"The pages turn themselves"

Gaby Wood has a strangely interesting James Patterson interview at the Observer:

The genius of Patterson's collaborative method is its salesmanship. His co-authors are plainly credited on the covers in a font several point sizes smaller, but the books are always James Patterson books. Patterson used to be chief executive at the ad agency J Walter Thompson, and he knows a thing or two about branding. So savvy is he that he has become the subject of an MBA course at Harvard. (The professor, John Deighton, had heard Patterson give a talk and was stunned by his canniness. "I'd never actually heard a product speak," Deighton said. "It was like listening to a can of Coca-Cola describe how it would like to be marketed.")