Pat and I really need to get down to business. As independent publishers we’ve got eleven books in print, and it’s time to start making money off them. A friend of ours, John J. Walters, was kind enough to send us a book to get started: Marketing Shortcuts for the Self-Employed, by Patrick Schwerdtfeger.
It’s an excellent book, and we’re eagerly squeezing it dry for ideas. That said, we have a not-so-small bone of contention beginning in Chapter 2 and continuing throughout the book. “In today’s information society,” Schwerdtfeger declares unambiguously, “you need to carve out a little slice of the universe and claim it as your own. You need to decide what your specialty is and become an expert in that field.”
It’s the conventional wisdom, of course. If you want to do business these days, you’ve got to have a platform. Now, that’s easy enough for hedgehogs (see previous post). But how do unregenerate mutant foxes like Pat and me “carve out a little slice of the universe”? Big slices—yea, even whole universes at a swallow—are more our thing. Continue reading