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The Authority Advantage
Building Thought Leadership Focused on Impact Not Ego
Written for company leaders, the coherent business book The Authority Advantage names strategies for effective and educational social media and web content development.
Adam Witty and Rusty Shelton’s The Authority Advantage suggests means of standing out in media-saturated environments, including leveraging leaders’ existing expertise to build brands.
Written for a time in which trusted companies and products are transitioning away from company messaging and moving toward aggressive marketing strategies based on individual leaders’ personal authority, this book acknowledges changing media landscapes while recommending methods for meeting contemporary challenges. It warns that potential clients build their impressions of companies and partners before even coming face-to-face with them—based on internet searches and social media content. Its recommendations and claims are data-backed; it proffers evidence that consumer trust is at an all-time low. To rebuild trust, it recommends that leaders write books, create content, and otherwise bolster their individual authority, arguing that these tactics will lead to increased sales and general interest.
The book’s tone is persuasive—beneficially so, as it recommends taking on considerable extra work. Witty and Shelton assert that such efforts will prove worthwhile, translating to more clients and more profits. They reject the servant-leader mindset as antiquated, arguing that contemporary leaders should adapt and accept that “the less visible you are as a leader, the less you serve those around you.” In addition to data, it supports its claims with illustrative anecdotes, though these preference celebrity businesspeople such as Gordon Ramsay. For the featured people, it claims that what makes them successful is that they have worked to manage their brands and build awareness of the work that they do.
The book makes intelligent use of lists and pull quotes to identify its main ideas and takeaway points. It works toward explications of individual social media network challenges with advice for how to make related strategies work together. Its bite-sized, compelling advice will equip leaders to approach a variety of social media channels with confidence, covering techniques like selecting marketing photographs, developing podcasts, and even changing one’s name if it is too common or is shared with an already well-known person. Its suggested methods are variously fresh and familiar. Still, its sales-pitch ending, which suggests that other leaders also work with Forbes to develop their own books, is off-putting.
Written for company leaders, the coherent business book The Authority Advantage names strategies for effective and educational social media and web content development.
Reviewed by
Jeremiah Rood
Disclosure: This article is not an endorsement, but a review. The publisher of this book provided free copies of the book and paid a small fee to have their book reviewed by a professional reviewer. Foreword Reviews and Clarion Reviews make no guarantee that the publisher will receive a positive review. Foreword Magazine, Inc. is disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255.
