Business Strategy and Writing?

The Freedom of Choice

Many writers may start to get a little frustrated when I start to talk about their writing in business terms. Why? Writing is such a personal practice, a calling even. Business is just business. People trying to make a money or support a cause (nonprofits). If it helps you to think of your writing in the nonprofit sense, please do so, but this post should still apply to you!

I talked last week about differentiation, or more broadly, strategy. Let me define strategy: "Strategy defines how an organization (or individual...i.e. writers) intends to create value for its shareholders, customers, and citizens" (as defined by Robert S. Kaplan and David P. Norton in Strategy Maps, 2004). Another view from Michael Porter (popular business strategist) would be that: organizations should position themselves in a way that creates a competitive advantage.

Strategy for the writer is (as defined by me, J Sherer): "How a writer intends to add value to his/her publishers, readers, and society." The way in which the writer adds value (and the degree to which value is added) creates a competitive advantage for that writer.

For the writer, then, strategy is about making a set of decisions that add value for publishers, readers, and society. The writer has the freedom to make these choices, and in that freedom of choice and decision-making, the writer develops a strategy.

Writing Strategies

Let's take a look at some famous writers and their strategic approach to writing:

J.R.R. Tolkien: To create a fanciful world, write with vivid, unfettered creativity to mold a story that unfolds with epic purpose.
Michael Crichton: To utilize research and science to present action-oriented stories with a real base for believability.
Stephen King: To frighten the mass market by writing easy-to-read horror stories that play on common fears.

I could go on, but I think that should suffice for now. Notice all the decisions that were made by the writer just to get that one sentence completed. If we start to unpack those statements we see where the writer is adding value. Let's take Michael Crichton, for example. He writes for the mass market, so in that sense he has to choose a form of expression for his writing. To a certain extent it asks for a literate, intelligent reader that wants more than just pure action. The reader wants something tangible and well thought out to go along with the action. Otherwise, to that reader, it's not believable. What decisions is he making? Decisions that pertain to storytelling (bringing in research and science), plot (believable, but far-fetched), a character set (smart, scientific people), and even his voice (which sometimes sounds a little like a prose textbook).

That is how Michael Critchon adds value to his publishers, his readers, and society.

Hopefully, you're beginning to get excited about this strategy thing. If not, I'll just sit back and enjoy my own analysis, because I think it's fun. But, what are some writers that you've read that you would like to analyze? Toss them into the comments and let's talk about them.

Marketing and Writing

Marketing + Writing = ?

A lot of you know that I make my cash as a marketer, but that I also do this thing on the side called writing. Both have a little bit of art to them, both have a little bit of science. Let's, for the sake of this post, think a little more on the scientific end of things for a bit. Most of the writers out there are going to start cringing, but just give me a few minutes of your time...

"It's called a voice..."

Differentiation is at the core of business strategy, or said more appropriately, "Business strategy is defined by differentiation." What does differentiation mean? It's a big word that writers may understand at its root level, but how does it pertain to writing?

Well, let me propose this to you. As writers, we create what the business world would call a "brand identity." Yes, unfortunately, you are creating one...each and every one of you writers. "But I only write for art!" Good for you! You're still creating a brand identity, though. Even a brand experience. And why? Well, if you are trying to sell your work, it will come down to needing brand awareness! (If you're not, you're just creating a brand experience that you alone can enjoy with your closest friends).

How are you going to stand out in a market completely saturated with excellent, marginal, and terrible writers? (all of whom have been published). There it is. You're going to create a brand identity.

"But, you don't understand, my work is from my own writer's voice! That's what sets me apart!" True. However, that's only a piece of a much bigger pie. Understand that when you create a work of art, you're making choices. Those choices will differentiate your work. They will differentiate your life.

They will build you a brand identity.

Next time, I'll go further down this path to explain how this may affect you, the writer (and you readers as well). Stay tuned...