But more specifically, a lot of the work early on in a book is about positioning. Positioning the product, packaging the ideas, figuring out the right frame, so that it's something that people will be interested in.

A lot of people might be like, ‘OK, we worked on positioning for a week—let’s move on and start executing!’ But I will sit with it for six months, or a year—however long it takes for the idea to feel like it’s fully formed.