Interview with Dr. Sunghoo Moon
CEO of LeaderWay
Ph.D. in Business Administration, New York State Attorney
Speaker at the World Knowledge Forum (WKF) Reputation Session
Author of "What Do Leaders Actually Do?", "Reputation That Attracts Wealth", and "Who Lasts Long?"
Selected as one of the authors for Maeil Business Newspaper’s Top 3 Must-Read Books on Entrepreneurship for New Leaders (Feb 14, 2025)
From Corporate Executive to Author: The Motivation Behind the First Book
📌 Before establishing yourself as a bestselling author, what inspired you to write your first book?
📝 Answer: Becoming an author was never my initial goal. After spending decades as a corporate executive, I came to a realization—I had been dedicating my entire career to advancing the company’s success, but I had yet to build something that truly bore my own name. With 24 years in the corporate world, including eight years as an executive, I felt a growing need to create something of lasting value beyond my corporate role.
Interestingly, my first book did not focus on my primary area of expertise—law. Instead, I chose to write for young professionals navigating the early stages of their careers. That decision proved to be pivotal. The book opened doors to speaking engagements, as publishers encouraged me to share my insights on stage. That was the beginning of my transition into public speaking, marking a new chapter in my professional journey.
📌 More people are publishing books than ever, yet many struggle to achieve their desired impact. What key elements should be addressed before starting the writing process?
📝 Answer: Authors often approach book writing with specific objectives—establishing thought leadership, enhancing their professional credentials, or creating opportunities for speaking engagements and career growth. Very few write simply for the sake of having a book.
The key issue is that many embark on the journey without a well-defined purpose. Publishing a book does not inherently translate into influence or success. Without a strategic approach and a clear plan for leveraging its impact, a book can fail to deliver meaningful results—or, in some cases, even prove counterproductive.
📌 What foundational considerations should be made before committing to writing a book?
📝 Answer: The notion that “anyone can write a book” has become increasingly prevalent, leading many to approach publishing too casually. While producing a book is relatively straightforward, strategically leveraging it to drive meaningful outcomes is a far more complex endeavor. This is why authors must first establish a clear purpose and a well-defined strategy for how the book will be utilized.
Rather than viewing publication as the end goal, consider the broader impact: What role will this book play in your career, business, or industry positioning? A well-structured book should align with your long-term objectives. For example:
✅ Is the goal to generate speaking opportunities? → Then the book’s structure should be designed to reinforce key messages that translate seamlessly into lectures and presentations.
✅ Will it serve as the foundation for a coaching or consulting program? → If so, incorporating case studies, actionable frameworks, and workbook elements will make it more valuable to potential clients.
✅ Are you aiming to establish thought leadership within your industry? → A book intended for industry influence should be rooted in research, enriched with data-driven insights, and feature compelling case studies beyond personal anecdotes.
Publishing a book is not inherently impactful—its success depends on how effectively it is positioned and integrated into a broader professional strategy.✔ A book should be planned with a clear post-publication roadmap in mind.✔ Its core message should align with your speaking engagements, coaching programs, and digital content.
From the very beginning, the fundamental question should be:
“How will this book serve as a strategic asset to enhance my career, business, and influence?”
Beyond Personal Experience: Building Sustainable Content
📌 Many authors structure their books around personal experiences. However, some argue that experience alone has inherent limitations. How do you view this perspective?
📝 Answer: Experience is undoubtedly a valuable asset, but it is not an unlimited resource.
Relying exclusively on personal experiences for content creation presents a fundamental challenge—sustainability. To maintain this approach, one must continuously seek new experiences, which is neither practical nor scalable in the long run. Even renowned writers like Ernest Hemingway recognized this limitation. When he felt he had exhausted his personal experiences, he became a war correspondent to acquire new material, which later influenced works such as For Whom the Bell Tolls. However, few can afford to constantly immerse themselves in new experiences solely for the purpose of content generation.
The key to sustainable content lies not in an endless pursuit of new experiences but in the ability to reinterpret and contextualize existing ones. Thoughtful analysis, pattern recognition, and the integration of broader research can transform personal experience into a deeper, more universally relevant narrative. A book that offers original insights, backed by a structured framework, carries far greater longevity and impact than one that simply recounts lived experiences.
Ultimately, the ability to extract and articulate meaningful perspectives is what distinguishes content that remains valuable over time.
The Rationale Behind What Do Leaders Do?
📌 What inspired you to write your latest book, What Do Leaders Do??
📝 Answer: In recent years, leadership has become a widely discussed topic. Social media and public speaking platforms are saturated with advice on how leaders should behave. However, upon closer examination, many of these ideas raise a fundamental question: Are they truly actionable within real organizations? While leadership theories may sound compelling in principle, their practical application—persuading CEOs, aligning executive teams, and effectively leading employees—remains uncertain.
One of the key challenges is that much of the discourse around leadership is driven by individuals who lack firsthand leadership experience or direct involvement in influencing top executives. While leadership can certainly be analyzed from a theoretical perspective, too often, the insights presented are purely academic—detached from the realities of organizational dynamics.
Effective leadership principles are not just about theory; they must be informed by practical experience. The true power of leadership insights comes from their ability to bridge the gap between conceptual frameworks and real-world execution. That conviction is what led me to write this book—to provide a leadership perspective grounded in both experience and application.
📌 How does your latest book distinguish itself from conventional leadership frameworks?
📝 Answer: Rather than presenting leadership as a theoretical construct, my focus was on developing a practical, execution-oriented approach to leadership. This book is not about prescribing what leaders should do in an ideal world—it is about equipping them with concrete strategies for applying leadership principles effectively in real-world situations. The emphasis is on how leadership can be implemented, considering specific contexts, challenges, and decision-making scenarios.
A fundamental premise of this book is that there is no singular, universally applicable leadership model. Leadership is not about rigidly adhering to one doctrine but about continuously adapting to evolving circumstances. The effectiveness of leadership lies in the ability to assess situations dynamically and apply the appropriate strategies accordingly.
With this perspective, I designed this book to serve as more than just a theoretical discussion—it is a practical leadership playbook. My goal was to create a resource that leaders can reference as a decision-making guide, allowing them to apply the right leadership approach based on their specific challenges and organizational realities.
📌 What was your primary objective in writing this book, and how do you envision it being utilized?
📝 Answer: As I formally expand my leadership coaching practice this year, I wanted to develop a resource that serves not just as a book, but as a strategic tool for leadership development.
Traditional leadership books are often consumed passively—read once and then set aside. My objective was to create a book that leaders could actively reference and integrate into their decision-making processes. To achieve this, I structured it as a practical leadership manual—a guide that enables leaders to apply concepts directly to their own organizational challenges, particularly within coaching sessions and real-world leadership scenarios.
Rather than presenting leadership as an abstract or theoretical discipline, this book is designed to address a key question: What measurable impact will these leadership principles have when implemented within an actual organization?
Leadership is not a rigid, one-size-fits-all concept. It requires adaptability, situational awareness, and execution. This book is not about generic leadership philosophy—it is a field-tested execution guide, offering immediately actionable strategies that leaders can apply in real-time.
Ultimately, my goal was to develop a practical decision-making framework that equips leaders with the tools to navigate complex challenges, drive organizational progress, and lead with precision in dynamic environments.
Mastering the Art of Public Speaking
📌 Many professionals aspire to become successful speakers. How much preparation is truly required to deliver an impactful keynote?
📝 Answer: A compelling keynote is never the result of improvisation—it is the outcome of rigorous preparation and deliberate practice.
I firmly believe that great speeches require relentless effort and meticulous planning. However, many assume that effective speaking is a natural skill that can be executed spontaneously. This is a fundamental misconception.
✔ Every accomplished speaker invests significant time in rehearsal and refinement.
✔ Writing a book does not inherently make someone an effective speaker, nor does subject matter expertise guarantee audience engagement.
✔ Ultimately, the level of preparation and structured practice determines the success of a speech.
📌 What are the key components of a high-impact keynote?
📝 Answer: An effective speech is built on three fundamental pillars:
1️⃣ Performance: Public speaking is not merely about delivering information—it is a performance that must command attention. Successful speakers master eye contact, vocal dynamics, purposeful gestures, and narrative techniques to sustain engagement.
2️⃣ Engagement: Audience retention hinges on active interaction. Incorporating strategic humor, thought-provoking questions, and real-time audience engagement enhances impact and maintains focus.
3️⃣ Content: Even the most dynamic presentation will falter if the message lacks depth and clarity.A keynote must convey a well-structured, compelling core message and provide the audience with actionable insights and tangible value.
📌 What distinguishes top-tier speakers from the rest?
📝 Answer: Exceptional speakers exhibit distinctive characteristics that elevate their influence:
✔ Professor Chang-ok Kim – Masterful emotional storytelling and impeccable speech delivery
✔ Professor Kyung-il Kim – A blend of logical precision and engaging wit that captivates audiences
There is no singular formula for success in public speaking. Each speaker must cultivate a unique delivery style that aligns with their expertise and personality. However, one essential skill remains non-negotiable: the ability to capture and sustain audience attention with purpose and conviction.
📌 For those with no prior speaking experience, where should they start?
📝 Answer: For aspiring speakers, the most critical starting point is understanding that public speaking is a skill that requires deliberate training.
✔ Delivering a business presentation and delivering a keynote speech are fundamentally different disciplines.
✔ Expertise alone does not translate into effective speaking—knowledge must be communicated with clarity, structure, and engagement.
I began my career in a corporate setting, where my speaking experience was limited to internal presentations. Transitioning into public speaking required intentional skill development. However, like any high-level discipline, speaking excellence is attainable through structured practice and refinement.
Success in public speaking comes from consistent rehearsal, identifying and developing a unique speaking style, and continuously enhancing delivery techniques. Speaking is not an innate ability—it is a craft that improves with deliberate preparation and experience.
If you aspire to influence audiences through public speaking, commit to an intensive preparation process. Mastery is not achieved by chance—it is the result of rigorous practice and strategic execution.
Establishing a Strong Persona in the Digital Age
📌 In today’s digital landscape, personal branding through social media is becoming increasingly critical. However, many individuals tend to conflate "persona" with "personal brand." What is the distinction between these two concepts?
📝 Answer: While these terms are often used interchangeably, persona and brand serve distinct purposes.
✔ Brand represents the value proposition you establish in the market. It can be shaped, evolved, or even diminished over time.
✔ Persona refers to the intentional projection of a specific aspect of your character—how you wish to be perceived by your audience. It is directly linked to reputation management.
For instance, stating "I am a global personal branding expert" or "I specialize in leadership development" defines your personal brand.
Conversely, if you want to be recognized as a "pragmatic strategist," a "charismatic leader," or a "relatable mentor," you are shaping your persona.
While branding is important, defining a clear and strategic persona is even more crucial. Failing to do so can lead to an inconsistent or even negative perception, ultimately weakening your credibility.
📌 What are the most common mistakes people make when defining their persona?
📝 Answer: The most frequent misstep is a lack of intentionality—allowing one’s image to form passively rather than shaping it strategically.
✔ Posting impulsive, emotionally driven content without considering long-term impact
✔ Projecting multiple, conflicting personas that dilute a cohesive identity
✔ Operating without a clear strategy under the guise of “raw authenticity”
A persona is not about manufacturing an artificial image; it is about strategically curating and emphasizing key aspects of your identity that align with your professional objectives.
✔ You do not need to disclose every aspect of yourself.
✔ The key is to maintain a well-defined and consistently reinforced professional identity.
Ask yourself: "What do I want to be remembered for?"
✔ Ensure alignment between your persona and overall brand strategy.
✔ Maintain consistency across digital platforms and offline interactions.
In the digital era, a well-managed personal brand creates opportunities, while a poorly defined persona can be a liability. Approach persona-building with deliberate intent, ongoing refinement, and strategic execution to maximize your professional influence.
As a Leader, What Is Your Core Philosophy When Writing or Speaking?
📌 What guiding principles do you prioritize in the process of writing a book or delivering a keynote?
📝 Answer: The two most fundamental principles I adhere to are maintaining awareness and communicating with humility.
One of the most common pitfalls in writing and public speaking is adopting a stance of absolute authority—the belief that one's experiences and insights constitute definitive answers. However, I consciously take a different approach. Instead of positioning my views as unquestionable truths, I frame them as informed perspectives:
"My perspective is not the only answer, but this is how I interpret it."
"You may hold a different viewpoint, but I encourage you to consider this perspective through a different lens."
This approach fosters a more open and engaged audience, allowing for deeper intellectual exchanges rather than one-directional instruction.
Fundamentally, writing and speaking should not be approached as mere knowledge dissemination but as an ongoing dialogue. The true value lies not in presenting rigid conclusions but in encouraging critical thinking and discussion.
Leadership operates under the same principle. A leader is not defined by possessing all the answers but by the ability to ask the right questions and facilitate meaningful conversations that drive progress.
For those looking to share their insights with a wider audience, my advice is this: approach it with humility—but with unwavering clarity and conviction.
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The insightful interview covering key topics such as leadership, personal branding, persona, content marketing, and speaking is excellent. Thank you for sharing.