Good question; excellent question, actually.

I am an author. I write books about life, masquerading as business books. It seems that, while folks won't believe you can change their life (or that it needs changing) they'll let you muck about with their business, as long as they make more money with less time/effort/whatnot at the end of the day.

So, there's my conceit, my deceit: the books in my 'Commonsense' series will change your life. Um, business.

They've certainly changed mine.