Modern Business Book Formula
First Chapter: Strong and interesting.
Second Chapter: Review of the first chapter's ideas, with another example or two.
Third Chapter: Thin gruel.
Fourth Chapter: More gruel. Perhaps a talking animal will be brought in.
Fifth through Ninth Chapters: Bullet points on the First Chapter, mixed in with gruel.
Tenth Chapter: Summary that is specific on What and vague on How.
Back Cover: Blurbs by close friends of the author.
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