Roger Enrico ran Pepsi during the Cola Wars. He signed Michael Jackson to the largest celebrity endorsement deal in history at the time. He watched Coca-Cola panic and launch New Coke, the biggest marketing disaster of the twentieth century. Then he wrote a book about it.
The Other Guy Blinked didn’t just tell the Pepsi story.
It defined the Pepsi story. Every article, documentary, and business school case study about the Cola Wars runs through the version of events that Enrico put on paper. He controlled the narrative of a legendary American business rivalry, and he did it by writing a memoir. Without that book, the Cola Wars are just corporate history. With it, they’re Roger Enrico’s corporate history, told from his perspective, on his terms.
This is what memoirs do for successful people.
They don’t just preserve your story. They define it. If Enrico hadn’t written that book, the Cola Wars would belong to journalists, historians, and Coca-Cola’s version of events. Instead, the story runs through Enrico’s perspective because he was the one who put it on paper. The person who writes the book writes the history, and I think leaving that job to journalists and competitors is one of the costliest mistakes an accomplished person can make. Once somebody else frames your story, you spend the rest of your career arguing with their version.
How does a memoir become the record of a life?
From the podcast
Daniel Holguin is a cancer survivor and a former police officer, and resists letting the hardest chapter become the whole story, on Leaders and Their Stories:
I try not to define myself by this, but yes, I’m a cancer survivor, a former police officer of many years.A memoir that leads with the diagnosis makes the same mistake. The record has to hold the whole person.
Arnold Schwarzenegger has had four separate careers, any one of which would justify a memoir.
Bodybuilding champion, Hollywood action star, Governor of California, global public figure. His memoir Total Recall, co-written with Peter Petre, runs over 600 pages and covers all of it, from a small Austrian town to the governor’s mansion. For more, see why successful people use ghostwriters and why doctors need a book.
What makes Total Recall valuable is that Schwarzenegger defined his own life instead of letting other people define it for him. Every interview he gives, every documentary that features him, every article that profiles him, references the memoir.
The book became the source material for how the world understands Arnold Schwarzenegger. Without it, his story would be told entirely by journalists, biographers, critics, and tabloids, each with their own angle and their own agenda.
With it, the foundation of the narrative is his. He decided what mattered, what context surrounded the difficult chapters, and what the arc of his life looked like. That’s a power you can’t get back once someone else has written your story for you.
This is the strategic reality that most successful people miss. Your story will be told. The only question is whether you tell it or someone else does. A memoir is the definitive record of your experience, your decisions, and your perspective, written while you’re still the one who gets to frame it.
Why is voice the point of a memoir?
Voice is the part of a memoir I’ll fight hardest for. A book that sounds like a hired writer summarizing your life wastes the very story it was supposed to save.
Mick Foley was a professional wrestler. When his publisher assigned a ghostwriter to produce his autobiography, Foley read the first five chapters and rejected them. The ghostwriter’s version didn’t sound like Foley. It didn’t capture the humor, the self-deprecation, the intelligence behind the persona. Foley grabbed a legal pad and wrote the entire book himself, 760 pages in longhand, on the road between matches.
Have a Nice Day debuted at number three on the New York Times bestseller list and hit number one within a month.
It succeeded because Foley’s voice was so distinctive, so honest, and so unexpectedly funny that readers who had never watched a match in their lives couldn’t put it down. The book transformed him from a wrestler into a bestselling author. It launched four sequel books, children’s books, a fiction career, and a speaking career that continues decades later.
Foley’s story illustrates something I see in every memoir project.
Voice is the differentiator. The information in a memoir, the events, the career milestones, the challenges overcome, is interesting but not unique. Plenty of people have had unusual careers. What makes a memoir absorbing is the personality on the page, the way the author sees the world, the things they find funny or important or outrageous. That voice is what readers connect with, and it’s what transforms a career summary into a book people recommend.
When Foley rejected the ghostwriter’s version, he was protecting his voice.
That instinct was correct. The book’s success came directly from sounding like Mick Foley talking, not like a professional writer summarizing Mick Foley’s career. Whether you write the book yourself or work with a ghostwriter who captures your voice through deep interviews, the voice has to be yours. Anything else reads as corporate biography, and nobody finishes a corporate biography.
Can a memoir help a business?
Plenty of executives treat a memoir as something for the grandchildren. I think that sells the book short. Written with a goal in mind, a memoir works for your career the whole time you’re still building it.
Enrico’s book was a business weapon. The Other Guy Blinked came out while Enrico was still climbing at PepsiCo.
The book positioned him as the strategist who won the Cola Wars, the identity he needed as he moved toward the CEO position. He became PepsiCo’s chairman and CEO in 1996, a decade after the book’s publication, and the narrative the book established, Enrico as the bold, aggressive leader who made Coke blink, was part of the foundation for that rise.
This pattern repeats across industries. The memoir doesn’t just document a career. It builds the platform for the next phase of the career. Speaking engagements, board positions, consulting opportunities, media appearances, all of these flow from the credibility and visibility that a well-written memoir creates.
The 2024 Business Book ROI Study surveyed 301 published business authors and found that ghostwritten books generate a median of $92,500 in total revenue. That revenue doesn’t come from book sales. It comes from what the book makes possible. Speaking fees increase. Consulting rates go up. Inbound inquiries arrive from people who read the book and decided the author is someone worth hiring. The book is infrastructure. It works for years and builds credibility and opportunities long after publication.
I’ve seen this with my own clients across 54+ ghostwriting projects. One client’s memoir generated $30 million in venture capital because investors who read the book trusted his judgment. Another’s led to a TEDx invitation. Another became required reading at a university. These are career outcomes that the book made possible.
Why Do Memoirs Outperform Business Books?
The polished success story is the least believable thing a leader can publish. Readers have seen too many of them, and they notice what’s been left out.
A business book says “here’s my methodology.” A memoir says “here’s what happened when my methodology collided with reality.” The memoir is more persuasive because it includes the failures, the uncertainty, and the messy human decisions that business books typically polish away.
Readers trust memoir authors more than business book authors because memoirs require vulnerability. Sharing the decision that nearly bankrupted your company, the partnership that fell apart, the year you weren’t sure you’d survive, these admissions build trust in a way that frameworks and case studies cannot. When a reader sees that you’re willing to admit what went wrong, they believe you when you describe what went right.
Schwarzenegger’s Total Recall worked partly because he didn’t present himself as infallible. For more on memoir, legacy, and reinvention, hear Richard on MaxAMAZING Your Retirement. He talked about his father’s Nazi ties. He addressed his infidelity and the collapse of his marriage. He was honest about political battles he lost. These admissions made the success stories more credible. A memoir that presents the author as perfect is a memoir nobody trusts.
Foley understood this instinctively. His book was full of moments where he looked foolish, made bad decisions, or got hurt doing something he probably shouldn’t have done. That honesty is what made readers care about his victories. Without the vulnerability, the success stories are just bragging. With it, they’re human experiences that readers connect with emotionally.
When Should You Write Your Memoir?
Waiting has a cost I’ve seen firsthand. I’ve written memoirs from a deceased subject’s papers by interviewing the family, and those books can be good, but the person who knew the story best never got to tell it in their own words.
The most common mistake is waiting too long. People assume memoirs are retirement projects, something you write after the career is over. The most effective memoirs are written during the career, while the author is still relevant, still active, and still available to capitalize on the opportunities the book creates.
Enrico wrote The Other Guy Blinked while he was still at PepsiCo, still climbing, still in the arena. The book was a real-time account from a leader who was still making decisions. That currency made the book more believable and more useful as career infrastructure.
Write your memoir when you have enough material to tell a meaningful story and enough career ahead of you to benefit from the platform it creates. If you wait until retirement, the book becomes a historical document. If you write it while you’re still active, it becomes a business tool.
How do you start writing your memoir with a ghostwriter?
If you’ve built something, led something, survived something, or transformed something, your story is going to be told.
The question is whether you’re the one telling it. A memoir doesn’t just preserve your experiences. It establishes the version of your life that the world works from. It puts the framing in your hands instead of leaving it to journalists, competitors, or people who weren’t in the room when the decisions were made.
I have ghostwritten 54+ books for leaders whose stories needed to be told with precision.
The process starts with interviews. I need to hear how you think, how you talk, and what you find important before I write a word. The result is a book that sounds like you because it’s built from your stories, your decisions, and your voice.
The timeline is typically four to eight months. You can find current ghostwriting pricing on the ghostwriting page. Start with a conversation about your story and your goals.
For people who want to write their own memoir, my AI-Enhanced Memoir Course Bundle is the same system I use professionally, adapted for independent writers. Four modules, from discovery through publication.
Whichever route you take, get the book written. People spend decades building something that mattered and then let outsiders decide what it meant, when a few months of work would have put the record in their own hands. That’s a waste.
