How James Clear is Writing His Next Book

You don’t want to have to convince people that they should care about your idea. It’s much better to be convincing them that you have the best book or product on an idea they already care about.

In short, his process is all about figuring out where his readers currently are—what resonates with them, what they care about—and bringing them where he wants them to go.

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.

Positioning is starting where the reader is, and bringing them to where you want them to go.