Starting a New Book

This is an excerpt of the upcoming book “Writing Better Books, the Agile Way.”

4  Starting a New Book

There is no greater agony than bearing an untold story inside you.

—Maya Angelou

When deciding to start a book project, you have two options. You write the book you want to hold in your hands or you write a book you want to see others holding in their hands. Actually, there is the third option, you write for money. Let us examine these three approaches.

4.1  Writing for Yourself

Writing for yourself usually means that you come to the project full of ideas. Maybe you have had those ideas over the years and want to see them finally in print. My own first book was such a work of passion. Over the years, I wrote down ideas I had on little note cards. After I moved to Dsseldorf, my journey of minimizing my household started. I began by scanning and digitizing all those little cards. Together with articles and forum entries I wrote, the resulting file was a 1000-page “book” of unconnected thoughts. This was followed by years of editing. To re-iterate what I said in Chapter 1, your first attempt to write a book will probably fail: it is too easy to overestimate yourself. In the end, I divided my book project into eight parts and then approached them one by one. It still took me many months to finish the first part. In the end, this approach was extremely inefficient as I had so much text and only a fraction of it published. The lesson of this story is: do not wait until the end of the book to look at the big picture. Writing books is not like producing a movie, where you first try to get as much footage as possible and then focus on editing at the end of the process. In a way, it is the curse of the first book you will write. You have not been writing books for long, so all your ideas have piled up and want to be published. But the bigger your ambitions, the lower the chance that the book ever sees the light of day. The saying “Aim for the stars to reach the moon” still holds true, but it is not done in a single step! A general rule of thumb is to change only one element with each new book. If you have written novels about Scandinavia in the past and now want to write a non-fiction book, write about Scandinavia. If it is your first book, the easiest way to start is taking an existing book as a blueprint and focus on learning the tools that allow you to write and publish a book. Ultimately, my advice in this case is to go write your first book based on your notes. By converting your ideas into a book, you are organizing them in a coherent way. And no matter how your book does in the market, it is the foundation of your future books. You can always come back to it and reuse elements directly or indirectly based on the things you have learned while writing it. The idea is that even without an optimal start (by starting with a blank slate), you can still apply the marketing techniques discussed in this book even after the writing is complete.

4.2  Writing for Others

If you are writing for others, you are starting with an empty page of paper. Sure, you have the background knowledge in your field (and books you have written in the past, see above), but because you are writing for others, the first step is to start asking people what they want to read about.

How do you acquire the information necessary to decide what to write about? Here, you have several options:

  • You are running an active blog where you post articles (maybe simply parts of or whole chapters of your previously written books). Analyzing the amount of feedback, comments, and even click rates, you can guess what topic most interests your visitors. We will discuss how to integrate such a blog into your overall book strategy in Chapter 11.
  • You are using online advertisement based on keywords (like Amazon Marketing Services or Google Adwords). Depending on how you have set up your keywords, they can act like a net and give you valuable information about what people are searching for. We will discuss keyword advertisement in Chapter 11.
  • You do research in the existing market of ideas to identify niches—genres and topics few other authors have written about but which have above-average number of sales. You can do this by looking at the sales rankings on Amazon or use a third party service that does it for you. We will discuss this also in Chapter 11.
  • If your goal of the book is to supplement of your career, you are technically still writing for others, but the content of your book is clear from the start: you want to use your book as an alternative medium to promote your unique selling point of your career. What makes your approach in your career special?

If you are unsure about which option to use, I recommend starting a blog and writing articles. If you cannot attract an audience by small articles or stories, you will not be able to do it with a larger book. Alternatively, write your first book as a way of learning how to market and sell, and use the text for articles and further market research.

Once this general research is done and a decision has been made, you now have to focus on the core the book and organize your ideas around it. We will discuss both in Chapter 7.

This was an excerpt of the upcoming book “Writing Better Books, the Agile Way.” There, you will find the linked chapters.

By Clemens Lode

Clemens Lode is a management consultant with focus on agile project management methods (check out He likes to summarize his insights into books, check out his philosophy series "Philosophy for Heroes" here: His core approach to philosophy and management is that people need to be more aware of their limits and ultimately their identity and their vulnerabilities.

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