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December 5, 2005

News & Opinion: Getting Noticed

By: Dylan Schleicher @ 8:08 PM – Filed under: Innovation & Creativity, Publishing Industry


I get packages at my house almost every day with new books coming out from publishers. We get even more mail at the office.

The typical package has a book with a letter. Bigger titles might get a folder with additional information and lesser titles mean just a book. I rarely look at any of the material that comes with the books. I want to experience the book as it was produced; as you would find it on the shelf at the bookstore.

I got a copy of 10 Rules for Strategic Leaders: From Idea to Execution back in September. It was a Harvard Business School Press title. It had a pretty boring title and cover art that didn't get me alot closer to understanding what the book was about. I read the first couple of pages and it was clearly a book about innovation. With some other really good innovation titles coming out for the fall, I decided it was not worth spending much more time.

As happens quite often, I ended up talking co-author Chris Trimble. He wanted to talk about business books and what sorts of things he could do to make his book a success. I asked him what the book was about and told me it was about executing innovation. I would have never known that by the title, cover art, or the first couple of pages.

So, two things:
  1. Listen to the interview. They have some really good things to say about challenges of innovation at big companies.
  2. Publishers (big and small): People judge books by their covers all the time. Make sure they communicate what the book is about.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.