In my case writing a book very much falls under
aim, not
fire.
The
Power of Now was published by New World Library -- I discussed a publishing deal with them last year but had to decline their offer. They just weren't in a position to effectively leverage what I'm doing online. Eckhart Tolle also went with a different publisher for his book
A New Earth -- that one was published by Penguin.
Book publishing may have long lead times, but in the span of cosmic time, it's still just a blip.