Black Swan

Using Video to Introduce a New Leadership Book on Social Media


Background

The Black Swan Group solves business communication problems using hostage negotiation tactics. As the organization prepared to launch its second book in three years—Ego, Authority, Failure: Using Emotional Intelligence Like a Hostage Negotiator to Succeed as a Leader by Derek Gaunt—the company looked to social media. The organization decided to create a short, promotional video to leverage the fact that nearly two-thirds of consumers make a purchase after watching a video on Facebook.

Gaunt’s aim in Ego, Authority, Failure is to help leaders understand that technical skills aren't enough to be an effective manager. Instead, leaders must demonstrate “tactical empathy” to create a more productive work environment. This video introduces these concepts—straight from the author—to give viewers a glimpse inside the book to encourage them to buy it on Amazon.