A lot of thought leaders have written books, eager to get their insights out into the world. Yet many start the task without having a well-defined plan for what comes next!   Our guest today has literally written the book on writing thought leadership books! “Build a Better Business Book: How to Plan, Write and Promote a Book That Matters” is the work of the amazing Josh Bernoff, and we can’t think of a better person to help nonfiction authors succeed. In order to help authors find success, they first have to understand what that means to them. Josh explains how success can look differently to each author and often is unrelated to the quantity of books sold.  Success can take the form of launching a speaking career, generating leads, or purely having a book that makes you the authority in your field. Once you know what sort of success you want, you’ll need to plan beyond the book. Josh shares how many authors don’t look beyond the launch of their book and become disappointed when nothing happens. However, those that properly promote their book, and have scalable plans in place for after the book is launched, can take their business to the next level. If you have an idea for a book, but you're not sure if it checks the boxes of "big, right, and new," then this episode will guide you on your journey. Three Key Takeaways: ·         For authors the success of a book is typically not measured in sales but in the additional business generated from the book. ·         Before you publish a book have a plan to define yourself beyond the book. ·         Tradition, hybrid, and self-publishing all have pros and cons.  You have to understand the needs of your book to find the right fit.