One of the most common pieces of advice for business book authors - and one that I often repeat myself - is to focus on the reader. What problem do they have, what is it that they're seeking, what language will resonate with them?
That's important, but it's not the whole story. As Henry Ford famously said, if he'd asked people what they wanted they'd have said faster horses.
In this week's episode writer and positioning expert Mark Levy reveals how to balance what the readers want with what you as the author want to achieve and what you are uniquely positioned to create.
He describes how you can capture your unique meaning and fascination pile, your own mix of insights from the various experience and areas of expertise you've devleoped over the years, from which you can write something genuinely original that will establish you as a thought leader. And how it works to develop your own thinking too: 'You need to use the writing itself as a discovery process.'
Inspiring, illuminating and incredibly practical advice for writers who want to make a difference in the world.