I'm funding my COO's book

Writing a book can transform how others see you in your industry. Somehow it feels more permanent than a social media post or a quick blog entry, and that sense of permanence carries weight.

I’ve experienced the impact of becoming a published author: the doors it opened, its established credibility, and the over 200x return on investment. Especially if you’re the first in a smaller market to publish on a specific topic, you quickly become the recognized authority.

Authors typically enjoy a level of trust and admiration from their audience. By committing to a manuscript, you showcase not only expertise but also the dedication required to share it with the world. In smaller markets, this can lead to swift recognition because few others have chosen to present their ideas in such a comprehensive format. Your name becomes synonymous with the subject.

I recently promoted my COO, who is someone with outstanding operational skills and a knack for leading people, to a higher role in my organization. I decided to invest in her development by having a professional writer (basically a ghostwriter) transform her day-to-day insights into a fully realized book. She can focus on her expertise while someone else shapes the narrative.

Supporting someone’s authorship can feel like an unconventional marketing approach, yet it can raise the profile of both the individual and the wider organization. As the COO’s reputation expands, people gain familiarity with our business. People usually like personal brands over the company brand. I also think the investment in her personal brand reflects a culture of growth and innovation. If this leads to success, I plan to give other promising individuals in my organization a similar opportunity, with each book adding to the collective credibility of our team.

Leaders don’t always have the time or desire to compose a manuscript. A skilled writer can capture core ideas and shape them into a coherent work. The result is an efficient process that retains the originality of the COO’s insights while ensuring clarity and readability. I worked with a ghostwriter when I wrote my book, and it was a great experience. I actually have tried to write another book, but it's not going anywhere without help, so now the ghostwriter is working with me and my COO.

Anyway, what I'm expecting is the success that can appear in new speaking requests or interview opportunities. The team members can feel more energized if they see personal development taken seriously. Clients may reference the book when they choose to collaborate, indicating that we’re viewed as an authoritative source. Observing changes in the broader industry conversation can also show that the company is moving from being another player in the field to a recognized leader.

The goal of publishing a book shouldn't be limited to immediate sales. It’s an enduring move that strengthens a person’s position as a knowledgeable figure in their field. The organization benefits from that heightened visibility, gains the trust of new partners, and lays the groundwork for more innovation. If this approach proves valuable, more team members may pursue the path of authorship, each bringing fresh insights and expertise to the table.

Food for thought

• How might your organization adapt this book-writing approach to spotlight different areas of expertise? Or write a short ebook?
• What specific outcomes would you look for to confirm that investing in a ghostwriter or a book was worthwhile?
• In what ways could authorship opportunities boost team morale and professional growth within your company?