Synopsis

For over six decades a tenet of business leadership has remained unchallenged?  Nearly every business book you've read, every consultant you've hired, and every workshop you've attended is based on a business being run by a Chief Executive Officer.

This book holds the promise to be a game changer in business leadership.  The premise is simple: CEOs emerged from the Industrial Revolution, but have a diminishing effectiveness in the Digital Age and beyond.  In the future, CEOs will be replaced by CLOs who are responsible to position:

The organization to be a leader in its chosen field (http://on-purpose.com/clo-positioning-business-lead/)
The people to be leaders in their lives and work (http://on-purpose.com/clo-people-leaders/)
These two simple directives working in unison as iron sharpens iron (http://on-purpose.com/clo-people-leaders-2/) they elevate the performance, profitability and service of the people and the organization.

CEO is a relatively new term that rose to prominence in the 1950's. The days and ways the CEO are increasing out-of-sync with societal progress. The Chief Executive Officer is becoming symbolic of an antiquated title, mindset, and job description that is in adequate for modern business, individuals, society, and organizations–and getting worse by the day. 

People in this present Digital Age and emerging Age of Purpose deserve better and expect more from their leaders. But, the CEO-run business is an Industrial Age relic occupying the highest corporate office and the final holdout from organizational innovation.  Most every CEO and employee is unwittingly compromised in an diminishing management system. All are admitting there must be a better way but accepting incremental improvement as progress. Until now there has never been available a break-away, full-throated alternative like Chief Leadership Officer.

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Chief Leadership Officer, the book, is a fast-reading narrative that asks and gets to the heart of the matters above... and more. The book is a harbinger that today nominates CLOs to replace CEOs as the top officer in companies so they can be positioned for tomorrow. Being a Chief Leadership Officer (CLO) is the career path of the forward-looking CEO or start-up entrepreneur who aspires to be true to the calling of leading oneself and a company built upon purpose and profit.
Chief Leadership Officer provokes a quest for business leaders, from entrepreneurs to CEOs, to embark on a hero’s journey to become a CLO. The purpose, precepts, and promise of CLOs as the emerging class of business leaders is robustly relevant, productive and profitable for all who embrace this high and noble call.

Chief Leadership Officer respectfully pierces the inner world of CEOs, challenges widely held norms, and calls for self-interested reflection. Every line item of the financial statements and person in the workplace will be touched.

* Employees will ask: Am I working for a CEO or a CLO?
* CEOs will ask: Will I be a Chief Leadership Officer?

Chief Leadership starts a movement and invites an open conversation. Let the modern business renaissance begin!

Outline

Chief Leadership Officer is a strategic story with its pulse on the contemporary culture, especially as the Millennial Generation populates the workplace. The book draws from the past to inform the future. Therefore, the narrative opens in the year 2030 but immediately takes the reader to the year 2020.

Pops, a 100-year-old great-grandfather, and his great-grandchild share bloodlines and a love of business. Each chapter of the book, therefore, is alive with poignantly concise narration and dialogue designed to engage the reader in the why, what, and how of being a Chief Leadership Officer.  

READER BENEFITS

Readers are expected to be busy entrepreneurs, business owners and executives who want a congenial measure of entertainment along with the direct delivery of substantive content. The story line provokes readers to go deeper into their lives so they can go higher with their businesses. The content is rich with precepts in support of the CLO-led organization.

The most important benefit of this book for aspiring and existing business leaders is awareness that:

* CEO is a title representative of the Industrial Age mentality and methods. For businesses to thrive, people must thrive. A day of reckoning is coming!
* CLO is the title representative of the Age of Purpose in which people and profits go hand-in-hand to create prosperity.
* The role of a CLO will be to: (1) position the business to be a leader in its field; (2) position people to be leaders in their life and work.

Chief Leadership Officer will stir controversy and stimulate conversation about what it means to be a leader. Defensiveness may rise in many corner offices as an iconoclastic mirror is held in the face of many a CEO. Entrepreneurs, especially Millennials, will breathe a sigh of relief that, in fact, thereis a healthy alternative way to lead; and they are not alone. Hopefully all readers will realize that we who live, lead and work can do better ... better for ourselves, our stakeholders, our businesses, our team members, and our communities. Everyone can win!

PROPOSED TABLE OF CONTENTS

The book is currently being written so the following Table of Contents is subject to change. Correction: it will change!  

Section 1: Why Am I A CEO?

Prologue

1. Chief Leadership Officer

2. 2020 Hindsight

3. Pops Talks

4. Problem or Solution

Section 2: The Quest

5. Precepts

6. What is Different About Society?

7. Precept 1: The Age of Purpose

8. Why Does a Business Exist?

9. Precept 2: Profit Explained

10. Leaders: Made or Born?

11. Precept 3: The Language of Leadership

12. Precept 4: Complete Competence

13. Precept 5: Purpose and People

14. Precept 6: The On-Purpose Principle

15. Precept 7: Tough Shift

16. Now What?

Section 3: CLO Practices

17. Purpose, Governance

19. Designing the Business Model

20. People, Compensation

21. Communication

22. Decision-Making

Section 4: The CLO Renaissance 

23: 2030 Will Come

As has been my book style, each chapter opens with a quote designed to provoke the reader while complementing the contents of the chapter that follows. Significantly, many of my quotes are from Industrialist who may very well have grasped the greater good of their work, but were locked in different times and different circumstances.

Audience

Primary Audience: 
Aspiring business owners and leaders, leaning strongly into Millennials, who are contemplating a start-up or are in the early stages where they can more readily adopt and apply the precepts and practices of a CLO. These "green field" CLOs can start with a clear, fresh orientation for business design and development. The traditional CEOs can prepare the business for the next generation to smooth the transition to CLO-led organization.  The book will also have a special appeal to women. Said entrepreneurs are found in the following type places and organizations:

* Venture capital firms (about 4,000 deals in 2015)
* Incubators (estimated 7,000 business in 1250 incubators in US alone in 2012)
* Seed capital / Accelerators (235 program world-wide, 5710 funded)
* B-Schools *   Students - undergraduate (361,000 in 2013) and MBA students (estimated to be 100,000 graduates per year)
* Entrepreneurs in various stages of planning and development
* Entrepreneurial foundations, such as Ewing Kauffmann Foundation and Edward Lowe Foundation
10,000 Women, part of the Global Entrepreneurship Summit
* Astia, woman's entrepreneurial investment community
* Savor the Success, a women's PR coop, online business school and wellness lifestyle hub

Secondary Audience:
Small to mid-market CEOs who find a moderate to high measure of dissatisfaction with their current mode of management and business performance. They will recognize the opportunity to make the shift to a CLO model but will have some convincing to do within their management team.

* National Federation of Independent Businesses (325,000 in USA)
* Readers of Fast Company / Inc. Magazine / Entrepreneur
* CEO peer groups such as Vistage, C12, Peerspective
* Small Business Administration
* National Association of Women Business Owners

Tertiary Audience:
Forward-looking CEOs and C-Suite executives of multi-national and Fortune 2000 companies who relish the opportunity to prepare the next generation to lead.  

Additional Markets:
* Business consultants and advisors
* "Human Resources" directors
* Trainers, coaches, and speakers
* Not-for-profit Executive Directors

Promotion

Chief Leadership Officer has the potential to be a seminal work in the business world and beyond. This is a book that others will assimilate and build upon for generations as the pivotal book that challenged a widely held CEO standard and elevated the conversation and possibilities for generations into the 21st Century. 

Whereas The On-Purpose Person (1992) was 25 years ahead of its time, Chief Leadership Officer is right for today (even though it too is forerunner). The author has learned lessons, built a following, and is prepared to invest the time necessary to promote this important message and movement of leadership.
This is a timely topic. Since October 1, 2001, the author has owned the domain name ChiefLeadershipOfficer.com in anticipation of the right time to publish. During those 15 years the concept has been quietly assessed, tested, and monitored for validity. Being a CLO is not a fashion statement, but a thoughtful and substantial solution to many of the business world ills. This book is truly decades in the making.

Key marketing advantages:

* Kevin W. McCarthy, the author, is a respected, long-time member of the National Speakers Association. He has a warm and authentic presence on stage and on camera. He is a capable spokesperson and likeable personality to carry the CLO message.
* On-Purpose.com has 4,400+ subscribers to The On-Purpose Minutes, a twice weekly free subscription to 1-2 minute videos on personal and business leadership.
* Ownership of the ChiefLeadershipOfficer.com domain name and others.
* The book is a product line extension of On-Purpose so the incentives are high to see this book succeed.
* Kevin W. McCarthy has an extensive network of fans and possible endorsements (see list below).
* Anticipating the need for executive coaching and personal leadership development, On-Purpose Partners can rapidly retool to create the CLO Foundry, a learning "place" to help CEOs becomes CLOs.
* LinkedIn first connections: 2,781 as of May 19, 2016.
* Facebook friends: 1,839 as of May 19, 2016.
* Trademark applications for Chief Leadership Officer™ and CLO™ have been applied for in Class 41: Education and Management Training

Marketing Plans

Marketing plans for the book include the following:

* Outreach to key influencers to promote the book via links on their social media and networks
* Outreach to college and universities with business schools and/or leadership programs
* Guest blogging strategy (see sample: http://leadchangegroup.com/chief-leadership-officer-disrupting-the-ceo-status-quo/) http://chiefleadershipofficer.... ... includes a section called CLO Foundry as a learning place for those who aspire to be CLOs.
* Leverage On-Purpose Minutes subscriber email list to promote the book.
* Kindle free give-away for 5-day promotional period at an appropriate time.
* Release of articles to key business outlets.
* Traditional PR–talk radio interviews primarily.
* Amazon.com reviews.
* Social media strategy, primarily focused on LinkedIn audience.
* Periodic offering of "CLO Forums" open to the public.
* Licensing CLO™ education and training to select university and corporate partners

Possible Endorsers List:
A list of over 30 authors, CEOs, and College Presidents is available upon request. To protect the privacy of those relationships they are not shown here.

Competition

The title of CEO has never been challenged as being out-of-sync with business performance and society.Therefore the book is a new category so editorial it has no peers for comparison. The speed of assimulation is the great unknown and why a marketing partners with author and publisher is essential to accelerate penetration and popularity.

Something like CEO is so widely accepted in use can't be changed from the outside.  The transformation will have to come from within the ranks of emerging business leaders and existing CEOs for a more immediate impact. Long term, a new generation of leaders will eventually emerge who embrace it and will make it the norm.

Now is the time for innovation to finally hit the highest officer's desk. Words and titles matter because they inform and form attitudes, behaviors, points of view, and, ultimately, decisions. The job description of CEO falls short of serving the company, shareholders, and our society in a productive and positive manner.

The following books accept the CEO-system of management and work to improve it from within its limitations.  

LeaderShift, Orin Woodward and Oliver DeMille, 2013
Start with Why, Simon Sinek, 2011
Drive, Daniel Pink, 2009
Good to Great, Jim Collins, 2001
The Advantage, Why Organizational Health Trumps Everything Else In Business, Patrick Lencioni, 2012
Delivering Happiness, A Path to Profits, Passion, and Purpose; Tony Hsieh, 2010

The above bestsellers have lagged the On-Purpose series by 10 to 25 years. Each in its own way hints to and resonates with Chief Leadership Officer but addresses symptoms rather than cause. Chief Leadership Officer provides a focal point of reference for these works by providing capstone content and concepts to awaken and inspire a new form of leadership for today and tomorrow.  

Chief Leadership Officer is a forward facing book that will ring true in the ears of today but will also take time to assimilate into business and society. This message has a seismic shift potential for private sector organizations as well as non-profit organizations.

The books above, however, are still the product of a passé paradigm of leadership that is based on command and control (execute) versus engage and integrate. Each author tends to point out aspects or niches of challenges and presents contextual fixes but miss the big picture. It is comparable to when Microsoft Windows was running on the DOS platform—it worked at one time, but after a while it wasn't so helpful and needed to be revamped from the ground up.

Chief Leadership Officer is more like the introduction of the Apple OS that is geared toward people-friendly technology—it is a truly different way of being, seeing and doing business leadership.
Chief Leadership Officer addresses the greater gestalt of leadership as opposed to cherry picking bits and pieces within the present approach. Technique has its place, but what’s needed is a new leadership approach to replace the old. This book births the movement!