The ones they did anticipate are great, but often it’s the others that take them by surprise. Here’s usually how this works: The #1 search engine is Google. #2 is YouTube. You know what #3 is? Amazon. And even more relevant to entrepreneurs and business people, it’s the #1 search engine when looking for products and services (with 44 percent of searches for products and services starting there).6 This means it is literally the largest search engine for professionals. Think about it—how many times have you had a problem and tried to solve it by finding a book about it? Well, what if you were the person who wrote the book on how to solve that problem? Then you’re going to get all those people coming to you. That’s how it works—having a book brings people to you. It lets them know exactly who you are and shows them how you can help them. It’s the best marketing tool you could ever use, not just to build your brand, but to attract clients. Lemme give you a personal example: when we started our company, Scribe, we realized we had a rocket ship that we didn’t know how to fly. We needed to learn how to scale our company. What did I do? I went to Amazon to read books on the subject. Turns out, there are not a lot of great books out there about how to professionally manage and scale a fast-growing company. The 6 “Amazon Is the Starting Point For 44 Percent Of Consumers Searching For Products. Is Google Losing, Then?” Marketing Land, October 9, 2015. https://marketingland.com/amazon-is-the-starting-point-for-44-percent-of- consumers-searching-for-products-is-search-losing-then-145647. rEAliSTiC AND UNrEAliSTiC ExPECTATiONS fOr A BOOk · 371