Someone asked me the other day why I chose to write a book instead of putting together a digital course. Funny enough, a course was my first and easiest option. I already had over nine hours of recorded material sitting in the vault from an earlier course I built years ago. It wouldn't have taken much effort to chop out what no longer fit my current thinking, record a few new modules, and package a solid eighteen to twenty hours of video. Charge a couple of grand for portal access. That's the standard industry playbook. I deliberately chose not to do that. There are plenty of exceptional video courses out there, but for this work, my priorities were accessibility and affordability. A physical book demands ruthless compression. Committing the frameworks to paper forces the tradecraft to stand on its own. You can't hide behind lighting, slides, or charm when someone's looking at naked text. The models either work under scrutiny, or they don't. Plenty of very capable people don't have the time or the inclination to sit through twenty hours of video, and they certainly don't want to hire a coach. I don't blame them. I don't think most people realise the courage it takes to trust an effective stranger with the raw mechanics of your life. It demands a level of exposure that many operators are simply too private to entertain. But that doesn't mean they can't benefit from the frameworks. For the self-directed operator, a field manual functions as a starter pack. In a way, it's coaching-lite. It hands over core frameworks and strategic models at a fraction of the cost of one hour with me, without forcing you into the personal exposure of a live engagement. It isn't the same as sitting across from me, and it certainly doesn't contain everything I do, but it's immediately accessible and gives you the foundational tools to work through at your own pace. And for the rare person who does eventually want to work together, it means they already have a solid reference point for how I operate before we even sit down. No motivational cheer squad. No padding. No fluff. And a lot of potential discomfort. But you don't go through this to be comfortable, now do you? The book's available on Amazon in Kindle, paperback and hardcover formats.

I think that with all the doomerism going around, today's the perfect day to introduce everyone to 'Kevin' from chapter 19. H/t to @VolaTim for suggesting the character 🫡