Founder Branding may be holding startups back — Scott Turman // BrightRay Publishing

Scott Turman, Founder and CEO of BrightRay Publishing, talks about the potential drawbacks of founder branding startups. Our brains are hardwired for efficiency, developed over thousands of years for quick decisions, whether it's avoiding danger or seeking the right opportunities. In the business world, this translates to people rapidly evaluating you when they consider doing business with you. Today, Scott discusses whether founder branding may be holding startups back.
About the speaker

Scott Turman

BrightRay Publishing

- BrightRay Publishing

Scott Turman is Founder and CEO at BrightRay Publishing

Show Notes

  • 02:00
    Scotts background and the journey to BrightRay Publishing
    With a background in engineering, Scott decided to write a book teaching engineers how to negotiate salaries that ended up being successful. Subsequently, he and his main partner at BrightRay Publishing developed a process for helping individuals bring their book ideas to life.
  • 05:09
    Typical mistakes people make when trying to write a book as a professional
    People often underestimate the iterative nature of the craft and expect perfection from the start. Additionally, not focusing on crafting a compelling narrative that engages readers and failing to seek editing and copywriting assistance are common pitfalls.
  • 07:06
    How to create an effective business book
    Business books should be written with a clear and compelling title that resonates with a specific target audience facing a particular problem. Rather than attempting to cater to a broad, general audience, the content should focus on a niche demographic to create meaningful connections.
  • 08:10
    The crucial role of your founder brand in business success
    The role of your founder brand is crucial, especially when trying to raise funding, attract business partners, or hire key personnel. Having a strong founder brand, backed by accomplishments like writing a book, is essential to build trust, credibility, and recognition in the business world.
  • 11:09
    The myth of organic success and the importance of deliberate branding
    Good work speaking for itself is a false notion as successful brands are deliberately crafted to convey a specific image. Furthermore, insincerity fails as well, but partnering with an outgoing individual can help overcome personal limitations in brand-building.

Quotes

  • "If you think you're going to write your book correctly the first time, you're not. You're going to get it wrong." - Scott Turman

  • "As a professional writer, at the very minimum, get a copy editor or copywriter who can tell that story a little bit better than maybe you could by yourself." - Scott Turman

  • "If you try to write a book for 50 million people, you've written a book for nobody, especially if it's a business book." - Scott Turman

  • "You need to write a book for 12,000 people on the planet who look at that title and think, Oh, my God, he or she understands me, they get it." - Scott Turman

  • "If you're looking to raise $10 million to Series B, it's really going to help if people look you up, and they see you've written a book, or you've accomplished some things." - Scott Turman

About the speaker

Scott Turman

BrightRay Publishing

- BrightRay Publishing

Scott Turman is Founder and CEO at BrightRay Publishing

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