Getting it right before you write anything is 80% of the battle, and will save you time, money and anguish all the way through the writing, production and marketing processes.


You have a plan on the back of a napkin, a mind map pinned to a board, or a stack of index cards spilling out of a drawer. But not so fast!

  • Who is the book for?
  • What is the one big idea?
  • Will the reader be changed?
  • What will they be able to do after reading the book?