Case study
Competing in the Age of AI
A Harvard Business School book that reached beyond the academy.
Link active · last checked September 22, 2026
The challenge
HBS professors Marco Iansiti and Karim Lakhani wanted their book launch to move past academic impact and reach the readers, reviewers, and influencers relevant to a consulting client base.
The insight
Serious ideas travel when their authors show up where the audience already is.
The solution
Grey Horse built a communications strategy for every audience the book could reach: a popular Reddit "Ask Me Anything", and an excerpt placed through LinkedIn's editorial team in its Weekend Essay series alongside Bill Nye, Steven Pinker, Seth Godin, and Doris Kearns Goodwin. The book topped Amazon's tech section and was covered by The New York Times, TechCrunch, Inc, and Forbes.
Services
- Book Launch
- Public Relations
- Digital Strategy
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