they’ll get from their book, or they care about that only as a sec- ondary benefit. Note that for any book to be effective, it has to impact others—it’s just that some authors place a much higher emphasis on this than others. Obviously, the details of each of these depend on your specific field and profession, but any of those objectives can be very realistic objectives. Note: The more specific you are with your objectives, the better. EXAMPLES From the same book about learning faster and more effectively: • We have built our B2C business to over $10M a year, in large part by leveraging the free book funnel and the exposure of the book, despite the fact that I’m less involved in the business than ever. • We are running the world’s largest learning summit, with over 500 people a year paying to attend. • We’re doing over $1M a year in corporate and enterprise sub- scriptions, because of the exposure and credibility of the book and the event. • We have sparked research, conversation, and debate about education reform, and are working on a few not-for-profit pilot initiatives to improve education. From the same book that teaches women how to sell like men, but ethically and with heart: • I have a large following of female entrepreneurs and my brand is recognized and well-respected. • I’m a sought-out speaker on the topic of sales and female empowerment. I have done a TEDx talk and been asked to speak at large, recognizable conferences like SXSW and Traf- fic & Conversion Summit. I will be asked to speak in venues 60 · ThE SCriBE METhOD