Technology consultant and speaker Phil Simon was kind enough to take the time to answer a few questions about his fourth book project The Age of the Platform.
Phil Simon describes how he is utilizing a unique fund raising technique using Kickstarter, how he is bypassing the constraints of traditional publishing, and his ideas for marketing the new title.
Thanks to Phil Simon for his time and for his interesting and thoughtful responses to the questions. They are greatly appreciated.
What was the background to writing The Age of the Platform?
Phil Simon: I thought about two things. First, I thought about how I transformed my own small business over the last three years. I have diversified and moved into many different lines of business since 2008. Second, if I had to work for a large company, which one(s) would it be? I have always had great admiration for Amazon, Apple, Facebook, and Google. I looked at what they were doing—and why they were so successful. I realized that companies of any size can learn a great deal from them.
What topics does The Age of the Platform cover and what makes it different from other books in the field?
Phil Simon: The Age of the Platform is, to my knowledge, unlike any book out there. Sure, many books have been written about Amazon, Apple, Facebook, and Google—and I’ve read quite a few of them. I unaware of one, however, that looks at these companies in the context of the platforms they have built. What’s more, the book looks at the different planks they have built—and how new platforms such as FourSquare, Twitter, LinkedIn, and Force.com are using the platforms as a new business model.
Is this more than simply another book to add to the already existing small library of books on social media?
Phil Simon: I’m so glad that you asked that question. This is by no means another “me-too” social media book. I actually think that the book is much more like The Long Tail by Chris Anderson in the sense that it defines an entirely different way of doing business. No longer are companies taking the “buy you or crush you” approach. They are embracing mutually beneficial partnerships—and reaping the rewards in the process.
You are facing some challenges in writing this book. What are some of these challenges you are meeting?
Phil Simon: I had signed with a literary agent in the hopes of finding a publisher that would get this book out quickly. Interest from traditional publishers was strong, but they all said that they would put the book out in the spring or summer of 2012. I’m unwilling to wait that long for several reasons. Most important, Amazon, Apple, Facebook, Google and other platforms change far too often these days. This book needs to come out—and soon. So I’ve started a project on Kickstarter to ensure that that happens. I did the same thing with my third book and was pleased with the results.
How has this book pointed out some of the weaknesses of the traditional book publishing model?
Phil Simon: Well, the book itself isn’t really about the publishing industry, although I mention how Amazon and Apple have had success in books on a number of fronts. Traditional book publishing is far too slow these days. People want to read and learn as soon as possible-and it’s easier than ever to circumvent old-school gatekeepers. More and more books are coming out faster and faster. Many publishers are clinging to antiquated methods. They’re less and less relevant these days.
You have expressed concern about the control of the book and the final book product. What are these concerns on your part?
Phil Simon: Well, many people don’t understand that when authors sign contracts with publishers, the latter has final cut. If they don’t like the direction of the book, they can change it. They can dilute the message. Suggestions to improve the book are one thing; but corralling the central theme of the book to make it more “mainstream” increases the risk that the book will not be unique and great. I believe that I have written a great book and I don’t want elements changed for the sake of making it more palatable on some term.
You have arrived at a unique funding solution to bring the control of the book back into your own hands. How does this funding solution work?
Phil Simon: As I did with my previous book, I am using Kickstarter to raise funds and, more important, awareness. After I raise $7,500, people submit payment via Amazon.com. I then send them copies of the book—both physical and electronic.
Should you reach your funding targets, how do you plan to spend the available funds?
Phil Simon: Many self-published books look unprofessional. Mine won’t. The New Small is a case in point. It turned out great. To make that happen, I needed to hire professionals: a cover designer, an editor, a production person, and a proofreader. I’ll also build the site www.theageoftheplatform.com and spend money on public relations.
How do you plan to keep marketing the book to maintain and increase marketing momentum?
Phil Simon: Well, I have a big mouth. People like you are also going to help. Kickstarter does more than allow me to fund the book. I use crowdsource elements like cover design and interior production. I want people to feel like they’re involved in the process of making the book a reality. That should help keep momentum going after the book’s released.
How can people get involved in your book publishing funding initiative?
Phil Simon: It’s easy. Go here.
What is next for Phil Simon?
Phil Simon: I’m turning one of my client’s blogs into a book through my publishing company. That book will be out in October of 2011. I’m also moving to Las Vegas, NV from New Jersey.
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My book review of The New Small: How a New Breed of Small Businesses Is Harnessing the Power of Emerging Technologies by Phil Simon.
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