Someone has directed and made publishing decisions about every book ever published. You can’t bring a book to market without making decisions about title, design, editorial standards, production quality, and marketing.

What’s dangerous about self-publishing is you can bring a book to market without making informed decisions about those things. Authors who self-publish (and those of us who work with them) must ensure that they don’t skimp when it comes to attending to the details. When the details are neglected, disaster often results.