Corner Office: The Power of ‘One’
A wonderful example of this strategy is Max Lucado’s “3:16.” With the release of the hardcover book last September, we had a simultaneous release in several [other] languages, including … Spanish, Dutch, Korean, Japanese and Chinese. Also, there was an extensive line of formats [such as an audiobook, and children’s and teen editions made] available for readers. …
… Our branding strategy does not end here. Each of our strategic publishing units has identified a few key authors that are [being developed] into brands.
… Also, we are constantly looking to identify and expand our presence in “emerging” categories. [For example,] over the last year, we have seen significant growth in children’s books, family entertainment, and business and culture.
● Thomas Nelson published the first Forest Stewardship Council-certified “green” Bible in October 2007. What has the reaction been so far from your customers?
Hyatt: When we published the first “green” Bible … we had no idea it would be so well-received by both consumers and the media. A growing number of consumers not only seem to be aware of the importance of [the environmental] movement, but also demand products that are eco-friendly.
● The company also recently announced a full-scale environmental initiative (www.ThomasNelson.com/green). How did the company come to these specific environmental goals?
Hyatt: Because our purpose is “to inspire the world,” our employees are constantly looking beyond their everyday jobs for ways to be inspiring. Over the last few years, we have had a growing number of employees who started a grassroots campaign to bring the issue of the environment to the forefront of our minds. They encouraged us to begin recycling programs and to explore ways to produce more eco-friendly books. After meeting with the [nonprofit organization] Green Press Initiative and other environmental groups, we became even more excited. We defined specific action steps. In the summer of 2007, I created an official Environmental Task Force. Its mission is three-fold: to find ways to make publishing a sustainable, ecologically sound and economically viable venture; to implement environmentally friendly publishing standards; and to educate employees on how to live a “green” lifestyle.