Before looking at the book, written by Mark Hayward, in detail, it’s worth pointing out what the book is, and is not. It is, as the title implies, concerned with blogging in order to promote your business. It is not about blogging as a business in itself. It’s an important distinction, not least because once we take money out of the equation then “business” can be used as shorthand for any type of enterprise, including a charity, a cause – and a school.