Activating the dopamine reward system by discussing future book writing may reduce motivation to actually write the book.

“Said that one of the major errors that people make with book writing and completion is they will tell people they're going to write a book, and people will say, oh, you definitely should write a book. Everyone's going to love your book, and they never end up writing it. And his theory is that they get so much dopamine reward from that immediate feedback with all the protection of never having the book criticized that they never write the book.”