character Development in Your Thought Leadership Book
When writing a thought leadership book, it’s important to demonstrate your authority — but it’s just as important to share who you were before you were the expert.
I’m currently watching the Madagascar movies, probably for the third or fourth time. What keeps me coming back? The characters, especially the penguins (who became such a fan favorite, they earned their own spinoff). When we talk about “characters,” we’re usually thinking of fiction. But character development is just as important to nonfiction writing — and it’s something I always emphasize with my author partners when helping to craft their tales.
Most people who write business books are sharing expertise of some kind. That expertise is usually hard won, the result of a journey with all kinds of twists, challenges, and even outright failures. Yes, your reader wants to know why they can rely on you for expert advice — so it’s important to answer the question, what makes you the authority now? But if you really want to connect with your reader, it’s just as important to share who you were before you attained that authority. That’s what’s relatable. That’s what resonates. And that’s what reassures your reader: you did it. They can too. In short, it inspires.
Sharing that journey — your personal “character development” — is also what makes your book uniquely you, building a brand that’s unlike anybody else’s. Story is important; but character is just as important. The Madagascar movies have wonderful plot lines — but would they be so beloved without the whimsical characters? I doubt it. A unique character, complete with flaws, is what keeps people coming back.
It’s not always easy to share one’s journey, including the failures, transparently. But I always encourage my author partners to do so. Your readers are fallible. They want to know that you are, too. So allow those less-than-perfect moments into your narrative. You might be pleasantly surprised by the reaction you get.
Thank you for reading! This is a space where I share personal thoughts — an opportunity for self-expression that has nothing to do with my professional writing. None of the thoughts or opinions expressed in this blog should be construed as anything but my own, nor should they be affiliated with any company or person I contract with or write for.
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