Book Publishing

The Guerrilla's 800-Pound Gorilla

If I read a book that cost me $20 and I get one good idea, I have gotten one of the greatest bargains of all time.

When Michael Hammer and James Champy published Reengineering the Corporation in 1993,2 they launched a business revolution. The book, which called for the "rethinking and radical redesign of business," became a New York Times bestseller and the handbook for business transformation. Hammer and Champy were also swamped with new consulting business.

Authoring a book has marketing clout with clients and prospective clients. The right book, at the right time, invariably will catapult a consultant to the top of a client's list of favorites. However, writing a book is also a time-consuming, long-term commitment. For many consultants, devising, writing, and publishing a book takes longer than completing their longest client project.

Few marketing weapons give as much bang for the buck as a successful book:

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