What an extraordinary evening.
Thursday 19th September 2024, The Drum Theater, Wembley, London. The 200 guests. A mix of publishers from majors like Wiley, Pearson, Routledge to smaller independents. The authors, from serial business authors and journalists, through first timers. Plus, guests, BBC presenters, media.
The surreal nature of the evening began early. In an unrelated but sobering coincidence, there was an Israel/Palestine demonstration right next to the event location. A strange juxtaposition with the guests arriving in award evening attire.
Perhaps it wasn't exactly the Oscars but for Drs Schuster & Oxley it felt close.
As someone aptly said during the evening, none of us really set out to write business books with an expectation of winning awards. In almost every case, it was because we felt passionate about a business topic and were frustrated that it was neither well understood nor adequately discussed. So, we set out to address that... to fill that gap.
In our case, it was about a frustration that there was no career advice designed specifically to appeal to NextGen audiences. Something relevant and practical. But importantly, something that was fun, entertaining, and engaging. Something that presented an important business topic in a genuinely new and interesting way. Something that felt more like a novel than a dry, self-indulgent, academic treatise.
A friend of ours suggests our approach is best described as 'non-fiction narrative.' Perhaps along the lines of Erik Larson and his series of books like Devil in the White City. While we love Erik's books, and for that matter others of that genre, we aren't sure the description is really accurate for us. We tell a fictional story about real professional challenges. We then discuss the background and suggest strategies designed to help individuals optimize their careers.
In our more expansive moments, we like to imagine that perhaps our approach is a new category... Fiction meets Career and Professional Life Advice. Humor meets Executive and Entrepreneurial Coaching. So... perhaps Fictional Non-Fiction, Non-Fiction Fiction, or Professional Advice Narrative Tales (P.A.N.Ts)?
Whatever the label (we are fond of PANTs), the important thing is we wanted to create something that appealed to an audience of professionals who might not have otherwise contemplated reading a 'business book.' We wanted to provide them with an alternative. Something while different and fun, might still spark some thoughts, reflections, introspection, and in the process help them be better equipped to deal with some of life's more difficult professional challenges.
Did we succeed? This is hard to measure.
The feedback in terms of reviews has been very positive. Certainly, the feedback from NextGen readers has been very encouraging. It's hard to know though, even in a world of unfiltered social media, whether the reviews are accurate or objective.
This is where things like the BBAs really give us a boost. Our friends at The Book Publicist, specifically Ella Davidson, felt strongly that our book should be considered for the awards. To be honest, both of us were initially a little reluctant. I think we both felt a little intimidated by the idea of volunteering to have our book scrutinized by a panel of expert judges.
The BBAs sit alongside the FT Business Book awards as the two big annual critical assessments of new business books. The BBAs do tend to support the smaller, newer authors. However, their standards, the judges, the process is no less rigorous.
When we heard in May that our book had been selected as a finalist, we were shocked. There are so many new business titles each year that making the initial cut is in of itself an accolade and one we didn’t expect.
We were told the winners would be unveiled at a glitzy event in September. Our mindsets were strangely conflicted about attending the event. One of us summed it up as “we would be attending simply to rub shoulders with the winners, not to be one.” But we felt at least one of us should attend.
Initially, we felt Helmut would go along, given his proximity. However, in an odd twist, Helmut was called to Vienna and David had to schedule a last-minute trip to London. What followed was unexpected, extraordinary, and something of a ‘pinch me’ moment.
In retrospect, of course, we wish we both could have been there. However, we are glad that David & Sue were there to fly the Drs Schuster & Oxley flag.
As we write this a week later, we are still trying to process what happened. Our book was selected by the judges as being of such merit to warrant picking it out from the 10,000s others published during the year.
Writing can be a lonely process. Even with the two of us collaborating, it still feels sometimes like we are on a deserted island... believing we have a great idea, that could be really useful for lots of people, but not being able to know for sure. So, perhaps this gives us a bit more encouragement and validation. A bit more evidence that we may be on to something.
Thank you to the BBA, the judges, and to all of you for supporting us. We believe we are resilient and confident people. Fueled by our deep conviction that what we do is important, has purpose, and meaning. However, we all occasionally need a little encouragement. Last Thursday was a wonderful night, a welcome boost, and a tremendous encouragement to keep going.
2025.... A Groundhog Career.... here we come.... favorite to win in the PANTs category!
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