Writing a book involves far more than a completing a manuscript (not that that is any small thing, this last book having taken me three years).  But the writing happens, for the most part, in a room somewhere–alone.  Now it’s on to promotion, work that happens in the real world–work, as research on marketing and movements confirms, that is dependent upon consequential strangers.   

So, I’ve spent the last week emailing, talking, meeting, and strategizing.  I don’t know yet whether I’ll hire any of the publicists I’ve met or which of the lecture agents I’ll sign with or whether that guy who (according to one of my PR contacts)  ”gets” Internet marketing, is worth what he charges.  But after writing this book, I can’t help but see the process of making those decisions through a social lens.  I’ve already started to tap various members of my own social convoy–my agent, the team at Norton, people I’ve worked with, people who know people, social types, intellectuals, fellow journalists, and others in the media.  And from them, I’m getting everything the research on “weak ties” promises: their information, their support, advice, a fresh perspective, a good laugh, their recommendations, and from other writers, their particular brand of empathy (many have been here).

I’ve been published before, even had a best seller.  But this time is different, because I’m living my book’s message.  It’s kind of like the little girl on the Morton Salt box, pouring salt from a Morton Salt box.  Spreading the word about a book about consequential strangers is in the hands of consequential strangers.