Book Review
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Review by Stuart Nachbar
Almost two decades ago, I had a boss who told me that I would never be a leader of masses. By that, he probably meant that I would never become a chief executive with significant budgetary and managerial responsibilities.
In a sense, I believe that I proved him wrong, because a leader does not always need to be the person who runs the largest or the wealthiest organization. People also lead when they have a voice, and they can make that voice matter to their audience. I have never run a large company, but since I left that boss’ employ, I have done practically everything a “thoughtleader” has done in helping to turn a small business into an industry leader and now, as a writer. The responsibilities are not financial or managerial, but they are no less important.
The Expert’s Edge is a very reader-friendly book that can help anyone become a thoughtleader, the expert often quoted in the media, and earns significant business as a result of their communications skills. Lizotte cites many examples of thoughtleaders who will be quite familiar to readers; the most obvious being Donald Trump in the world of real estate and Suze Orman in personal finance. Lizotte implies that personalities such as these are not the only experts; they are the best at gathering fame.
The Expert’s Edge is written around Five Pillars of Thoughtleading, which are: Publish articles and books; speak regularly to groups and companies; inspire with fresh thinking; attract ongoing media attention, and leverage the Internet creatively. There are numerous tips that are easy to follow, as long as you are in the right work environment. While it is easy for entrepreneurs like The Donald to brand themselves—they do not answer to others for promotional purposes—executives at a lower level need to be more cautious about blowing their own horn.
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The Expert’s Edge is an excellent book for people who call themselves experts. That does not mean that they need to become celebrities, but they need to be comfortable in their own skin if they expect to attract business. As I read this book, I could see that academics, creative artists and consultants who advise on complex business and technical problems could benefit from its’ advice. I could also see it being of significant benefit to non-profit executives who run cause-related organizations. People who are committed to causes need to be able to explain that commitment in speeches, and in writing. If they do not have an audience, they do not have a cause.
Such professionals, and I have been one of them, go to conferences and see others gather attention for their presentation skills, even when they are not using video and PowerPoint. It is not that these speakers know more than the participants who pay their way to listen; they are asked to speak before large audiences because they communicate and relate to people well. And few things please a conference director more than a paid packed house.
If you’re in business and intent on building an audience to communicate your expertise or vision, but you don’t know where to start, buy this book. And visit the author’s Web site at http://www.theexpertsedge.com/index.html
Stuart Nachbar can be reached at http://www.EducatedQuest.com, a blog on education politics, policy and technology or by reading about his first book, “The Sex Ed Chronicle,” a novel on education and politics in 1980 New Jersey, at http://www.SexEdChronicles.com.
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