People not in the know think producing a bestseller is as simple as coming up with a cool idea. That’s it. And plenty of people will think they have it. They’re the one person in the world – the only person in a population in excess of 8 billion – who’s stumbled upon THAT ONE IDEA that is going to trump everything else. In the time I’ve worked in the hybrid publishing space, it’s the number one thing I hear. An author will come in and say, “I’ve written a book – it’s going to be a bestseller.” Or, “I’m going to write a book – it’s going to be…