Challenge

Lynn’s ideas about transportation solutions are unique and important, but her busy schedule made it difficult to strategize with storytelling in mind. She already had a relationship with a publisher that was interested in her idea, but she needed outside expertise to bring those ideas into strategic, manageable steps and to make them into compelling narrative.

Additionally, Lynn’s framework around racial equity was essential to the way the book was carried out and needed someone who could channel those ideas effectively. She needed someone to help channel those ideas, bring in other voices and perspectives from across the field, and to ensure it was practical and immediately useful for readers to take action.

Solution

Doerr&Co. provided both that strategic focus and the storytelling expertise to help Lynn create momentum around the project and produce a strong story that will be interesting to readers both directly and indirectly involved in transportation planning and policy implementation. 

Throughout both the book proposal and book-writing processes, Doerr&Co. created a strategic process that kept up the project momentum and made the scope of the project more manageable and less overwhelming by breaking down tasks into shorter-term, more achievable goals. As a writer, she also brings the perspective of someone from outside the field, which helps frame the story in a way that will relate to a wider audience who isn't as steeped in the terminology. 

Doerr&Co.’s Elizabeth Doerr brings strong writing, editing, and narrative skills to the book writing process as co-author. She works to maintain the tone and perspective as uniquely Lynn's and brings in outside expertise when necessary through interviews of various transportation professions.

Elizabeth’s background in social justice and community engagement was also essential to ensure that the framework of the book was specifically geared toward racial equity—thus including voices and stories throughout that highlighted the need for more inclusive transportation planning and engineering.

Deliverables

Co-wrote the book proposal and full manuscript of Roadways for People: Rethinking Transportation Planning and Engineering with Lynn Peterson (to be published Fall 2022 with Island Press).

Book Proposal Development: Co-wrote, edited, and managed book proposal process which was then accepted by Island Press in September 2020.

Book Writing Process:

• Created book and chapter outlines and managed the book-writing process in collaboration with Island Press editor to ensure continuous momentum.

• Wrote initial drafts of chapters that were then honed in continuous rounds of feedback and updates with Lynn.

• Conducted necessary research to bring in data and contemporary examples to illustrate the ideas and points.

• Conducted dozens of interviews with professionals in the field of transportation that helped frame the approach of the book.

• Developed the case studies showcased throughout the book that were integrated in collaboration with interviewees.

• Liaised with and managed the work of sub-contractors—illustrator, environmental justice reviewer, and graphic designer.

• Brought a social and racial justice lens that helped shape the narrative meant to compel readers about the need to change the approach to transportation in the field.

• Channeled Lynn’s expertise, voice, years of experience, and relational approach into a manuscript meant to help shape the field of transportation of engineering and planning to be more inclusive and racial justice-minded.