The Title Comes First (Begin With the End in Mind)
Burg’s process starts with positioning, not prose. A title is a strategic promise, and the best modern authors define that promise before they write the manuscript.
Guest
Bob Burg
Key Lesson
A nonfiction book often begins with the title because it defines the reader’s benefit.
Key Quote
“I start out with the title… it gives me the idea of what it’s about.”
