'That book that's for everyone is for no one, right?'

Naren Aryal is laser-focused on the business of publishing for business. In this week's episode he talks to me about how Amplify Publishing Group developed from a single title to one of the world's leading business imprints, the unique goals and expertise of business authors, and why it's so important that you're clear on the target market for your book. (Spoiler alert: it's not 'everyone'.)

"Business books are unique because they are in that sweet spot between business activity and creative endeavour, that’s why I love them so much, that’s why I do this podcast, that’s why you’re here. It’s a beautiful thing."

Too often, people see writing a business book as something comletely different from business itself.

It's not.

In this best bits episode, I draw together the choicest insights of recent Extraordinary Business Book Club guests to demonstrate that writing a business book is in fact a business activity, not simply because it contributes to your business success, but because it draws on your core business strengths. And the skills you develop as you write your book will develop those skills, too. 

You'll hear from: 

• John Simmons on individuality in business and writing
• Ginny Carter on the persuasive power of stories
• Adrian Hornsby on the 17-mattress problem (or how you stop your stories from dying under their own weight) 
• Ed Haddon on how telling your own stories can build human connection 
• Josh Bernhoff on why stories beat bald facts every time
• Catherine Stothart on bringing in workshop experience to increase your writing's impact
• Katie Lewis & Matthew Stafford on why having a co-author is like having a co-founder
• Karen Williams on assembling an expert 'project team' for your book
• Luan Wise on making your marketing smarts the foundation for your book. 

It's so full of inspiration you're going to wish you had an extra of ears... 

"I started where I think a good marketer should start, by asking some people to read the book and give me their feedback."

Luan Wise, a fellow of the Chartered Institute of Marketing with over 20 years of experience in B2B and B2C sectors, is an expert on all things social media. She's also become something of an expert on writing and publishing business books over the last few years, and in this week's conversation we talk about social media tactics, the difficulty of writing about a topic that won't stand still, the value of collaborating with academia for research, the difficulty of fitting the writing around the day job, and advanced procrastination strategies.

With insights into both traditional and self-publishing, this is a classic Extraordinary Business Book Club cocktail of practical inspiration.

'If I'm not doing my own writing, I'm not properly thinking.'

You'll be familiar with the idea of visual identity in branding: but what about verbal identity? John Simmons, director at Interbrand, recognised that the language you use as a business is just as important - if not more so - as the logo, colours and fonts. 

He also realised that most businesses were doing this badly.  

In this week's though-provoking conversation, he talks me to me about human-to-human business writing, the value of learning to write well, and the joy of it. In his Dark Angels workshops he delights in introducing business people to their own creativity and building their writing confidence. Because when we write well, we think well, and when we think well, we are powerful.