CHAPTER 2
First, Become a Trusted Source
In the depths of the Great Recession in 2008, Pat Flynn had just been laid off from his job at an architecture firm. On a whim, he’d started selling an ebook a few months earlier about how to pass the Leadership in Energy and Environmental Design (LEED) exam that certifies knowledge of eco-friendly building practices. The ebook had done surprisingly well. Suddenly out of a job, and with his wedding just months away, he wondered, could I make a living online?
But as he started researching internet marketing, he told me, “I felt kind of disgusted by being on the other end of their emails. I felt like everybody ...
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