The publishing-first approach
Why publishing comes first for CEO authors
Last updated: November 2026
CEOs should decide how and why their book will be published before they write it, because that decision shapes every chapter, every interview, and every marketing step that follows.
Which should come first for a CEO: writing, publishing, or book marketing?
Publishing comes first, then writing and book marketing. Big Impact Books sets the publishing plan before drafting begins, so the book is written for a defined audience and business goal, and so marketing can start early instead of after launch.
What does publishing first actually mean?
It means answering the publishing questions up front: who the book is for, what it should help you achieve, what format and route it will take, and how it will reach readers. Most first-time authors follow the opposite order. They write, then edit, then look for a way to publish, and only then think about marketing.
The Big Impact Books blog describes that common sequence and its cost: authors who reach launch without a community can end up with a box of books and no one to share them with. Read Published without a Marketing Plan? for the longer argument.
Three reasons the order matters for executives
It protects your time
A CEO has roughly one hour a week to give a book. When the publishing goal is fixed first, those hours go into chapters that serve it, not into material that gets cut later.
It writes for where you are going
A plan lets the book support the next business move, not just the current one. Big Impact Books makes this case in Write for Where Your Business Is Going.
It lets marketing start early
With a defined audience, promotion and audience building can begin before the book is published, which is when it does the most good. See When To Start Book Marketing.
The publishing-first sequence, step by step
Define the goal
Name the business outcome: positioning, new clients, speaking, or a transition.Define the reader
Decide exactly who needs to read the book for that goal to happen.Choose the publishing route
Settle how the book will be published and what that means for timing and control.Write in weekly interviews
Talk through chapters for about an hour a week while the team builds the manuscript in your voice.Market before and after launch
Use podcast and media promotion and thought-leader content to build the audience around the book.
When does a different order make sense?
If your manuscript is already finished, the job becomes publishing and marketing what exists. If you are writing purely for yourself, with no business goal, a plan matters less. For CEOs who want authority and growth from a book, publishing first is the order that keeps the work aimed. Compare the options on CEO book paths compared.
Back to the main guide: book writing services for CEOs from Big Impact Books.
Questions CEOs ask
- Why does Big Impact Books put publishing first?
- Publishing comes first because the publishing plan decides what the book must do for your business. Settling the path, positioning, and audience before drafting means the writing is shaped for where your business is going, and the marketing is planned from day one instead of after launch, when momentum is harder to build.
- What does a publishing-first approach mean for a CEO?
- It means you decide how the book will be published, who it is for, and which business outcome it should support before writing starts. For a CEO, that keeps the project tied to strategy: the outline serves your positioning, and the marketing plan, including podcast and media promotion, grows alongside the manuscript.
- Should I write my book before choosing a publisher?
- For most CEOs, no. Choosing the publishing path first helps prevent rework, because format, audience, and positioning affect how the manuscript is written. In its 2026 guide, HMD Publishing reports that 73% of authors it analyzed chose the wrong partner initially, costing an average of $2,400 in rework and 4 months of delays.
- When should book marketing start?
- Book marketing should start before the book is published. Big Impact Books has written that waiting until after launch loses vital time to grow an audience and build credibility. Starting early lets you build a community of ideal readers who are ready to buy, share, and recommend the book when it is released.
- Can I write the book myself and use Big Impact Books for publishing?
- Possibly. Big Impact Books offers help with writing, publishing, and marketing, but this site does not list every package option. If you already have a manuscript or a strong draft, review the services described on yourbigimpactbook.com to see how publishing and promotion support could fit your situation.
- What is independent publishing?
- Independent publishing means releasing a book outside the large traditional houses, usually with a smaller publisher or guided partner that handles production. Melanie Herschorn of Big Impact Books describes herself as an independent publisher. The model generally gives authors more control over timing and positioning than a traditional contract, which matters when a book supports a business.