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Half a century of marketing masterclasses in one book
Read The UnNoticed Entrepreneur: How Entrepreneurs can Leverage their Authenticity to Build Brands and gain access to an exclusive mastermind where 50 entrepreneurs across the globe share their marketing experience of crossing the chasm from obscurity to recognition. This book is a no-nonsense guide to overcoming the hurdles of marketing and public relations, explained by people who have done it, not by consultants who sell it.
Drawing on the wisdom shared by podcast guests, this book delivers case studies, actionable insights and details of the tech stack apps that will help any business owner achieve brand recognition. Each chapter concludes with "strategy smoothies," detailed steps that are free and simple to implement. Inside you’ll also learn:
With 50 case studies drawn from entrepreneurs around the world across various industries, this book is a must-read for every business owner who is ready to unlock the secrets to sustainable growth.
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Seitenzahl: 299
Veröffentlichungsjahr: 2024
Cover
Table of Contents
Title Page
Copyright
Dedication
Foreword by Brad Sugars
Acknowledgements
Introduction
Note
The Importance of Clarity
Chapter One: Automate Authenticity.
Helping Clients Make the Most of Their Money
Introduction
The Genesis of Next Level Income
Automating Authenticity
Building a Platform
Engaging with Leads
Personalisation at Scale
Tailoring the Message
The Role of the Podcast
Conclusion
Chapter Two: Consumer Trials.
Innovating the World’s First 3D Printed Nutritional Gummies
Introduction
The Genesis of Nourish3d
Building the Brand from Scratch
Navigating Compliance and Regulation
Harnessing the Power of Social Proof
The Role of Influencers and Ambassadors
Learning from Mistakes
Conclusion
Chapter Three: Fractional Sales.
Maximising Sales Revenue for Companies
Introduction
The Concept of Fractional Sales Management
Overcoming the Sales Dilemma
Ensuring Confidentiality and Integrity
Setting Up a Professional Sales Organisation
The Role of Reputation in Sales
Aligning Sales and Marketing
Transparency and Empowerment
The Journey of an Entrepreneur
Conclusion
Chapter Four: A Shared Mission.
AI-Enabled Facilities Monitoring and Management
Introduction
The Unique Proposition of ViAct
Customer Engagement: Turning Users into Brand Ambassadors
Practical Steps for Gathering Testimonials
Leveraging Social Media and Video Platforms
Media Relations and Speaking Events
Internal Communications: A Remote-First Approach
Localisation and Content Distribution
Conclusion
Chapter Five: Engaging Stakeholders.
Innovating a Digital Twin Technology for School Safety
Introduction
The Genesis of Boom Interactive’s School Safety Solution
Overcoming Regulatory Hurdles
The Power of Listening
Marketing and Distribution Strategies
Building the Corporate Brand
Conclusion
Chapter Six: Profitable Relationships.
Transforming the Technical Recruitment Industry
Introduction
The Genesis of We Create Problems
Building a Brand from Scratch
The Power of Community
Addressing Market Needs
Content-Driven Marketing
Leveraging Technology
Understanding Customer Needs
Expanding Globally
Building Customer Relationships
Conclusion
Chapter Seven: Partnership Success.
Bridging the Gap Between Technology Companies and Phone Users
Introduction
Identifying a Market Need
The Bold Pitch
Expanding Globally
Co-Branding for Success
The American Dream
Creating a New Category
Leveraging Awards for Credibility
The Art of Partnership
Conclusion
Chapter Eight: Launching a TV Show.
Creating Access to the Chinese Consumer
Introduction
Building a Brand in a Foreign Land
Overcoming Challenges
Leveraging Visibility
Authenticity and Consistency
Strategic Partnerships
Future Endeavours
Conclusion
Actionable Insights
Chapter Nine: All About People.
Building a Global Advertising Network
Introduction
The Early Days: Hustling for the First Client
The Power of Authenticity in Client Acquisition
Scaling with Authenticity
Creating a Unified Vision
Navigating Investor Relations
Programmatic Advertising: A Two-Pronged Approach
Conclusion
Chapter Ten: Community Sales.
Building an E-Commerce Empire in Everyday Carry
Introduction
Humbling Beginnings
The Importance of the Right Audience
Building a Passionate Community
Leveraging Feedback Loops
Consistency Is Key
Empowering Creators
The B2B Venture: Growth Jet
A Unified Framework
Conclusion
Chapter Eleven: Being Yourself.
Starting, Building, and Selling a World- Leading Podcast Platform
Introduction
The Genesis of Captivate
Scratching Your Own Itch
The Power of Networking
Building a Product That Stands Out
The Importance of Passion
Conclusion
Chapter Twelve: Razors and Blades.
Gaining Market Share in the American Toy Market
Introduction
The Genesis of tonies
®
Building Awareness in a New Market
The Unique Selling Proposition
Leveraging Media Relations
The Role of Social Media
Research and Validation
Distribution Strategy
Investment and Growth
Conclusion
Chapter Thirteen: Digital Partnerships.
Transforming Regional Travel Markets inSoutheast Asia and the Middle East
Introduction
The Genesis of Wego
Navigating Market Challenges
Building the Brand
Content Marketing and Customer Engagement
Strategic Partnerships
The Role of AI in Future Growth
Conclusion
Chapter Fourteen: Customer Experience.
Introduction
The Early Days: Overcoming Initial Hurdles
Building a Brand: The Importance of Consistency
Leveraging Technology: SEO and Content Marketing
Customer Engagement: Personal Touches Matter
Niche Marketing: Targeting Specific Customer Segments
Learning from Mistakes: The Facebook Marketing Lesson
Conclusion
Chapter Fifteen: The Branded CEO.
Thought Leadership in the Machine Learning Industry
Introduction
The Genesis of Two Brands
The Power of Focus
The Importance of a Personal Brand
Multi-Platform Presence
Engaging with Customers
The Role of Thought Leadership
Balancing Personal and Corporate Brands
Conclusion
Chapter Sixteen: Video Engagement.
Introduction
Conclusion
Chapter Seventeen: NFT Rewards.
Pioneering Event Attendance with NFT-Based Subscriptions
Introduction
Conclusion
Chapter Eighteen: Consistency Wins.
Building a Global App to Serve Community-Based Organisations
Building a Global Brand: Insights from Eric Schmidt of Glue Up
The Evolution of Glue Up
Navigating Global Markets
Marketing Strategies and Challenges
Customer Engagement in the Digital Age
Lessons Learned and Future Directions
Conclusion
Chapter Nineteen: Lumpy Marketing.
Building a Profitable Global Coaching Franchise
Introduction
Recruiting the Best Talent
Embracing Public Speaking and Partnerships
Innovative Marketing Techniques
Building a Franchise Network
The Power of Community and Accountability
Balancing Multiple Brands
Conclusion
Chapter Twenty: Need for Speed.
Understanding the Emergency of an Emergency to Win Legal Clients
Introduction
The Power of Content Creation
Speed and Accessibility
Leveraging Technology
The Role of Video and Multimedia
Consistency and Persistence
Referral Networks
Conclusion
Chapter Twenty-One: Amplifier Effect.
Introducing Augmented Analytics to a Market Trying to Understand It
Introduction
The Genesis of Falcon AI
Overcoming the Status Quo
Building a Market Through Early Adopters
Leveraging LinkedIn for Customer Engagement
Amplifying Reach Through Influencers
The Role of Public Relations and Content
Raising Capital as a First-Time Founder
Transitioning to a Leadership Role
Simplifying Internal Communications
Conclusion
Chapter Twenty-Two: Customer Stories.
Introducing Data Analytics Through Partnerships
Introduction
Building DataClymer: From Concept to Reality
Overcoming Initial Challenges
Leveraging Partnerships for Growth
Scaling the Business
Marketing Strategies and Lessons Learned
Conclusion
Postscript
Chapter Twenty-Three: Advance Marketing.
Helping Companies to See the Value in Their Social Media
Introduction
The Problem of Social Media Overwhelm
Measuring Return on Investment: The Secret Sauce
Practical Application: Tracking Content Through the Funnel
Success Stories: Small Businesses Leading the Way
Common Mistakes in Social Media Marketing
Building Agorapulse: A Journey of Continuous Learning
Transitioning Strategies: From Small- and Medium-Sized Business Inbound to Mid-Market Outbound
The Importance of Laying Groundwork
Conclusion
Chapter Twenty-Four: Persistence and Perfection.
Building Self-Belief
Introduction
The Journey to Becoming a Media Celebrity
Building a Brand from Scratch
Leveraging Media Opportunities
The Power of Resilience and Self-Belief
Creating Consistent and Engaging Content
The Role of Audiobooks in Brand Building
Conclusion
Chapter Twenty-Five: Contra Favours.
Taking Techniques from Tech Sales to Sell Books
Introduction
The Challenge of Marketing a Novel
Lessons from the Tech World
Finding Your Audience
Leveraging Existing Networks
Content Marketing
The Power of Reviews
Avoiding Common Pitfalls
Future Endeavours
Conclusion
Chapter Twenty-Six: Gamify Utility.
Building a Great Marketplace for Good Products
Introduction
The Genesis of Makeena
Engaging Consumers with a Community Approach
Attracting Brands to the Platform
The Role of the Founder in Brand Building
Reaching Consumers Through Media and Authenticity
Leveraging Technology for Customer Engagement
Conclusion
Chapter Twenty-Seven: Blue Ocean.
Building a Personal Brand to Sell the Company
Introduction
The Importance of Personal Branding
Balancing Personal and Business Brands
Niche Marketing and the Power of Focus
StoryBrand Framework: Crafting Effective Messaging
Enhancing Customer Experience Through Emotional Intelligence
Core Values: The Foundation of Organisational Culture
Conclusion
Chapter Twenty-Eight: Being Found.
Algorithms Tell You Where to Sleep
Introduction
The Genesis of Otamiser
Overcoming Industry Challenges
Building a Brand and Expanding Reach
Navigating Media Relations
Customised Solutions for Unique Needs
The Importance of Community and Networking
Conclusion
Chapter Twenty-Nine: Strategic Commenting.
AI-Based LinkedIn Engagement App Gets Engagement
Introduction
The Genesis of Engage AI
The Power of Commenting for Attention
Focus on LinkedIn
Practical Workflow Solutions
Overcoming Obstacles
The Secret Sauce
The Pitfalls of Advertising
The Importance of Market Positioning
Conclusion
Chapter Thirty: Competitor Collaboration.
Turning Competitors into Affiliates
Introduction
The Journey to Tax Efficiency
Finding the Niche
Transforming Competitors into Channels
Leveraging Automation and Social Media
Building Trust and Engagement
Conclusion
Chapter Thirty-One: Crowdfunded Community.
Projecting a Vision to Rejuvenate Old Cinemas
Introduction
The Vision Behind The Projector
Crowdfunding: A Dual-Purpose Strategy
Building a Membership Programme
Navigating Government Regulations
Balancing Corporate and Community Interests
Learning from Failures
Creating Instagrammable Moments
Engaging the Community in Physical Spaces
Conclusion
Chapter Thirty-Two: Loyal Not Happy.
Keep Going and Let Go
Introduction
The Evolution of GetPayroll
Building Relationships and Brand
The Role of a Great Team
The Power of Marketing
Embracing Humour and Creativity
Leveraging Referral Programmes
Exploring New Channels
Learning from Failure
Conclusion
Chapter Thirty-Three: Breathing Success.
A Breath of Fresh Air
Introduction
From Personal Need to Business Opportunity
The Importance of Understanding Your Market
Transitioning from B2C to Business-to-Business
Leveraging Reviews and Building Trust
The Role of Education in Marketing
Sustainability as a Marketing Strategy
Learning from Mistakes
Embracing AI and Technology
Conclusion
Chapter Thirty-Four: Sustainability Stories.
Creating a Carbon Handprint
Introduction
The Genesis of Handprint.Tech
Building the Supply Side
Educating the Market
Leveraging Social Media and Content
Overcoming Challenges
Effective Acquisition Strategies
Conclusion
Chapter Thirty-Five: Regulated Opportunities.
Clients Who Have to Spend
Introduction
The Importance of Niching
Educating Rather Than Selling
Leveraging Content and Technology
Transparency in Pricing and Service
Personal Touch in Customer Engagement
Learning from Mistakes
Building a Personal Brand
Conclusion
Chapter Thirty-Six: Packaging Counts.
The Entrepreneur and the Pea
Introduction
From Cattle Feedlots to Plant-Based Provisions
The Genesis of Off-Piste Provisions
Navigating Challenges and Building a Business
Marketing Strategies: Packaging and Targeting
Distribution and Community Building
Talent and Team Building
Raising Funds and Maintaining Relationships
Conclusion
Chapter Thirty-Seven: Main Street Marketing.
A Woman in Men’s Underwear
Introduction
The Genesis of Wood Underwear
The Challenge of Entering a New Market
Building Relationships Over Transactions
The Importance of Authenticity
Leveraging Media and Trade Shows
Giving Back: A Core Value
Conclusion
Chapter Thirty-Eight: Ethical Business.
Do No Evil
Introduction
The Importance of Responsibility in Business
Avoiding the Pitfalls of Greenwashing
Tools for Small Businesses
The Role of Authenticity and Accountability
Cost and Profitability of Responsible Practices
Impact on Employee Engagement
Getting Noticed as a Responsible Business
Real-World Examples
Conclusion
Chapter Thirty-Nine: Speedy Delivery.
Improve Customer Experience by Going Portless
Introduction
The Genesis of Portless
The Evolution of a Business Model
Enhancing the Customer Experience
The Mechanics of Portless
Marketing and Brand Building
Lessons Learned
The Future of E-Commerce
Conclusion
Chapter Forty: Discrete Networking.
Drones to Rescue the Oceans
Introduction
From Childhood Passion to Aerospace Innovation
The Birth of Marble
Overcoming Marketing Challenges
The Importance of a Compelling Story
Navigating Regulatory Hurdles
Scaling the Business
Lessons Learned and Future Directions
Conclusion
Chapter Forty-One: Game Mindset
Work on Your Game to Build Your Business
Introduction
Humble Beginnings
The Power of Mindset
Building a Brand Through Content
The Transition to Writing
The Work On Your Game University
Lessons in Marketing and Brand Building
Overcoming Failures
Conclusion
Chapter Forty-Two: Vegan Mission.
Connecting Vegans of the World
Introduction
The Genesis of aBillion
Tackling the Chicken-and-Egg Problem
Gamification and Altruism
Building a Sustainable Revenue Model
Leveraging Search Engine Optimisation for Organic Growth
The Importance of Purpose
Conclusion
Chapter Forty-Three: Trial and Learn.
Marketing the World a Sweeter Place, Without Sugar
Introduction
The Sweet Protein Revolution
The Marriage of Nature and Technology
Overcoming Industry Challenges
Marketing Strategies: Trial and Education
The Importance of Taste
Learning from Mistakes
Conclusion
Chapter Forty-Four: Beer Time.
The Dragons’ Den Drink
Introduction
Mission IMPOSSIBREW®
Understanding the Market
The Power of Direct-to-Consumer Sales
Leveraging Social Media
The Dragons’ Den Experience
Learning from Mistakes
Customer Engagement
Conclusion
Chapter Forty-Five: AI Nuptials.
Making Money as the Wedding DJ
Introduction
The Journey to Specialisation
Leveraging Technology for Efficiency
The Role of Content Marketing
Embracing AI for Customer Engagement
Building Strong Relationships
Conclusion
Chapter Forty-Six: Art Consumption.
Unlocking the Vaults of the Art World
Introduction
The Vision Behind Momentable.art
Solving the Art Accessibility Problem
Empowering Contemporary Artists
Leveraging Blockchain Technology
Marketing Strategies and Community Engagement
Lessons from Past Mistakes
Team Alignment and Collective Ownership
Conclusion
Chapter Forty-Seven: Niche Runway.
A Community of Virtual Pilots
Introduction
The Power of Niching
Building Trust in a Sceptical Market
Leveraging Social Media and Influencers
The Role of Community Engagement
Lessons in Marketing and Brand Building
Conclusion
Chapter Forty-Eight: Franchise Development.
Customers Walk Away Smiling
Introduction
The Genesis of Foot Solutions
Embracing Technology for Better Solutions
Building a Global Franchise
The Importance of a Robust System
Differentiation and Barriers to Entry
Marketing and Brand Building
Lessons from Mistakes
Conclusion
Chapter Forty-Nine: Entrepreneur Mindset.
Don’t Worry About the Nos, Only the Yes Matters
Introduction
A Desire to Help
Leveraging Authorship for Career Advancement
From Career to Entrepreneur
The Role of AI in Marketing
Effective Marketing Strategies
Booking Her Handles on Social Media
Overcoming Challenges
Learning from Mistakes
Conclusion
Chapter Fifty: Revitalising a Legacy Brand.
The Mission of a Business Leader with a Vision
Introduction
A Legacy Reimagined
Listening as a Leadership Strategy
Building a Foundation for Change
The Power of Authenticity
Engaging a New Generation
Embracing Digital Transformation
Lessons in Patience and Vision
Conclusion
Contributors (in order of appearance)
Resources
Books
Podcasts
Ten Take Aways
About the Author
Index
End User License Agreement
Cover
Table of Contents
Title Page
Copyright
Dedication
Foreword by Brad Sugars
Acknowledgements
Introduction
Begin Reading
Contributors (in order of appearance)
Resources
Ten Take Aways
About the Author
Index
END USER LICENSE AGREEMENT
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JIM JAMES
This edition first published 2025
Copyright © 2025 by Jim James.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by law. Advice on how to obtain permission to reuse material from this title is available at http://www.wiley.com/go/permissions.
The right of Jim James to be identified as the author of this work has been asserted in accordance with law.
Registered Office(s)John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, USAJohn Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK
For details of our global editorial offices, customer services, and more information about Wiley products visit us at www.wiley.com.
Wiley also publishes its books in a variety of electronic formats and by print-on-demand. Some content that appears in standard print versions of this book may not be available in other formats.
Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
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While the publisher and authors have used their best efforts in preparing this work, they make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. The fact that an organization, website, or product is referred to in this work as a citation and/or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
Library of Congress Cataloging-in-Publication Data Is Available:
ISBN 9781394195756 (Paperback)ISBN 9780857089793 (ePDF)ISBN 9780857089786 (ePub)ISBN 9781907312731 (oBook)
Cover Design: WileyCover Image: © Artishok/Shutterstock
This book is dedicated to my family.
To my steadfast wife, Erika, who has covered for me when I have been closed away in my office.
To my amazing daughters, Amity and Halo, who humoured me each morning on the school run as I shared my updates.
To Binkie, my beagle, who patiently waited for walkies.
Without customers, you don’t have a business; without a company, you’ll have to work for someone else.
I knew from a young age that I wanted to be my own boss, make my own money, and have control over my life.
Having started ActionCOACH in Australia in 1993, we’ve grown the business coaching brand to have a presence in over 80 countries. We have thousands of coaches and franchise partners worldwide helping hundreds of thousands of business owners every day.
The hardest part for most of our clients is bringing in new revenue for their business.
I’ve been there, and I’ve successfully crossed the desert of no leads and no sales.
In the early years, before the internet and all the wonders of technology, I went on the road, hosting over 200 events a year. It was hard work, but I was in front of potential customers and constantly learned what they wanted.
I realised that I needed to get noticed more than I could by just doing in-person events. I collaborated with newspaper groups and radio stations, and in those first two years, a newspaper group in Australia put me in front of 288,000 business owners.
Partnerships are still a cornerstone of my brand-building strategy and should be a part of yours.
However, technology has also made being everywhere at once and personalization at scale simple, quick, cost-effective, and straightforward for even the least tech-savvy entrepreneur.
Technology is also making it possible to share experiences and learn from other entrepreneurs who solve the same mundane but essential marketing problems. From my studio in Las Vegas, I’m leveraging podcasting to share my messages about business growth, wealth, and leaving a lasting legacy.
When Jim interviewed me for The UnNoticed Entrepreneur podcast, he didn’t ask me about what ActionCOACH does, but rather how I’ve built a global brand from scratch, without any outside investors. He wanted to know about my approach in the early days of “lumpy marketing” and the concepts in my latest book, Raise your Hand Marketing.
You see Jim’s on a mission to discover and to share how entrepreneurs can build a brand without a big budget or expensive agencies to help.
I’m one of over 450 entrepreneurs who have shared their stories on his podcast and one of 50 selected for the third volume of the book series. He’s uncorked his own bottle of “lumpy marketing” with me by sending me an almanack on Rum, which led to me writing this Foreword.
So, if this isn’t a course, why am I recommending it to you? I’m a coach, after all!
Because we all need mentors to inspire us, coaches to instruct us, and peers to inform us.
This book is like having 50 private mastermind sessions with your peers. In the time it takes you to drink your morning coffee or afternoon tea, or have a nice glass of Rum, you’ll learn how to solve a problem quickly and probably for free.
We both know that being an entrepreneur is not easy but learning from those who have gone before you becomes much easier than doing it alone.
Welcome to the unnoticed entrepreneur.
Brad SugarsFounderActionCOACHLas Vegas, NVUSA
Any author will tell you that their book is only possible due to the support and contribution of others.
In a way this is the most stressful part, because to leave anyone out would be the greatest mistake.
To my publishers at Capstone, a Wiley imprint, I am so grateful that you have taken an interest in The UnNoticed Entrepreneur series. To Annie Knight in the UK for first reaching out. To Susan Cerra in New York for ensuring that the books make it through production. To Alice Hadaway for her support on publicity, and Nick Mannion as he shepherds the books to stores. To the editors and proof checkers at Wiley – Premkumar Narayanan, Rathi Aravind, Aravind Kannankara, and their assistants who have tirelessly reviewed and corrected my mistakes – I am deeply grateful. Your efforts cover the cracks in my authorship.
To Brad Sugars, Founder of ActionCOACH, who agreed to contribute the Foreword. As an entrepreneur who has accomplished so much, I am grateful that he would be a guest on my podcast, invite me to be a guest on his show, and then also share his own thoughts on the importance of getting noticed at the front of this book.
To Jamie Smart, respected author and coach on the subject of clarity. A fellow Wiley author, Jamie kindly took my call on a Sunday morning to talk through the importance of his area of expertise to entrepreneurs. I hope that I didn’t ruin his vacation too much! I am grateful that he contributed a piece for readers on the direct connection between clarity, purpose, and business growth.
To the 50 entrepreneurs who have all shared their stories with me on the podcast. They no doubt thought that they had seen the last of me when we posted their episode. I hope that they find the chapters faithfully reflect our conversation and do them justice for the amazing entrepreneurs that they are.
To my father, Professor Louis James. My sage mentor. On one occasion, our call was interrupted by a magazine in Boston, requesting to write a multi-page article about his life work as a pioneering academic and scholar spanning Dickensian, Caribbean, and African literature. At the tender age of 90, he can still type more quickly than I ever would dream of and has the mental acuity that makes a dullard of AI.
To my sister, Dr. Shelley James. For rather annoyingly holding me to account, in a way that only siblings can. Without her, this book would have been much less work and much less of a work worth reading. We all need people who believe in us and ensure that we reach inside to be the best version of ourselves.
I want to thank you, the reader. An author’s work is not complete until someone has purchased and engaged with the book. Your purchase validates the existence of this book. I interview entrepreneurs and curate their views for you. Having this book in your hands makes all my efforts worthwhile. I hope you find as much value in reading it as I have found in writing it.
And then to my family – Erika, Amity, and Halo. They have gone unnoticed too often as I have been away in the office trying to gather all the strands of this book together. Thanks to them for their patience and for being there with their smiles and laughter when I emerge from my study. You make all this worthwhile.
Imagine,
If the iPhone had never been noticed, there would be no sleek touchscreens, no app revolution, and no seamless integration of phone, music, and internet in our pockets.
Imagine,
If Elon Musk’s Tesla had remained just another ambitious project, it would never have gained the traction to disrupt the automotive industry with electric cars.
Imagine,
Just how dirty the world would be if James Dyson’s bagless vacuum cleaners had gone unnoticed.
Imagine,
How many brilliant ideas are lost to obscurity simply because the founder needs to learn how to get the word out into the market.
Every day, countless innovations and solutions go undiscovered, not because they lack potential but because they never catch the public’s eye.
Including possibly yours :(
Publicity isn’t just about fame; it’s about survival and success.
The need for recognition is as old as innovation itself. Take Thomas Edison, for example. His invention of the light bulb wasn’t just a stroke of genius; it was a masterclass in publicity. Edison didn’t just invent the light bulb; he famously held a large public demonstration of his electric lighting system in 1879 at his Menlo Park, New Jersey laboratory.
In more recent history, Richard Branson’s Virgin Group showcases the power of publicity. Through savvy media engagement and high-profile stunts, Branson turned Virgin from a small mail-order record retailer into a global conglomerate. His ability to capture the public’s attention has been as crucial as his business acumen.
But what if these leaders hadn’t mastered the art of getting noticed? Imagine if the iPhone launch had been a quiet affair, barely mentioned in the press. Would it have revolutionised the tech industry and our daily lives? What if Tesla’s sleek, fast electric cars had remained a niche product for the eco-conscious elite, never gaining the widespread attention needed to transform the automotive landscape?
My question to you is, what will happen if you go unnoticed?
How will the world miss out?
Because you, and entrepreneurs like you, are the change makers that the world needs.
And because only some know how to get noticed for free, I’ve written this book. Inside are the stories of 50 entrepreneurs drawn from diverse industries and countries who have learnt how to build their brands to build a business. They all came onto my podcast and entrusted me with their stories, which I am privileged to share.
This book is my contribution to your effort to make that difference for good.
Approach
Inspired by Mason Currey’s advice to Tim Ferris,1 I’ve tried to retain the voices of my guests even through transcription and editing. My goal is for you to feel as though you are listening to them speaking to you directly. My role is as a facilitator, not a translator.
Quick Decisions
I created ten hashtags above each article to help you decide quickly if it interests you. These include, for example, #Entrepreneurship, #BrandBuilding, #MarketingStrategies, etc.
Quick Read
You can read an article in about 10 minutes. They can be read separately or in sequence.
Each chapter consists of two items:
– The Article: A conversation with the entrepreneur.
– Quick Response Code: Scan the code; the original podcast episode will play on your phone.
Common Themes
Reading these pages, you’ll find themes that will resonate with your own experience as an entrepreneur:
– Clarity of Purpose: Knowing why you’re in business and what you aim to achieve.
– Authenticity: Being genuine and transparent in your interactions.
– Building a Community: Engaging with people who support and amplify your vision.
– Getting in Front of People: Finding ways to make your presence known.
– Listening to Feedback: Valuing and acting on input from others.
– Sharing Knowledge Generously: Helping others grow and succeed.
– Personalisation at Scale: Making individualised connections with a broad audience.
– Leveraging Technology: Using tools and platforms to enhance your business.
Each entrepreneur’s path to success is unique, reinforcing that there’s no one-size-fits-all formula. Some seek the spotlight, while others avoid it, each finding their way to be noticed.
Take Aways
In the book’s final section, I created a list of Ten Take Aways that could be used as a checklist in your own business. There is also a reference to a downloadable file with a comprehensive list of actionable insights, as including them in the printed book made this closer to an encyclopedia than an easy-to-read collection of essays.
Resources
At the end of the book, you will find:
– Key Take Aways: Ten of the recurring themes from all the interviews.
– Directory of Contributors: Contact information for the featured entrepreneurs.
– Tech Stack: Tools mentioned in the book.
– Bibliography: A list of recommended books and podcasts.
The Role of Artificial Intelligence
AI excelled at organising information and extracting insights, but without some human intervention, you would find that every interviewee “hails from a bustling hub of entrepreneurial activity …”.
Full disclosure: where the AI wrote copy that captures the essence of the transcript, I have used it instead of trying to rewrite it. I also wanted to keep a consistent format, even where it didn’t exist during the interview, so I used AI to help me retain structure.
As much as I have tried to rectify the AI’s errors, any errors and omissions are entirely my fault. Learning how to work with AI has been part of the experience of writing this book.
Finally, this is not just about “spin”.
Publicity, or spin, is often associated with negative connotations. However, entrepreneurs and their companies need to be noticed to exist, and the same is true of individuals.
Recognition is a fundamental human need, rooted in the Greek concept of “Thymōs”, or spiritedness. Francis Fukuyama’s The End of History and the Last Man explores the concepts of “isothymia” (the need to be seen as equal) and “megalothymia” (the need to be seen as superior).
Of course, business is a competition; isothermic is not enough. To win, we have to attain megalothymia; to be seen as superior by the market.