Consider this example. What would happen to McDonalds’ ability to raise financing and launch operations if all its physical assets around the world were to mysteriously disappear overnight? Most likely they would have little difficulty raising money. But what if instead, everyone in the world woke up one morning with partial amnesia such that they could not remember the McDonalds brand name? Long-standing habits would be broken and consumers would not automatically stop at McDonalds’ restaurants. Even though their physical assets remained in tact, McDonalds would have difficulty raising funds. Your book is not as important as what people think about your book. For tips on selling more of your books, attend Book Selling University, Oct 24-25 in Philadelphia: http://tinyurl.com/kxucber