Challenge

Adam Robinson came to Greenleaf Book Group with a clear understanding of the powerful impact that a book could have on his personal brand and on driving business for his company, Hireology. Adam knew that if he leveraged this new asset properly, his book would further enhance his sterling reputation in the industry and supercharge his speaking opportunities, which represent a key pipeline for new Hireology clients. The book was a significant investment, and Adam did not want to risk making any beginners’ missteps for lack of knowledge. So he did what he recommends to business owners around the country: He meticulously assembled a strong team—including a Greenleaf Book Group brand strategist—to help him maximize the impact of his debut book, The Best Team Wins: Build Your Business Through Predictive Hiring.

"The book has influenced substantial deals for Hireology. We will pay for the book in the first year."

Discovering Brand Potential

Like most Greenleaf authors, Adam brought an abundance of knowledge of his field to his platform as a
writer. He knew about many of the existing big-name books in the marketplace, but he hadn’t fully
considered where his book would fit in or how to effectively carve out his own niche.

While his manuscript moved through the editorial and production processes, Adam worked
simultaneously with a Greenleaf brand strategist to develop an intentional approach to positioning
himself as a thought leader. This brand strategy provided a deeper view of the competitive landscape, his ideal target readers, and how he should communicate the value he offers to them.

Adam also engaged the Greenleaf Book Group team to produce a social media and content strategy to build a thoughtful and efficient approach to boosting his reputation and audience online.

With this strategic foundation in place, Adam took action to bring it to life. His social media
and content strategy set a broad agenda to create a following for the material in The Best Team
Wins, and it offered specific tactics to help him use that content to engage with his prospects.
Beyond the standard social media platforms, Greenleaf highlighted the opportunity to expand
Adam’s audience through podcasting.

"We invested in the Social Media Strategy service, executed it to the letter, and it’s worked. We’ve grown our Twitter following by over 35 percent, and it’s organic . . . real people engaging.”

From Strategy to Success

The positioning and tactics his Greenleaf brand strategist identified have made The Best Team
Wins and Adam’s thought-leadership platform a success, leading to new clients for Hireology and
expanding his reach as an expert.

With over thirty weekly episodes available through all major distribution platforms, The Best
Team Wins Podcast is just getting started sharing a variety of entrepreneurs’ perspectives on the
people side of business. This podcast series ensures that fans have new reasons to come back to
Adam’s website on a regular basis, and it gives him plenty of material to use to maintain his active
social media presence.

According to Adam, “Hireology had been viewed as a thought leader before The Best Team Wins
published, but it has added an extra layer of credibility.” The coordinated effort to strengthen both
his personal brand and Hireology’s brand has produced tangible results and influenced substantial deals. Adam couldn’t be prouder of the final product: “We’ve been thrilled with the process of
working with Greenleaf!”

"Our largest prospect organizations are now inviting us to speak to them, instead of us asking them if we can speak. That wouldn’t have happened without The Best Team Wins.”

Adam Robinson is the author of The Best Team Wins and co-founder and CEO of Hireology,
where he’s on a mission to help business owners make better hiring decisions using predictive data
and innovative technology. He is a noted recruiting industry expert, speaker, and author with over
20 years of experience in the field of hiring and selection management.

Adam is passionate about entrepreneurship, donating time to a number of organizations that
support the entrepreneurial cause, including multiple leadership roles at Entrepreneurs Organization. He is a member of the Economic Club of Chicago, and lives in Chicago, IL.

Greenleaf Book Group is a publisher and distributor best known for its innovative business
model, distribution power, and award-winning designs. Named one of the fastest-growing companies
in the United States by Inc. Magazine, Greenleaf has represented more than 3,800 titles, including
over 75 New York Times, Wall Street Journal, and USA Today bestsellers. You can learn more about
Greenleaf at www.greenleafbookgroup.com.