It's interesting that you wrote this because it was something I have been unconsciously doing but probably need to consciously do. As a sort of test of whether I should pursue a PhD, I want to write a book on IT management to see if I can stay focused on such a long term project like that and drive it through to completion when I only have myself to stay accountable. I have been working a lot on campus to build by name recognition and have been writing columns for a couple publications, but I think I need to find a shtick yet. The last paragraph really strikes home in that I need to spend more time defining my core values in the IT management context. While I know what they are, I haven't really thought about how they exactly translate into what I want to write.