That's the title of a free report from Jonathan Fields you can read here: http://www.tribalauthor.com/
You can either read the material on line or as a PDF. To get the PDF, you need to use the sign-up form for his newsletter. Then, about 30 minutes after you confirm signing up for the newsletter, the PDF arrives.
His approach is something we've heard before in different ways: old style book marketing and PR aren't going to work for most of us. We need contacts and leverage. His perspective is interesting. After reading it, I told him that his case study examples were 100% focused on nonfiction where it's much easier to write a book about your business, hobby and avocation because you already have contacts and people coming to you for info. What about fiction?
He said the approach and execution are different and that he hopes to share some information in the next few weeks. I'll let you know if I see anything on his site, twitter or a newsletter. Meanwhile, the report is interesting food for thought.
Malcolm
P.S. I try to share info I find on my FriendFeed. You can see that by looking on the right-hand side of my main writer's blog at: http://sunsinger.blogspot.com/