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Building Bridges: what a book can do for your business

Building Bridges: what a book can do for your business

By Jocelyn Pontes |

whitefox: helping brands, thought leaders and writers create beautiful bespoke books

The challenge

Publishing a business book can help to showcase a company’s brand and lead to expansion of its customer base. A book about or topically related to one’s business allows the business owner to reach a range of different audiences who may not have heard of the company before. It can operate as a marketing tool for the company as well as an additional stream of revenue.

James Millar’s book Building Bridges: The Case for Executive Peer Networks is an example of this. James Millar is the founder and president of SkyBridge Associates, a US-based networking company creating platforms for executives across different companies to connect, learn from each other, build authentic relationships and share valuable insights. Since 2004, James has launched more than a dozen invitation-only networks and led over 150 round-table meetings for executives and board directors in the US, Canada and Europe. Building Bridges explains how executives across companies can build and sustain stronger networks with their peers, and it shares what Jamie has learned about the power of these networks.

From the beginning of James’ writing process, he had a specific, detailed vision of the shape his book should take and who it was intended for. Wanting to hold on to creative control and bring about this vision as accurately as possible, he decided to self-publish with support from whitefox.

‘As I reflected, a vision emerged. I saw an executive tossing a small, attractive book into a bag as they dashed to the airport, reading it cover-to-cover during the 45-minute flight from Boston to New York. Design criteria flowed from this vision. The book had to be substantive and interesting, but no more than 10,000 words. It had to “sound” like me – reflecting my personality and the passion I feel for the case I am making. And it had to be easy to carry and consume, whether in physical, eBook or audiobook format.’ ~ James Millar.

The solution

whitefox provided James with professional publishing services that would ensure the actualisation of this vision. With its in-house expertise and external partners and freelancers, whitefox provided support in editorial, design, audio, and digital distribution. 

James vision took the form of a portable 62-page book with a sleek, modern cover. Short and lightweight, it is perfect for executives to carry with them and read quickly between business meetings. The book also accurately preserves James’ unique voice, reflecting the knowledgeable and conversational tone of his round-table meetings. The book’s conversion into both eBook and audiobook formats has made it possible for James’ particular audience to access it with ease in the form that best suits them. James also created a podcast, sharing the title Building Bridges, which has aided in the marketing of his book and business.

The result

The book was well received by James’ business partners and fellow executives. James spoke as a guest on the podcast Looking for And, in which he discussed the ideas behind his book and company. Building Bridges has helped to spread the word about SkyBridge Associates and its founding philosophy of the value in building strong executive peer networks. It has served as a valuable marketing tool and has helped James to share his deep knowledge and experience in the networking industry.


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