The “Secret” of the Title of My New Book

Book titles are tricky things.  You want the title to clearly communicate the essence of the book’s message.  You also want it to help, well, sell the book.

As with many things in life, you generally wind up trying to strike a balance between two sometimes conflicting goals.  (Proof that I did not succumb to the only-sell temptation:  The book is  not titled “The Employee Engagement Diet”.)

Which leads me to the word “Otherwise”.  Now, if a pun is any good, it shouldn’t have explained.  Duly noted.  But the title of the book is a double pun, if you will:

·      Otherwise Engaged, as in: If you want to be more effective at attending to the Intangibles, you need to take an approach to the whole notion of Engagement other than the one you’ve been taking.

And...

·      Otherwise Engaged, as in: If you want to be more effective at attending to the Intangibles, you need to develop a laser-like focus on the other.

Been losing sleep over the secret of the title?  Now you can rest easy.

JG