"One of the hats I wear is that of writing coach. I guide businesspeople in writing books. During a typical first session, my client isn't sure what their book will be about, but they take guesses. They tell me about what they think the marketplace wants, what they believe they can sell, and what might elevate them to guru status. They start tossing around premises. I stop them. Books indeed need readers, so thinking about audience is important. Books also help writers achieve career goals, so thinking strategically about how a book can advance one's business makes sense. But looking at those things too early leads to a bland book. Why?"