The door burst open.
Startled, your attention snapped to the doorway. Standing there, proudly, was your Business Development Manager. She was dressed like Wonder Woman, complete with boots, rope, and tiara. She was holding the door open like she owns the planet.
‘Stand aside, mortal!’ she bellowed. ‘We’ve got money to make.’
You were so shocked that you didn’t even have enough mental space available to you with which to be amused. You watched Wonder Woman stride through the room, pushing people away from her on the way through to the door, where she greeted the first of her meeting attendees for the day.
You couldn’t help yourself. You stood up and peered through the glass. The prospect was startled out of his wits! He doesn’t know where to look — at the fluffy hair, the legs akimbo in front of his face with the absurdly short skirt, or, er, elsewhere. As his eyes caught yours, you ducked down and out of sight; nothing you can do! This was all on her.
What a scenario!
It’s fun, it might even make more sales on the first day. But what would happen if this craziness continued? Can you imagine the brand impact, in a business that just isn’t set up to be fun?
I mean, I could do something like this. But my brand features a pixie with a bloody cleaver. If yours is a stodgy civil infrastructure business, chances are good that your prospects wouldn’t come back.
You wouldn’t treat your sales with a cavalier attitude, because it just isn’t what a decent business does.
So why, then, do so many people treat their publishing like it’s a disposable, bullsh*t thing that doesn’t matter?
That’s a serious question, by the way.
Very often, I speak with people who tell me that their publishing work ‘just falls down the list’. They say things like, ‘Doing the work is more important’.
Every time I hear it, I feel like replying that they were idiots to try publishing to start with, because they clearly weren’t going to take it seriously. If they did, they’d make sure that it was given due consideration so that it couldn’t fall down the list.
Treating your business publishing seriously is the first condition that you need to meet, if you’re going to attempt it.
Your business will never be a leader if you (a) decide to publish, and (b) don’t take your publishing seriously.
That’s why we work with executives who take everything seriously — especially our advice. They are the only ones that are going to make an impact, because they know that publishing IS their business.