Innovation and Collaborationin the Publishing Industry

Crowdsourcing Content and LeveragingTechnology to Create Marketable Material

2 Greenleaf Book Group: Klososky Case Study

AbstractScott Klososky had an idea for a book—a culmination of several experts’

knowledge and insight—that would utilize emerging technologies and

crowdsourcing to create a collaborative project. After researching his

options, he decided that the best way to get his project from idea to

retail store was to partner with a publisher whose flexible model and

author-centric approach allowed him to create the project he wanted

while utilizing the knowledge and experience of some of the publishing

industry’s best experts.

Introduction

Technology and business guru Scott Klososky keeps an eye to the future, frequently taking advantage of trends long before most are aware of them. After many years as a successful business owner, speaker, and consultant, he decided it was time to take his ideas even further. “A book is a method for extending my reach, allowing me to ‘talk’ to millions instead of thousands,” he said.

Aware that a book was the best way to solidify his exper-tise so he could influence a profound number of people, Klososky started researching his publishing options. As

befits his innovative persona, Klososky decided that sim-ply writing a book would not take advantage of the emerg-ing technologies affecting publishing. He knew he wanted to make the project a collaboration, something reflective of the integrated and social nature of the technologies available, and something that would allow him to utilize the intellectual capital and know-how of some of tech-nology’s top thought-leaders. Says Klososky, “I think the publishing industry is going through, and will go through, more changes. You really have a situation that calls for experimentation.”

3Greenleaf Book Group: Klososky Case Study

“I love the hybrid model of being able to retain the rights and control many aspects of the book.”

“Greenleaf works as if they are on my side, where as a traditional publisher works as if I am a talent they are try-ing to leverage.”

—Scott Klososky

A Partner That Could Meet the Challenge

Traditional publishing has been slow to take advantage of new technologies, not just for printing and distribut-ing books, but for writing and producing them as well. Klososky searched for a publisher that would allow him to experiment with these technologies and would give him the rights and creative freedom he’s long enjoyed as an entrepreneur. That’s why Klososky chose Greenleaf Book Group.

“I love the hybrid model of being able to retain the rights and control many aspects of the book, while also get-ting the distribution help,” says Klososky. “I believed that Greenleaf would do a good job helping me produce a world-class book while giving me the flexibility I wanted.”

In March, Klososky started working on two titles with Greenleaf, Enterprise Social Technology and The Velocity Manifesto. When asked what his experience has been so far, Klososky says, “In a word, great! I have been really happy with the quality of the work done, with the ideas added, and with the support. The editors have been great at asking me to change critical pieces of the text, while taking my input in other areas. The cover design was solid and the rest of the process has gone smoothly.”

His books will not publish until January 2011, but Klo-sosky says, “My overall impression has been that the team is very professional and easy to work with.” He has high hopes for the work the marketing team will do, and is excited to see his ideas come to fruition.

4 Greenleaf Book Group: Klososky Case Study

When asked what advice he would give to another expert considering writing or collaborating on a book, Klososky had the following to say: “I would have them really make sure they understand the business model and the pro-cess of constructing a book. Then have them compare traditional publishing with the Greenleaf hybrid model. There is more financial risk on the front end with Greenleaf, but more control of the project and a higher return on the back end. Klososky adds, “Greenleaf works as if they are on my side, where as a traditional publisher works as if I am a talent they are trying to leverage.”

* * *Scott Klososky is a speaker, consultant, and entrepreneur. He coaches Fortune 500 companies on how to lever-age emerging technologies to connect with customers, streamline processes, and widen the gap between them and their competitors. Learn more at www.klososky.com

* * *Greenleaf Book Group LLC is a publisher and distributor best known for its innovative business model, distribution power, and award-winning designs. Named one of Inc. magazine’s 500 fastest growing companies in the United States, they have represented more than 1,000 titles, including four that hit the New York Times, Wall Street Journal, and USA Today bestseller lists.

For more information about Greenleaf Book Group or to schedule an interview with chairman and CEO Clint Greenleaf, contact Tanya Hall at 512-891-6100 or tanya@greenleafbookgroup.com.