If you aspire to write a business book (or perhaps non-fiction more broadly) this is the best advice I can give, having been around the track twice. The episode covers the challenges you'll face and some pragmatic advice for how to overcome them to produce a high quality publication. Here's the bird's-eye low-down:
2:00 - The pitfalls of self-publishing
3:40 - The brush doesn’t make the artist
5:10 - Why my own books nearly failed

7:30 - The six key challenges to writing a good business book

08:57 - Having a genuinely good idea is difficult
12:50 - Your supportive friends are unhelpful
14:00 - Defining the structure and scope can't be done as you go
15:20 - The act of writing itself is hard
16:40 - Exhaustion and burnout is common
17:45 - Things will inevitably go wrong (most writing is re-writing)

19:30 - How to overcome these challenges

19:49 - Be clear on your motivation
21:29 - Practice writing and reading critically
25:45 - Why you should design a book rather than writing it
27:55 - Structural tips including the SCQA format and pyramid principle
33:30 - Why professional publishing beats self-publishing
35:30 - Proposal writing
40:30 - Learning to love the process, not the outcome
42:15 - Forming a brain trust

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