ian ross

Useful and true - and yet, incomplete with respect to how many non fiction authors actually make a living. A book is a bridge. It should invite -

or inspire an experience with the actual work we do in the world. People are inspired by words -

but transformed through experiences. Begin with the end experience in mind (what you offer a super small subset of readers who want to immerse themselves more deeply in your expertise - and the book “profits” themselves - became largely a secondary concern)