Geoffrey and I chose this opening sentence because it let readers know right away that we know their pain. Not only that, we knew how to fix it. If a reader picked up the book and didn’t c… See more

Readers come to nonfiction books because they want help solving a problem. If you picked up a book about team-building, culture, and leadership, you likely want answers to … See more

I said in the intro to this post that you don’t have to shock the reader to get their attention. I never said you couldn’t. If you’re going to do it, though, you have to do it well. This i… See more

If you don’t read that and immediately want to know what the realization was, you’re a force to be reckoned with. People love reading about drama, screw-ups, and revelations… See more