More tactical learnings:

  • It takes a long, long time to write a decent book. Aaron Ross did most of the heavy lifting here (maybe even all the heavy lifting) and it still took us like 18 months.
  • Context is the hard part. The individual pieces of content were all there — and easy (once you can write good stuff). Putting it together (which Aaron did the work on, again) with context across 300+ pages is hard.
  • Marketing is weird. The book sold well out of the gate and likely will continue to sell well, but it’s not clear what really works. Certainly, traditional placement in book stores and even on Amazon doesn’t really move the needle. You gotta sell it yourself, folks.

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