Social media expert and former Apple evangelist Guy Kawasaki's latest book is APE: Author, Publisher, Entrepreneur, a guide to self-publishing.
"In APE I caution people that if you think the primary reason to write a book is to make money, odds are you're going to be disappointed," he told Manoush Zomorodi, host of WNYC's New Tech City at the New Media Expo conference in Las Vegas during the Consumer Electronic Show. He explained how self-published writers can position themselves as experts, develop an online following, and market their work.
He also introduces what he calls "Plan C" for authors and describes how they can entice traditional publishers to acquire their titles.
"The best two motivations for writing a book are first, because you have something to say that is of value, what a concept," he said. "The second would be because it's on your bucket list, it's an intellectual challenge."