The title was aimed at selling it to people who already knew about Steve, as Steve had built a brand online with his tagline "Personal Development for Smart People". So, branding the book this way was made to maximize sells, at least initially. Then with word of mouth (and word of blogs/reviews) it would spread to others who may never have heard of Steve.
Long term, however, I think his book's real logical title is something like "Seven Principles to Effective Personal Growth". That is what would describe the book best, but it may not be the best marketing for it.
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