Hey there, Modern Authors!

A few weeks back, I realized that the fastest-growing segment of our modern author community is professors and Ph. Ds. The most common thing they tell me is, "I did all this work for a dissertation or thesis, and like seven people -- maybe -- read it. I think if more people learned this stuff, they'd realize how big a deal it is."

This sentiment isn't unusual. Last year alone, ProQuest Dissertations & Theses Global added over 250,000 new dissertations and theses (that's a lot of noise to cut through).

When I press these people further, most say, "I'd like to be more like Adam Grant or Brene Brown."

Good news—Adam Grant happens to be a professor crush of mine, too (is it weird to write that?) He has managed to break through the noise, turning his research into bestselling books, viral ideas, and cultural conversations.

How? He doesn’t just publish research—he translates it into engaging, real-world insights.

Adam is a rare example of a researcher-turned-thought leader. His books, Give and Take, Originals, and Think Again, are built on rigorous studies and research (not just his own research, either), yet they read like gripping stories that challenge how we see success, creativity, and leadership. His ability to take complex behavioral science and make it practical, engaging, and viral is what makes him one of the most influential thinkers today.

But writing like Adam Grant isn’t just about citing research or even about doing research. It’s about storytelling, structure, and giving people actionable insights that change how they think and work.

Why Some Research Gets Ignored—And Some Goes Viral

Adam Grant’s writing succeeds because it blends academic credibility with mass-market appeal. He's part of a number of professors and researchers from Brene to the Heath Brothers to Susan Cain to David Sinclair to Angela Duckworth to many more like them. Here’s why their writing "works:"

✅ Stories Make Science Stick – Every chapter starts with compelling stories that make abstract concepts real.

✅ Research Feels Personal – Instead of dry academic citations, Grant connects research to personal growth, leadership, and success.

✅ Practical Lessons Drive Action – Each book isn’t just about ideas—it’s a manual for thinking and working smarter.

This approach represents a dramatic evolution in professors' academic writing style. For consultants, business leaders, and thought leaders, it is invaluable. You don’t just want to sound smart—you want to influence how people work, lead, and make decisions.

Now, sometimes people will read these things and say, "I do those things... but I'm still not Adam." And here's what's important to note... for someone like Adam Grant (or any of the individuals I mentioned), they don't just "add stories."

I've studied every one of his books: 70-80% of the writing in Adam Grant's books are stories.

70-80%!

For anyone to break through, you have to completely flip your writing style around and remember that the research, the lessons, the takeaways, and the how-tos only represent 20-30% of Adam's, Brene's, David's, Susan's, or Dan Heath's writing.

Their success as thought leaders wasn't accidental. It is a structured approach to writing that connects research with storytelling—and this is the framework we’ll break down.

Adam Grant's Viral Research Framework

Adam's Viral Research writing method is ideal for:

✔ Business books & leadership guides

✔ Industry white papers & reports

✔ Thought leadership articles & op-eds

✔ Keynote presentations & TED-style talks

Best For Topics Like:

✔ Workplace performance & leadership

✔ Behavioral science & decision-making

✔ Innovation & creativity

✔ Organizational psychology & team dynamics

Who Should Use This Style:

✔ Experts who want to transform research into mass-market ideas

✔ Consultants & coaches who want to teach complex frameworks without jargon

✔ Business leaders who want to publish insights that spread

If you’re trying to teach a big idea, change how people think, and make research relatable, Adam Grant’s approach is a masterclass in influence.

How to Write Using Adam Grant's Viral Research Framework

You'll build chapters using Adam's framework by driving home an unconventional take that is backed by research. The main reason why his writing is so memorable (and viral) is it taps into a deep, psychological need to share things that are surprising or unconventional.

Here's a step-by-step outline to apply the Viral Research framework in the event you're writing a 3,500-4,500 book chapter, white paper, or long-form article:

1️⃣ Hook with a Story & Quote (500–800 words)

✅ Start with a compelling quote or big idea - A quote from an industry expert, research finding, or a simple but thought-provoking statement - Example: “Success isn’t just about talent or hard work—it’s about how we interact with others.”

✅ Introduce a surprising, counterintuitive, or high-stakes story - The story should challenge common assumptions and emotionally engage the reader. - Example: Give and Take opens with a story about Adam Rifkin, an unassuming entrepreneur who became one of Silicon Valley’s most connected individuals—not by networking aggressively, but by generously helping others. - Make the reader curious: How does this story change what we think about success?

📌 Why it works: Readers connect with stories before they engage with research. Starting with a personal or historical narrative grounds the chapter in human experience.

2️⃣ Introduce the Research & Define the Big Idea (700–1,000 words)

✅ Introduce the research that underpins the chapter’s central concept - Example: “For decades, psychologists have debated what drives long-term success—self-interest or generosity?” - Summarize key scientific studies or business research in a digestible way. - Explain it simply: Avoid jargon, define terms, and break down findings into clear insights.

✅ Present the central framework or model - Introduce labels, categories, or mental models that make the idea easy to grasp. - Example: Givers, Takers, and Matchers in Give and Take.

📌 Why it works: Naming concepts makes them sticky. People remember and share ideas when they are clearly defined and easy to discuss.

3️⃣ Expand with a Second Story & Case Study (600–900 words)

✅ Introduce a second case study or historical example that reinforces the big idea - Example: In Give and Take, Grant uses the story of venture capitalist David Hornik to show that generosity in business doesn’t just feel good—it’s a strategic advantage. - The second story should show application in a different setting—business, sports, history, or personal development.

📌 Why it works: A second story makes the idea feel universal rather than situational.

4️⃣ Introduce the Counterargument (500–800 words)

✅ Introduce the common objection to the big idea - Example: “But doesn’t giving too much lead to burnout or being taken advantage of?” - Provide opposing research or real-world cases where the idea might not work.

✅ Reinforce the idea with nuance - Example: Smart givers succeed because they help others strategically—they set boundaries and avoid exploitation. - Refine the principle: What separates successful application from failure?

📌 Why it works: Addressing counterarguments builds credibility and deepens the reader’s understanding.

5️⃣ Provide a Practical Framework & Action Steps (700–1,000 words)

✅ Translate the research into clear takeaways - Provide a simple framework, checklist, or set of rules to apply the lesson. - Example: The Five-Minute Favor (Give and Take): Helping someone with a small task that takes under five minutes can strengthen long-term relationships.

✅ Offer a clear challenge or call to action - Example: “Think of one person you can help today—without expecting anything in return.”

📌 Why it works: People don’t just want ideas—they want next steps. Make the application clear and actionable.

6️⃣ Conclusion & Teaser for the Next Chapter (300–500 words)

✅ Summarize the key insight - Example: Success isn’t about how much you take—it’s about how much you give.

✅ Offer a preview of what’s next - Example: “But what happens when giving backfires? In the next chapter, we explore the risks of generosity—and how to avoid them.”

📌 Why it works: It leaves readers with a clear takeaway and keeps them engaged for what’s next.

✍ ChatGPT Writing Prompt: Adam Grant Writing Framework

“I am writing a research-backed thought leadership chapter using Adam Grant’s writing style. Please analyze my content based on the following structure and provide feedback:

• Hook (story + quote to introduce the big idea)
• Research (introduce key studies and frame the concept)
• Case Study (a second story to reinforce the concept)
• Counterargument (address common objections and refine the idea)
• Practical Framework (provide actionable takeaways)
• Conclusion (summary + teaser for the next chapter)

Ensure the writing is engaging, well-structured, and compelling for a general audience. The final chapter should be between 3,000 and 5,000 words. Help refine storytelling, simplify research, and make the insights more practical. Here is my content: [Insert Content]”

What's Coming Next?

Last week, I was the 'highest' I've ever been for a keynote (not that kind of 'high' my friends.) Boy, was it a doozy. Two minutes into my keynote at 7 World Trade Center this week, I realized this wasn’t going to be any normal talk. 300 people realized it at the exact same moment.

A little technology glitch—No slides. No visuals. No prompts. Just me. For 60 straight minutes.

I saw the panicked organizers in the back of the room scrambling to fix it. Seeing their looks, I glanced over at the organizers, gave them a wink, and said, “We got this.” And we did... It wound up being an epic day, and they invited me back (good sign). The entire talk came about because a woman read Super Mentors, told her bosses we bring me in, and voila, I did a keynote and workshop. Pretty rad actually... that photo is 54 stories up!

Next week's newsletter topic is... well, I don't know yet. So, if you've got any suggestions, send them my way. I've been thinking about breaking down the writing styles of either:

• Alex Hormozi (100M Offers),
• Angela Duckworth (Grit),
• Seth Godin (The Practice, This is Marketing, Purple Cow, etc.), or
• Vishen Lakhiani (The Code of the Extraordinary Mind and the Mind Valley founder).

I'll probably do all four of them at some point, but if you have a preference or favorite for next week, let me know!

Oh, and a bit of good news... we've decided to host a Summer Modern Author group! If you've got dreams to pen a Thought Leadership book in 2025 and want to build a manuscript over this summer (actually, it's our most popular time for authors to write their manuscript), go ahead and schedule a 15-minute call with me and I'll dive into your topic and the outcomes you're looking for: https://go.oncehub.com/ManuscriptsBookTopicChatf​

Happy Writing Y'all!

Eric