1. Market your book with the formula "The $NUMBER $IMPORTANT_THINGS of $TOPIC_NOBODY_UNDERSTANDS". The goal here is to sound like you did a lot of research to pare down a complex topic to a few easily-masterable rules.
2. $NUMBER: If marketing to idiots, make the $NUMBER be a lucky one, like 10, 7, 5 or 3. If marketing to middlebrows, make it a "funny" number like 17 or 43 so they can congratulate themselves on not falling for that Top 10 bullshit.
3. $IMPORTANT_THINGS: Imply hard, empirical knowledge. Not "observations"; try "principles" or "laws".
4. $TOPIC_NOBODY_UNDERSTANDS: To pick your topic, go to the local big chain bookstore. If the shelves are small to nonexistent, people know a hell of a lot about that topic. Whichever shelves are the largest are the topics that nobody knows anything about, such as business, marketing, religion, relationships, and so on.
So the word "immutable" doesn't make you want to punch the authors in the face? Even physicists hesitate to put the word "immutable" on the laws they discover.
Shrug - they're marketers, it wouldn't be the first time some small amount of hype has been produced by them... It doesn't mean that what they say isn't sensible though, and that the rules they present aren't very generally applicable.
2. $NUMBER: If marketing to idiots, make the $NUMBER be a lucky one, like 10, 7, 5 or 3. If marketing to middlebrows, make it a "funny" number like 17 or 43 so they can congratulate themselves on not falling for that Top 10 bullshit.
3. $IMPORTANT_THINGS: Imply hard, empirical knowledge. Not "observations"; try "principles" or "laws".
4. $TOPIC_NOBODY_UNDERSTANDS: To pick your topic, go to the local big chain bookstore. If the shelves are small to nonexistent, people know a hell of a lot about that topic. Whichever shelves are the largest are the topics that nobody knows anything about, such as business, marketing, religion, relationships, and so on.