Authority Business Book Plan v3 (proposed, locked TOC)
PROPOSED: THE AUTHORITY BUSINESS - Book Plan v3 (locked TOC folded in) Status: PROPOSED for Trevor's review. Not approved. Do not overwrite v1 or v2. v1 left untouched at AUTHORITY-BUSINESS-Book-Plan-v1.md. v2 left untouched at AUTHORITY-BUSINESS-Book-Plan-v2-PROPOSED.md. TEST-her-book-plan.md untouched. Bake-off folders untouched. Title locked by Trevor (Oct 20, 2026). TOC locked by Elon (Nov 5, 2026, Tango 3776265c) from NOMINEE-edited-from-option-3.md (Reviewer 97 PASS). Nothing ships without Trevor's yes on this plan.
CHANGE LOG v2 → v3 (PROPOSED) 1. Subtitle ORIG (v2 recommended): How Experts Get Clients to Come to Them (plus B/C marketing options) NEW: Stop Performing, Start Proving (from locked TOC). Prior marketing options kept under "Other options" for Trevor if he wants a market-facing line different from the TOC subtitle. [TREVOR TO CONFIRM whether the TOC subtitle also locks as the published subtitle] 2. Table of Contents (section 4) ORIG: 6-part Diagnose → Define → Package → Get Found → Convert → Last with intro/conclusion NEW: Locked 3-part TOC — Part 1 The Decision / Part 2 The Practice / Part 3 The Standard — 10 chapters from NOMINEE-edited-from-option-3.md. Bake-off not re-opened. 3. Detailed Outline (section 6) ORIG: 16-chapter outline under the 6 parts, including Ch 1 "The Demand Ceiling" NEW: Detailed outline rewritten to the 10 locked chapters and their promises. Ch3 and Ch9 keep their [TREVOR TO CONFIRM] writing anchors from the nominee. "Borrowed demand" / owned-demand language kept in description, framework, and where the Decision chapters teach the ceiling concept (no longer a chapter title). 4. Framework (section 5) ORIG: Diagnose → Define → Package → Get Found → Convert → Last as the book spine NEW: Book spine = locked 3 parts (Decision / Practice / Standard). The six moves kept as the method taught inside the chapters, with a mapping note. Diagnose line still uses borrowed-demand wording. [TREVOR TO CONFIRM whether the six moves stay as named method or stay notes only] 5. Content and launch notes ORIG: Cluster notes pointed at old Ch 8 / Ch 9-10 numbers NEW: Cluster notes remapped to new chapter numbers (Name Your Method = Ch7; Meet Them / Short Path / Defend the Belt ≈ Get Found + Convert work). Demand Ceiling Scorecard kept as magnet-name option, not a chapter title. [TREVOR TO CONFIRM name] 6. Carried forward from v2 (unchanged intent) Referral-free pass stays: "referrals" → "borrowed demand"; test hook "Borrowed demand got you here. It won't get you to the next level." Nothing else from v2 description, transcript rip, or internal notes was rewritten for style. No outside credit added.
DRAFT: THE AUTHORITY BUSINESS - Book Plan v3-PROPOSED (on Trevor's template) Status: PROPOSED for Trevor's review. Not approved. Title locked by Trevor (Oct 20, 2026). TOC locked Nov 5, 2026 (NOMINEE-edited-from-option-3, Reviewer 97). Template: Trevor's original book plan, "DRAFT - IMPACT Book Plan (from Oct 1 call) v1" (Google Doc 1YPDirxAgcFAwQ-349GTflNF0nXth88LIOIYQUJhUIvc), same sections in the same order. Built from AUTHORITY-BUSINESS-Book-Plan-v2-PROPOSED.md with the locked TOC folded in.
Title THE AUTHORITY BUSINESS
Subtitle From locked TOC: Stop Performing, Start Proving Other options (from v2 marketing pass; only if Trevor wants a market-facing line different from the TOC subtitle): - How Experts Get Clients to Come to Them - Package What You Know So the Right Clients Find You - Become the Expert Clients Find First - Write the Book, Start the Conversations, and Let the Right Clients Find You [TREVOR TO CONFIRM whether the TOC subtitle also locks as the published subtitle]
Book Description (summary) You're good at what you do. Your clients say so. Still, the right next clients don't find you on their own.
And that's the problem.
Borrowed demand shows up when someone else remembers you. When it slows down, so does your business, and you can't make it come faster.
Somebody told you the fix is to post every day and turn your life into content. You'd rather do the work you're great at.
There's another way. THE AUTHORITY BUSINESS shows you how to build owned demand: one clear result, packaged as your framework, carried by a book, a broadcast and real conversations. You don't need to become an influencer. You need to become the obvious choice. Stop performing. Start proving.
Trevor Crane lost everything in a $2.2 million bankruptcy in 2009. He rebuilt by helping experts get their message out, and today he's a 20x bestselling author. [TREVOR TO CONFIRM: add "who has helped 1,000+ authors" only if confirmed]
The big idea: stop waiting for the phone to ring. Build the business that brings clients to you.
Table of Contents (Locked Nov 5, 2026 from NOMINEE-edited-from-option-3.md. Do not re-open the bake-off.) - Part 1: The Decision - Chapter 1: Walk Away From the Applause - Chapter 2: Build the Evidence First - Part 2: The Practice - Chapter 3: Own the Outcome - Chapter 4: State the Change in One Line - Chapter 5: Meet Them in the Problem - Chapter 6: The Short Path to Yes - Chapter 7: Name Your Method - Chapter 8: Pick Your Lane - Part 3: The Standard: Hold It in Public, Hand It to a System - Chapter 9: Defend the Belt - Chapter 10: The Work That Runs Without You
The Framework Book spine (locked TOC): The Decision → The Practice → The Standard Method taught inside the chapters (from v2; mapped, not competing spines): Diagnose → Define → Package → Get Found → Convert → Last - Diagnose (Decision / Ch1–2): borrowed demand caps you. Owned demand is the fix. Walk away from applause; build evidence first. (Proposed spine wording, a Hormozi-lens idea, not yet your words. [TREVOR TO CONFIRM]) - Define (Practice / Ch3–4, Ch8): one result, for one person. Own the outcome; state the change in one line; pick your lane. - Package (Practice / Ch7): name your method. Your method is the product, not your hours. - Get Found (Practice / Ch5): Meet Them in the Problem. Book x Broadcast x Bond still multiplies here. - Convert (Practice / Ch6): The Short Path to Yes. Every piece ends in a conversation, not a like. - Last (Standard / Ch9–10): Defend the Belt in public; structure the work so it runs without you. - Force multiplier across all: ideas in, execution out. AI and a small team do the heavy lifting. Supporting frameworks to weave in (not compete with the main frame): - Book x Broadcast x Bond - Profit Before You Publish ("Promote first. Profit first.") - Mission, Monetize, Market, Make Your Book - Idea → Impact → Influence → Income (the IMPACT bridge) - The Interview Economy - AWESOME checklist (from Instant Authority) - The 4 C's (Epic Interview Script) - Power Story / vulnerability builds credibility - "Build the team that builds your dream" [TREVOR TO CONFIRM whether the six moves stay as a named method inside the book or stay as planning notes only]
Detailed Outline Part 1: The Decision - Ch 1 Walk Away From the Applause Promise: You'll decide whether you want attention or results, and commit to the one that pays. Teach: borrowed demand and the ceiling good work hits when you optimize for applause instead of proof. (Former "Demand Ceiling" idea lives here as teaching, not as the chapter title.) - Ch 2 Build the Evidence First Promise: You'll assemble a body of proof that speaks louder than any profile. Teach: why the Authority Business starts with results you can show, not content you can post.
Part 2: The Practice - Ch 3 Own the Outcome Promise: You'll make your name inseparable from the specific result your buyers want. [TREVOR TO CONFIRM: which client result anchors this chapter, and which buyer outcome it proves] - Ch 4 State the Change in One Line Promise: You'll craft a single sentence that tells the right buyer exactly what changes when they hire you. Teach: the title of your book / offer is the transformation. - Ch 5 Meet Them in the Problem Promise: You'll create content that appears exactly when your buyer is searching for relief. Teach: Book x Broadcast x Bond; answer the questions they're already asking; Interview Economy as a get-found move. - Ch 6 The Short Path to Yes Promise: You'll design a straight line from first contact to signed agreement. Teach: every piece ends in a conversation; path from reader → scorecard → free door → offer. [TREVOR TO CONFIRM: free door = Epic AI Lab, Smart Starts or Profit Before You Publish workshop] - Ch 7 Name Your Method Promise: You'll give your process a name that makes it recognizable and defensible. Teach: name the framework so clients can buy it and your team can deliver it (proof patterns: Book x Broadcast x Bond, AWESOME, the 4 C's, Idea to Income). Profit Before You Publish as a packaging/demand move. - Ch 8 Pick Your Lane Promise: You'll define the single client type you serve best and become their obvious first call. [TREVOR TO CONFIRM: the one person this book is for] Teach: Power Story / screw-ups as setups where useful; serve one kind of client so well they feel you wrote it for them.
Part 3: The Standard: Hold It in Public, Hand It to a System - Ch 9 Defend the Belt Promise: You'll stake a public claim on the results you deliver and keep proving it every time a challenger steps up. [TREVOR TO CONFIRM: which public proof you put on the line here] Teach: client results with real names and numbers, with permission. [TREVOR TO CONFIRM: Travis Perry, Bronkar Lee, Jess Todtfeld, Steve Napolitan are believed, not verified] - Ch 10 The Work That Runs Without You Promise: You'll structure the work so it delivers results whether you're in the room or not. Teach: ideas in, execution out; AI and a small team; from business to legacy (bridge to IMPACT).
Close / magnet (not a separate locked chapter; place at book end) - One action this week, then the scorecard - Inside-book magnet: Demand Ceiling Scorecard or Epic Authority Scorecard [TREVOR TO CONFIRM name]. One ask per chapter end. No prices.
Content and launch notes - Test hooks before lock, same format and CTA, judged on opt-ins and replies from coaches and consultants, not views. Hooks: "How experts get clients to come to them." / "Borrowed demand got you here. It won't get you to the next level." / "Become the expert clients find first." / "Stop performing. Start proving." / "Your book should be sending you clients. Here's why it isn't." / Control: "How to build an authority business." - Position against Instant Authority: Instant Authority = get seen. The Authority Business = get clients. - Cluster: CREATE DEMAND (Ch7 Name Your Method / Profit Before You Publish idea), MOST WANTED and Invisible to In Demand (alt subtitles/hooks), UNFAIR ADVANTAGE (Ch5 Meet Them + Ch9 Defend the Belt, the moat) [TREVOR TO CONFIRM] - IMPACT is the life-and-mission book; this is the get-clients book. - Launch timing, cover and props: [TREVOR TO CONFIRM]