How to write a business book — behind the scenes from THE COLD START PROBLEM

Dear readers, as many of you know, two years ago I published my first book, *The Cold Start Problem*. This book aims to tell the story of why certain products—YouTube, Instagram, Uber, Slack, Dropbox, and others—end up with hundreds of millions (and sometimes billions!) of users. It also provides a definitive theory of network effects, which are often referenced in the tech industry but only superficially understood. Since its release, the book has been a success, now available in a dozen markets and translated into many languages, including Japanese, Chinese, Spanish, Russian, and more.

Here’s a screenshot of some of the wonderful pictures that readers took during launch week:

This was an incredible experience. Nevertheless, I swear I will never write another book again. (I guess never say never, ha.) The creative process was a long, meandering path, and people often reach out to me because they want to embark on a similar journey. So, this post will be about the messy, annoying, behind-the-scenes journey leading up to writing a book like this. It describes a bit of the creative process, but also some of the major milestones and lessons learned. Hopefully, it will be useful for someone in the future who is considering a major writing project of their own.

A brief summary of what I’ll cover:

1. **Month 0: At first, writing a book seems like a fun idea (until you figure out it’s not)**

2. **Months 1-6: Finding an agent, writing a proposal, and opening up your Christmas presents early**

3. **Months 6-12: Collecting and organizing ideas—lots of fun chats, reconnecting with colleagues, talking to great people**

4. **Month 12: How to write the initial outline, then the mega-outline—finding the formula**

5. **Months 12-24: The very messy middle, the trough of sorrow, the hard slog, followed by trench warfare (yes, it’s 3-5 years to write a book)**

Let’s dive into each phase.

### Month 0: At first, writing a book seems like a fun idea (until you figure out it’s not)

The journey began with a simple idea: I wanted to write a book about the cold start problem in the tech industry. The cold start problem refers to the challenge of getting a new product off the ground when there are no existing users or reviews to attract new ones. I had been thinking about this concept for years, and I believed it was an important topic that needed to be explored in depth.

At first, the idea of writing a book seemed exciting. I imagined the process as a fun, creative endeavor. However, as the reality of what writing a book entails set in, the excitement quickly turned into dread. I realized that writing a book is not just about pouring out your thoughts onto paper; it’s about research, organization, and persistence.

### Months 1-6: Finding an agent, writing a proposal, and opening up your Christmas presents early

The first major milestone was finding an agent. I reached out to several literary agents, but the response was lukewarm. Eventually, I found an agent who believed in my book and agreed to represent me. With an agent on board, the next step was to write a book proposal.

Writing the proposal was a daunting task. I had to condense years of research and ideas into a concise document that would convince publishers to take a chance on my book. After several drafts, I finally submitted the proposal, and the waiting began.

During this time, I also had to open up my Christmas presents early. The process of writing a book is not something that can be done in a vacuum. I had to reach out to colleagues, friends, and experts in the field for advice and support. Some were eager to help, while others were hesitant. Regardless, these conversations helped me refine my ideas and strengthen my arguments.

### Months 6-12: Collecting and organizing ideas—lots of fun chats, reconnecting with colleagues, talking to great people

Once the proposal was accepted, the real work began. I had to collect and organize my ideas into a coherent structure. This involved revisiting old research, conducting new interviews, and sifting through mountains of data.

One of the most rewarding aspects of this phase was reconnecting with colleagues and industry experts. I had the opportunity to speak with people who had firsthand experience with the cold start problem, which provided valuable insights and anecdotes to include in the book. These conversations were not always easy—sometimes they were frustrating or even discouraging—but they ultimately helped me understand the complexities of the topic.

### Month 12: How to write the initial outline, then the mega-outline—finding the formula

With a year of preparation under my belt, it was time to start writing the book. The first challenge was creating an outline. I had a general idea of what I wanted to cover, but I needed a structured approach to ensure I didn’t miss any important points.

After several attempts, I settled on a mega-outline that broke down the book into sections, subsections, and chapters. This structure provided a roadmap for the writing process and helped me stay focused. However, finding the right formula for the outline was a trial-and-error process. I had to experiment with different approaches until I found one that worked for me.

### Months 12-24: The very messy middle, the trough of sorrow, the hard slog, followed by trench warfare (yes, it’s 3-5 years to write a book)

Once the outline was in place, the actual writing began. This phase was by far the most challenging. Writing a book is a solitary endeavor, and the process can be incredibly tedious. There were days when I felt like I was stuck in a rut, unable to progress.

The “trough of sorrow” is a term I’ve heard used to describe the low points in the creative process. For me, this meant battling self-doubt, writer’s block, and the constant pressure to meet deadlines. There were times when I wanted to give up, but I reminded myself of the passion I had for the topic and the potential impact the book could have.

As the writing continued, the trench warfare began. This metaphor refers to the grueling process of revising and editing the manuscript. I had to go back and refine my arguments, tighten my prose, and ensure that the book flowed smoothly from one section to the next.

Despite the challenges, the process of writing *The Cold Start Problem* was incredibly rewarding. The book has been well-received by readers and critics alike, and I’ve had the privilege of seeing it translated into multiple languages and sold in various markets.

In retrospect, the journey to write a book is not for the faint of heart. It requires dedication, resilience, and a willingness to face the messy, unglamorous aspects of the creative process. However, the satisfaction of seeing your work come to life and making a contribution to the field is immeasurable.

If you’re considering embarking on a writing project of your own, remember that it’s okay to feel overwhelmed at times. Take it one step at a time, stay persistent, and don’t be afraid to ask for help. With hard work and determination, you can turn your ideas into a meaningful and impactful piece of writing.

Thank you for reading, and I hope this behind-the-scenes look into the writing of *The Cold Start Problem* has been enlightening. Now, if you’ll excuse me, I need to go write that next book… or maybe take a well-deserved break. Either way, the journey continues.