Too often authors start writing based on an idea they have or solution they think the market needs without having interacted with their target audience or taken the solution into the field. Then when the final product is a flop they are disappointed and surprised.

Today we chat with Chip Conley, Shane Green, and Erika Andersen, three incredible authors who have taken their direct experience working in the industry and created books to codify their message and help an even wider audience.