So You Want To Write a Book?

Marty Cagan, author of four bestselling product books, shares his process for writing non-fiction books, framing the book as a product whose readers are customers. He argues that the decisive factor is whether the author has something substantive and new to say, since marketing cannot rescue a weak book. He describes testing ideas through concept MVPs such as blog articles, using three kinds of reviewers (target readers, an expert reviewer, and influencers), and keeping a coaching-style voice. The piece covers the time commitment, co-authoring, self-publishing versus publishing houses, formats, and the author's ongoing role in promotion. It is a practical guide for aspiring authors who want reach and impact.

01Key takeaways

• Treat the book as a product whose readers are customers, and focus on substance over marketing.
• Before committing, test whether you have something new and meaningful to say by writing and getting expert feedback.
• Validate topics with concept MVPs like articles or talks, tracking reach and follow-up questions.
• Secure at least one candid expert reviewer, since serious errors are impossible to hotfix in print.
• Keep a single authentic voice and agree on decision rules before co-authoring.
• Plan for ongoing promotion, since publishers do little marketing and word of mouth drives sustained sales.

02Key sections

Why this perspective

Cagan explains his track record of bestselling books and frames the book as a product, with readers as customers. He stresses that strong content, not marketing, drives success.

Readiness and prerequisites

He offers a test of writing a six-page narrative and getting expert feedback, and notes the big time commitment. A good book needs something genuinely new to say; clear writing can be developed with editing help.

Testing concepts and content

Authors should validate ideas early through concept MVPs like articles or talks, and let each chapter prove its value against risks of value, usability, feasibility, and viability.

Reviewers, voice, and collaboration

Use target readers, at least one trusted expert reviewer, and influencers, keeping a consistent authentic voice. Co-authors need agreed decision rules and one person owning the whole book.

Publishing, formats, and promotion

Weigh self-publishing against a publishing house based on revenue and control, expect long production, produce print, digital, and audio formats, and sustain sales through word of mouth and author engagement.

03From the post

“A partnership dedicated to teaching best practices to product teams and product leaders”

04Frameworks mentioned

Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.