The Challenges in Writing a Corporate History Book
I can think of only two reasons a company history book would make my top five list of beach reads. One is if I had an upcoming interview with the company. The second is if I were considering investing serious money in it.
Let’s be honest — most corporate dissertations are dry, data-heavy, and dull, which explains why most go unread. But corporate histories don’t have to be that way. When written well, they can tell a compelling, richly textured brand story that enhances a company’s reputation.
This blog explores the most common mistakes made when writing business history books. We’ll explain why recounting struggles and failures is often more powerful than highlighting successes, and how the human experience — both good and bad — lends authenticity to what might otherwise be a tedious read.
1. Taking on Too Corporate a Tone
Books serve many purposes. They educate, entertain, and can even influence readers through poignant social commentary. But corporate history books often fall short of those aims and tend to focus on one thing — painting a rosy picture.
Too many are self-serving. They offer a bland, chronological narrative that celebrates successes while ignoring failures. The result is a glorified marketing brochure — and a boring one at that.
Writing a corporate history book that’s actually engaging is a challenge, but breaking free from the whitepaper tone helps.
One way to do this is to focus on the people who give the company life — its leaders, employees, and customers — rather than on the data.
2. Talking Up the Highs and Ignoring the Lows
An inspiring read includes not just the high points of a company’s growth, but also its struggles and failures. Just as a good novel has a compelling character arc, a company’s story can depict its evolution through adversity.
Rex Wisdom, owner of Heritage Roofing & Repair, a family-owned business in Northwest Arkansas, says his company has evolved largely by listening to customers — especially unhappy ones. He explains:
“It was the complaints we received that allowed us to solve problems and grow. Your testimonials are actual dialogue for the book. One customer said we were ‘knowledgeable, efficient, and fair-priced’ — but the real story is what happened before they said that.”
His advice: “Mine those conversations for the specific problems you solved that competitors couldn’t. That’s where your company’s true character shows up.”
3. Lack of Real Insight into the Brand and Culture
Company history books often fail to convey a clear throughline — the main theme. In this case, that theme is the brand. The goal of a corporate history is not only to recount the company’s journey but also to convey the values and beliefs that have shaped its identity.
How those values evolved over time is a story in itself, one driven by the human factor — leadership and employees.
Sean Zavary, founder and CEO of Greenlight Offer, a real estate investment company in Houston, emphasizes that culture is at the heart of any company’s success.
“Start by identifying your company’s core inflection points through the lens of culture and values,” Zavary says. “For us, the real story wasn’t hitting certain deal numbers, but when we stopped chasing every transaction and started building a team culture rooted in faith, loyalty, and fearless decision-making.”
Simply describing a brand isn’t enough. The real story lies in how the company’s values — and the people behind them — shaped that brand over time.
4. Missing the Wood for the Trees
It’s tempting to focus on numbers when writing about a company’s history — growth in revenue, profit margins, or new office locations. These are benchmarks, but they don’t engage readers. Save the numbers for visuals and use your words to tell the human story.
As Zavary puts it:
“I learned that documenting your company’s evolution requires capturing the emotional turning points, not just business metrics.”
The major shifts in direction—especially those that came after dramatic events—are far more compelling than raw data. Tell the story, not just the details
5. Missing the Real Story — The Employees, Leaders, and Customers
Corporate histories often focus on major deals, investment rounds, or mergers. But what truly makes a company successful is the people who build it. That’s where the real story lies — not in quarterly earnings.
Pivotal deals can certainly be part of the narrative, but tell them through the eyes of the deal makers, employees, and customers.
Framing events through a human lens helps readers connect emotionally, not just intellectually.
6. Choosing Documentation Over Design
A company history book may be a factual chronicle, but that doesn’t mean it can’t be creative and visually striking. Thoughtful design can transform a corporate chronicle into a piece of art worthy of a coffee table display.
Consider a contemporary hardcover with high-quality images and photos of real people, complemented by illustrations. Visuals depicting a company’s evolution — like a timeline showing John Deere’s transformation from horse-drawn plows to modern tractors — can make a business story truly come alive.
7. Choosing Advocacy Over Authenticity
Companies often want to focus only on their strengths, glossing over missteps or vulnerabilities. But authenticity resonates far more deeply than perfection. People want real stories, not sanitized ones.
Larger companies, especially those with established reputations, can afford to show vulnerability. Give readers a behind-the-scenes look at how a groundbreaking product was developed—or even the failures that came before success. That honesty builds credibility.
8. Not Hiring a Professional Writing Agency
Is the book meant to be a glossy coffee table piece exuding quality and sophistication? Or an educational chronicle focused on cultural evolution? Choosing the right direction is one of the first challenges—and time is another.
Research, interviews, design, and writing all take significant effort. Depending on the company’s size and the project’s scope, hiring a professional ghostwriting agency may be the best choice.
A skilled writing agency can transform a dry company history into a compelling brand story, bringing the company’s journey — and its people — to life.
Final Thoughts
Be thoughtful when researching, designing, and writing a corporate history book. Many go unread because they focus on the wrong things — too often serving as self-congratulatory PR pieces rather than authentic stories.
Business deals may be significant, but it’s the personalities behind them that captivate readers. Corporate storytelling carries real weight; the company’s brand and reputation are on the line.
Achieving the right balance — telling a relatable, engaging story while conveying the desired message — is no easy feat. Ultimately, writers and creators must understand what their audience wants to read and artfully blend that with how the company wishes to be remembered.
| Thinking of writing your own business legacy book? Our team of experienced ghostwriters can help you transform your company’s story into something timeless, moving, and worth sharing. Contact us today — we’d be honored to help you tell it right. |
