Co-creation is much more work than writing somewhere in a hidden corner and then publishing your content. However, the benefits outweigh the costs.

You need to be naive enough to do things differently. No big publishing house would have allowed us to co-create a fully designed, four color business book in landscape format - because it was contrary to the publishing industry logic. However, we thought of Business Model Generation as a product, not just a book - similar to Apple products.

I want to go public because I have the right reason to go public - because the benefits outweigh the costs.

Once you understand business models you can then start prototyping business models just like you prototype products.

Actions speak louder than words. There is a big difference between what people say and what they do. People might tell you they are excited about your new product, but when they are in a buying situation their behaviour might be totally different.

There's a lot more to publishing a book than writing it and slapping a cover on it.