When Do You “Know Enough” About Your Field To Write The Book On It?
Dr. Tim Thayne is a lauded behavioral therapist and the founder of Homeward Bound, a nationwide team of therapists who provide counsel and care to the families of struggling teens. Dr. Thayne kicked off his career in behavioral health when he turned a critical eye to marriage; he was eager to extract insights that would strengthen marital relationships and the family unit at large. Such is his passion, his pride and eventually, his practice. An innovator above all else, Dr. Thayne took the techniques employed in his work with married couples, and applied them to businesses and organizations that suffered from internal dysfunction. The results were stellar, and this emboldened Dr. Thayne to persist in the field of behavioral therapy. Eventually, he turned his attention to the struggling teenager, the host of issues that afflict them and by extension, affect their families.
As a therapist, Dr. Thayne is perhaps better suited than most to take a long, hard look at a given subject – a marriage, a business, a system, a child – and zero in on the aspects that require attention and need repair. The “holes in the boat,” if you will. Furthermore, he can construct a thoughtful plan to address and ameliorate the issues that he handily uncovers. As time wore on in his behavioral health practice, Dr. Thayne took note of a fundamental problem – a gaping “hole in the boat” of the field at large.
Belligerently overlooked, the issue was all but embedded in the fabric of the industry. Parents would ship their teens off for behavioral therapy; experts would make strides with these clients, only to see them almost systematically relapse upon returning to their families. For Dr. Thayne’s fellow behavioral health therapists, this was practically seen as an opportunity for repeat business. Something was falling apart when clients returned home; the system in place did not promote sustainable change. Families were shelling out thousands of dollars hoping to rectify their teen’s behavioral issues. At best, they were purchasing a temporary fix. Dr. Thayne knew something in the industry was amiss. Something needed to be reformed, to help cement progress made during treatment programs. But what?
Mending a Broken System
There was a certain “cross your fingers” mentality prevalent in the behavioral health industry. The conventional model of therapy – sending your child “in” like an automobile to be serviced, fixed, and returned– was not wholly lacking in merit, but it was missing the point. After a great deal of observation and reflection, Dr. Thayne honed in on the underlying if not causative issue: a child’s behavioral issues are often reflective of an ailing home environment. Ultimately, there was a gap in the continuum of care, and it was promoting almost systematic relapse. In giving parents the necessary knowledge and tools to heal the home environment, he could tackle the root cause, instead of temporarily quelling the symptom (the child acting out) with behavioral therapy.
This way, when a child returned home, they would not be thoughtlessly re-immersed in the same environment that spawned their issues in the first place. Correcting your child’s behavioral issues, Dr. Thayne felt, should not be as passive as handing your car off to a mechanic who knows more about the issues at hand than you do. Dr. Thayne needed parents to know they would not achieve a miracle result without making deeper changes, or looking inward to address the issues that might’ve given way to the behavioral issues in the first place. Parents, he determined, were as much the architects of their child’s recovery as he was. It was time to recruit them to fill a role they didn’t know they had left vacant. He felt obligated to “give them tools they needed. Without doing so we were leaving so much to chance.”
Engineering A Tool For Change
To get this information into the hands of parents, without the interference of a program, consultant, or any other white noise – to communicate it with the breadth, depth and nuance they sought – would be no small task. “The book” became a pressing matter, an urgency, and an enigma, obscured by a haze of uncertainty – where were they supposed to start? Behind the scenes, Tim’s wife Roxanne quietly nudged along the process, telling him repeatedly, “We need to write the book.” But problems abounded, and not just in the logistical sphere (like how a business book gets written, fit to print, and published).
Dr. Thayne recalls, “It was difficult – in this ongoing learning process about human nature and behavior – to know when to stop and say, ‘Yes, we know enough now to write the book.’”
If he were to propagate information to current and potential clients, he couldn’t help but wonder – at what point is my knowledge sufficient to put a business book out there, and position myself as the Authority on the subject? How do you make that judgment call? Enter Advantage|ForbesBooks. This is where a courtship began between a behavioral therapist and a team of publishing experts who wanted to meet his needs and answer his questions. The newfound pair would put their heads together to confront the challenges at hand.
Dr. Thayne was determined to ignite the change his field so desperately needed – positioning him as a pioneer. Advantage|ForbesBooks would dutifully relay the tools he needed to enact it. Once the partnership was established, a dialogue ensued; Dr. Thayne and Advantage|ForbesBooks began trading and ruthlessly editing manuscripts. In many ways, the collaborative vision between the two was raw, if not undercooked. A certain kind of ripening and maturation had to occur for the ideas to be ready for press, and to ensure effective communication between the two about the kind of book desired.
In deposing the “cross your fingers” mentality, Dr. Thayne did not want to leave the success of his clients to chance. Similarly, Advantage|ForbesBooks did not want to leave his success or that of his book up to chance. This notion, with the combined efforts of the Thaynes and the publishing team at Advantage|ForbesBooks, gave birth to the authoritative volume on this subject, entitled Not by Chance.
Victory in Business and Treatment
After the book went to press, Dr. Thayne experienced, quite simply, a “huge difference” in his practice. The results he generated had a newfound durability – the “unraveling” of an effective treatment was a thing of the past. The Thaynes had the book in their hands, but now it was time to begin strategizing – how would they use it to create an even deeper impact and promote their practice. The results he generated had a newfound durability – the “unraveling” of an effective treatment was a thing of the past. The Thaynes had the book in their hands, but now it was time to begin strategizing – how would they use it to create an even deeper impact and promote their practice? They hoped to raise Dr. Thayne’s status as an authority in the field, to leverage the book as a powerful tool by which they would reach new clients. Dr. Thayne’s involvement with Advantage|ForbesBooks preceded the existence of the Authority Marketing System. Later on, when he was briefed on the Authority Marketing model, he swiftly opted in. Commenting on their eventual adoption of AMS, the Thaynes told us with zeal, “We would recommend it! After not doing anything with the book for about two and a half years, AMS was a great way to repurpose the book and what it was capable of.”
After assigning them to a new account manager and strategist, Advantage|ForbesBooks built the Thayne’s professional websites and took on their social media management, where they’d boldly decided to refocus the majority of their marketing spend. Dr. Thayne was given an author spotlight on ForbesBooks Radio and interviewed on television. Advantage|ForbesBooks ran ads for his practice, garnering more than 200,000 impressions for his website and social media accounts.
The results? An 18% increase during the first year, an additional 19% the year after, and a 15% increase in revenue. In speaking with us about their experience, Tim’s wife Roxanne raves, “When you go to the website, he does look like the Authority, and that is one of the things I appreciate most about Advantage|ForbesBooks; it wasn’t just about the book – it wasn’t just about marketing the book. It was about growing Authority, helping grow us into the Authority and into the expert – taking on all kinds of marketing for us and ultimately, growing with us.”