A MANIFESTO FOR UNFORGETTABLE EXPERTS
Your biggest risk? Being invisible.
A personal message from Jacqueline Moore, former columnist at the Financial Times, and Steven Sonsino, formerly with London Business School
Here’s a hard truth… we bet you still get overlooked.
Your industry is crowded.
Your clients are drowning in so-so options.
And most clients can’t tell the difference between a true expert and someone who’s just good at self-promotion.
So what do they do?
They default to the one they’ve heard of.
And the people they’ve heard of?
- They’ve published books.
- They’ve been interviewed because of their books.
- They’ve built trust before the first conversation even happens.
Now, you might already be doing a lot of great things.
But if your competitors are the ones writing the books and getting the attention, guess what?
They win.
Even if their book is slim and when you look at it you think “I could explain this better”.
But the time it takes to write a book is putting you off.
And we know what a pain it can be if you try to do it on your own.
Which is why you don’t have to.
Because with our process, you don’t write a single word.
We extract your expertise and turn it into a real, published book — while you keep running your business.
How We Write Your Book (While You Keep Running Your Business)
Here’s how it works:
Step 1: We Extract Your Expertise
Deep-dive sessions, over 12 hours or so, where we interview you to pull out your best insights, structure your ideas, and define your book’s message.
Step 2: We Write It For You
We craft a compelling, high-value book in your words, in your voice — without your lifting a finger.
And for the record ‘we’ is not AI, and it isn’t some hired hand from a dark corner of the internet.
We is me, Steven Sonsino, formerly with London Business School, together with Jacqueline Moore, my wife and business partner, the former Financial Times columnist.
Step 3: We Edit & Publish
We refine, polish, format, and get your book ready for the world.
Step 4: We Help You Launch
We don’t just hand you a book, by the way. We give you strategies to leverage it — from media angles to how to find speaking opportunities.
And in the end? You’re an undisputed, published authority.
Who We’ve Helped
We’ve worked on the following books:
Computing & Tech – Helping hardware companies and software PR owners to package their knowledge.
Finance & Investment – Elevating pensions advisors, and SVPs in consulting.
Business Schools – Giving thought leaders a wider audience beyond the classroom.
Industrial Engineering & Facilities Management – Helping industrial leaders simplify complex ideas.
Corporate Leadership & Transformation – Building books that drive impact in leadership, change, and transformation.
And even some unexpected ones…
Birdwatching (Yes, really.)
Calligraphy (Twice.)
Sports Coaching & Performance
So if there’s knowledge in your head that people should learn from, rest assured we know how to turn it into a book.
What Happens When You Have a Book?
Here’s what our previous clients have experienced:
Their clients trust them instantly. Their book builds credibility before they ever get on a call.
Referrals increase. Because recommending an author is easy—it makes people look good.
Speaking & media invites roll in. Because event organizers want authors, not just experts.
They stop chasing, and start attracting. The right clients come to them.
And unlike your LinkedIn post that disappears in a couple of hours, a book lasts forever.
It keeps selling your expertise, even when you’re not actively promoting it.
Still Think You Don’t Have Time?
The real question isn’t whether you should start now.
It’s whether you can afford not to.
- Another year of explaining your value in detail, one client at a time?
- Watching competitors publish poor titles, while you stay in the background?
- Losing business to someone who isn’t even as good as you — just better positioned?
We’ve spent decades watching brilliant professionals get sidelined while the loudest voices take centre stage.
It doesn’t have to be that way for you.
Because a book isn’t just something to “tick off the list”.
It’s the foundation of your reputation.
Your book IS your credibility.
Your book IS your marketing.
Your book IS your legacy.
And the best part? Did I say?
You don’t have to do this alone.
If you want to know how to get your book done in 90 days, let’s talk.