How to Write a Technical Book and Sell Worldwide
On October 10, 2025, I had the privilege of presenting at FikaWorks Day 2025 in Amsterdam—a free, community-driven event bringing together freelancers, consultants, entrepreneurs, and tech enthusiasts in the AI & Cloud Native space.
Held at Startup Village (Science Park 608, Amsterdam), the event featured expert talks, hands-on workshops, unconference sessions, and real conversations about the future of independent consulting and technology collaboration.
Event Photos
My Talk: From Engineer to Published Author
In my session “How to Write a Technical Book and Sell Worldwide”, I shared my journey from platform engineer to six-time published author with leading publishers including Apress (Springer Nature), BPB, and Packt Publishing.
What We Covered
Ever thought about writing a tech book but didn’t know where to start? Here’s what I walked the audience through:
1. Finding Your Topic
- How to identify compelling subjects that publishers want
- Validating market demand before investing time
- Leveraging your expertise and unique perspective
2. Pitching to Publishers
- Crafting proposals that get noticed
- Understanding publisher expectations and contracts
- Navigating advance payments and royalty structures
3. Structuring Your Manuscript
- Building a coherent narrative arc for technical content
- Balancing theory with practical examples
- Managing technical reviewers and editor feedback
4. Global Distribution
- How traditional publishers amplify your reach
- Tapping into international markets (US, Europe, Asia)
- E-book vs. print vs. audiobook considerations
5. Career Impact
- Writing as a tool for building authority and credibility
- Creating new income streams beyond consulting
- How books open doors to speaking, training, and consulting opportunities
Key Takeaways
Attendees left with:
- Actionable frameworks for planning and executing a book project
- Real-world insights from my publishing successes (and mistakes)
- Clarity on the business side of technical authorship
- Motivation to start their own writing journey—whether it’s their first book or their fifth
Why This Matters for Freelancers & Consultants
For independent professionals, writing a technical book is more than just sharing knowledge—it’s a strategic career investment:
- Differentiation: Stand out in a crowded consulting market
- Passive Income: Books generate revenue long after publication
- Authority Building: Being a published author instantly elevates your credibility
- Network Growth: Books connect you with readers, clients, and collaborators worldwide
About FikaWorks Day
FikaWorks Day is an annual gathering where the community builds the agenda together. The 2025 edition featured:
- Expert keynotes on AI, Cloud Native, and business development
- Interactive workshops on facilitation, AI tools (MCP), and freelancing
- Open Space sessions where participants shaped discussions in real-time
- Networking over coffee, lunch, and evening drinks
The event exemplifies the FikaWorks cooperative model—independent consultants working collectively to shape the future of technology and consulting.
My Published Books
Throughout my career, I’ve authored six technical books covering Ansible, Kubernetes, Red Hat Enterprise Linux, and Platform Engineering. Here are my published works:
Practical RHEL AI
Designing, Deploying and Scaling AI Solutions with Red Hat Enterprise Linux
Author: Luca Berton
Publisher: Apress (Pre-order)
Amazon: Buy on Amazon
Kubernetes Recipes
Practical Guide for Container Orchestration and Deployment
Authors: Luca Berton & Grzegorz Stencel
Publisher: Apress
Amazon: Buy on Amazon
Apress: Direct Link
Website: kubernetes.recipes
Red Hat Enterprise Linux 9 for SysAdmins
A technical guide for building secure production systems using RHEL 9 administration
Author: Luca Berton
Publisher: BPB Publications
Amazon: Buy on Amazon
BPB: Direct Link
Blog: Read Blog Post
Mastering the Red Hat Certified Engineer (RHCE) Exam
Your complete guide to Linux administration, automation, and certification
Author: Luca Berton
Publisher: BPB Publications
Amazon: Buy on Amazon
BPB: Direct Link
Blog: Read Blog Post
Red Hat Ansible Automation
Deep dive into advanced Ansible techniques, covering complex playbooks, modules, and custom integrations
Author: Luca Berton
Publisher: BPB Publications
Amazon: Buy on Amazon
BPB: Direct Link
Blog: Read Blog Post
Hands-on Ansible Automation
This book provides insights on managing hybrid cloud environments with Ansible, covering multi-cloud orchestration
Author: Luca Berton
Publisher: BPB Publications
Amazon: Buy on Amazon
BPB: Direct Link
Blog: Read Blog Post
Ansible for Kubernetes by Example
Learn how to automate Kubernetes clusters with Ansible. Streamline your container orchestration processes
Author: Luca Berton
Publisher: Apress
Amazon: Buy on Amazon
Apress: Direct Link
Blog: Read Blog Post
Ansible for VMware by Examples
Automate VMware environments with Ansible. This book covers all you need to manage your VMware infrastructure with Ansible
Author: Luca Berton
Publisher: Apress
Amazon: Buy on Amazon
Apress: Direct Link
Blog: Read Blog Post
Learn Ansible 2nd edition (Technical Review)
Automate your cloud infrastructure, security configuration, and application deployment with Ansible
Author: Russ McKendrick
Technical Reviewer: Luca Berton
Publisher: Packt Publishing
Amazon: Buy on Amazon
Each book reached thousands of readers globally and opened doors to consulting engagements, training opportunities, and speaking invitations at major conferences.
Ready to Write Your Book?
Whether you’re eyeing your first technical book or looking to expand your publishing portfolio, the path is more accessible than you think. Key advice:
- Start small: Begin with blog posts or white papers to build your writing habit
- Be specific: Narrow topics often sell better than broad overviews
- Know your audience: Write for the reader you once were
- Don’t wait for perfection: Publishers value practical, timely content
- Build in public: Share your writing journey to build an audience before launch
Connect & Learn More
Interested in learning more about technical writing, publishing, or my consulting work?
- FikaWorks: https://fika.works
- My Books: Available on Amazon, Apress, Packt, and BPB
- Speaking & Training: Open for engagements on Platform Engineering, Ansible, Kubernetes, and Career Development
FikaWorks Day 2025 was a testament to the power of community-driven learning and collaboration. Thank you to the organizers, speakers, and all attendees who made it an unforgettable experience!
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