“Good to great leaders began the transformation by first getting the right people on the bus and the wrong people off the bus, and then figuring out where to drive it.”
Jim Collins, Good to Great
Self-publishing can be a daunting but rewarding journey, and for many authors, the ultimate goal is not just to publish a book but to create a sustainable, thriving author career. In his book Good to Great, Jim Collins explores what separates good companies from great ones. His insights offer valuable lessons that self-publishing authors can apply to elevate their careers.
In this article, we will explore key principles from Good to Great, like building a solid team, creating a culture of discipline, and embracing innovation. By following these strategies, self-publishing authors can move from simply being “good” to becoming truly “great.”
1. First Who, Then What: Building the Right Author Team
One of the core ideas in Good to Great is “First who, then what,” which emphasizes the importance of getting the right people involved before deciding on a direction. Collins writes:
“Good -to-great leaders began the transformation by first getting the right people on the bus and the wrong people off the bus, and then figuring out where to drive it.”
As a self-published author, you are the CEO of your brand. While you may write the book, you can’t succeed alone. Before deciding what your career will look like or how you’ll publish, focus on building a strong team that supports your vision. This could mean hiring a professional editor, cover designer, marketing strategist, or even a virtual assistant to help with social media management.
2. The Difference Between Good and Great Author Careers
Many self-published authors are able to get their books out and even make a modest profit. But what separates good authors from great ones? Collins argues that great companies are not just meeting basic benchmarks—they are creating a culture of discipline, innovation, and continuous growth.
Collins notes,
“Good to great companies probably sound like tough places to work—and they are. If you don’t have what it takes, you probably won’t last long. But they’re not ruthless cultures; they’re rigorous cultures. And the distinction is crucial.”
In the self-publishing world, the same holds true. A “good” author might publish a few books and make some sales. But a “great” author is one who continually invests in improving their craft, exploring innovative marketing strategies, and pushing the boundaries of their genre. This could mean leveraging new technologies for writing tools, staying ahead of social media trends, or experimenting with audiobooks or AR (Augmented Reality) reading formats.
3. The Importance of a Culture of Discipline
One of the most important concepts Collins emphasizes is the importance of discipline—both at a personal and organizational level. For authors, this means establishing habits that foster growth and success.
Self-publishing requires a blend of creativity and entrepreneurship, which often means wearing multiple hats. But without a disciplined approach, it’s easy to get overwhelmed by the sheer number of tasks involved in writing, publishing, and marketing a book.
Action steps for authors:
- Set a regular writing schedule: Consistency is key in building a strong catalog of work.
- Create a content calendar for marketing: Knowing when and where you will promote your book takes the guesswork out of marketing.
- Invest in your skill set: From attending writing workshops to taking online marketing courses, continuous learning is essential.
4. Embracing Technology and Innovation
Collins argues that great companies are often distinguished by their ability to adapt and innovate, especially in the face of changing technology. For self-published authors, this means staying ahead of the curve in terms of digital publishing trends, marketing strategies, and reader engagement.
5. Building a Legacy: Moving from Good to Great
At the end of the day, the goal for many self-published authors is not just to publish one book, but to build a career that spans decades and leaves a lasting legacy. Whether that’s through writing a series of books, becoming a thought leader in your genre, or developing a devoted reader base, moving from “good” to “great” involves creating a long-term vision for your career.
Take the time to think about the culture you’re creating around your work. Surround yourself with people who believe in your mission, and always aim for excellence.
Jim Collins’ Good to Great provides a framework for self-publishing authors to transform their careers by building the right team, cultivating discipline, embracing innovation, and striving for greatness rather than settling for good. By applying these principles, you can set yourself on a path toward a successful, long-lasting author career.
Key Takeaways:
Prioritize building a team of people who align with your goals. This will ensure that your career is built on a solid foundation.
A great author career is built on consistency, discipline, and a willingness to innovate.
Develop a culture of discipline within your author business to ensure long-term success.
By staying informed about technological advances, authors can gain a competitive edge and reach a broader audience.
A great author career is one that leaves a legacy of impact, not just on the bookshelves but in the hearts of readers.
