The Three Most Important Things for Self-Published Authors

If someone self publishes their book, what do you think are the three most important things for them to get right in order to quote unquote succeed? You have to know who you're trying to appeal to. If the book is flawed or slapdash, it's just going to sink like a stone because no one will recommend it. Publishing is still largely driven by word of mouth and recommendations. It requires that level of market awareness to be successful.