I think you have at least two books here, maybe three. There is a book about how VA’s will revolutionize work. There is a book about how to build an amazing company culture. And there is a book about how women can use VA work to change their lives. They’re all great books—but they are three different books, not one. They agreed, and Bryan worked with us to write a book about how VA’s will change the modern workforce, called Virtual Culture. Shannon wrote her own book about women and VA work, The Third Option. As an added benefit, by writing two books instead of one, they more than doubled the impact on their company. Each book created a separate and distinct media campaign for their book. And each book served a different purpose—Bryan’s book did a great job bringing them clients, and Shannon’s book did an amazing job bringing them qualified VAs to serve those clients. [Another important point that ties into positioning: they ended up deciding NOT to write the book on company culture, and instead worked many of those ideas into Shannon’s book. The reason is because we helped them see that doing a book on company culture would result in them getting a lot of speaking requests and consult- ing requests about culture, which they did not want. They wanted to only focus on their business instead.] HOW TO FOCUS ON ONE BOOK If you’re doing this in your positioning—combining two or three books into one—don’t get down on yourself. It’s very common. In fact, it can often end up being a good thing (once you fix the positioning). DON’T PUT EvEryThiNg yOU kNOW iN ONE BOOk · 423