Salt ruins a dish when you use it to hide a flavour and makes the dish when you use it to sharpen one.
Controversy in a book works the same way. Used to attract attention it is transparent and cheap. Used to sharpen an argument it is the difference between a book that gets recommended and a book that gets shelved politely.
Every book I have written that did anything for me has annoyed somebody. The ones that annoyed nobody sank without trace, and they were not worse books in any way I could point to. They were simply agreeable, and agreeable is the least memorable quality a book can have.
Why does an agreeable book fail?
Because there is nothing for the reader to do.
A book that takes no position hands the reader a set of observations and asks them to assemble the meaning. Most will not. They will finish the chapter, agree mildly, and by the following week retain nothing, because agreement is a very weak form of engagement.
Disagreement is stronger. A reader who thinks you are wrong about something has to work out why, and that work is what makes the book stick. Half the time they come around. The other half they remember the book as the one that made them argue, which is still a book they remember.
I wrote a piece making the honest case against hiring a ghostwriter, arguing that for some people it is the wrong decision. It is one of the pieces prospective clients mention most. A page insisting everybody needs a ghostwriter would have persuaded nobody.
The book on this: The Enshittification of America is the book where I stopped writing the softer version, and the argument has people on the other side of it.
What is the difference between a position and a fight?
Whether you would still defend it in two years when the attention has gone.
A cheap fight is a claim chosen because it will provoke. It usually overstates, it usually names an enemy, and the writer’s actual view is more moderate than the sentence they published. Those pieces work for a fortnight and then become embarrassing.
A defensible position is one you arrived at first and then discovered was unpopular. The order matters. If the conclusion came before the reasoning, readers can tell, and the ones you most wanted are the ones who notice fastest.
The Enshittification of America argues that widespread degradation is not how markets work, it is how these particular markets work under these particular incentives. That is a real argument with people on the other side of it. I did not pick it because it would irritate anybody. I picked it because two decades inside a large company and a decade of conversations with executives left me unable to write the softer version.
The book on this: The Emasculation of America is the one I expect blowback on, from people who have read it carefully and from people who have not.
Does controversy cost you readers?
Yes, and that is the trade and not a flaw in the plan.
Some people will not read a book that argues against something they hold. Some will start it and stop. A few will be annoyed enough to say so publicly, which for a nonfiction book is closer to marketing than damage.
What you get in exchange is that the people who agree with you know it, immediately and and those are the ones who recommend the book to somebody else. A book everybody mildly likes gets recommended by nobody, because there is nothing to say about it beyond that it was fine.
I wrote The Emasculation of America about what I was watching on YouTube, a large audience of young men and women arriving at settled hostility toward each other. I expect blowback from people who have not read it carefully and from people who have read it carefully and dislike where it goes. Only the second group is worth answering, and they are the smaller one.
How do you take a position without being a crank?
By arguing against the strongest version of the other side, which almost nobody does.
The tell of a bad controversial book is that the opposing view appears only in its weakest form, easily dismantled, usually paraphrased by the author. A reader who holds that view recognizes the misrepresentation in one paragraph and stops trusting anything after it.
State the other position as its own advocates would state it. Then explain why you still disagree. That single discipline separates a book that changes minds from one that confirms the ones already on your side.
It also protects you. An argument that survives its strongest counterargument is one you can defend for years. An argument that only works against a straw version collapses the first time somebody serious engages with it.
The book on this: The Villainization of America turns on a distinction between criticism and contempt, which is a position somebody can reasonably refuse.
What should you never do for controversy?
Manufacture it, and there are three specific ways writers do.
Overstating a moderate view so it lands harder. Attacking a person when the argument is about an idea. Choosing the contrarian side of a question you have no real stake in, because contrarian positions attract attention.
All three are detectable and all three age badly. The third is the worst, because a writer with no stake cannot sustain the argument past the opening chapter and the book becomes a long defense of a position the author does not hold.
The useful filter is whether you were already annoyed about it before anybody suggested you write a book. If the annoyance came first, you have a position. If the position came first and the annoyance was assembled afterwards, you have a marketing plan.
Where does this leave a business book?
Needing one argument somebody could reasonably refuse.
Most business books have none. They are surveys of a subject with a framework attached, and every claim in them is one their intended reader already accepts. That is why they sit unfinished on so many desks.
The fix is not to become inflammatory. It is to find the one thing you believe that your peers do not, and make that the spine. It might be small. It might be that the industry standard advice is wrong for a specific category of client. Small and genuinely contested beats large and universally agreed.
If you want the rest of this, why some books connect and others do not covers the reader’s side and the mistakes that sink a book covers the rest. The Ghostwriting Hub collects the practical material, and my ghostwriting service spends a good deal of its time finding the argument a client is avoiding. Season the dish. Do not drown it.
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