When I started writing my book, I had a clear picture of who would read it. They helped guide my content and formatting decisions, and knowing they are time-starved business people, anything that didn’t provide quick access to practical advice was deleted. At least 30 percent of my first draft was edited out because it was not adding value. As I wrote my publisher’s proposal, I realized there are other audiences that could gain from my book and that I would need to market to them when it becomes available. Here are my three audiences:
Leaders of Change
Leaders and their teams working on big change
projects, including executive
sponsors (who fund and have overall accountability for projects), project
managers (who run the day-to-day operations), and team members (who have project-specific roles).
practices), accommodates all four
learning styles, has recommended actions that promote lecture discussion and assignments,
and all content is based on practical experience.
studies on Cadbury and Kraft, almost all of which have never been published.