“You don’t understand,” the three-time, big-six published author told me. “Books aren’t designed for you, the customer. Today, non-fiction books are business cards–for speaking, consulting, and deals.”
To lovers of books, I’m sure this will all sound like bad news. But to non-fiction authors, it’s a reality. In some ways, it’s also a bit of a relief and an opportunity. No one is asking you to write the Great American Novel. Nor do you need to sell a million copies. You just need to own and present an interesting idea to the right people.
In this new market, anyone can be a successful author because the definition of success has changed. Readers are no longer the sole “buyers.” In fact, they may be the least important type.