I ran across Jim Stengel’s book, Grow, and it struck me how much his management ideas apply to the early phases of book writing. Stengel, a business consultant, argues that what underpins the success of the world’s highest-growth companies is one or two ideals. I would argue that one or two ideals underpin the success of the world’s best nonfiction books. In both cases, ideals specify the way products improve the lives of people.

Pretty simple. If you want to succeed with a company (or book) you start by getting clear on how it will improve the lives of customers (or readers). Stengel’s research shows that five ideals matter: eliciting joy, enabling connection with others, inspiring exploration, evoking pride (confidence, vitality), and impacting society.

Stengel maintains that all great companies manage themselves and their brands to excel in these five “fields of fundamental human values.” As an author, do you propose to deliver on one of the ideals that matter in improving people’s lives?

Are you giving readers joy? Helping them connect? Inspiring them to expand their minds? Evoking pride. Making society work better? If not, maybe your book is missing something. Ideally, says Stengel, you’re focused mainly on just one ideal.

That’s also a good idea for a book. How sharply can you define it?

[Revised January 2020. Originally published April 26, 2012]