June 06, 2007 37signals asks: What’s your cookbook? 
37signals uses celebrity chef cookbooks as a metaphor for giving away something for free, in the form of content on your site:
If you’re looking for a way to break your business in a big way, follow their lead. How can you give away your formula, your secrets, your recipes? How can you give away what you know to increase your exposure and expertise?
This is a great way to think about your content strategy, and to begin thinking of yourself as an authoritative publisher within your field. Your customers will continue to buy your product, but you can create a new product in the form of how-to guides or inside secrets. If you’re doing what you do well, they won’t recreate your success. They’ll just appreciate you showing them how.
And if your content really takes off, you might be able to create a whole new revenue stream in the form of publications or advertising.
