Both of these books are about solving the same problem—getting things done—but the authors disagree significantly on the cause of that problem.

Piers Steel wants to recognize all of the things that have been stopping you from doing and deal with your delaying. Russell Bishop wants you to find a new way through your cluttered and complicated life.

Now let me ask two questions. Which one would you pick up based on the cover? And which one do you think will sell better in the long term?

The framing of the book is everything, and the number of people who can identify with the problem as well as the solution will tell you a lot about how well a book will do. The frame is not the only thing, but it certainly determines the size of the prospect pool for the book.