If you think it is competitive in the world in which you market your organization, consider the problems of a book author:

In 2006, there were 291,920 new books and editions published in the U.S.

That’s right: almost 300,000 competitors. You are writing a book into a world awash in books and web sites and blogs (71 million) and Paris Hilton.

So the problem isn’t, really, getting your book published, though for first-time authors that’s a big deal. Your book is born into a world of 300,000 other babies, all screaming for attention.

Worse, book publishers are what I call “importers of printed materials.” That is, their primary value in the economic food chain is that they will publish your book using the lowest-cost paper available. That’s great for them, but doesn’t do much to sell your book.

So, if you think that landing a book contract is a coup, think again. Publishers are as clueless as authors are about publicity. After a few weeks, your publicist from the publisher won’t remember your name; publicity is a “present-tense” business – your 60 seconds of attention from the publisher is around 6 weeks. Suddenly, your book is considered “backlist.” That means you’ll receive no more attention from your publisher to publicize your book.

The higher economic activity is publicity, not writing. I know that’s depressing to writers, who all think that good writing will, ultimately, sell millions. I think it was Stevie Ray Vaughan, the late blues guitarist, who once said that the best guitarists are probably still playing to a Texas bar of around 30 people.

Just because you’re good doesn’t mean you will sell millions. Or grow your organization.