Accidental Genius, 2nd Edition

Chapter 27The Fascination Method

One of the hats I wear is that of writing coach. I guide businesspeople in writing books. During a typical first session, my clients aren’t sure what their book will be about, but they take guesses. They tell me what they think the marketplace wants and what they believe they can sell. They start tossing around promising premises. I stop them.

Books indeed need readers, so thinking about audience is important. Books also help writers achieve career goals, so thinking strategically about how a book can advance one’s business makes sense, too. But looking at those things too early leads to a bland book.

Writers start misplacing their attention. Instead of focusing on the best things they’ve learned and on telling ...