So, you want to write a book about what you’ve learned. You’re ready to move into thought leadership (or lock in the reputation you already have). But you also want to be real and help people understand who you are. You want to be you, not some bot writing a book.
And yes, it is possible to be honest without exposing a side of yourself that could alienate your audience.
But how do you do that?
Follow this framework.
The Strategic Storytelling Framework
The Strategic Storytelling Framework I use with all of my clients helps us sort through what’s a necessary part of the work and what is gratuitous oversharing. You want people to identify with you. You want to help them see you are more than a brilliant mind, funny person, or beautiful individual.
One of the easiest ways to prove that you’re not all “X” is to also show parts of your world that they may not realize. For instance, perhaps you’re Harvard educated. People make assumptions about you based on that fact like you split time in Hyannis Port and Delray dining on lobster, when in reality you ate friend bologna sandwiches on a TV tray somewhere in middle America.
These “dualities,” these unexpected challenges to stereotypes, make people (and their stories) more interesting. And that helps your audience feel invested in your story, which is essential if you want them to spend 150+ pages with you.
But just how forthright should you be about your past and the people in it? That depends and that’s where the Strategic Storytelling Framework comes in.
Who Are You Writing This For and Why?
Who’s your audience? It is other Gen Xers who now lead companies and they will feel like 15 year olds? Then great go for it. But if you’re writing this book to become a well-known thought leader in macroeconomics and you’re hoping to get on the speaking circuit, maybe that story doesn’t belong. Or maybe the lesson needs to be more poignant.
If the story fits your audience, if it’s something they’ll appreciate AND if it fits your objectives (like you’re telling a story of redemption where you used to abuse alcohol and you’ve learned from that), go for it. If you’re hoping to be invited to an economic forecast based on the knowledge expressed in your book, leave the binge drinking to a minimum.
Does It Fit Your Tone and Personal Brand?
This is really an extension of the audience question. For example, my writing (not my ghostwriting) tends to be snarky and irreverent. People who read my books know this. They expect it. If you have the reputation as a rebel CEO, a little unpredictable, wild stories might fit your tone and your mission. If however, you’re viewed as a serious introvert with a love of numbers and grammar precision that would make high school English teachers swoon, telling raucous stories in an informal tone, may send those closest to you over the edge (or telling you to fire your ghostwriter).
Unless this project is a direct (purposeful) contradiction to everything you’ve put out there building your personal brand, you should stick with the you people know.
Is This Your Legacy?
Do you plan on this book being one of many or will this be your magnum opus? Do you intend this to be your legacy? Your manifesto? Answering this question will help you understand what belongs in there and what doesn’t.
What’s Your Message?
Whether you’re writing a memoir or a leadership book, there’s an underlying theme behind your project. Themes might include:
- Redemption
- Overcoming addiction
- Selling to everyone (okay, this is more of a topic)
- Breaking the mold
- Loving your job and following your passion
When you know what you’re trying to convey, you can easily sort through stories and decide which ones belong and which ones don’t. Even if you’re writing a business book, you might still include stories from your life but you’ll want them to tie into your messaging.
A Final Word About Privacy and Sharing
A big question executives I work with have is about privacy. What should I share and what should I leave out? When you start seeing your project through a strategic storytelling lens, it becomes easier to protect your dignity as well as that of those in your life, without losing depth and connection.
When you decide to get vulnerable with your audience, it should fit your goals for the writing project, as well as your personal brand (again, unless you’re combatting the brand itself and this is your swan song), and sharpen your messaging, not undermine it.
Once you answer these questions, write them down. Keep them beside you during the project and if you come across a lesson or story you want to share, ask yourself whether it fits the framework.
Or hire a ghostwriter and let them worry about it.