Would you rather dominate a niche or shape a category? That's the question we recently discussed with Bonnie Hagemann, CEO at EDA Inc.

Bonnie’s answer? Both.

Her company is building CultureView, an AI platform that replaces the need for traditional culture engagement surveys. Since they are first in the space, the opportunity is not just to win a niche, but to define the category.

That’s a useful lesson for CEOs thinking about writing a book.

Your book can help you own a specific problem your buyers already care about. But the bigger prize is using it to shape how people think about the whole category.

Basically, your book should not just say, “Look at me.” It should say, “Here’s the new way to think about this.” Much classier. Slightly less desperate.

Check out more such insights in my bestselling business book Wisdom From Wizards at: https://WisdomFromWizards.com/s

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