1. How to make good things happen quickly without spending much money Tom Whitwell Senior Consultant, Fluxx @tomwhitwell

2. A few months ago, a publisher pitched me an idea.

3. So… do you think it’s a good idea?

4. I don’t know, but I have an idea how we can find out.

5. The big company way: IDEA → Pitch → Talk → Research → Talk → Pitch → Talk → Get Approval → Spend → Spend → Spend → Spend → Spend → Spend → Spend → Spend → LAUNCH → Earn (hopefully)

6. The startup way: IDEA → Spend → LAUNCH → Earn → Spend → LAUNCH → Earn → Spend → LAUNCH → Earn → Spend → LAUNCH → Earn → Spend → LAUNCH → Earn → Repeat

7. Customers are most honest when they’re spending their own money

8. Questions about books from an outsider: ●Why don’t authors have the email addresses of all their readers? ●What experience is a book reader paying for? ●Why do you keep publishing new books when there are so many old ones that have already been written? ●Why do publishers build apps? ●Why do publishers celebrate when eBook sales fall? ●What is the competition for a book reader’s attention?

9. Thank you Tom Whitwell Senior Consultant, Fluxx @tomwhitwell