David Roche: The Book Sells You, Not the Other Way Around
40% of first-time CEOs fail within their first 18 months. David Roche has spent 30+ years around books, boardrooms, and businesses — as CEO of Borders and Books Etc., product director at Waterstones and HMV, and group sales & marketing director at Harper Collins. Today he's an executive coach and mentor at Grey Area Coaching, and the author of Become a Successful First-Time CEO (Rethink Press, 2024).
In this episode of Book the Business, David joins Joe Gregory to unpack why he wrote the book, how one word in the title ("Be" vs. "Become") completely changed its impact, and why he believes…
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