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Many book publishers fail because they focus on the wrong thing. They try to sell their books instead of showing how the content can be used to solve users’ problems. Consider the failed Sony Reader. All the creativity that went into its development was undone by a lack of original distribution, a mistake that Amazon did not make with its Kindle. Sony engineered an elegant device, but Amazon designed an original solution. To make your business thrive, consider three execution strategies: approach unconventional partners (corporate buyers), identify underutilized channels (through non-bookstore retailers), and invent new business models (dual distribution). Put as much creative energy into distributing and promoting your content as you did into generating it.

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