' An author might be thinking, I can't wait till the book is out on a bookshelf... I would suggest focus on the experience of the writing and the pleasure of actually writing the book and the satisfaction you're going to get in doing that.'

David Sinkinson, SaaS entrepreneur, podcaster, and co-author of Startup Different (all of this done in partnership with his brother, Chris) is a big fan of business books. On long commute after long commute they taught him pretty much everything he needed to know to start and succeed with his own business, and one of the reasons he wrote his own book was a desire to pay that back.

One of the ways he does that is by rejecting the easy myths: he's open about the doubt, the missteps and the WFIO moments (you'll have to listen) along the way, and along with the practical wisdom addresses the emotional weight of building a business, what he describes as 'baked-in empathy'.

Having read a lot of business books is a great start when you're writing a business book, but nothing is ever going to make this easy. David has some great advice for anyone taking the job on (especially in partnership with a fellow author), and draws out the parallel with entrepreneurship: it's hard, you're constantly doubting yourself, but if you can let yourself appreciate the process while you're in it rather than obsessing about the outcome, you might just find it's one of the most grittily joyful experiences of your life.