In my book "Pushing The Boundaries! How to Live a Fearless Life.", I end with an afterthought aimed at addressing the question I'm most often asked: "When you're writing books, how do you select the people you choose to profile?"
With "Why Being Happy Matters", it was as uncomplicated as discovering individuals who simply seem joyful when so many others don't, and then trying to make contact. "Pushing The Boundaries" demanded a different perspective and perseverance.
I explain to aspiring writers that in creating non-fiction books such as mine, at least 80% of the energy you expend goes into research and logistics, not creative writing. This usually engenders groans. Fair enough: but that's what truly eats up the time and the effort. You have to be prepared to devote significant spans to investigating who might be a potential candidate to feature... analyze their current public profile... establish if they meet your acceptance test (in the case of my new book, do they truly push boundaries?)... determine if their story will be sufficiently interesting to readers and whether it will be different from the others in the book... and so on.
Now, once you're through with all of that (no simple or quick task, let me assure you), you're only scratching the surface of the work remaining to be done. What you have is a researched list of individuals whom you believe might make for compelling stories. The real undertaking is about to begin: figuring out how to get through to these folks. Some of them are reasonably straightforward. My modus operandi is to send an email that explains my book's focus and then request a meeting or phone call. (I have a writer friend who prefers the immediacy of phoning candidates and pleading his case in person. Maybe I'm just not good on the phone but in reality, my feeling is this approach is too in-your-face. I'd rather send a compact email, sufficiently laying out why I think the recipient may be interested in participating, and give them a bit of time to investigate who I am while judging my record.) Other people require more detective work, like the group I designate "the big shots": the public personages who have layers of handlers around them. Getting through these managers is tough: do so and you may score. But clawing through their net is no easy feat, requiring what I call PPM: Patience, Persistence and Moxie.
Here's an example. I am amazed at the continuing shrewdness of Jeff Bezos, the founder of Amazon. Talk about pushing boundaries! Amazon claims on their website that you can actually send an email directly to him at firstname.lastname@example.org. (Now, if you believe that, as the saying goes, I've got some swampland in Florida you may just want to swim through to check out!) Still, Mr. Bezos does not leave a trail of contact information around him and I don't know anyone who knows Jeff on a personal basis. So, faced with that reality, I have to go with what I've got, right?
Date: May 22, 2017
To: Jeff Bezos, Founder, Chairman and CEO, Amazon.com; email@example.com
From: Peter Jennings
Mr. Bezos: I am a published author currently writing my newest book, "Pushing The Boundaries! How To Live a Fearless Life". The book features portraits of well-known people who have the confidence to think outside the box, color outside the lines, push the boundaries. People like Jeff Bezos.
As a "serial innovator" who's dramatically altered retail... who is enhancing media with the Washington Post... who is helping storytellers produce bold new work with Amazon Studios... who is about to transform the future of civilization with Blue Origin... you are at the forefront of change. Pushing the boundaries hardly suffices as a descriptor of your flair, and yet, this is what you do daily.
Jeff, will you agree to being interviewed for a chapter in "Pushing The Boundaries"?
Now, the chances of hearing back from someone as lofty as Jeff Bezos are pretty slim. But hey: ya don't ask, ya don't get!
In this case, I got... but didn't get:
To: Peter Jennings
From: Rogers, Ty
Hi Peter, I manage corporate communications at Amazon and your email was passed along to me – thank you for reaching out. I’m afraid Jeff’s schedule is busy enough these days that he’s unable to do many interviews and I’ll have to decline, but I really appreciate you thinking of him and wish you the best with your book.
Oh well, that's Jeff's loss as far as I'm concerned. At least he can order "Pushing The Boundaries" on Amazon.com when it's published to see what he's missed.
But, you get the idea. PPM: Patience, Persistence and Moxie. Day in, day out.
Occasionally you hit the mother lode and manage to get through to the "big shot". And if he/she agrees, it's joyous. That being said, you have to know when to abandon the mission. Here's an example. I was really keen to get Mikhail Gorbachev for a profile. Just think: the father of perestroika and glasnost in Russia: pushing the boundaries in spades! The good news was, I had an inside track: George Cohon had dealt with Gorbachev in bringing McDonald's to Moscow and the former premier had even written the foreword for George's book. George offered to help by introducing me and sent an email to Mr. Gorbachev. No response. "It's been many years since we've been in contact," George told me. "I guess that email address is no longer working. Sorry."
OK... PPM... I found a website that appeared to be the Gorbachev Foundation and made contact through there. No reply. I had my request translated into Russian and re-sent it. Nada. I even put in a request through Mr. Gorbachev's publisher but that turned up only a "We don't provide that information" response. So, I had to accept that, like all good strategies, PPM has its finite limits. I relinquished my efforts and moved on.
In a future blog, I'll explain my interviewing techniques.