My best-selling book went out of date, so I wrote it again. Both halves of that sentence make sense once you see what a book like that is for, and what it is not for.
Focus on LinkedIn was a method I had already used on 100+ executive and founder profiles. I did not research the topic. I did the work every week, and the method proved itself on real people before I wrote a word. The book was a photograph of something I was doing at the moment I was doing it, and a photograph does two things at once. It goes out of date the instant the shutter closes, and it lasts forever.
Why did a book about profiles sell so fast?
It sold 15,000 copies in three days, and the reason is that nobody had to be persuaded. The people who bought it had seen the method work, on their own profile or on someone’s they knew. The book put the whole thing in one place, and they were buying a thing they already trusted. That is a different purchase from a book about a topic the author read up on, and it is the only kind of purchase that happens in volume without a launch machine behind it.
I cannot take credit for timing. I wrote it when I wrote it because that was when I was doing the work. But the reason it sold is the reason any method book sells: proof preceded it.
What happened to it?
LinkedIn changed how it works. The feed moved to an interest graph, showing people more of what they already engage with instead of what their connections post, and a set of tactics built on the old distribution stopped working. Tactics that were right in the first edition became wrong, and a reader following them today would be following a platform that no longer exists. So I wrote a new edition for the platform as it is now.
A book about a platform has a shelf life, and it is shorter than the author would like. That is a reason to know what kind of book you are writing, and a reason to expect to write it again. It is no reason to skip the first edition.
What did not age?
The record. The sales, the registries, the catalogs, the reviews, my name on the cover, and now two editions under it. None of that expires. Nobody looks at a photograph from twenty years ago and complains about the clothes. They look at it because it proves something happened. The book proves I was the person doing that work at that moment, and proof of that kind gets more valuable as the moment recedes, not less.
That is the half of a method book most authors never think about. They imagine the advice is the asset. The advice is the perishable part. The authorship is the durable part, and the authorship is what strangers, and engines, still check years later.
When is the right time to write a business book?
While you are the person doing the work it describes. If I had waited for the definitive version of the method, I would still be waiting, because platforms change and the definitive version never arrives. Write it when the proof is fresh, when the people who know you for the work are paying attention, and accept that some of it will date.
Then know which kind of book is on the desk. A book about a method on a platform dates. A book about how you think, how you decide, or what a career taught you dates slowly or not at all. Both are worth writing. They are different objects with different shelf lives, and confusing them is how authors end up disappointed by a book that did exactly what its kind does. The guide to ghostwriting covers that choice.
Which book should an executive write first?
Probably not the career summary planned for retirement. The method people know you for this year, written down while those people are paying attention, sells on day one because proof preceded it and stays in the record because publication is permanent. Even after the method ages, the author of the book that captured it does not.
Executives postpone that book in favor of the big one. Write the small one now. The big one will be better for having a published author writing it, and the small one will still be in the catalog when the big one comes out.
Why write a second edition instead of a new book?
Because the reason someone opens a profile did not change. The platform changed the distribution. It did not change what a reader wants from your profile: confirmation that you are the person they were told about. The chapters about that question were still right, because that question belongs to no platform, and they carried over. The tactical chapters were rebuilt for the interest graph.
A second edition is a new photograph. It will age the same way the first one did, and when it does, the move is the same: keep doing the work, and write it again. Each edition adds to the record instead of replacing it. Two editions under one name is more proof than one, not less.
Find the thing people know you for right now and write that book, before the platform changes or the moment passes. The Book Discovery Intensive is one engagement built to find it and shape the book around it. The case studies show what other authors captured while it was still true. Connect with me on LinkedIn and bring the question you cannot answer yet. Part of The Publishing and Marketing Hub.
Take the photograph. When the ground moves, take another. Both are proof forever.
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