If you had nearly 30 years of experience building brands like American Airlines and Pepsi,  wouldn't you want to share all the great insights you'd developed? Our guest today is Michael Tuggle, the President of Tuggle Creative Inc, Chief Creative Officer of Something Else Strategies, and co-author of The Voice Of The Underdog: How Challenger Brands Create Distinction By Thinking Culture First. After having worked with  Mike Sullivan (President and CEO of LOOMIS), bringing a strategic advantage to challenger brands for over 10 years, Michael knew that it was time to share his insights with others. Michael discusses what it was like working with his partner for more than 6 months of writing, and another 12 months of editing, in order to bring their book to life.    We learn the process used to create the architecture of the book, how the chapters were decided and ordered, and their process: writing notes before letting the creative impulse take over. He also discusses the case studies and stories they included, to make the information more accessible. Spending 18 months putting a book together can come with a huge opportunity cost. Michael explains how self-publishing was only one part of their business model. While most will buy the book and use the information to the best of their ability, some will seek a deeper dive into the content, and will hire him to bring that content to their teams and organizations in scalable ways. Our conversation has great advice for both challenger's brands and would be authors. Three Key Takeaways: * Writing a business book is an efficient way to drive business and build credibility. * The time cost of writing a book can be large, but if you can pick up a handful of new clients it will be well worth the investment. * When writing a book don’t edit yourself as you go.  Allow the insights to come out then edit it later.