Welcome back to the ProfitSchool by MeasureU podcast, Business Unfiltered with Mercer and Jeff Sauer. Today's topic is Writing Books: The Good, The Bad, & The Ugly

• Mercer and Jeff discuss the evolving landscape of book authorship, particularly in light of advancements in AI, contrasting traditional publishing challenges with new opportunities. 

• Jeff shares insights from writing his book, "Service Stacking," highlighting the importance of a clear, focused framework as the core idea rather than a broad topic. 

• The hosts emphasize that successful business books typically present a proprietary framework that readers can understand and apply. 

• A key takeaway from Jeff's experience is the necessity of dedicating significantly more time to book promotion than to its writing. 

• Mercer and Jeff explore how AI can streamline the book-writing process, from initial research and outline generation to editing and ensuring continuity. 

• The hosts propose an "audience-first" strategy for future book projects, involving testing concepts and hooks with small, iterative outputs like 30-page PDFs, before fully developing a book.