"Unless you have a way to differentiate, then you don't really have any sort of justification for putting out yet another book."

There's not much Josh Bernoff doesn't know about writing business books. And he knows that differentiation is everything. Whether it's your unique perspective or a groundbreaking solution, finding your distinctive edge makes all the difference. 

He also encourages authors to think of their book as a pivotal part of a larger ecosystem - and to create a sense of immediacy right up front to capture engagement.

This conversation is a treasure trove of actionable advice and profound insights, a must-listen for anyone aspiring to write a business book that makes a difference.