New book (sort of)
In the spring of 2020, I published my first book. And when I say published, I mean self-published: uploaded the thing on Amazon and Bob’s your uncle. Because I was too lazy to do otherwise — and because a friend who happens to be a professional journalist gave me an idea of the kind of rewrites an editor would ask and I just couldn’t be bothered. I suppose that’s also laziness. Although, to be fair, I’d spent the better part of a decade working on that book, and I figured it was time to let go. And let go I did. Gave away more books than I sold, but only because I gave away a million, obviously.
Last year, I started teaching at a new graduate school that specializes in luxury. I specialize in innovation (with a focus on AI, like everybody else), so there had to be a meeting point where I would mention tech applications solely in the context of the luxury industry. Which gradually happened. Or, rather, mostly: I still talk about Apple or Google once in a while because I can’t help it. The point is, over time, I delved deeper into the specificities of the luxury industry. Having started my career at L’Oréal, I have a general understanding of the field, but I wouldn’t claim I am an expert in it. Up until now, of course.
One of the co-founders of my school also happens to run a media outlet — also about luxury — and I offered to write in it, because having two blogs just isn’t enough. So I did: once every other month, fairly manageable. As we were talking about articles, my colleague asked if I would actually be willing to write a chapter in a new book he was working on entitled “Luxe Renaissance” — the rebirth of luxury, no less. Obviously, I said yes. Also, the topic he had in mind was super interesting, one I had already started talking about in presentations: GEO (Generative Engine Optimization) or the art of trying to get noticed on ChatGPT, just as brands were getting the hang of Google’s SEO. See how easy it is to get back to tech?
And there you have it: the book was released a couple of weeks ago. This time through a proper editor, with my contribution being one of many. But you can still find it on Amazon. Happy reading!