You have to be very good
at what you do
If not very good, you have to be
outrageous and do it anyway
If you’re not that, then be
outrageously self-deprecating
People will relate to you—they’ll
buy your books
If people can’t relate to you, at least
be very convincing
They will respect your expertise
But if you have no expertise,
go back to being very good
at what you do