5. Legacy: A book can cement your legacy and pass your knowl- edge and story on to others. 6. Create Impact: Probably the very best long-term way to build your brand is to actually impact others, and there is no better way to scale your impact than to write a great book that really helps other people. Let’s break down each of these and see exactly how they work. 1. A BOOK INCREASES YOUR VISIBILITY AND RAISES YOUR PROFILE Whenever any media want to comment on something, who do they go to? The expert, right? And how do they know someone is an expert? The experts are the people who wrote the book on the subject. A book is the #1 signal of expertise. Media want to talk to experts, and they judge expertise by who wrote the book on the subject. Could you use more visibility in your field and media coverage? Write a book that establishes you as an expert, and media coverage will be 10x easier to get. This is EXACTLY how Jonathan Siegel’s book got him so much coverage. He wrote a good book that detailed a lot of the fallacies of conventional wisdom in tech startups, and dozens of media out- lets like Inc., Business Insider, and others wanted to cover him. He was already an expert in his field—he just needed a book to get him coverage. The same thing with Stephan Aarstol. He wrote a book about the innovative culture at his company that allowed them to work 5-hour days, and the media could not get enough of him and his book. Now he’s all over the media, with articles in Inc., Forbes, Entrepreneur, 376 · ThE SCriBE METhOD