Writing to Reading 2014
One of my work colleagues is a process improvement expert. He is a Six Sigma Lean Black Belt which surely as a title should be leaned as a process improvement itself. He can frequently be found drawing diagrams of processes and extracting critical details from our business colleagues. These details, decision points and sub-processes demonstrate where efficiencies can be made. I was contemplating him taking a look at the whole self publishing process, for my books, which strikes me as being in desperate need of improvement.
Let’s start with the basic problem. Too many books chasing too few readers who are willing to pay for the book. Economists would focus on the over supply or the under-demand aspect of the problem. To increase demand many writers have resorted to the price tactic of reduced cost to the reader, including free, to generate that demand. Many marketing strategies emphasise the use of free to generate interest for other books by the same author. Traditional publishers have resorted to inflated pricing of e-books to protect the hard copy versions, much like the music and movie industry kept digital downloads more expensive than CD/DVD and Blue-ray packages.
The pricing and marketing elements and the social media excursions are all about launching or promoting the book after it has been produced. The lean methodology came out of Toyota’s factories i.e. it focused on the method of production. Although the techniques have spread into post-production and anywhere else efficiencies need to be made. These techniques have led directly or indirectly to just-in-time supply, significant automation and other changes to the production workplace. Many American commentators often critique lean and claim Henry Ford should be credited with the methodology. It is not an argument I would wish to get into as I am not an expert on the history. For the purposes of this article it is irrelevant.
So what would a lean book production look like. Starting with the authorship. Clearly a writer drives a fictional story but let’s face it. We all suffer from foibles. Some writers are very good at scary scenes, others romance. Some are excellent with descriptive passages whilst others can create fabulous dialogue. Clearly despite the inefficiency caused by increasing the number of writers involved, a lean book should focus on the allocated expertise of multiple individuals to create the book. The justification for the perceived inefficiency would be that more books of a higher qualitative standard would be produced in a shorter time frame. Not something that most authors would contemplate. Yet this type of authorship is common in the workplace – collaborative documents anyone?
Judging by the rumour mill several name authors already produce books in this way for traditional publishing houses. Who knows if this is true but remember mainstream publishers are businesses not art houses. They want regular product to sell. They do not want to wait till the artist is ready, they have a production schedule to keep and a line of employees from copy-editors to marketeers to keep busy.
The next stage of the production involves the various forms of editing and proof reading. Starting with the authors own efforts (see above where each author could complete this stage). This process varies greatly from a qualitative point of view depending greatly on the skill level of the editors involved. There is a significant variable cost to this process in terms of production costs. An area that under lean should be ripe for automation. Of course if all the authors were experts in grammar, structure and spelling, then editing would be greatly reduced. This would require a major expansion of the processes to be studied extending our lean approach to childhood of the authors from learning to read and write all the way through the education system. Probably outside the scope of this article.
There have been major efforts in the software industry to automate much of the editing process. I think like most operating systems there is still a good way to go.
The next stage of production is formatting and then printing. (I will skip over the cover artwork elements) The new creation of e-books has been a very lean process, prompted by technological change. E-book production in whatever format and through whichever seller is remarkably cheap and efficient. What was once a huge barrier to entry (typeset, review, print review copy, review, print for distribution, distribute, book sellers sell) has been reduced to a few clicks of buttons. Even hardback versions can be produced very quickly.
With a finished manuscript and cover (if not using available default ones) the new publishing process can be completed in under an hour (excluding the seller’s review process) Yes there are foibles of the systems to be overcome regarding pricing, copyright and for Amazon the KDP Select or not decision. Then with the click of a menu item, the new book or a revision is launched on its way. Now here is where us authors need some real process improvement. That newly minted tome is just one of several thousand published each month. It is not only competing with thousands of other new self-published authors but also all of the output of the traditional publishers. That is of course just for books. In the entertainment industry it is competing with similar amounts of music and and hundreds of movies and TV shows for the attention of the buying public.
One of the elements of the lean process is the value chain. The value chain of any published book is long from the hours and hours of writing to the endless revisions and edits. Then we get to the sale. Prices in $ for comparison sake and because that is how Amazon requires prices to be set. Free, 99 cents, $2.99, $4.99 for an ebook. or higher. A new Blu-ray with two and a half hours of movie is approximately $20. Yes there may be extras, but how often are they watched and how often is the film re-watched. Like re-reading a classic book sometimes, but not often. Like most books are read, a movie is watched once.A full novel which should last a minimum of six hours is 99c or Free! We must be mad as self published authors to value our work so little. Even if the book is short, poorly edited and a rubbish story, it will still have some value.
So as a final reference to lean this should not refer to price but to process. The technology process has meant that we have a very efficient production and selling process. The pressure of over-production has created over supply which has been used to drive price down in an attempt to increase demand. I believe this process has failed as the buyer now perceives no value in the product. As the self-pub writer gets no return on their investment they cannot invest in the quality of their product i.e. editing or a better cover. Now the rant…
Amazon as the largest player you have created this monster by allowing books to be given away to support hardware sales of Kindles and other tablets. Yet Amazon has to provide the infrastructure (storage, network, billing) to support a zero price. A zero price provides no covering income for anyone. So Amazon and the others please ditch the free sale and its distortion of the market. It’s not free and puts no value on anything. It also massively distracts readers and reduces the quality of the overall product. I seriously doubt whether it actually increases reading.
For my fellow self-pub authors is your product really worthless, if not why do you price it as such! Being top of a best seller list cannot mean free as nothing has been sold.
For my fellow readers – how many free books have you actually read – was it worth your time. The reading process is not lean – it consumes time. Yes libraries have provided free books but of course they are not free – they are paid for in taxes. The books provided have a value – so should ebooks.