Writing a book has become the strategy de jour for many professional service firms. Many firms believe that a book – and the speaking engagements that follow – attract more clients, engender more credibility, and create a following of raving fans. And it works: The Business Impact of Writing A Book from RainToday.com is filled with examples that point to the impact books have on our businesses.

However, the marketplace of ideas has become hypercompetitive. National associations are reporting ten offers from authors to speak for every space available. As for books, over 110,000 titles are launched every year. Buyers have bigger expectations for the books they embrace.

What was once considered different is now diluted. Thanks to the internet, information is now a commodity. Thanks to blogs, a unique point of view is ubiquitous. So how can a book differentiate professional service firms now? The answer lies in common threads from the recent crop of bestsellers.

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