Once you have a message, your next step is to expand it. Many publishers reject books because, in spite of a great idea, the message cannot be developed to book length. So elaborate the message into a sequential argument. Prove your argument will go the distance.

Like it or not, a book’s presentation is linear—not like hyperlinks on the web. One chapter comes after another, so if you start with one big gumball of an idea, you have to figure out how to arrange it into one long strand.

A simple way to do this is by dividing the topic into three parts: problem, solution, benefits. What problem in work or life are you addressing? What are you offering for help? How will this make life/work better?

Try to capture the problem, solution, and benefits precisely. If, say, the message is that one kind of leadership is better than another, work backward and identify the problem hindering that kind of leadership. What aspects of your brand of leadership make up the secret remedy? How can readers exercise your suggestions to improve work?

One of the most common mistakes for would-be authors is to repeat in later chapters what they say in earlier ones. It’s also common to make a leap of logic from one chapter to the next that's too big. Or to have the logic out of order. Make sure each chapter builds on the one before. Recast until you work out the kinks.

Step 2: The paper trail continues

To finish with the second step in the Stairway to Earth, create two new documents:

1. Précis: Pretend you're writing the book jacket. In roughly one page (300-400 words), sell your reader on your book. Dramatize the problem and solution. Summarize the development. Tempt the reader with irresistible benefits. The précis mimics the tone and style of the book.
2. Table of contents: Draft the table of contents. Shoot for six to twelve chapters, although there is no magic number. Provocative titles are good. Be descriptive so you can later follow the logical buildup of your argument.

By the way, if you have a literary agent, or helpful colleagues, now is the time to bounce your ideas off them.

How do you know you're saying something fresh? Maybe you're just writing a book someone else wrote already. Books today are “products.” Tens of thousands are published each year. To catch a publisher’s eye, yours has to distinguish itself from all the others.

A book as a product? That may seem crass. Don't let it bother you. Neither you nor your publisher wants a me-too book. You want to make a difference. So consider this step as a way to sharpen your thinking.

Differentiation takes many forms—fresh ideas, new perspective, varied chapter development, novel packaging, unique supporting material, superior writing style. Publishers demand two things above all: “authority” and “platform.” They want to know: Are you a recognized expert? And do you have a ready way to sell books—through speaking engagements, teaching, web sales, or other sales channels?

To position a book as different, start with the obvious: Visit an online bookseller (amazon.com or bn.com) and study competing books. Go to your bookstore and pore over books on the shelf. How is yours different? How can it be different? Note that it can help, not hurt, to be similar in some ways to big sellers. Publishers do want authors to demonstrate they have an established book-buying audience.

Step 3: The paper trail continues

In this third step in the Stairway to Earth, create two more documents:

1. Log of competing books: When you browse online, cut and paste relevant books into a new document. Include cover images, authors, publishers, publication dates, sales ranks, and notes on competitors’ strengths and weaknesses.
2. Positioning journal: Start journaling about your book’s positioning. How is it new? How can you differentiate it? Plenty of insights come from your competing books research. Analyze and speculate about ways to distinguish yourself.

With this step, you are three steps out of the clouds. Grab any chance you can to test your book direction with friends. Does it resonate?