The right question is not simply whether you want to write a book. It is where you are now—and what needs to happen before a book can support your authority and business growth.
The wrong opening question
When business owners talk about publishing, the conversation often begins with: ‘Do you want to write a book?’
It sounds sensible, but it bundles together people with entirely different problems. Someone exploring how to become more visible does not need the same conversation as someone holding a finished manuscript. An author whose existing book has disappeared from view has a different challenge again.
A more useful starting point is to identify your current stage.
A. Your expertise is established, but the book is only an idea
You know a book could strengthen your authority, but you may not yet know what the book should be about, who it is for or how it would support the business.
The temptation at this stage is to begin with a title or a collection of ideas. The more important work is determining the authority position the book needs to establish.
B. You have started writing, but the commercial role is unclear
You may have chapters, a proposal or a substantial draft. The writing exists, but questions remain: Is the positioning distinctive? Is the reader closely connected to your ideal client? Does the book naturally lead towards the work you want?
Progress can feel productive while the strategic decisions remain unresolved.
C. You have published, but the book is underperforming
The book exists, but it is not generating the visibility, leads, speaking opportunities or business conversations you expected.
Sometimes the issue lies in discoverability. Sometimes it is positioning, packaging or the absence of a plan for integrating the book into the business. Publishing was treated as the finishing line when it should have been the beginning of a new commercial asset.
D. Your manuscript is close to ready
You have completed—or nearly completed—the manuscript and now need to make good publishing decisions.
At this stage, speed can become dangerous. Production choices, publishing model, commercial positioning and launch planning can all affect whether the finished book behaves like a strategic asset or simply becomes a well-produced object.
Stage before solution
None of these stages is inherently better than another. What matters is avoiding advice designed for a different starting point.
At The Business Show, SWATT Books will help visitors identify which situation they are in and which question needs answering next. I’ll also explore the wider Authority Gap in my seminar: why expertise does not automatically create visibility, trust or opportunity—and how a strategic book can help.
Which description fits you most closely: A, B, C or D?
