Why Is the Book at the Top of the Ladder of Lead Generation?

There's something about the permanence of a book. I don't see it being supplanted by anything else. Writing is primarily a risk in many ways. And i would add that we increasingly live in this iterative world where you put something digitally, and because it's just digital, you can improve it once it's in the market place. A book is the old school antithesis to thatand i think i've said this before,. when i was writing the manifesto, one of the people who was reviewing the early drafts was a novelist friend of mine who died a few years ago.