A Sense of Urgency
By: John Kotter
Book History
Already considered a world authority on leadership and change, John Kotter was bringing a truly new idea to the market in A Sense of Urgency—which required special management to garner fresh attention in an increasingly crowded market, during a time of unprecedented downsizing by book retailers. Kotter entrusted his work and personal brand to the best in the business—ensuring that his book would surpass his previous works.
Execution
With Harvard Business Press, Carolyn Monaco engaged deeply with the author to leverage his brand reputation and networks—culling to find untapped areas of influence to drive sales beyond forecast despite market conditions. Drip campaigns and early excerpts were strategically released to key electronic channels. Customized book packaging was created to bolster media attention. New advertising channels were opened up to saturate the audience with messaging. Cross-promotional opportunities were executed among business affiliates and partners of the author. Strategy was implemented to re-activate sales of the author’s backlist. And, digital mediums were optimized to gain reach, attract new customers, and generate publicity.
"Carolyn was deeply invested in the success of my book, A Sense of Urgency, which became a best seller in 2008."
-John Kotter, Harvard Business School professor, consultant, and world authority on leadership and change