How an NYU Professor Got Jeff Bezos to Write the Foreword to His Book

In the world of academia, professors are often seen as experts in their fields, crafting research and knowledge to inspire the next generation of leaders. However, some professors go above and beyond traditional academia, cultivating powerful networks, influencing major industry leaders, and securing remarkable opportunities. One such case is Edward Rogoff, a professor at New York University’s Stern School of Business, who managed to secure a foreword for his book from one of the most influential business figures of our time: Jeff Bezos, the founder of Amazon. So, how did an NYU professor manage to get one of the world’s richest and most famous entrepreneurs to contribute to his book? Let’s delve into the story behind this remarkable achievement.

Edward Rogoff, NYU professor and author of Bankable Business Plans. Courtesy photo

1. Building a Personal Connection

Edward Rogoff’s journey to securing Jeff Bezos as a contributor to his book didn’t happen overnight. It began with years of intentional networking and building a personal connection with Bezos. Professors at top-tier institutions like NYU often have access to influential alumni and industry leaders, and Rogoff knew how to use this network to his advantage.

Key Steps in Building a Connection:

• Leveraging NYU’s Reputation: As a professor at one of the world’s most prestigious business schools, Rogoff already had access to a network of powerful individuals, including alumni like Bezos. Recognizing the power of this network, Rogoff made it a point to foster relationships with influential figures who could add value to his work.

• Focused Efforts on Bezos: Rogoff didn’t rely on the chance to cross paths with Bezos but actively worked to connect with him. He knew that Bezos had a deep interest in entrepreneurship, innovation, and leadership—topics central to Rogoff’s book. By aligning his work with Bezos’s interests, Rogoff created a bridge that could connect him with the Amazon founder.

  
  

The key to securing such an influential figure’s attention lies in developing a personal relationship, understanding shared interests, and strategically positioning one’s work to align with the goals and passions of the individual being sought.

2. Understanding Bezos’s Interests

For Rogoff, the process of engaging Jeff Bezos was as much about understanding his interests as it was about establishing a personal rapport. Bezos has long been a proponent of entrepreneurship, risk-taking, and the importance of leadership in scaling businesses. By focusing his book on themes that matched Bezos’s values and passions, Rogoff made it easier for Bezos to connect with the material on a deeper level.

Aligning the Book with Bezos’s Vision:

• Entrepreneurial Spirit: Rogoff’s book, which focuses on leadership and entrepreneurship, resonated with Bezos’s lifelong commitment to building Amazon from a small online bookstore into one of the largest companies in the world. Bezos’s philosophy of innovation, risk-taking, and long-term thinking aligned perfectly with Rogoff’s insights into the challenges faced by entrepreneurs.

• Leadership and Impact: Bezos has often spoken about the importance of leadership in creating a lasting impact. Rogoff’s focus on leadership in his book matched this interest, positioning it as a valuable read for Bezos.

By framing his work around the core themes that Bezos champions, Rogoff ensured that his book was not just another academic text but something Bezos could resonate with on a personal level.

3. The Power of a Well-Timed Request

Timing plays a crucial role in any professional request, especially when dealing with individuals as busy and high-profile as Jeff Bezos. Rogoff understood that in order to secure a response from Bezos, he had to time his request just right, making it relevant to Bezos’s current interests and commitments.

Timing the Approach:

• Strategic Request: Rogoff reached out to Bezos at a time when Bezos was actively involved in leadership initiatives and was exploring ways to further amplify his impact as a leader. By framing his request as part of a broader initiative that aligned with Bezos’s current projects, Rogoff ensured that the request would be seen as timely and relevant.

• Clear and Respectful Communication: Rogoff approached Bezos with a well-crafted, respectful request, emphasizing the alignment between his book’s themes and Bezos’s personal and professional values. Instead of a generic request, Rogoff communicated a clear vision of how Bezos’s foreword would add significant value to the book and resonate with readers.

A well-timed, thoughtful approach can make all the difference when reaching out to busy executives. By showing an understanding of Bezos’s goals and presenting the request in a way that felt relevant, Rogoff maximized the chances of securing Bezos’s involvement.

4. The Role of Mentorship and Collaboration

Throughout his career, Rogoff has cultivated relationships with successful entrepreneurs and business leaders, many of whom have served as mentors or collaborators. This network not only added credibility to his work but also positioned him as an expert in the field of entrepreneurship. These connections helped Rogoff create a strong foundation for his request to Bezos.

Building a Network of Mentors:

• Learning from Others: Rogoff’s success in securing Bezos’s foreword didn’t happen in isolation. It was the result of years of learning from other successful entrepreneurs, understanding their challenges, and positioning himself as someone who could contribute valuable insights to the entrepreneurial community.

• Collaborations with Industry Leaders: Rogoff has worked with many successful business figures, contributing to his credibility and reputation. These relationships gave him the confidence to approach Bezos with his book, knowing that his work was respected and valued within the entrepreneurial community.

Mentorship plays a critical role in the development of an academic career, particularly in fields like entrepreneurship. By surrounding himself with successful figures, Rogoff was able to tap into the wisdom and connections necessary to make a significant impact with his book.

5. Crafting a Compelling Request

The final key to Rogoff’s success was his ability to craft a compelling request that aligned with Bezos’s values and interests. Rather than just asking for a favor, Rogoff presented the opportunity in a way that was mutually beneficial, ensuring that Bezos saw the value in contributing to the book.

Making the Case for the Foreword:

• Value Proposition: Rogoff made it clear how Bezos’s contribution would enhance the book’s impact, not just for readers but also for Bezos himself. By positioning the foreword as an opportunity to share his own leadership philosophies and inspire future generations of entrepreneurs, Rogoff framed the request as a win-win.

• Respect for Bezos’s Time: Recognizing that Bezos’s time is incredibly valuable, Rogoff kept the request succinct, clear, and respectful. By being considerate of Bezos’s schedule, Rogoff increased the likelihood of a positive response.

A well-crafted, respectful request that presents clear mutual benefits is essential when seeking a high-profile contribution like Bezos’s. Rogoff’s ability to communicate this effectively played a pivotal role in securing the foreword.

6. Lessons from the Story

Rogoff’s experience in securing Jeff Bezos’s foreword offers valuable lessons for anyone looking to connect with influential leaders, whether for academic, business, or personal projects. The key takeaways include:

Lesson	Explanation
Build Meaningful Relationships	Developing genuine, long-term connections creates opportunities for collaboration.
Align with Their Interests	Ensure that your work resonates with the individual’s values and passions.
Time Your Request Wisely	Make your request at a time that aligns with the individual’s goals and interests.
Present a Mutually Beneficial Proposal	Frame your request in a way that demonstrates how both parties can benefit.
Respect Their Time and Energy	Be considerate and clear in your communication to increase the likelihood of a positive response.

Edward Rogoff’s success in securing a foreword from Jeff Bezos for his book is not just about a professor getting a famous figure to contribute; it’s about the strategic networking, understanding of shared values, and careful timing that went into the request. By building meaningful relationships, aligning his work with Bezos’s passions, and crafting a clear, respectful request, Rogoff demonstrated how anyone can leverage their professional network to achieve remarkable outcomes.

Rogoff’s approach to securing Bezos’s involvement is a masterclass in how to connect with high-profile individuals, making it a valuable lesson for academics, entrepreneurs, and professionals alike.

Key Takeaways from Edward Rogoff’s Approach

Key Strategy	Impact
Building Relationships	Establishes long-term trust and opens doors for future collaboration.
Aligning Work with Interests	Increases the chances of resonating with influential figures.
Timing the Request	Ensures relevance and maximizes the likelihood of a positive response.
Creating Mutually Beneficial Proposals	Strengthens the request and adds value for both parties involved.
Respecting Time	Shows professionalism and increases response rates.

By applying these strategies, anyone can potentially secure high-profile endorsements, collaborations, or partnerships, just like Edward Rogoff did with Jeff Bezos.