Swimming Downstream

Something here.

Challenge

For an experienced consultant but a first-time author, getting the right kind of help wasn't easy. Previous book consultants I worked with either focused narrowly on line edits rather than structure, or, worse, tried rewriting my MS themselves. I needed someone to help me organize many potentially useful ideas into one compelling story, told in my own authentic voice.

Approach

Helena's recommendations included making the book's controlling idea more overt, rethinking the chapter titles to better express the value each chapter delivers to the reader, leading with strong anecdotes, adding summaries and action steps in each chapter—and essentially trashing my introduction and starting over. Helena's advice was a little hard to read at first but it turned out to be very easy to follow.

Result

A 250-page guide for business owners and others dependent on marketing or just curious about how it really works. Readers are calling it "the most unconventional marketing book ever", "a thoughtful, analytical, and well researched approach to re-think[ing] marketing with a focus on long-term success", "a deft combination of rigor, creativity and a fun, conversational style", "a significant commentary on a discipline that frequently lacks discipline", and "a ripping great read."