The Second-Best Business Book Ever Written: The Pursuit of Thought Leadership in Sales, Marketing, and Life encourages readers to rethink the principles of leadership and focus on what truly matters: knowledge, authenticity, and the pursuit of a better world. Why was this an important book for you to write?

It was important for several reasons. I was dismayed at the quality of business books that have flooded the market in recent years (as many as 350,000 per year). Nearly all business books are written to capture more business for the author, secure speaking gigs, or raise the author’s hourly rates. I write about that in my book, and there’s little doubt that writing a business book is a terrific lead generation strategy. However, it makes the book less authentic, somewhat suspect in it’s purpose and mission, and more about an alternative motive than the true motive of a book, which is to educate, create curiosity, and drive increased thoughtfulness.

Second, I was the only person in the country teaching thought leadership as part of the disciplines of market leaders all through the lens of the great Greek scholars. It just wasn’t right for me to take this information to my grave. That would have been overtly selfish, and that wasn’t the thinking behind Socrates, his ace student, Plato, and Plato’s top student, Aristotle. Those three philosophers had a great love and respect for education. It was my time to share the doctrines as well. 

And finally, we need to begin to align the positive factors that businesses who are thought leaders can have outside the business world. Businesses get a bad rap on their impact on society, and in many cases it’s well-deserved. But thought leaders really do have a worldview beyond the business construct. I think it’s important to show how thought leadership can make people better humans. 

What were some ideas that were important for you to share in this book?

By far and away it’s the notion of Eudaimonia. In part, it’s the Greek notion of happiness, but it doesn’t translate exactly to our happiness because being happy is fleeting. Thought leaders possess Eudaimonia, more aptly defined as a total and constant spirit of well-being. In addition to that, it was important for me to teach how to conduct Voice-of-Customer research (VOC), and how to sell your thought leadership and wisdom through my proprietary Critical Insight Selling technique.  

What is one piece of advice you wish someone had given you when you were younger?

Well, for starters, it would have been to stop giving me so much advice. But in the end, I wish someone would have told me to keep a keen eye on the dirty ways of the world. I went into business blinded by so many half-truths. Frankly, around every corner there’s always going to be someone who is trying to game the system, who is more attentive to a money-grab than a grab for goodness, and those pursue shortcuts rather than cutting through the nonsense and doing it right. 

What do you hope is one thing readers take away from your book?

We need more thought leaders in business as well as businesses who embrace the discipline of thought leadership. It’s an actionable business practice that is available to any size company in any industry. So, it’s my sincere hope that people who read this book see the benefits and advantages of pursuing thought leadership. If that happens, we’ll have better business, better business people, and a better world.

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