Guy Kawasaki describes the mainstream method of publishing as taking control from the individual author and putting it in the hands of a specialized team. This process mirrors Austin Kleon’s concept of a scenius. The best product is typically made at least somewhat collaboratively. APE takes this concept and explains what inevitably happens when the collaborators have opposing ideas of where the book should go in Kawasaki’s review of traditional publishing. Talking about collaboration is all well and good but it’s a different thing entirely to be confronted with a team of people whose ideas don’t match up with your own.
It’s a harsh reality to realize that the best option isn’t the way you would have done things and it’s not possible to be as anal about your work as before. The details about how you want the book to look, plot, copies made, etc. are at the mercy of editors and designers and publicists. So where do you draw the line to maintain your creative integrity ?
The benefit behind self-publishing seems to be the control you have over the final product of their book, of course you have the trade-off of not having a copyeditor or a team to help improve the holes in your book.
Kawasaki is teaching his reader the hard reality of creating and publishing a book. There is always a trade-off and the road could get bumpy.