So what exactly is a guru? Essentially, just someone widely known for genuine expertise. Since most entrepreneurs are experts at something, the trick is winning recognition. "You can't declare yourself a guru. Others have to do it," says Al Ries, an oft-quoted marketing guru (page 28).

The first step is to establish at least one validating credential. It can be as simple as taking a leadership role in a professional group, winning an award, or being associated with a famous client, but whatever you do should indicate your expertise. The big gun in the war for recognition is still a book, experts say, because it helps to establish credibility as well as get media mentions and speaking gigs.

Chin-Ning Chu, a consultant on Asian business philosophy, says a 10,000-copy print run of The Chinese Mind Game in 1987 cost her about $15,000. Her partner, Curt Paulson, convinced her it would impress clients. "It doesn't matter if we sell a single copy, we'll give them away," he remembers saying. [With private distribution and good reviews, Chin-Ning sold out of The Chinese Mind Game. Because of the overwhelmingly enthusiastic reception, it consequently was published by MacMillian/Simon Schuster as The Asian Mind Game, still in print.]

The China-born Chu, 52, isn't a likely author, either. "I butcher the English language for a living," she quips. But with help from an editor, the book turned out well enough to attract other book deals [Thick Face, Black Heart with Warner Books; Do Less, Achieve More with ReganBooks/Harper Collins Publishers], speaking gigs, and eventually, time on Larry King Live [over 25 appearances on CNN, plus shows on ABC, NBC, CBS and Fox.] Chu is up to her fourth book and gets $15,000 for speaking.