Susanna Reay helps expert consultants and coaches turn scattered ideas into powerful frameworks that build authority, clarify positioning, and attract the right clients. Her new book, Framework Thinking, lays out her SPARK process for doing exactly that — and in this conversation, she shares how it works and why most experts are hiding their best thinking without realising it.We cover:— What framework thinking actually is and why it matters— The mastermind session that changed Susanna's direction— Her "Mona Lisa moment" — hiding her best skill in plain sight— How to know if you need a framework (the symptoms)— The SPARK process: Self, Premise, Art, Reach, Kudos— What happens to clients once they draw their framework out— Why Lemonade was actually the third version of my framework🔗 Get Framework Thinking by Susanna Reay: https://amzn.to/42oGpPM🔗 Susanna's website: susannareay.comCHAPTERS0:00 Introduction0:37 What is framework thinking?1:50 Susanna's background — art, maths and psychology3:38 The mastermind session that changed everything4:20 The Mona Lisa moment8:14 Signs you need framework thinking10:43 About the book12:38 The SPARK process explained15:23 What clients experience20:06 How a framework shifts client conversations26:09 Why Lemonade was version 3 of the framework28:57 What's next for Susanna

Thinking about writing your first business book? Before you dive in, there are crucial questions every aspiring author needs to ask. In this episode, I’m interviewed by Carrie Birmingham, a first-time author working on her upcoming book about co-founder conflict, who asked me all the tough questions about my journey writing “LEMONADE Plan.”

• Is the massive investment of time and energy actually worth it?
• What benefits exist beyond obvious book sales (spoiler: the money isn’t in the book!)
• How do you maximise the authority and business benefits once published?
• Should you tell people what you’re working on or keep it secret?
• How do you navigate the overwhelming publishing process?
• What mistakes should you avoid in your first book journey

• Why writing a book is really about 3 different audiences (and yourself is #1)
• The power of building a proofreader network early in the process
• How to use AI tools like Claude as your “first reader” and editor
• Why book writing feels solo but is actually a team sport
• The real timeline and investment required (it’s different than you think)
• How to overcome imposter syndrome and get your message out there

Whether you’re just considering your first book, halfway through writing, or ready to publish, this honest conversation reveals the realities, challenges, and unexpected benefits of becoming a first-time author.

Carrie specialises in helping co-founders navigate conflict and is addressing a critical gap in the market with her upcoming book - perfect example of finding your unique angle as an author.