Cisco's 45-Page Book Has Probably Made Them Millions

Cisco's latest book is just 45 pages. It's not a bestseller. They've generated zero dollars from book sales. And it's probably made them millions.

You should steal the idea.

When we started 90-Minute Books 13 years ago, large companies using small books to start conversations with potential clients was almost unheard of. But recently, big companies have realized the benefit of a book that collects leads for their sales teams to follow up with.

Why Only 45 Pages?

Take this example from Cisco. The subject is huge. You could spend months getting certified in just one area. But the book is only 45 pages long.

Why?

Because Cisco knows what the "job of work" of this book is.

It's a tool that identifies invisible prospects, starts a conversation by adding value, and gives the sales team a reason and context to follow up.

That's it. Not a textbook. Not a certification guide. A conversation starter.

What This Means for Your Business

If a company the size of Cisco, with access to every marketing channel on the planet, has decided that a short, focused book is worth investing in, that should tell you something.

Now, what book would your potential clients love to receive? One that can help them understand a small part of the puzzle and get you in a conversation about solving their problems.

You don't need Cisco's budget. You don't need 45 pages. You just need a clear topic that your ideal prospect cares about, a book short enough that they'll actually read it, and a next step that makes it easy to raise their hand.

The model works at every scale. The only question is whether you'll build one.