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The Expert's Edge: Become the Go-To Authority People Turn to Every Time [Hardcover]

Ken Lizotte
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

Dec 26 2007

You've seen them everywhere-on the covers of books and magazines, quoted in newspaper articles, interviewed on the radio and TV. They are the “thoughtleaders,” the high-profile professionals who rise above everyone else in their field to become the go-to experts in all forms of media.

Sound bite needed for what's happening in real estate? Call Donald Trump. Personal finance questions? Get Suze Orman!

What about you? Who seeks you out for opinions for trends in your specialty? Are you merely an expert in your field or are you the expert? Do you dream of attaining higher levels of business fame and fortune? Is there a way to make that happen?

The answer is Yes-if you've got The Expert's Edge.

An action-ready program of proven success strategies, this easy-to-follow game plan can turn any level of entrepreneur into the must-have expert that prospects and media seek out before all others. You raise your profile, expand demand for your services, and increase your profits. Just follow the “Five Pillars of Thoughtleading”:

1. Publish articles and books

2. Speak regularly to groups and companies

3. Inspire with “fresh” thinking

4. Attract ongoing media attention

5. Leverage the Internet creatively

Used together, these Five Pillars offer an unbeatable strategy for positioning your business as the only one to call. Prospects and clients will think only of you when your service or product is needed. Your competitors are left struggling to catch up.

No matter what you do-entrepreneur, intrapreneur, consultant, manager or specialist-The Expert's Edge will elevate you to an enviable status as the go-to-authority in your field.

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Product Description

From the Back Cover


Become one of the most respected authorities in your field.

Make high-profile appearances on television and radio.

Attract invitations to speak at major seminars and conferences.

Reach more of your target audience publishing articles and books.

Achieve greater business success than you ever imagined.

It's all possible-and easier than you think-with The Expert's Edge. This step-by-step guide from renowned management consultant Ken Lizotte CMC reveals the tried-and-true techniques that can take entrepreneurs and companies straight to the top. You'll discover how legendary thoughtleaders like Harvey MacKay, Martha Stewart, Stephen Covey, and Suze Orman have built their professional empires from the ground up, transforming themselves into business celebrities via publishing, public speaking, media attention, and other thoughtleader vehicles-and how you can, too.

Unlike any strategy you've encountered before, The Expert's Edge will push you above and beyond your toughest competitors . . . and keep you there.

About the Author

Ken Lizotte is the Chief Imaginative Officer (CIO) of emerson consulting group, inc., in Concord, Massachusetts. A Certified Management Consultant, he speaks regularly to companies and professional associations on the subjects of thoughtleading, publishing, creativity, and business success. The author of four previous books and hundreds of articles, he has led success seminars at Harvard University. Visit his Web site at

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most helpful customer reviews
5.0 out of 5 stars The Expert's Edge Feb. 20 2009
The world of business is changing. Customers have more choice these days. If they don't like your price, they'll simply go elsewhere. But the solution to this dilemma is simple. If you want customers, you have to give them something the competition isn't.

The Expert's Edge looks at publishing and conducting speaking engagements to build credibility as an expert in your field. This works in several ways. As people read your articles or attend your talks, you become visible to a wider audience of potential customers, people who already accept that you are an expert in your field. Later, articles can be brought out to use as resources as needed.

Becoming an expert to give your work an edge is not really a new concept. This has been the primary promotional mechanism for niche marketers for years. Nonetheless, few entrepreneurs actually set out the time to write and fewer actually publish what they write. Most rely upon sending out a few press releases to plug new services. This book will get those individuals moving in the right direction.
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Most Helpful Customer Reviews on (beta) 4.9 out of 5 stars  49 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars A Must Read for Thoughtleaders March 21 2008
By Frank Hone - Published on
In an era where the proliferation of media outlets has created legions of "15 minutes of fame" authorities on a wide range of topics, Ken Lizotte's The Expert's Edge is a welcome tonic. The blogosphere is a fantastic forum for establishing a web presence and communicating to a like-minded audience, but many bloggers haven't taken the time or made the effort to strategically think through their platform and extend it to other media.

The Expert's Edge provides a practical and methodical approach to achieving "thoughtleader" status. Thoughtleaders are those experts that are looked to for their experience, insight, inspiration and knowledge. They are at the leading edge of their field. But they need to work at their communication skills and outreach plans to be able to achieve and maintain their standing.

"The Five Pillars of Thoughtleading" gives the reader a smart and logical way to think through and act on their ambitions. The practical examples about how to do it and, in particular, how Ken did it, give an easy-to-follow narrative that leaves the impression that "I can do it too."

I'd recommend The Expert's Edge to any current or aspiring thoughtleader who wants more visibility, prestige and reputation for their expertise. (Disclaimer: Ken served as my publishing agent and represented my book, Why Healthcare Matters to HRD Press)
5 of 6 people found the following review helpful
4.0 out of 5 stars Toot your own horn, and customers will line up behind you Feb. 10 2008
By Corinne H. Smith - Published on
Are you a thoughtleader? Are you the kind of person who is forever searching for ways to improve your office environment or your practices to better serve customers? Even if you have found some success with your own techniques for generating new accounts, you may not have considered going beyond the basics of marketing or public relations. How can we best promote ourselves -- or our businesses -- and let the world know that we are on to something different and exciting?

Consultant Ken Lizotte shares here his five pillars of thoughtleading: publishing books and articles; speaking to groups; conducting original research; using the Internet to its fullest potential; and doing the same with the traditional media. Though his strategy is targeted toward business people at various administrative levels, his advice is appropriate for anyone who wants to get his/her fresh ideas "out there." Being a published author himself, Lizotte is especially candid about the publication process and what newbies to that game can expect. He describes the differences between self-publishing and the standard commercial route in a fashion neutral enough to allow readers to decide for themselves which method is best for them. The book is valuable enough for this explanation alone.

But even if you don't think you're quite ready for publishing or researching, you are apt to uncover useful tips about reaching your customer base. What about something as simple but crucial as managing your customer e-mail lists? Send "e-blasts" on a regular but non-spamming basis to maintain contact with the people who are most likely to use your services. Or maybe you'd rather produce a longer, online newsletter. Either way, you'll be keeping your name and your company's image in a place where people can easily find them.

As a librarian, I was gratified to see Lizotte refer readers to specific authoritative sources and regularly note that even more information could be found at your local library. And yet: when he himself later tries to track down something in a library, he's not able to find it. In frustration, he ends up taking the amateur approach by merely doing a raw Google search. If he'd only taken the time to learn how to use his library's electronic periodical databases, he no doubt would have found the articles he was looking for. And he wouldn't have had to register for "membership" in an outside service (which probably required typing in a credit card number as well, though he doesn't mention this) to do so. Just by entering his library barcode, the same articles (and maybe even better ones!) would have been made available to him for free. His claim that "Yes, it may be all over for libraries," is not only wrong in fact; it's the wrong message to send to beginning executives. You don't have to know everything to succeed; but the talent of knowing how to best find the answers to your questions is like being awarded the key to the city. You'll be ahead of your competition if you are armed with that wisdom.

Overall, "The Expert's Edge" offers a variety of ideas to help you position your business at the top of the heap. The suggestions are adaptable for most any venue or undertaking. Business owners, middle managers, and anyone in a customer service field will most likely benefit and learn something from Lizotte's recommendations. Much of what he writes here turns out to be common sense; but as we public consumers all know, sense is really not all that common in business anymore.
2 of 2 people found the following review helpful
5.0 out of 5 stars How I Gained the Expert's Edge! July 14 2009
By M. Sutherland - Published on
The Expert's Edge: Become the Go-To Authority People Turn to Every Time is THE solution you have been looking for in your business life. It will show you exactly how to break through from your ordinary level of business to an elite level of expertise. The best part about it is that NO you will not have to go back to school to learn it and NO you will not have to spend a lot of time and money investing in new business procedures. Lizotte and his The Expert's Edge: Become the Go-To Authority People Turn to Every Time show you how to harness the tools you already have and establish yourself as the expert and thoughtleader you already are.

As well as informative, I found this book to be incredibly well-written and well-structured. Most business books are boring and I find myself having to create an outline of it for myself before I can even start to decipher what the author is trying to prove. Ken's book reads as an enlightened outline; it is organized and the flow of the book is thoughtful.

The book is inspirational. I was hardly finished with it before the wheels started turning in my head on how I could apply Lizotte's advise to my endeavors. This is a MUST READ for any professional.
2 of 2 people found the following review helpful
5.0 out of 5 stars Everyone will find it useful July 16 2009
By Tijana Salaj - Published on
I consider "The Expert's Edge" as some kind of guide book. Why? Becuase it is very informative, simply written, supported by many examples, and it is useful for everyone whether you're an amateur or a professional. Reading it, you will ask yourself a lot of questions which proves that the book is communicating with its audience and I find that very important. Just as a travel guide, it explores possibilities, new and interesting things and it gives you a different insight in publishing industry, thoughtleading and presenting or selling yourself as a valuable product.
1 of 1 people found the following review helpful
5.0 out of 5 stars Expert status is effective marketing Oct. 22 2008
By Carl Strathmeyer - Published on
How would *you* market a new product? The usual approach is to talk about your product - and talk and talk and talk. Brag about it. Tell the world how amazing it is (or how cheap, or how desirable). Common wisdom says that the louder and longer you brag about it the more you will sell.

Ken Lizotte has a very different approach. He points out that people buy particular products or services because they know and trust the people behind them. Here's a vivid example (not from Ken's book):

Let's say you are choosing among three possible investments. One has an ad campaign with lots of statistics that demonstrate how rich other investors have gotten. The second investment's ad campaign features a famous sports figure doing a testimonial. The third investment is simply recommended by Warren Buffett in a New York Times interview. Which would you choose? I think I would trust Warren Buffett over the ad campaigns.

So did the big-spending campaigns win *your* mindshare? Or were you swayed by the credibility of one special individual?

According to Ken, your personal credibility and visibility are potentially the most powerful promotional tools you will ever have. You should be using them for personal gain and for the benefit of any endeavor you are associated with.

Ken's book is a concise, easy-to-understand guide for doing exactly that. There are two parts to the book. First, Ken explains what he means by becoming an expert (e.g. creating personal credibility and visibility). Then he gives the reader very clear step-by-step instructions for achieving expert status. And all of this is backed up by research and real-life anecdotes.

But don't expect instant results. Building credibility and visibility as an expert takes time - not because you need to amass more knowledge, but because you need to demonstrate your expertise in many, many venues. Ken makes a strong case, however, that the benefits are worth all the time and effort. After reading Ken's book, I would wholeheartedly agree.
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