H.J. Chammas wants authors to stop counting royalties

The publisher's pitch was simple arithmetic. Sell a million copies, earn $2 a copy, and collect $2 million in royalties.

"Wow, I thought that's a great deal," H.J. Chammas told the CEO.com Podcast. "Let me pay them $65,000 and see what happens."

He launched the book in 2018, according to his company's website. The author bio on his 2026 book says it earned less than $2,000 in royalties. Chammas now runs Authority Publishing, a Dubai-based firm that helps coaches, consultants, and business leaders use books to grow their businesses. His advice to anyone counting on royalties is short. "It will never ever put money into your bank account," he said.

Chammas could afford the gamble. He had already made his money in real estate.

He left Lebanon in 2001 with $300 in his pocket and took a job with Nestlé in Dubai. "Everything was big, man. Everything was huge," he said. He wanted to go home. He stayed and worked his way up, and Nestlé eventually sent him to the Philippines.

He was there when the 2008 financial crisis hit. While everyone around him was getting out of real estate, he started buying. At a fundraiser, he met a Lebanese-American billionaire known as Papa Joe and kept turning up at his office until Papa Joe agreed to coach him. The terms were strict. "He made me work for him in his property companies for free so that I can learn all the steps in investing in properties," Chammas said.

Papa Joe, who has since died, ran on street smarts and never put a system in place for how he built his empire. Chammas had spent years inside Nestlé's processes, so he built one. Within six or seven years, his rental portfolio let him leave the corporate world. He now teaches his real estate strategy through Employee Millionaire, which sells courses and one-on-one coaching on investing in rental properties.

The book was supposed to be the foundation of his next business. He blames the result on his reasons for writing it. "My big why was more of an egocentric approach," he said. "I wanted to become famous. I wanted to build a business on the back of the book rather than how can I help make the world a better place."

He went back and studied authors who had built loyal followings and real influence. He concluded they all had one thing in common: service. "It's all about helping others," he said. He retitled his book, repositioned it, and republished it himself; within months, it became a bestseller, according to the same bio. From 2019 on, he self-published three more books, and his company's site says all three quickly became No. 1 bestsellers.

He also started building a personal brand around what he had learned. That is how his first client found him. A woman he didn't know messaged him on LinkedIn. She had already published a book that went nowhere, and she had been reading up on him. "She loved how I failed," he said.

He helped her for free. He reworked her positioning, connected her with editors, and coached her through promoting herself before promoting the book. It reached Amazon's bestseller list within a couple of months. The bigger change was in her calendar. She trains employees for companies and government entities in the UAE, and she now averages 1.7 engagements a week. She has also given two TEDx talks.

She told him plenty of authors were as lost as she had been, and that "the world needs you." Authority Publishing took on six authors in its first year and more than 20 in its second. Chammas said it now counts more than 50 bestselling authors, and that the team is picky about whom it takes on. "We cannot make a bad book great," he said.

The company sells the process he used for his own book. The first meeting is about whom the author serves and why they want a book at all. An author who says royalties is probably not a fit. Clients don't have to write their own books. Chammas interviews them chapter by chapter over Zoom, sends the questions ahead of time, and asks again when an answer comes back thin. Three ghostwriters then draft samples in the author's voice, and the author picks one. Some authors arrive with AI-written manuscripts. "Man, it's robotic. You hear it," he said. "There's no soul in the book." His team uses AI in editing and design, but only on the author's real stories.

Promotion puts the author in front of audiences long before it pushes the book. New authors commit to four relevant podcast appearances a month for 12 months. They'll "suck in the first few months," he said, but the shows are "your training ground." Speaking slots, award nominations, and endorsements from established names come next, followed by social media and Amazon ads. He warns against paying for an overnight bestseller, since a spike followed by a crash teaches the algorithm to stop showing the book.

The return comes as consulting, coaching, and speaking work from readers who want more. "It's not about selling the book," he said. "It's about selling what the book can sell for you." Publishing a finished manuscript costs $6,600 to $9,900, and full ghostwriting starts at $35,000. For authors he believes in, the company will pay to publish the book and take 20% of the revenue from the sales funnel it builds for them.

The business took its own hit this year. Most of his clients were in the UAE. When war with Iran broke out in late February, he said he lost more than half his business. He started pursuing authors in Singapore, Australia, Europe, and the United States. Filling that pipeline took time, he said, but the company is back to the run rates it had before the war.

The CEO.com Podcast ends every interview by asking who gave the guest a chance. Chammas named the woman from LinkedIn. Then he asked to add one more thought.

"Sometimes the person who gives you a chance doesn't just open a door for you," he said. "They show you which door you should be opening for others."

00:00:00 Introduction to Authority Marketing
00:03:07 Learning From a Publishing Failure
00:06:00 Real Estate Ventures and Systems
00:12:15 Initial Steps for Aspiring Authors
00:14:04 The Publish Promote Monetize Framework
00:16:09 Ghostwriting and the Role of AI
00:19:41 Marketing a Book for Long-Term Success
00:24:42 Monetizing Beyond Book Royalties
00:31:38 Daily Routines and Work-Life Balance
00:35:26 The Power of Giving Someone a Chance

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I<00:03:44.360> wanted<00:03:44.760> to<00:03:44.880> build<00:03:45.120> a<00:03:45.200> business<00:03:46.120> on<00:03:46.239> the<00:03:46.360> back<00:03:46.600> of<00:03:46.720> a<00:03:46.760> book.

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And<00:03:48.400> what<00:03:48.600> happened<00:03:48.959> here<00:03:49.280> is<00:03:50.760> packaging<00:03:51.239> my<00:03:51.360> experience,<00:03:52.320> but<00:03:52.560> my<00:03:52.800> big<00:03:53.120> why<00:03:53.640> wasn't<00:03:54.120> big<00:03:54.280> enough.

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And<00:03:55.200> this<00:03:55.360> is<00:03:55.480> part<00:03:55.680> of<00:03:55.760> the<00:03:55.880> lesson.<00:03:56.160> My<00:03:56.320> big<00:03:56.600> why<00:03:56.800> was<00:03:57.040> more<00:03:57.280> of<00:03:57.440> an<00:03:57.560> egocentric<00:03:58.200> approach.

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I<00:03:59.160> wanted<00:03:59.560> to<00:03:59.760> to<00:04:00.160> to<00:04:00.240> become<00:04:00.640> famous.

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I<00:04:01.200> wanted<00:04:01.600> to<00:04:02.760> to<00:04:02.880> build<00:04:03.120> a<00:04:03.200> business<00:04:03.560> on<00:04:03.640> the<00:04:03.720> back<00:04:03.960> of<00:04:04.040> the<00:04:04.160> book<00:04:04.480> rather<00:04:04.720> than<00:04:05.680> how<00:04:05.920> can<00:04:06.160> I<00:04:06.240> help<00:04:06.640> make<00:04:06.840> the<00:04:06.959> world<00:04:07.120> a<00:04:07.160> better<00:04:07.440> place?

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Rather<00:04:08.080> than<00:04:09.000> how<00:04:09.240> can<00:04:09.440> I<00:04:09.560> offer<00:04:09.800> solutions<00:04:10.440> to<00:04:10.560> real<00:04:10.720> problems<00:04:11.200> out<00:04:11.400> there?

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And<00:04:12.880> this<00:04:13.240> what<00:04:13.560> caused<00:04:14.040> my<00:04:14.240> book<00:04:14.480> to<00:04:14.600> fail.

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But<00:04:15.400> when<00:04:15.560> I<00:04:15.640> learned<00:04:16.000> that<00:04:16.440> and<00:04:16.560> I<00:04:16.600> started<00:04:16.959> to<00:04:17.040> reverse<00:04:17.400> engineer<00:04:18.359> what<00:04:18.680> other<00:04:18.920> successful<00:04:19.640> authors<00:04:20.079> did,<00:04:20.720> specifically<00:04:21.359> those<00:04:21.600> who<00:04:21.720> built,<00:04:22.720> you<00:04:22.840> know,<00:04:22.960> a<00:04:23.040> kind<00:04:23.440> of

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of<00:04:23.880> a<00:04:24.160> of<00:04:24.280> a<00:04:24.360> tribe<00:04:24.800> behind<00:04:25.160> them<00:04:25.760> and<00:04:26.080> they<00:04:26.320> they<00:04:26.480> made<00:04:26.760> really<00:04:26.960> an<00:04:27.080> impact<00:04:27.400> in<00:04:27.480> the<00:04:27.600> world,<00:04:28.440> I<00:04:28.560> started<00:04:29.040> to<00:04:29.120> learn<00:04:29.360> that<00:04:29.640> it's<00:04:29.880> all<00:04:30.040> about<00:04:30.600> helping<00:04:30.960> others.

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It's<00:04:32.120> all<00:04:32.240> about<00:04:32.560> servicing<00:04:33.120> others.<00:04:34.000> And<00:04:34.320> when<00:04:34.440> I<00:04:34.520> started<00:04:34.880> to<00:04:35.000> change<00:04:35.360> that<00:04:35.600> lens,<00:04:36.680> republishing<00:04:37.480> a<00:04:37.560> book<00:04:37.919> and<00:04:38.040> started<00:04:38.400> to<00:04:38.480> help<00:04:38.760> other<00:04:39.080> authors<00:04:39.880> became<00:04:40.280> kind

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of<00:04:40.885> a<00:04:41.211> purpose<00:04:41.536> to<00:04:41.861> me.<00:04:42.187> <00:04:42.512> And<00:04:42.837> uh<00:04:43.163> you<00:04:43.488> have<00:04:43.813> a<00:04:44.139> master's<00:04:44.464> degree<00:04:44.789> in<00:04:45.115> food<00:04:45.440> science.

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<00:04:46.970> Mhm.<00:04:47.180> <00:04:47.390> Which<00:04:47.600> obviously<00:04:47.810> doesn't<00:04:48.020> have<00:04:48.230> too<00:04:48.440> much<00:04:48.650> to<00:04:48.860> do<00:04:49.070> with<00:04:49.280> publishing.

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What<00:04:50.280> what<00:04:51.240> what<00:04:51.520> made<00:04:51.800> you<00:04:52.440> get<00:04:52.640> a<00:04:52.680> master's<00:04:53.160> degree<00:04:53.400> in<00:04:53.520> food<00:04:53.760> science?

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What<00:04:54.429> did<00:04:54.699> What<00:04:54.968> did<00:04:55.237> you<00:04:55.507> do<00:04:55.776> with<00:04:56.045> that<00:04:56.315> degree?<00:04:56.584> <00:04:56.853> You<00:04:57.123> know,<00:04:57.392> when<00:04:57.661> we<00:04:57.931> all<00:04:58.200> like<00:04:58.469> when<00:04:58.739> kids<00:04:59.008> all<00:04:59.277> our<00:04:59.547> parents<00:04:59.816> usually<00:05:00.085> tell<00:05:00.355> us<00:05:00.624> in<00:05:00.893> the<00:05:01.163> in<00:05:01.432> the<00:05:01.701> old<00:05:01.971> school<00:05:02.240> like

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I'm<00:05:02.560> 55<00:05:03.120> now,<00:05:03.880> you<00:05:03.960> need<00:05:04.080> to<00:05:04.160> be<00:05:04.280> a<00:05:04.360> doctor,<00:05:05.040> you<00:05:05.120> need<00:05:05.280> to<00:05:05.360> be<00:05:05.440> an<00:05:05.560> engineer,<00:05:06.120> you<00:05:06.200> need<00:05:06.400> to<00:05:06.480> be<00:05:06.880> a<00:05:06.960> lawyer.

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This<00:05:07.720> was<00:05:07.880> the<00:05:08.000> old<00:05:08.160> school<00:05:08.400> kind<00:05:08.600> of<00:05:08.720> mentality.<00:05:09.800> So,<00:05:10.360> entering<00:05:10.760> university<00:05:11.440> from<00:05:11.680> college,<00:05:12.120> I<00:05:12.200> started<00:05:12.520> to<00:05:12.640> think,<00:05:13.080> what<00:05:13.520> if<00:05:13.840> I<00:05:13.960> failed<00:05:15.360> being<00:05:15.640> a

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doctor?<00:05:16.840> So,<00:05:17.120> I<00:05:17.240> said,<00:05:17.560> okay,<00:05:17.800> let's<00:05:18.080> let's<00:05:18.360> let's<00:05:18.520> start<00:05:18.800> having<00:05:19.040> a<00:05:19.200> a<00:05:19.720> a<00:05:19.760> BS<00:05:20.280> in<00:05:20.440> food<00:05:20.680> science<00:05:21.240> and<00:05:21.360> nutrition,<00:05:22.400> so<00:05:22.560> in<00:05:22.720> case<00:05:23.040> I<00:05:23.160> ever<00:05:23.440> failed<00:05:23.840> that

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I<00:05:24.040> didn't<00:05:24.360> make<00:05:24.600> it<00:05:24.680> to<00:05:24.760> be<00:05:24.880> a<00:05:24.960> doctor,<00:05:25.360> at<00:05:25.520> least<00:05:25.760> I<00:05:25.800> have<00:05:25.919> a<00:05:26.000> plan<00:05:26.240> B.

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And<00:05:27.400> I<00:05:27.480> just<00:05:27.840> entered<00:05:28.240> with<00:05:28.360> that<00:05:28.600> kind<00:05:29.000> of<00:05:29.200> narrow<00:05:29.480> mentality.

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I<00:05:30.680> want<00:05:30.840> to<00:05:30.919> be<00:05:31.040> a<00:05:31.120> doctor<00:05:31.600> and<00:05:31.720> this<00:05:31.840> is<00:05:31.880> my<00:05:32.000> plan<00:05:32.320> B,<00:05:33.040> and<00:05:33.200> I<00:05:33.280> ended<00:05:33.640> up<00:05:35.120> by<00:05:35.320> choice,<00:05:35.680> by<00:05:35.800> the<00:05:35.919> way,<00:05:36.160> not<00:05:36.640> wanting<00:05:36.880> to<00:05:36.960> be<00:05:37.080> a<00:05:37.120> doctor<00:05:37.440> anymore<00:05:37.919> when<00:05:38.120> I<00:05:38.200> entered,<00:05:38.640> you

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know,<00:05:39.200> university<00:05:40.000> and<00:05:40.160> started<00:05:40.560> to<00:05:40.640> become<00:05:40.919> more<00:05:41.080> mature.

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It's<00:05:42.160> not<00:05:42.320> because<00:05:44.040> it's<00:05:44.200> something<00:05:44.560> that<00:05:44.760> I<00:05:44.840> don't<00:05:45.120> like.

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I<00:05:45.919> I<00:05:46.000> didn't<00:05:46.360> find<00:05:46.680> myself<00:05:47.240> in<00:05:47.360> it.

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<00:05:48.764> Right.<00:05:49.009> But,<00:05:49.253> you<00:05:49.498> went<00:05:49.742> to<00:05:49.987> work<00:05:50.231> for<00:05:50.476> Nestlé,<00:05:50.720> right?

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<00:05:51.921> I<00:05:52.203> did.<00:05:52.484> I<00:05:52.766> did.<00:05:53.047> I<00:05:53.329> started<00:05:53.610> like<00:05:53.891> when<00:05:54.173> I<00:05:54.454> left<00:05:54.736> home,<00:05:55.017> you<00:05:55.299> know,<00:05:55.580> I<00:05:55.861> one<00:05:56.143> of<00:05:56.424> I'm<00:05:56.706> one<00:05:56.987> of<00:05:57.269> those<00:05:57.550> immigrants<00:05:57.831> who<00:05:58.113> left<00:05:58.394> his<00:05:58.676> home<00:05:58.957> country<00:05:59.239> in<00:05:59.520> 2001.

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I<00:06:00.480> joined<00:06:00.800> Nestlé,<00:06:01.640> and<00:06:01.760> I<00:06:01.800> was<00:06:02.000> moving<00:06:02.280> around<00:06:02.560> the<00:06:02.680> world.

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Uh<00:06:04.640> when<00:06:04.840> I<00:06:04.880> was<00:06:05.360> in<00:06:05.640> East<00:06:05.920> Asia<00:06:06.200> and<00:06:06.320> the<00:06:06.400> Philippines<00:06:07.440> in<00:06:07.560> the<00:06:07.960> period<00:06:08.120> between<00:06:08.440> 2005<00:06:09.120> and<00:06:09.320> 10,<00:06:09.760> in<00:06:09.880> 2008<00:06:10.680> was<00:06:11.080> the<00:06:11.520> Great<00:06:11.720> Recession.

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And<00:06:13.320> this<00:06:13.440> is<00:06:13.680> actually<00:06:14.120> was<00:06:14.400> my<00:06:14.560> pivot<00:06:15.000> story<00:06:15.560> kind<00:06:15.920> of<00:06:16.600> where<00:06:17.680> when<00:06:17.919> everybody<00:06:18.440> was<00:06:18.640> going<00:06:19.000> out<00:06:19.200> of<00:06:19.360> real<00:06:19.520> estate,<00:06:20.200> although<00:06:20.480> I<00:06:20.520> was<00:06:20.680> still<00:06:20.840> an<00:06:20.960> employee<00:06:21.440> at

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Nestlé,<00:06:22.720> I<00:06:22.840> started<00:06:23.280> to<00:06:23.360> be<00:06:23.480> the<00:06:23.640> guy<00:06:24.080> the<00:06:24.240> crazy<00:06:24.600> guy<00:06:24.840> people<00:06:25.080> used<00:06:25.240> to<00:06:25.320> tag<00:06:25.560> me<00:06:26.080> going<00:06:26.600> into<00:06:26.919> real<00:06:27.080> estate.

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And<00:06:28.600> I<00:06:28.680> think<00:06:28.919> this<00:06:29.120> was<00:06:29.240> the<00:06:29.400> craziest<00:06:30.400> great<00:06:30.680> decision<00:06:31.040> I've<00:06:31.160> made<00:06:31.320> in<00:06:31.400> my<00:06:31.520> life<00:06:32.200> that<00:06:32.400> really<00:06:32.640> paid<00:06:32.960> off<00:06:33.200> later<00:06:33.480> on<00:06:33.600> in<00:06:33.680> my<00:06:33.760> career.

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<00:06:34.791> And<00:06:35.022> so,<00:06:35.252> you're<00:06:35.483> saying<00:06:35.714> you<00:06:35.945> went<00:06:36.175> into<00:06:36.406> real<00:06:36.637> estate?<00:06:36.868> <00:06:37.098> Yes,<00:06:37.329> I<00:06:37.560> did.

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<00:06:38.485> What<00:06:38.810> what<00:06:39.135> what<00:06:39.460> excited<00:06:39.785> you<00:06:40.110> about<00:06:40.435> real<00:06:40.760> estate?

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And<00:06:41.480> I<00:06:41.520> I<00:06:41.560> don't<00:06:41.720> I<00:06:41.760> know<00:06:41.919> you<00:06:42.040> did<00:06:42.200> a<00:06:42.240> lot<00:06:42.480> in<00:06:42.560> real<00:06:42.720> estate.<00:06:43.040> Give<00:06:43.200> us<00:06:43.320> a<00:06:43.360> sense<00:06:43.640> for<00:06:43.760> your<00:06:43.880> background<00:06:44.360> in<00:06:44.480> that.

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<00:06:45.893> Yeah,<00:06:46.187> so<00:06:46.480> when<00:06:46.773> I<00:06:47.067> was<00:06:47.360> in<00:06:47.653> the<00:06:47.947> Philippines<00:06:48.240> and<00:06:48.533> the<00:06:48.827> financial<00:06:49.120> crisis<00:06:49.413> happened,<00:06:49.707> you<00:06:50.000> know,<00:06:50.293> maybe<00:06:50.587> I<00:06:50.880> forgot<00:06:51.173> to<00:06:51.467> mention<00:06:51.760> when<00:06:52.053> I<00:06:52.347> left<00:06:52.640> home<00:06:52.933> in<00:06:53.227> 2001,<00:06:53.520> I

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was<00:06:53.720> a<00:06:53.800> poor<00:06:54.080> guy<00:06:54.840> with<00:06:55.040> only<00:06:55.240> $300<00:06:55.960> in<00:06:56.040> my<00:06:56.160> pocket.

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Went<00:06:57.080> to<00:06:57.200> Dubai<00:06:57.600> the<00:06:57.720> first<00:06:58.040> and<00:06:58.200> joined<00:06:58.480> Nestlé.

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Everything<00:06:59.840> was<00:07:00.000> big,<00:07:00.240> man.<00:07:00.560> Everything<00:07:00.919> was<00:07:01.080> huge.

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It<00:07:02.375> scared<00:07:02.549> the<00:07:02.724> [expletive]<00:07:02.898> out<00:07:03.073> of<00:07:03.247> me.<00:07:03.422> I<00:07:03.596> really<00:07:03.771> wanted<00:07:03.945> to<00:07:04.120> escape.

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I<00:07:04.600> really<00:07:04.800> wanted<00:07:05.040> to<00:07:05.160> go<00:07:05.280> back<00:07:05.480> home.<00:07:06.160> But,<00:07:06.320> something<00:07:06.680> kept<00:07:06.880> me<00:07:07.000> going,<00:07:07.400> you<00:07:07.480> know,<00:07:07.680> just<00:07:08.000> hustle,<00:07:08.919> make<00:07:09.200> it<00:07:09.320> you<00:07:09.440> know,<00:07:09.600> just<00:07:10.040> go<00:07:10.280> up<00:07:10.480> the<00:07:10.720> the<00:07:10.800> corporate<00:07:11.280> ladder,

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which<00:07:12.320> I<00:07:12.400> did.<00:07:13.320> And<00:07:13.880> when<00:07:14.040> I<00:07:14.080> was<00:07:14.280> in<00:07:14.360> the<00:07:14.440> Philippines,<00:07:15.400> I<00:07:15.560> met<00:07:16.120> a<00:07:16.160> Lebanese-American<00:07:17.120> guy.

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So,<00:07:20.760> I<00:07:20.840> met<00:07:21.080> him<00:07:21.240> in<00:07:21.360> one<00:07:21.600> of<00:07:21.680> those,<00:07:22.040> you<00:07:22.160> know,<00:07:22.320> events<00:07:23.240> for<00:07:23.400> fundraising.

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And<00:07:24.800> everybody<00:07:25.240> was<00:07:25.400> looking<00:07:25.760> up<00:07:26.000> at<00:07:26.160> him.

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And<00:07:27.160> because<00:07:27.480> I'm<00:07:27.640> also<00:07:27.840> Lebanese<00:07:28.200> of<00:07:28.360> origin,<00:07:28.840> I<00:07:28.880> was<00:07:29.120> curious<00:07:29.440> to<00:07:29.520> know<00:07:29.640> the<00:07:29.760> guy.

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The<00:07:31.120> more<00:07:31.400> I<00:07:31.480> tend<00:07:31.840> to<00:07:31.960> know<00:07:32.120> the<00:07:32.240> guy,<00:07:32.880> the<00:07:33.040> more<00:07:33.720> I<00:07:33.800> wanted<00:07:34.120> to<00:07:34.240> learn<00:07:34.480> from<00:07:34.680> him.

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So,<00:07:36.080> I<00:07:36.200> was<00:07:36.440> really<00:07:36.680> after<00:07:36.960> him<00:07:37.320> really<00:07:37.600> like<00:07:37.880> really<00:07:38.240> after<00:07:38.600> him<00:07:39.560> trying<00:07:39.919> to<00:07:40.080> meet<00:07:40.360> him<00:07:40.680> going<00:07:40.919> to<00:07:41.000> his<00:07:41.200> office.

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I<00:07:41.800> told<00:07:42.040> him,<00:07:42.320> "I<00:07:42.520> want<00:07:42.960> to<00:07:43.040> be<00:07:43.200> coached<00:07:43.720> by<00:07:43.880> you."

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After<00:07:45.560> long<00:07:45.760> story<00:07:46.040> short,<00:07:46.400> because<00:07:46.680> he<00:07:46.760> hesitated,<00:07:47.440> but<00:07:47.600> then<00:07:47.880> he<00:07:47.960> gave<00:07:48.160> me<00:07:48.240> a<00:07:48.280> condition<00:07:49.200> that<00:07:49.920> you<00:07:50.120> need<00:07:50.680> to<00:07:51.640> do<00:07:51.960> whatever<00:07:52.400> I<00:07:52.520> tell<00:07:52.800> you.

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So,<00:07:53.080> basically,<00:07:53.560> he<00:07:53.640> made<00:07:53.880> me<00:07:54.040> work<00:07:54.280> for<00:07:54.440> him<00:07:55.200> in<00:07:55.320> his<00:07:55.520> property<00:07:55.880> management<00:07:56.280> company,<00:07:57.000> in<00:07:57.120> his<00:07:57.240> property<00:07:57.600> companies<00:07:58.120> for<00:07:58.240> free<00:07:59.240> so<00:07:59.320> that<00:07:59.560> I<00:07:59.680> can<00:07:59.880> learn<00:08:00.120> all,<00:08:00.400> you<00:08:00.560> know,

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all<00:08:01.560> all<00:08:01.680> the<00:08:01.760> steps<00:08:02.040> in<00:08:02.120> investing<00:08:02.480> in<00:08:02.560> properties.

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So,<00:08:03.720> I<00:08:03.800> learned<00:08:04.120> from<00:08:04.480> from<00:08:04.840> Papa<00:08:05.120> Joe.

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Now,<00:08:05.640> he's<00:08:05.960> he's<00:08:06.760> he's<00:08:07.240> he's<00:08:07.320> not<00:08:07.480> with<00:08:07.600> us<00:08:07.800> anymore.

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He<00:08:09.640> died<00:08:09.880> a<00:08:09.920> couple<00:08:10.160> of<00:08:10.240> years<00:08:10.440> back,<00:08:11.280> but<00:08:11.560> he<00:08:11.720> was<00:08:11.960> a<00:08:12.000> street-smart<00:08:12.560> guy.

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He<00:08:12.919> never<00:08:13.200> put<00:08:13.520> systems<00:08:14.440> for<00:08:15.120> what<00:08:15.840> the<00:08:16.000> way<00:08:16.160> he<00:08:16.280> built<00:08:16.480> his<00:08:16.640> empire.

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Now,<00:08:17.760> me<00:08:17.919> coming<00:08:18.160> from<00:08:18.360> Nestlé<00:08:19.040> and<00:08:19.280> loving<00:08:19.560> processes<00:08:20.160> and<00:08:20.280> systems,<00:08:21.280> I<00:08:21.560> married<00:08:22.000> his<00:08:22.680> street-smart<00:08:23.320> approach<00:08:23.760> to<00:08:23.840> investing<00:08:24.160> in<00:08:24.240> properties<00:08:25.280> with<00:08:25.440> my<00:08:25.600> know-how

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in<00:08:26.800> putting<00:08:27.080> systems<00:08:27.440> together,<00:08:28.360> and<00:08:28.520> I<00:08:28.560> built<00:08:28.760> a<00:08:28.800> system<00:08:29.360> in<00:08:29.520> to<00:08:29.680> invest<00:08:30.080> in<00:08:30.360> real<00:08:30.520> properties.

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I<00:08:31.520> followed<00:08:31.840> the<00:08:31.919> system.<00:08:32.560> My<00:08:32.680> portfolio<00:08:33.240> grew.

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In<00:08:34.280> 6-7<00:08:34.880> years,<00:08:35.159> I<00:08:35.200> was<00:08:35.400> able<00:08:35.599> to<00:08:35.719> leave<00:08:35.880> my<00:08:36.000> job<00:08:36.520> and<00:08:36.680> leave<00:08:36.880> Nestlé<00:08:37.240> and<00:08:37.800> and<00:08:37.919> the<00:08:38.000> corporate<00:08:38.400> world.

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<00:08:39.420> So,<00:08:39.681> you've<00:08:39.942> been<00:08:40.203> a<00:08:40.465> food<00:08:40.726> scientist,<00:08:40.987> you've<00:08:41.248> been<00:08:41.509> in<00:08:41.770> real<00:08:42.031> estate,<00:08:42.292> a<00:08:42.553> landlord,<00:08:42.814> you've<00:08:43.076> been<00:08:43.337> an<00:08:43.598> author,<00:08:43.859> a<00:08:44.120> publisher.

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Which<00:08:45.880> of<00:08:45.920> those<00:08:46.280> feels<00:08:46.880> like<00:08:47.200> the<00:08:47.320> most<00:08:48.240> like<00:08:48.600> HJ?

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Like,<00:08:49.400> which<00:08:49.640> one<00:08:49.800> of<00:08:49.880> those<00:08:50.240> feels<00:08:51.000> like<00:08:51.320> the<00:08:51.440> most<00:08:51.839> true<00:08:52.200> you?

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<00:08:54.135> What<00:08:54.430> I<00:08:54.726> I<00:08:55.022> thought<00:08:55.317> of<00:08:55.613> the<00:08:55.909> publishing,<00:08:56.205> not<00:08:56.500> because<00:08:56.796> I'm<00:08:57.092> a<00:08:57.387> publisher,<00:08:57.683> because<00:08:57.979> I'm<00:08:58.274> helping<00:08:58.570> authors<00:08:58.866> really<00:08:59.162> make<00:08:59.457> an<00:08:59.753> impact<00:09:00.049> in<00:09:00.344> the<00:09:00.640> world.

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I'm<00:09:01.520> making<00:09:02.040> all<00:09:02.240> those<00:09:02.839> experienced<00:09:03.520> people,<00:09:04.800> coaches,<00:09:05.080> consultants,<00:09:05.560> and<00:09:05.680> experts<00:09:06.120> really<00:09:06.360> make<00:09:06.560> an<00:09:06.680> impact,<00:09:07.280> make<00:09:07.440> the<00:09:07.560> world<00:09:07.760> a<00:09:07.800> better<00:09:08.080> place.

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When<00:09:09.080> you<00:09:09.200> play<00:09:09.480> your<00:09:09.640> role<00:09:09.880> in<00:09:10.040> that,<00:09:10.600> it<00:09:10.839> feels<00:09:11.680> full<00:09:11.880> of<00:09:12.000> purpose.

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It<00:09:13.000> feels<00:09:13.280> like,<00:09:13.480> yes,<00:09:13.680> I'm<00:09:13.839> doing<00:09:14.080> something<00:09:14.440> every<00:09:14.640> day.

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And<00:09:15.560> guess<00:09:15.800> what?<00:09:16.160> Working<00:09:16.640> with<00:09:16.839> such<00:09:17.880> authors<00:09:18.360> and<00:09:18.520> such<00:09:18.839> people,<00:09:19.360> you<00:09:19.720> learn<00:09:20.040> a<00:09:20.160> lot<00:09:20.520> from<00:09:20.720> them.

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Like,<00:09:21.480> in<00:09:21.560> the<00:09:21.680> corporate<00:09:22.080> world,<00:09:22.320> you<00:09:22.440> know<00:09:22.600> that,<00:09:22.960> you<00:09:23.040> learn<00:09:23.280> that,<00:09:23.560> it<00:09:23.640> becomes<00:09:23.960> your<00:09:24.040> comfort<00:09:24.360> zone.

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But<00:09:25.360> working<00:09:25.680> on<00:09:25.800> a<00:09:25.839> new<00:09:26.120> book<00:09:26.520> every<00:09:26.880> day<00:09:27.160> and<00:09:27.320> working<00:09:27.560> with<00:09:27.680> multiple<00:09:28.120> authors,<00:09:28.520> and<00:09:28.960> they<00:09:29.160> add<00:09:29.480> up,<00:09:30.080> it<00:09:30.400> expands<00:09:31.120> your<00:09:31.240> horizon.

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It<00:09:31.880> makes<00:09:32.120> you<00:09:32.760> learn<00:09:33.080> a<00:09:33.160> lot<00:09:33.640> of<00:09:33.760> new<00:09:34.000> things.

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It's<00:09:35.160> part<00:09:35.400> of<00:09:35.520> your<00:09:36.560> work<00:09:36.800> as<00:09:36.920> a<00:09:37.000> journey,<00:09:37.680> but<00:09:37.920> also<00:09:38.160> as<00:09:38.280> part<00:09:38.560> of<00:09:38.680> your<00:09:38.800> journey<00:09:39.200> of<00:09:39.320> growth<00:09:40.120> and<00:09:40.240> becoming<00:09:40.640> even<00:09:40.880> a<00:09:40.920> better<00:09:41.200> person<00:09:41.600> by<00:09:41.720> just<00:09:42.000> learning<00:09:42.720> from<00:09:42.920> such

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people<00:09:43.396> you<00:09:43.672> engage<00:09:43.948> with.<00:09:44.224> <00:09:44.500> And<00:09:44.776> where<00:09:45.052> do<00:09:45.328> you<00:09:45.604> live<00:09:45.880> now?

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<00:09:47.157> Now<00:09:47.515> I<00:09:47.873> live<00:09:48.230> in<00:09:48.588> Dubai.<00:09:48.945> As<00:09:49.303> this<00:09:49.660> is<00:09:50.017> where<00:09:50.375> most<00:09:50.733> of<00:09:51.090> my<00:09:51.448> time<00:09:51.805> and<00:09:52.163> between<00:09:52.520> Lebanon.

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So<00:09:53.416> I'm<00:09:53.752> Lebanese<00:09:54.088> of<00:09:54.424> origin<00:09:54.760> as<00:09:55.096> I<00:09:55.432> mentioned.<00:09:55.768> After<00:09:56.104> living<00:09:56.440> 23<00:09:56.776> years<00:09:57.112> of<00:09:57.448> my<00:09:57.784> life<00:09:58.120> out<00:09:58.456> of<00:09:58.792> Lebanon,<00:09:59.128> a<00:09:59.464> couple<00:09:59.800> of<00:10:00.136> years<00:10:00.472> back<00:10:00.808> we<00:10:01.144> decided<00:10:01.480> to

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come<00:10:01.760> back<00:10:02.040> 'cause<00:10:02.760> we<00:10:02.840> love<00:10:03.000> the<00:10:03.160> culture,<00:10:03.840> we<00:10:03.960> love<00:10:04.160> the<00:10:04.280> social<00:10:04.680> life,<00:10:05.120> we<00:10:05.200> love<00:10:05.360> the<00:10:05.480> food,<00:10:06.920> you<00:10:07.040> name<00:10:07.280> it.

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But<00:10:08.000> of<00:10:08.120> course<00:10:08.360> my<00:10:08.520> business<00:10:08.840> is<00:10:08.920> still<00:10:09.120> in<00:10:09.200> Dubai.<00:10:09.760> I<00:10:09.840> go<00:10:10.040> and<00:10:10.320> you<00:10:10.400> know<00:10:10.520> I<00:10:10.600> commute<00:10:11.000> between<00:10:11.320> both<00:10:11.560> countries.

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Like<00:10:12.560> now<00:10:12.840> in<00:10:12.960> summer,<00:10:13.800> you<00:10:13.880> cannot<00:10:14.160> be<00:10:14.240> in<00:10:14.360> Dubai.

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So<00:10:14.914> I'm<00:10:15.149> in<00:10:15.383> Lebanon<00:10:15.618> right<00:10:15.852> now.<00:10:16.087> <00:10:16.321> So<00:10:16.556> this<00:10:16.790> is<00:10:17.025> totally<00:10:17.259> off<00:10:17.494> topic<00:10:17.728> from<00:10:17.963> what<00:10:18.197> we<00:10:18.432> were<00:10:18.666> and<00:10:18.901> you<00:10:19.135> don't<00:10:19.370> have<00:10:19.604> to<00:10:19.839> answer<00:10:20.073> this,<00:10:20.308> but<00:10:20.542> what's<00:10:20.777> it<00:10:21.011> like<00:10:21.246> right<00:10:21.480> now?

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I<00:10:21.760> know<00:10:21.880> there's<00:10:22.080> a<00:10:22.120> lot<00:10:22.360> going<00:10:22.640> on<00:10:23.080> in<00:10:23.320> Lebanon.

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You're<00:10:24.200> kind<00:10:24.400> of<00:10:24.480> caught<00:10:24.800> up<00:10:25.000> in<00:10:25.160> this<00:10:26.200> conflict<00:10:28.400> war<00:10:28.960> between<00:10:29.360> Israel<00:10:29.840> and<00:10:29.960> Iran.

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How<00:10:31.120> are<00:10:31.280> how<00:10:31.480> are<00:10:31.600> things<00:10:31.920> going?<00:10:32.600> How<00:10:32.800> are<00:10:32.920> you?

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How's<00:10:33.520> your<00:10:33.640> family?<00:10:34.480> Actually,<00:10:36.040> luckily<00:10:36.400> for<00:10:36.600> us,<00:10:36.800> you<00:10:36.880> know,<00:10:37.000> I'm<00:10:37.120> not<00:10:37.280> sure<00:10:37.400> if<00:10:37.680> you're<00:10:37.840> aware<00:10:38.080> of<00:10:38.200> that.

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Lebanon<00:10:38.880> is<00:10:39.000> divided<00:10:39.640> into<00:10:41.320> kind<00:10:41.760> of<00:10:42.240> unofficial<00:10:42.800> cantons.

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It's<00:10:43.520> like<00:10:43.680> Switzerland,<00:10:44.080> like<00:10:44.280> they<00:10:44.360> have<00:10:44.480> different<00:10:45.200> areas.

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And<00:10:47.200> they<00:10:47.440> are<00:10:47.800> usually<00:10:48.320> driven<00:10:48.800> by<00:10:49.000> religion.

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So<00:10:50.680> this<00:10:50.880> is<00:10:51.000> the<00:10:51.080> way<00:10:51.200> it<00:10:51.320> happens.<00:10:51.760> It's<00:10:52.000> it's<00:10:52.160> not<00:10:52.400> right<00:10:52.600> in<00:10:52.680> my<00:10:52.800> opinion,<00:10:53.200> but<00:10:53.320> this<00:10:53.480> is<00:10:53.600> the<00:10:53.720> way<00:10:53.960> it<00:10:54.120> is<00:10:54.280> now.

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So<00:10:55.600> for<00:10:55.839> us<00:10:56.080> being<00:10:56.320> Christians<00:10:56.960> in<00:10:57.120> Lebanon,<00:10:57.520> we<00:10:57.680> live<00:10:57.920> in<00:10:58.040> a<00:10:58.120> certain<00:10:58.640> areas<00:10:59.200> that<00:10:59.440> are<00:10:59.520> really<00:10:59.760> far<00:11:00.120> from<00:11:00.320> all<00:11:00.400> the<00:11:00.560> conflict.

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Even<00:11:02.040> we<00:11:02.320> only<00:11:02.640> know<00:11:02.800> about<00:11:03.160> them<00:11:03.280> like<00:11:03.520> you<00:11:03.720> in<00:11:03.839> the<00:11:03.920> news.

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We<00:11:04.720> don't<00:11:05.000> hear<00:11:05.160> anything,<00:11:05.600> we<00:11:05.680> don't<00:11:05.880> feel<00:11:06.080> anything.<00:11:06.920> It's<00:11:07.040> just<00:11:07.280> in<00:11:07.360> the<00:11:07.440> news.

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Where<00:11:07.880> we<00:11:08.000> live<00:11:08.280> is<00:11:08.520> a<00:11:09.160> it's<00:11:09.280> still<00:11:10.800> life<00:11:11.120> like<00:11:11.400> usual.

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People<00:11:13.600> there<00:11:13.760> are<00:11:13.880> lots<00:11:14.160> of<00:11:14.280> tourists<00:11:14.600> now<00:11:14.760> in<00:11:14.880> summer<00:11:15.160> even<00:11:15.360> here.

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So<00:11:16.320> not<00:11:16.640> impacted<00:11:17.200> in<00:11:17.560> in<00:11:17.720> that<00:11:17.960> area<00:11:18.160> where<00:11:18.280> we<00:11:18.360> live<00:11:18.560> in.

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That's<00:11:20.120> interesting.<00:11:20.600> And<00:11:20.880> give<00:11:21.040> me<00:11:21.160> a<00:11:21.200> sense<00:11:21.440> for<00:11:21.560> what<00:11:21.720> it's<00:11:21.839> like<00:11:21.960> to<00:11:22.080> be<00:11:22.200> an<00:11:22.320> entrepreneur<00:11:23.160> in<00:11:23.360> Lebanon.

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I<00:11:24.200> mean<00:11:24.800> a<00:11:24.839> lot<00:11:25.160> of<00:11:25.280> I<00:11:25.320> mean<00:11:25.480> this<00:11:25.640> is<00:11:25.760> a<00:11:25.800> global<00:11:26.320> show,<00:11:26.600> so<00:11:26.720> you're<00:11:26.839> getting<00:11:27.080> people<00:11:27.920> watching<00:11:28.320> this<00:11:28.640> from<00:11:28.920> all<00:11:29.160> over.

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But<00:11:30.120> what<00:11:30.280> is<00:11:30.400> entrepreneur<00:11:30.839> Does<00:11:31.000> it<00:11:31.080> have<00:11:31.280> a<00:11:31.320> strong<00:11:31.760> entrepreneurial<00:11:32.400> ecosystem<00:11:33.040> in<00:11:33.120> the<00:11:33.200> country?

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No.<00:11:35.080> No,<00:11:35.520> and<00:11:35.680> that's<00:11:35.920> why<00:11:36.120> as<00:11:36.280> I<00:11:36.320> mentioned<00:11:36.880> I<00:11:37.000> live<00:11:37.360> in<00:11:37.480> Lebanon,<00:11:38.680> but<00:11:39.200> I<00:11:39.320> but<00:11:39.440> you<00:11:39.560> do<00:11:39.720> most<00:11:40.040> of<00:11:40.160> it<00:11:40.240> in<00:11:40.360> Dubai.

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I<00:11:41.200> do<00:11:41.480> business<00:11:41.920> globally.<00:11:43.080> Yeah.

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It<00:11:43.640> it<00:11:43.760> started<00:11:44.120> to<00:11:44.200> be<00:11:44.320> Dubai,<00:11:44.920> but<00:11:45.200> when<00:11:45.440> the<00:11:45.720> war<00:11:45.960> with<00:11:46.160> Iran<00:11:46.440> started<00:11:47.160> in<00:11:47.280> February<00:11:48.360> earlier<00:11:48.640> this<00:11:48.880> year,<00:11:49.720> it<00:11:49.960> impacted<00:11:50.520> my<00:11:50.680> business.

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It<00:11:51.640> was<00:11:51.960> a<00:11:52.000> big,<00:11:52.560> you<00:11:52.680> know,<00:11:52.800> I<00:11:52.920> lost<00:11:53.280> more<00:11:53.440> than<00:11:53.560> half<00:11:53.760> of<00:11:53.840> my<00:11:54.000> business<00:11:54.360> because<00:11:54.720> I<00:11:54.800> was<00:11:55.440> concentrating<00:11:56.040> my<00:11:56.200> business<00:11:56.600> on<00:11:56.720> the<00:11:56.840> UAE,<00:11:57.440> on<00:11:57.560> Dubai.

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And<00:11:58.880> this<00:11:59.000> is<00:11:59.160> was<00:11:59.320> another<00:11:59.640> pivot<00:11:59.960> thing<00:12:00.160> in<00:12:00.240> my<00:12:00.360> life<00:12:00.680> that<00:12:00.920> I<00:12:01.000> needed<00:12:01.280> to<00:12:01.360> start<00:12:01.920> targeting<00:12:02.400> other<00:12:02.600> geographies<00:12:03.800> like<00:12:04.040> Singapore,<00:12:04.720> Australia,<00:12:05.520> Europe,<00:12:05.840> and<00:12:05.960> the

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US.<00:12:06.840> And<00:12:07.400> I'm<00:12:07.640> I'm<00:12:07.760> so<00:12:07.920> happy<00:12:08.160> I<00:12:08.240> did<00:12:08.480> that.

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It<00:12:09.400> took<00:12:09.520> some<00:12:09.760> time<00:12:10.040> to<00:12:10.160> fill<00:12:10.320> the<00:12:10.440> pipeline,<00:12:11.000> but<00:12:11.200> now<00:12:11.400> we're<00:12:11.560> back<00:12:12.320> to<00:12:12.440> the<00:12:12.640> to<00:12:12.760> the<00:12:12.960> to<00:12:13.080> the<00:12:13.200> run<00:12:13.440> rates<00:12:13.720> that<00:12:13.920> we<00:12:14.080> used<00:12:14.280> to<00:12:14.360> have<00:12:14.560> even<00:12:14.760> before<00:12:15.000> the<00:12:15.120> war.

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Walk<00:12:16.120> me<00:12:16.240> through<00:12:16.800> what<00:12:17.120> it<00:12:18.080> what<00:12:18.360> it<00:12:18.480> is.

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Like<00:12:18.800> somebody<00:12:19.120> comes<00:12:19.440> to<00:12:19.520> you<00:12:19.680> and<00:12:19.800> says,<00:12:19.960> "Hey,<00:12:20.200> I<00:12:20.280> want<00:12:20.600> to<00:12:20.760> write<00:12:21.000> a<00:12:21.080> book<00:12:22.240> and<00:12:22.400> I<00:12:22.520> want<00:12:22.880> to<00:12:23.000> gain<00:12:23.240> authority<00:12:23.800> in<00:12:23.920> my<00:12:24.120> field,<00:12:24.760> and<00:12:24.960> you<00:12:25.200> are<00:12:25.320> authority<00:12:25.840> publishing.

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This<00:12:26.480> is<00:12:26.640> what<00:12:26.880> you<00:12:27.120> do."<00:12:27.720> Mhm.<00:12:28.280> Walk<00:12:28.640> me<00:12:28.800> through<00:12:29.520> what<00:12:29.800> the<00:12:29.920> first<00:12:30.320> steps<00:12:30.680> are.

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Do<00:12:30.960> they<00:12:31.120> need<00:12:31.440> to<00:12:31.520> be<00:12:31.680> a<00:12:31.760> good<00:12:32.040> writer?<00:12:33.080> Do<00:12:33.240> they<00:12:33.440> need<00:12:33.800> to<00:12:34.120> like<00:12:34.400> what<00:12:34.560> are<00:12:34.680> you<00:12:34.880> telling<00:12:35.280> them<00:12:35.480> in<00:12:35.560> that<00:12:35.800> first<00:12:36.080> meeting?

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Yes,<00:12:37.360> so<00:12:37.480> first<00:12:37.800> of<00:12:38.000> all,<00:12:38.360> we<00:12:38.520> need<00:12:38.720> to<00:12:38.839> understand<00:12:40.600> their<00:12:40.960> positioning<00:12:41.680> before<00:12:41.960> writing<00:12:42.200> a<00:12:42.240> book<00:12:42.480> actually.

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Who<00:12:43.000> they<00:12:43.200> are,<00:12:44.400> who<00:12:44.560> do<00:12:44.680> they<00:12:44.839> serve,<00:12:46.000> why<00:12:46.320> do<00:12:46.480> they<00:12:46.600> serve<00:12:46.880> those<00:12:47.080> people,<00:12:48.400> and<00:12:48.640> what's<00:12:48.880> the<00:12:49.000> number<00:12:49.360> one<00:12:49.640> thing<00:12:50.440> they<00:12:50.560> can<00:12:50.800> claim<00:12:51.120> they

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can<00:12:51.520> do<00:12:51.720> for<00:12:51.880> those<00:12:52.640> for<00:12:52.760> that<00:12:52.920> target<00:12:53.240> audience.

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If<00:12:54.240> we<00:12:54.360> understand<00:12:54.880> that<00:12:55.120> and<00:12:55.240> we<00:12:55.320> believe<00:12:55.680> in<00:12:55.800> it,<00:12:56.040> we<00:12:56.120> start<00:12:56.400> the<00:12:56.480> conversation.

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If<00:12:57.800> we<00:12:57.920> see<00:12:58.200> that<00:12:58.480> the<00:12:58.600> positioning<00:12:59.240> they<00:12:59.360> want<00:12:59.520> to<00:12:59.600> be<00:12:59.720> Jack<00:13:00.000> Canfield<00:13:00.360> for<00:13:00.480> free,<00:13:01.240> we<00:13:01.440> know<00:13:01.680> that<00:13:02.080> this<00:13:02.360> wouldn't<00:13:02.720> work<00:13:03.120> even<00:13:03.320> with<00:13:03.440> a<00:13:03.520> book,<00:13:04.120> even<00:13:04.360> to<00:13:04.440> build<00:13:04.600> an<00:13:04.680> authority.

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So,<00:13:05.280> the<00:13:05.400> number<00:13:05.760> one<00:13:06.000> thing<00:13:06.720> is<00:13:07.080> positioning.

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Once<00:13:08.640> we<00:13:08.760> get<00:13:08.920> the<00:13:09.000> positioning<00:13:09.560> right,<00:13:10.480> the<00:13:10.600> second<00:13:11.040> thing<00:13:11.360> is<00:13:11.560> their<00:13:11.720> why.

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If<00:13:12.680> if<00:13:12.800> you<00:13:12.880> remember<00:13:13.200> I<00:13:13.240> told<00:13:13.480> you<00:13:13.520> about<00:13:13.800> my<00:13:14.040> failure,<00:13:15.240> if<00:13:15.520> I<00:13:15.880> if<00:13:16.040> you<00:13:16.120> understand<00:13:16.600> they<00:13:16.680> have<00:13:16.880> a<00:13:16.960> big<00:13:17.320> why,<00:13:17.720> a<00:13:17.800> big<00:13:18.080> a<00:13:18.160> why<00:13:18.360> that's<00:13:18.600> bigger<00:13:18.839> than<00:13:19.040> them,<00:13:19.680> so<00:13:19.880> why<00:13:20.120> do<00:13:20.240> you

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want<00:13:20.440> to<00:13:20.480> write<00:13:20.680> a<00:13:20.720> book?<00:13:21.320> If<00:13:21.440> they<00:13:21.560> tell<00:13:21.720> me<00:13:21.800> I<00:13:21.880> want<00:13:22.120> to<00:13:22.720> earn<00:13:22.920> royalties,<00:13:24.360> we<00:13:24.520> would<00:13:24.680> know<00:13:24.839> that<00:13:25.360> they<00:13:25.480> might<00:13:25.720> not<00:13:26.120> be<00:13:26.280> the<00:13:26.400> right<00:13:26.600> clients<00:13:26.839> for<00:13:27.000> us.

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If<00:13:27.920> they<00:13:28.040> tell<00:13:28.320> us,<00:13:28.480> "No,<00:13:28.680> I<00:13:28.760> want<00:13:28.960> to<00:13:29.080> build<00:13:29.360> a<00:13:29.440> book<00:13:30.280> to<00:13:30.360> build<00:13:30.520> an<00:13:30.640> authority<00:13:31.320> so<00:13:31.520> that<00:13:31.720> I<00:13:31.800> can<00:13:32.040> help<00:13:33.920> share<00:13:34.200> knowledge<00:13:34.480> in<00:13:34.560> my<00:13:34.720> industry,<00:13:35.720> share<00:13:35.880> knowledge

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with<00:13:36.280> my<00:13:36.440> peers,<00:13:37.480> help<00:13:37.760> other<00:13:37.960> people<00:13:38.320> out<00:13:38.520> there,<00:13:38.800> and<00:13:39.080> also<00:13:39.400> as<00:13:39.560> a<00:13:39.600> as<00:13:39.800> a<00:13:40.400> as<00:13:40.560> a<00:13:40.680> pro<00:13:40.920> bono,<00:13:41.240> if<00:13:41.360> you<00:13:41.480> might<00:13:41.920> say,<00:13:42.680> earn<00:13:43.360> make<00:13:43.560> a<00:13:43.600> business<00:13:43.920> out<00:13:44.080> of<00:13:44.240> it."

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We<00:13:44.880> believe<00:13:45.240> that<00:13:46.160> you<00:13:46.240> have<00:13:46.360> a<00:13:46.440> big<00:13:46.720> why,<00:13:46.960> which<00:13:47.160> is<00:13:47.280> about<00:13:48.600> make<00:13:48.840> an<00:13:48.960> impact,<00:13:50.040> about<00:13:51.040> positioning<00:13:51.520> yourself<00:13:51.840> as<00:13:51.960> an<00:13:52.040> authority,<00:13:53.120> and

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then<00:13:53.720> three<00:13:54.080> is<00:13:54.880> maybe<00:13:55.160> building<00:13:55.560> your<00:13:55.720> business<00:13:56.200> on<00:13:56.320> the<00:13:56.440> back<00:13:56.640> of<00:13:56.720> the<00:13:56.800> book.

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So,<00:13:58.720> once<00:13:59.000> we<00:13:59.080> understand<00:13:59.520> the<00:13:59.640> why,<00:14:00.400> we<00:14:00.520> start<00:14:00.920> to<00:14:01.000> explain<00:14:01.480> to<00:14:01.640> them<00:14:02.280> the<00:14:02.640> three<00:14:03.040> level<00:14:03.400> journey<00:14:03.760> or<00:14:03.880> they<00:14:04.080> I<00:14:04.200> call<00:14:04.360> it<00:14:04.440> like<00:14:04.600> a<00:14:04.640> tripod,<00:14:05.880> which<00:14:06.120> is<00:14:06.240> publish,<00:14:06.640> promote,

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monetize.<00:14:08.200> And<00:14:08.280> they<00:14:08.360> start<00:14:08.600> linear,<00:14:09.160> but<00:14:09.360> a<00:14:09.400> lot<00:14:09.600> of<00:14:09.680> people<00:14:09.920> think<00:14:10.080> it's<00:14:10.240> linear.

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I<00:14:10.640> tell<00:14:10.840> them<00:14:11.080> they<00:14:11.240> coexist<00:14:11.760> together.<00:14:12.160> Think<00:14:12.360> of<00:14:12.440> them<00:14:12.600> as<00:14:12.680> a<00:14:12.720> tripod.

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If<00:14:13.280> one<00:14:13.520> of<00:14:13.600> them<00:14:14.160> is<00:14:14.400> weak,<00:14:14.800> the<00:14:14.920> whole<00:14:15.240> thing<00:14:15.640> will<00:14:15.760> collapse.

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So,<00:14:17.280> on<00:14:17.520> publish<00:14:18.080> just<00:14:18.440> quickly,<00:14:19.600> I'm<00:14:19.800> not<00:14:19.960> going<00:14:20.080> to<00:14:20.160> go<00:14:20.280> to<00:14:20.400> the<00:14:20.520> technical<00:14:21.040> and<00:14:21.160> how<00:14:21.240> to<00:14:21.320> publish<00:14:21.640> a<00:14:21.680> book<00:14:21.840> and<00:14:21.960> stuff,<00:14:22.240> but<00:14:22.520> about<00:14:24.200> the<00:14:24.440> the<00:14:24.600> common<00:14:25.040> mistake

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we<00:14:25.840> often<00:14:26.160> see<00:14:26.400> is<00:14:27.640> authors,<00:14:28.200> specifically<00:14:28.680> the<00:14:28.800> non-fiction<00:14:29.280> world,<00:14:30.040> they<00:14:30.240> want<00:14:30.640> to<00:14:30.760> write<00:14:31.000> about<00:14:31.560> what<00:14:31.720> they<00:14:31.839> know<00:14:32.040> best,<00:14:32.720> their<00:14:32.839> journey,<00:14:33.200> their<00:14:33.320> experience,<00:14:34.040> you

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know,<00:14:34.560> they<00:14:34.680> want<00:14:34.839> to<00:14:34.920> show<00:14:35.240> what<00:14:35.400> they<00:14:35.560> know<00:14:35.720> best.

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That's<00:14:36.640> perfectly<00:14:37.040> okay,<00:14:37.880> but<00:14:38.080> the<00:14:38.240> problem<00:14:38.839> is<00:14:39.520> they<00:14:39.760> disregard<00:14:41.440> who<00:14:41.720> their<00:14:42.000> target<00:14:42.600> audience<00:14:43.040> is.

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And<00:14:44.800> if<00:14:44.960> they<00:14:45.080> don't<00:14:45.360> know<00:14:45.560> they<00:14:45.760> who<00:14:46.040> who<00:14:46.200> the<00:14:46.320> target<00:14:46.680> audience<00:14:47.080> is,<00:14:47.839> they<00:14:48.000> wouldn't<00:14:48.400> know<00:14:48.760> what<00:14:49.040> wakes<00:14:49.280> them<00:14:49.400> up<00:14:49.520> at<00:14:49.640> 2:00<00:14:49.760> a.m.

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in<00:14:50.040> the<00:14:50.120> morning.<00:14:51.000> Otherwise,<00:14:51.760> the<00:14:52.320> their<00:14:52.520> challenges,<00:14:53.040> their<00:14:53.160> pain<00:14:53.360> points.

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We<00:14:54.520> will<00:14:54.640> help<00:14:55.000> them<00:14:55.120> in<00:14:55.200> that<00:14:55.400> research.<00:14:55.960> Imagine<00:14:56.280> before<00:14:56.520> writing<00:14:56.760> a<00:14:56.839> book,<00:14:57.480> we<00:14:57.600> help<00:14:57.760> them<00:14:57.880> in<00:14:57.960> their<00:14:58.120> research<00:14:59.000> to<00:14:59.080> understand<00:14:59.680> the<00:14:59.800> target<00:15:00.200> audience,<00:15:00.680> their<00:15:00.880> pain

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points,<00:15:01.880> and<00:15:02.080> then<00:15:02.320> we<00:15:02.480> map<00:15:02.960> that<00:15:03.440> with<00:15:03.600> their<00:15:03.800> expertise<00:15:04.400> and<00:15:04.520> their<00:15:04.640> journey.

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And<00:15:05.920> with<00:15:06.080> that<00:15:06.280> mapping,<00:15:06.720> we<00:15:06.800> will<00:15:06.920> see<00:15:07.320> are<00:15:07.520> you<00:15:07.680> really<00:15:08.000> offering<00:15:08.560> a<00:15:08.640> solution<00:15:09.680> to<00:15:09.800> a<00:15:09.880> real<00:15:10.040> problem<00:15:10.480> or<00:15:10.600> no?

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If<00:15:11.600> you're<00:15:11.720> not<00:15:11.920> doing<00:15:12.160> that,<00:15:12.440> you're<00:15:12.560> only<00:15:12.760> noise.<00:15:13.160> You're<00:15:13.280> only<00:15:13.480> writing<00:15:13.800> noise,<00:15:14.160> and<00:15:14.480> nobody<00:15:14.800> would<00:15:15.320> really<00:15:15.520> receive<00:15:16.000> the<00:15:16.080> book,<00:15:16.680> but<00:15:16.880> if<00:15:17.000> you're<00:15:17.080> really<00:15:17.400> genuine

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and<00:15:18.800> really<00:15:19.080> offering<00:15:19.400> solutions,<00:15:20.800> you<00:15:20.960> got<00:15:21.200> it.

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But<00:15:22.280> this<00:15:22.600> also<00:15:22.840> leaves<00:15:23.120> us<00:15:23.280> with<00:15:23.400> another<00:15:23.720> perspective,<00:15:24.560> which<00:15:24.800> is<00:15:25.000> studying<00:15:25.840> other<00:15:26.160> authors<00:15:26.520> out<00:15:26.720> there.

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I<00:15:27.560> don't<00:15:27.760> like<00:15:28.040> I<00:15:28.120> don't<00:15:28.360> like<00:15:28.480> to<00:15:28.560> call<00:15:28.720> them<00:15:28.840> competitors.<00:15:29.840> There<00:15:29.960> are<00:15:30.040> so<00:15:30.160> many<00:15:30.360> others<00:15:30.760> authors<00:15:31.160> out<00:15:31.400> there<00:15:32.080> who<00:15:32.200> are<00:15:33.040> also<00:15:33.360> addressing<00:15:33.760> the<00:15:33.840> same<00:15:34.200> audience<00:15:34.680> with

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similar<00:15:35.680> topics.<00:15:36.640> So<00:15:36.720> we<00:15:36.800> want<00:15:36.960> to<00:15:37.040> do<00:15:37.200> this<00:15:37.360> kind<00:15:37.640> of<00:15:37.800> mapping<00:15:38.320> so<00:15:38.520> that<00:15:38.800> we<00:15:38.920> know<00:15:39.080> that<00:15:39.960> we're<00:15:40.080> not<00:15:40.440> only<00:15:40.680> another<00:15:41.040> me<00:15:41.280> too<00:15:41.440> book.

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Why<00:15:42.560> do<00:15:42.680> you<00:15:43.160> Why<00:15:43.440> the<00:15:43.640> author<00:15:43.960> may<00:15:44.120> cover<00:15:44.600> a<00:15:44.680> lot<00:15:44.880> of<00:15:45.080> common<00:15:46.240> topics,<00:15:47.080> they<00:15:47.240> need<00:15:47.680> to<00:15:47.760> have<00:15:48.000> something<00:15:48.840> that<00:15:49.080> makes<00:15:49.320> them<00:15:49.520> unique.

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And<00:15:50.600> that's<00:15:51.000> something<00:15:51.320> that's<00:15:51.560> make<00:15:51.840> make<00:15:52.000> them<00:15:52.160> unique<00:15:53.480> becomes<00:15:53.840> the<00:15:53.960> sweet<00:15:54.240> spot<00:15:55.000> or<00:15:55.320> their<00:15:55.600> personal<00:15:56.040> brand.

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Um<00:15:59.080> on<00:15:59.360> on<00:15:59.520> published<00:16:00.040> just<00:16:00.320> one<00:16:00.520> last<00:16:00.760> thing<00:16:00.960> before<00:16:01.240> we<00:16:01.280> move<00:16:01.440> to<00:16:01.520> the<00:16:01.640> others,<00:16:02.320> you<00:16:02.480> asked<00:16:02.720> me<00:16:02.800> about<00:16:03.320> if<00:16:03.400> they<00:16:03.520> need<00:16:03.680> to<00:16:03.760> be<00:16:03.880> an<00:16:04.080> author<00:16:04.360> or<00:16:04.480> a<00:16:04.520> writer.

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They<00:16:05.600> need<00:16:05.800> to<00:16:05.880> be<00:16:06.080> an<00:16:06.320> author<00:16:07.160> and<00:16:07.320> they<00:16:07.440> don't<00:16:07.680> need<00:16:07.800> to<00:16:07.880> be<00:16:07.960> a<00:16:08.000> writer.

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Actually,<00:16:08.600> Trump<00:16:09.240> has<00:16:09.400> written<00:16:09.640> so<00:16:09.760> many<00:16:09.960> books<00:16:10.640> and<00:16:10.720> he's<00:16:10.800> not<00:16:10.960> a<00:16:11.040> writer,<00:16:11.360> he's<00:16:11.520> an<00:16:11.720> author.

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And<00:16:12.920> and<00:16:13.120> that's<00:16:13.480> that's<00:16:13.760> what<00:16:14.000> part<00:16:14.200> of<00:16:14.280> the<00:16:14.360> services<00:16:14.840> we<00:16:14.960> offer.

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We<00:16:16.280> It's<00:16:16.440> all<00:16:16.600> about<00:16:17.080> as<00:16:17.200> an<00:16:17.400> author,<00:16:17.640> it's<00:16:17.760> about<00:16:18.080> your<00:16:18.160> experience,<00:16:19.000> your<00:16:19.160> intellectual<00:16:19.600> property,<00:16:20.040> your<00:16:20.280> journey.

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You<00:16:21.200> share<00:16:21.520> that<00:16:21.760> with<00:16:21.960> us<00:16:22.600> and<00:16:22.840> let<00:16:23.000> a<00:16:23.080> ghostwriter<00:16:23.800> do<00:16:23.920> the<00:16:24.040> writing<00:16:24.360> for<00:16:24.480> you<00:16:25.040> or<00:16:25.120> let<00:16:25.320> an<00:16:25.440> editor<00:16:25.880> do<00:16:26.120> the<00:16:26.320> the<00:16:26.520> the<00:16:26.640> right<00:16:26.880> writing<00:16:27.200> for<00:16:27.320> you<00:16:27.400> if<00:16:27.480> you<00:16:27.560> like<00:16:27.760> to<00:16:27.839> write.

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So<00:16:28.600> it's<00:16:28.680> not<00:16:28.839> about<00:16:29.200> being<00:16:29.520> great<00:16:29.839> writer,<00:16:30.160> it's<00:16:30.280> about<00:16:31.400> really<00:16:31.839> sharing<00:16:32.560> in<00:16:32.720> in<00:16:32.920> in<00:16:33.080> a<00:16:33.160> package<00:16:33.680> way,<00:16:34.000> in<00:16:34.120> a<00:16:34.160> structured<00:16:34.680> way,<00:16:35.320> your<00:16:35.520> whole<00:16:36.280> solution<00:16:36.920> to

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a<00:16:37.120> problem<00:16:37.800> journey.<00:16:38.839> Walk<00:16:39.160> me<00:16:39.280> through<00:16:39.440> the<00:16:39.560> ghostwriting<00:16:40.760> aspect.

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That's<00:16:41.560> always<00:16:41.760> been<00:16:41.920> fascinating<00:16:42.560> to<00:16:42.720> me.<00:16:43.839> And<00:16:44.080> how<00:16:44.320> is<00:16:44.440> that<00:16:44.640> ghostwriting<00:16:45.880> um<00:16:46.480> on<00:16:46.720> your<00:16:47.080> end<00:16:47.480> changed<00:16:48.480> with<00:16:48.720> the<00:16:49.200> rise<00:16:49.640> of

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tools<00:16:50.200> like<00:16:50.640> AI<00:16:51.160> and<00:16:51.320> ChatGPT<00:16:52.040> and<00:16:52.160> Claude?

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Yes,<00:16:53.520> beautiful<00:16:54.160> topic.<00:16:54.560> I<00:16:54.600> love<00:16:54.839> it.

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So<00:16:55.960> first<00:16:56.240> of<00:16:56.360> all,<00:16:56.600> on<00:16:56.760> the<00:16:56.880> ghostwriting,<00:16:57.800> it's<00:16:58.000> all<00:16:58.120> about<00:16:58.560> what<00:16:58.680> we<00:16:58.800> do<00:16:59.920> after<00:17:00.160> mapping<00:17:00.600> the<00:17:00.760> content<00:17:01.120> of<00:17:01.200> the<00:17:01.320> book<00:17:02.200> based<00:17:02.400> on<00:17:02.560> the<00:17:03.040> research<00:17:03.560> that

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we've<00:17:03.880> done,<00:17:04.839> we<00:17:05.040> have<00:17:05.240> we<00:17:05.560> we<00:17:05.720> kind<00:17:06.079> of<00:17:06.839> take<00:17:07.160> each<00:17:07.520> chapter<00:17:08.199> and<00:17:08.360> do<00:17:08.480> also<00:17:08.680> a<00:17:08.760> mapping<00:17:09.120> for<00:17:09.240> the<00:17:09.360> chapter.

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So<00:17:09.959> what<00:17:10.360> each<00:17:10.520> chapter<00:17:11.319> should<00:17:11.480> be<00:17:11.600> covering,<00:17:12.199> the<00:17:12.319> topics,<00:17:12.839> the<00:17:13.000> challenges,<00:17:13.600> etc.

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etc.<00:17:14.720> So<00:17:14.880> we<00:17:14.959> this<00:17:15.240> we<00:17:15.319> do<00:17:15.520> with<00:17:15.680> kind<00:17:16.079> of<00:17:16.439> of<00:17:16.760> uh<00:17:17.439> structure<00:17:17.880> for<00:17:18.040> the<00:17:18.160> chapter.

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We<00:17:19.160> send<00:17:19.480> that<00:17:19.720> to<00:17:19.800> the<00:17:20.000> author<00:17:20.240> in<00:17:20.360> advance.<00:17:21.600> It's<00:17:21.760> like<00:17:21.959> a<00:17:22.040> podcast<00:17:22.520> actually.

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I<00:17:23.000> become<00:17:23.360> like<00:17:23.560> a<00:17:23.640> host<00:17:23.920> to<00:17:24.000> them<00:17:24.319> and<00:17:25.040> they<00:17:25.160> are<00:17:25.319> the<00:17:25.520> the<00:17:25.720> the<00:17:26.319> the<00:17:26.439> guest.

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So,<00:17:27.480> but<00:17:27.720> I<00:17:27.800> send<00:17:28.079> them<00:17:28.199> the<00:17:28.439> questions<00:17:28.800> in<00:17:28.880> advance<00:17:29.760> because<00:17:30.120> this<00:17:30.320> is<00:17:30.480> the<00:17:30.600> mapping<00:17:30.920> of<00:17:31.000> the<00:17:31.120> chapter<00:17:31.880> so<00:17:32.000> that<00:17:32.200> that<00:17:32.360> this<00:17:32.560> mentally<00:17:33.160> they<00:17:33.280> prepared<00:17:33.880> for<00:17:34.680> the<00:17:34.840> topics

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and<00:17:35.560> the<00:17:35.680> histories<00:17:36.480> and<00:17:36.600> the<00:17:36.720> personal<00:17:37.120> journey<00:17:37.920> around<00:17:38.320> that<00:17:38.800> specific<00:17:39.280> topic.

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We<00:17:40.360> go<00:17:40.520> on<00:17:40.640> a<00:17:40.800> call<00:17:41.160> on<00:17:41.280> like<00:17:41.480> a<00:17:41.520> Zoom<00:17:41.760> call.<00:17:42.440> We<00:17:42.520> record<00:17:42.960> that.

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We<00:17:43.680> transcribe<00:17:44.200> that.<00:17:44.400> Now<00:17:44.520> with<00:17:44.640> technology<00:17:45.400> it's<00:17:45.560> easy<00:17:45.680> to<00:17:45.800> transcribe<00:17:46.720> all<00:17:46.840> of<00:17:46.960> that.

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They<00:17:48.440> just<00:17:48.800> talk<00:17:49.320> and<00:17:49.680> we<00:17:49.920> ask<00:17:50.200> them.

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Now,<00:17:51.960> the<00:17:52.120> beauty<00:17:52.560> of<00:17:52.720> having<00:17:53.080> a<00:17:53.480> a<00:17:53.560> person<00:17:54.200> who's<00:17:54.360> knowledgeable<00:17:54.840> about<00:17:55.080> writing<00:17:55.400> books<00:17:55.720> questioning<00:17:56.240> those<00:17:56.520> authors<00:17:57.480> is<00:17:57.840> sometimes<00:17:58.240> if<00:17:58.360> you<00:17:58.480> find<00:17:58.920> an

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answer<00:17:59.480> that's<00:17:59.800> too<00:17:59.960> shallow,<00:18:01.080> we<00:18:01.240> go<00:18:01.440> back<00:18:01.760> and<00:18:01.960> ask<00:18:02.200> that<00:18:02.400> in<00:18:02.480> a<00:18:02.520> different<00:18:02.880> way<00:18:03.080> and<00:18:03.240> a<00:18:03.280> third<00:18:03.720> way<00:18:03.960> and<00:18:04.080> a<00:18:04.120> different<00:18:04.360> perspective<00:18:05.360> until<00:18:05.640> we<00:18:05.720> get<00:18:05.920> the<00:18:06.000> juice<00:18:06.320> out

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of<00:18:06.600> them.<00:18:06.840> Sometimes<00:18:07.200> they<00:18:07.320> did<00:18:07.560> us<00:18:07.680> for<00:18:07.800> that,<00:18:08.480> but<00:18:08.600> it's<00:18:08.760> part<00:18:09.240> it's<00:18:09.360> part<00:18:09.560> of<00:18:09.680> the<00:18:10.040> of<00:18:10.120> the<00:18:10.200> experience.

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So,<00:18:11.480> now<00:18:12.080> the<00:18:12.360> ghost<00:18:12.720> writer<00:18:13.440> takes<00:18:13.680> that<00:18:14.560> recording<00:18:15.920> because<00:18:16.200> they<00:18:16.360> need<00:18:16.680> to<00:18:16.760> understand<00:18:17.320> the<00:18:17.440> journey<00:18:17.760> of<00:18:17.840> the<00:18:18.000> author,<00:18:18.320> their<00:18:18.520> tone<00:18:18.720> of<00:18:18.880> voice,<00:18:19.320> their

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their<00:18:20.240> personality<00:18:20.880> in<00:18:21.000> a<00:18:21.040> way.<00:18:21.720> They<00:18:21.840> have<00:18:21.960> the<00:18:22.080> transcript<00:18:22.640> now<00:18:22.840> with<00:18:23.000> AI<00:18:23.680> a<00:18:23.720> transcript<00:18:24.160> is<00:18:24.280> easy<00:18:24.480> to<00:18:24.800> to<00:18:24.920> produce<00:18:25.880> when<00:18:26.000> you<00:18:26.080> record<00:18:26.400> a<00:18:26.480> video<00:18:27.480> and<00:18:28.040> the

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the<00:18:28.600> ghost<00:18:28.880> writer<00:18:29.120> takes<00:18:29.360> the<00:18:29.480> transcript,<00:18:30.200> listen<00:18:30.400> to<00:18:30.520> the<00:18:30.640> video<00:18:31.560> and<00:18:31.720> start<00:18:32.200> to<00:18:32.320> write<00:18:33.360> in<00:18:33.880> the<00:18:34.120> author's<00:18:34.520> tone<00:18:34.720> of<00:18:34.800> voice.

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As<00:18:36.080> if<00:18:36.200> they<00:18:36.320> are<00:18:36.400> the<00:18:36.560> author.<00:18:37.160> Now,<00:18:37.440> will<00:18:37.760> will<00:18:37.960> we<00:18:38.080> get<00:18:38.280> it<00:18:38.400> from<00:18:38.560> the<00:18:38.680> first<00:18:39.040> time?

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No,<00:18:40.400> because<00:18:40.920> sometimes<00:18:41.360> we<00:18:41.440> send<00:18:41.640> it<00:18:41.720> to<00:18:41.800> the<00:18:41.960> author<00:18:42.240> and<00:18:42.320> they<00:18:42.400> tell<00:18:42.600> us,<00:18:42.720> "Oh,<00:18:43.280> it's<00:18:43.440> not<00:18:43.680> me.

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It's<00:18:44.160> off."<00:18:45.120> So,<00:18:45.520> in<00:18:45.720> our<00:18:46.000> process<00:18:46.680> we<00:18:46.840> always<00:18:47.720> do<00:18:47.960> that<00:18:48.200> in<00:18:48.360> parallel<00:18:48.720> with<00:18:48.840> three<00:18:49.040> ghost<00:18:49.320> writers.

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So,<00:18:50.240> we<00:18:50.400> offer<00:18:50.720> any<00:18:51.040> author<00:18:51.400> three<00:18:51.720> samples<00:18:52.320> from<00:18:52.480> the<00:18:52.600> different<00:18:52.960> ghost<00:18:53.200> writers<00:18:54.240> about<00:18:54.600> the<00:18:54.720> same<00:18:55.000> video<00:18:55.400> they<00:18:55.560> listen<00:18:55.880> to<00:18:56.120> and<00:18:56.240> the<00:18:56.320> same<00:18:56.520> transcript<00:18:57.040> they<00:18:57.200> followed.

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And<00:18:59.400> if<00:18:59.520> they<00:18:59.640> like<00:18:59.920> one<00:19:00.080> of<00:19:00.160> them,<00:19:00.520> we<00:19:00.720> we<00:19:00.960> lock<00:19:01.160> that<00:19:01.440> in<00:19:01.640> and<00:19:01.760> we<00:19:01.840> proceed.

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If<00:19:02.800> they<00:19:03.040> didn't<00:19:03.360> like<00:19:03.600> any<00:19:03.800> of<00:19:03.920> them,<00:19:04.640> we<00:19:04.720> look<00:19:04.880> for<00:19:05.000> the<00:19:05.080> next<00:19:05.360> three<00:19:05.600> and<00:19:05.720> we<00:19:05.800> keep<00:19:06.040> on<00:19:06.160> doing<00:19:06.440> that<00:19:07.200> until<00:19:07.840> we<00:19:08.120> find<00:19:08.640> until<00:19:08.920> they<00:19:09.080> find<00:19:09.400> someone<00:19:10.240> they<00:19:10.400> feel<00:19:10.720> they

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are<00:19:10.920> connected<00:19:11.480> with.<00:19:12.120> And<00:19:12.360> this<00:19:12.560> is<00:19:12.680> really<00:19:12.920> this<00:19:13.360> this<00:19:13.520> ghostwriter<00:19:14.520> is<00:19:14.760> getting<00:19:15.280> the<00:19:15.440> tone<00:19:15.640> of<00:19:15.760> voice<00:19:16.440> or<00:19:16.560> that<00:19:16.760> tone<00:19:16.920> of<00:19:17.000> voice.

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And<00:19:18.160> from<00:19:18.360> there<00:19:18.520> it<00:19:18.600> becomes<00:19:18.920> really<00:19:19.280> a<00:19:19.520> journey<00:19:20.000> because<00:19:20.560> we're<00:19:20.680> going<00:19:20.800> to<00:19:20.840> follow<00:19:21.040> the<00:19:21.160> same<00:19:21.480> process<00:19:22.000> for<00:19:22.360> each<00:19:22.560> chapter,<00:19:23.040> so<00:19:23.160> on<00:19:23.240> and<00:19:23.360> so<00:19:23.520> forth.

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But<00:19:24.560> that's<00:19:24.920> only<00:19:25.240> ghostwriting.<00:19:26.400> After<00:19:26.800> that<00:19:27.080> comes<00:19:27.360> the<00:19:27.560> editor's<00:19:28.000> role,<00:19:28.760> who's<00:19:28.880> going<00:19:29.040> to<00:19:29.160> take<00:19:29.480> all<00:19:29.760> that<00:19:30.280> manuscript<00:19:30.920> that's<00:19:31.040> still<00:19:31.200> in<00:19:31.440> in<00:19:31.760> draft<00:19:32.120> in<00:19:32.240> a<00:19:32.280> way<00:19:33.000> to

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really<00:19:33.440> edit<00:19:33.760> it.<00:19:34.120> And<00:19:34.280> there<00:19:34.400> are<00:19:34.520> so<00:19:34.840> many<00:19:35.080> levels<00:19:35.400> of<00:19:35.600> editing<00:19:36.560> until<00:19:36.840> we<00:19:36.960> make<00:19:37.200> it<00:19:37.320> a<00:19:37.400> world-class<00:19:38.560> book<00:19:39.280> that's<00:19:39.520> ready<00:19:39.800> to<00:19:39.960> go<00:19:40.080> to<00:19:40.200> the<00:19:40.320> market.

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Now,<00:19:41.440> assuming<00:19:41.880> you<00:19:42.000> go<00:19:42.120> through<00:19:42.320> all<00:19:42.480> that<00:19:42.800> and<00:19:42.880> it's<00:19:43.040> all<00:19:43.160> great<00:19:44.480> and<00:19:44.680> you<00:19:44.760> go<00:19:44.880> to<00:19:44.960> the<00:19:45.040> market,<00:19:45.920> how<00:19:46.040> do<00:19:46.160> you<00:19:46.280> turn<00:19:46.560> a<00:19:46.720> cuz<00:19:46.920> you've<00:19:47.040> had<00:19:47.200> a<00:19:47.240> number<00:19:47.600> of<00:19:47.720> best-selling

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books.<00:19:48.560> How<00:19:48.680> do<00:19:48.760> you<00:19:48.920> turn<00:19:49.240> one<00:19:49.400> of<00:19:49.480> these<00:19:49.680> books<00:19:49.960> into<00:19:50.280> a<00:19:50.360> best-selling<00:19:51.320> book?

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What<00:19:52.400> goes<00:19:52.640> into<00:19:52.840> that?<00:19:53.080> What<00:19:53.200> goes<00:19:53.400> into<00:19:53.600> marketing<00:19:54.160> a<00:19:54.240> book?

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Yes.<00:19:55.560> So<00:19:56.600> if<00:19:57.160> a<00:19:57.200> while<00:19:57.440> ago<00:19:57.640> I<00:19:57.960> I<00:19:58.040> mentioned<00:19:58.400> the<00:19:58.680> the<00:19:59.040> tripod<00:19:59.560> publish,<00:19:59.960> promote,<00:20:00.400> monetize.

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So<00:20:01.720> we<00:20:01.840> spoke<00:20:02.080> about<00:20:02.360> publish.<00:20:03.000> When<00:20:03.160> we<00:20:03.240> go<00:20:03.360> to<00:20:03.520> promote,<00:20:04.760> this<00:20:05.040> is<00:20:05.400> where<00:20:06.080> problems<00:20:06.680> start<00:20:07.120> to<00:20:07.240> happen.

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95%<00:20:09.360> almost<00:20:10.040> So<00:20:10.200> don't<00:20:10.400> quote<00:20:10.520> me<00:20:10.600> on<00:20:10.680> the<00:20:10.760> exact<00:20:11.120> number,<00:20:11.360> it<00:20:11.440> could<00:20:11.560> be<00:20:11.640> 94,<00:20:12.120> 96,<00:20:12.640> so<00:20:12.720> let's<00:20:12.880> say<00:20:12.960> 95<00:20:13.400> plus<00:20:13.600> or<00:20:13.680> minus<00:20:14.480> of<00:20:14.760> authors<00:20:15.280> fail<00:20:16.800> because

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they<00:20:17.680> publish<00:20:19.080> and<00:20:19.240> they<00:20:19.320> think<00:20:19.560> I'm<00:20:19.680> done.

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My<00:20:20.440> job<00:20:20.680> is<00:20:20.760> done<00:20:21.120> and<00:20:22.120> they<00:20:22.240> just<00:20:22.480> pray<00:20:22.800> that<00:20:23.640> the<00:20:23.760> book<00:20:23.960> will<00:20:24.120> take<00:20:24.640> off<00:20:24.920> on<00:20:25.120> on<00:20:25.280> Amazon<00:20:25.840> or<00:20:26.000> any<00:20:26.200> book<00:20:26.400> retailer<00:20:27.160> and<00:20:27.440> it<00:20:27.600> will<00:20:27.760> not.

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There's<00:20:28.320> a<00:20:28.360> lot<00:20:28.560> of<00:20:28.680> clutter<00:20:29.000> out<00:20:29.200> there.<00:20:30.200> Now,<00:20:30.440> for<00:20:30.640> those<00:20:30.960> 5%<00:20:31.720> more<00:20:31.880> or<00:20:31.960> less<00:20:32.200> that<00:20:32.480> they<00:20:32.640> do<00:20:33.240> promote<00:20:33.760> their<00:20:33.920> book,<00:20:35.040> most<00:20:35.400> of<00:20:35.520> them<00:20:35.720> also<00:20:36.000> fail.

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And<00:20:37.840> the<00:20:37.960> problem<00:20:38.560> is<00:20:40.400> they<00:20:40.720> promote<00:20:41.320> the<00:20:41.480> product,<00:20:42.000> which<00:20:42.160> is<00:20:42.280> the<00:20:42.400> book.

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They<00:20:43.160> don't<00:20:43.400> promote<00:20:44.000> their<00:20:44.200> personal<00:20:44.600> brand.

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They<00:20:46.080> don't<00:20:46.360> build<00:20:46.520> their<00:20:46.640> authority.<00:20:48.320> Which<00:20:48.680> is<00:20:48.800> what<00:20:48.960> which<00:20:49.160> was<00:20:49.280> my<00:20:49.360> mistake.

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So<00:20:49.800> imagine<00:20:50.160> them<00:20:50.360> they<00:20:50.480> go<00:20:50.640> on<00:20:50.880> on<00:20:50.960> social<00:20:51.280> media<00:20:51.560> and<00:20:51.680> they<00:20:51.760> take<00:20:51.960> photo<00:20:52.240> of<00:20:52.320> their<00:20:52.440> book.

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Hey,<00:20:53.480> that's<00:20:53.720> my<00:20:53.880> book<00:20:54.320> and<00:20:55.360> they<00:20:55.480> take<00:20:55.680> photo<00:20:55.960> of<00:20:56.080> it<00:20:56.280> and<00:20:56.400> people<00:20:56.680> tell<00:20:56.840> them,<00:20:57.000> "Okay,<00:20:57.320> we<00:20:57.480> get<00:20:57.720> it.

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That's<00:20:58.160> your<00:20:58.280> book."<00:20:58.960> But<00:20:59.840> "Okay,<00:21:00.680> congrats.

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What's<00:21:01.520> next?"<00:21:02.280> So<00:21:02.640> what<00:21:03.200> the<00:21:03.320> way<00:21:03.560> we<00:21:03.680> help<00:21:04.040> authors<00:21:04.480> do<00:21:04.800> that<00:21:05.600> is<00:21:06.680> think<00:21:07.000> of<00:21:07.080> it<00:21:07.200> as<00:21:07.400> a<00:21:07.480> launchpad.

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We<00:21:08.760> want<00:21:09.120> to<00:21:09.200> develop<00:21:09.720> the<00:21:09.960> author<00:21:10.400> personal<00:21:10.840> brand<00:21:11.160> first.

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And<00:21:13.600> this<00:21:13.720> becomes<00:21:14.120> the<00:21:14.400> launchpad<00:21:15.120> based<00:21:15.440> on<00:21:15.640> which<00:21:15.960> we<00:21:16.120> launch<00:21:16.520> their<00:21:16.720> book.

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And<00:21:17.440> the<00:21:17.520> same<00:21:17.880> launchpad<00:21:18.480> based<00:21:18.720> on<00:21:18.880> which<00:21:19.520> they<00:21:19.640> could<00:21:19.840> launch<00:21:20.040> their<00:21:20.200> business.

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Be<00:21:21.680> a<00:21:21.800> coach<00:21:22.080> or<00:21:22.200> consultant<00:21:22.720> or<00:21:22.800> whatever<00:21:23.120> business.

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So,<00:21:24.800> how<00:21:24.920> to<00:21:25.040> do<00:21:25.200> that?<00:21:27.080> First<00:21:27.440> thing<00:21:27.960> is<00:21:28.160> what<00:21:28.360> I'm<00:21:28.480> doing<00:21:28.720> with<00:21:28.840> you<00:21:29.000> here.

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We<00:21:30.200> make<00:21:30.560> them<00:21:30.760> appear<00:21:31.480> on<00:21:31.960> as<00:21:32.240> many<00:21:32.560> podcasts<00:21:33.360> that<00:21:33.560> are<00:21:33.720> relevant<00:21:34.240> to<00:21:34.360> them<00:21:34.880> and<00:21:35.040> to<00:21:35.160> that<00:21:35.440> audience<00:21:35.880> as<00:21:36.160> possible.

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It's<00:21:37.520> non-negotiable.<00:21:39.040> Our<00:21:39.320> rule<00:21:39.680> is<00:21:40.160> you<00:21:40.360> need<00:21:40.640> to<00:21:40.760> be,<00:21:41.040> as<00:21:41.240> a<00:21:41.280> new<00:21:41.560> author,<00:21:42.360> on<00:21:42.560> four<00:21:43.040> podcasts<00:21:43.880> every<00:21:44.160> month<00:21:45.560> for

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the<00:21:46.000> next<00:21:46.240> 12<00:21:46.480> months.<00:21:46.720> This<00:21:46.960> is<00:21:47.200> going<00:21:47.440> to<00:21:47.680> be<00:21:47.920> about<00:21:48.160> 50,<00:21:48.400> plus<00:21:48.640> or<00:21:48.880> minus.

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So,<00:21:49.640> 48<00:21:50.160> podcasts,<00:21:51.400> uh,<00:21:51.760> at<00:21:51.840> the<00:21:52.000> least<00:21:52.880> that<00:21:53.360> that<00:21:53.560> it's<00:21:53.720> under<00:21:53.920> your<00:21:54.080> belt.

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You<00:21:54.560> going<00:21:54.720> to,<00:21:54.840> you<00:21:55.000> going<00:21:55.160> to,<00:21:55.600> you<00:21:55.720> going<00:21:55.880> to<00:21:55.960> suck<00:21:56.320> in<00:21:56.360> the<00:21:56.480> first<00:21:56.720> few<00:21:56.880> months,<00:21:57.600> but<00:21:57.760> this<00:21:57.880> will<00:21:57.960> be<00:21:58.080> your<00:21:58.200> training<00:21:58.480> ground<00:21:58.920> to<00:21:59.080> build<00:21:59.360> that,<00:21:59.640> you<00:21:59.720> know,<00:22:00.200> your<00:22:00.360> message

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and<00:22:00.920> massage<00:22:01.280> your<00:22:01.400> message<00:22:01.800> over<00:22:02.040> and<00:22:02.200> over<00:22:03.120> until<00:22:03.680> you<00:22:03.840> learn<00:22:04.080> how<00:22:04.200> to<00:22:04.320> deliver<00:22:04.680> it.

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But<00:22:06.096> the<00:22:06.351> beauty<00:22:06.607> of<00:22:06.862> podcasting<00:22:07.118> is<00:22:07.373> what<00:22:07.629> I<00:22:07.884> call—now<00:22:08.140> I'm<00:22:08.396> going<00:22:08.651> to<00:22:08.907> use<00:22:09.162> the<00:22:09.418> real<00:22:09.673> estate—the<00:22:09.929> term<00:22:10.184> is<00:22:10.440> leverage.

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They<00:22:12.120> are<00:22:12.320> leveraging<00:22:13.040> the<00:22:13.280> audience<00:22:14.440> of<00:22:15.160> the<00:22:15.280> host.

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And<00:22:16.910> also<00:22:17.219> they're<00:22:17.529> leveraging<00:22:17.838> trust<00:22:18.148> because<00:22:18.457> the<00:22:18.767> audience<00:22:19.077> trusts<00:22:19.386> the<00:22:19.696> host<00:22:20.005> and<00:22:20.315> the<00:22:20.624> the<00:22:20.934> host<00:22:21.243> trusts<00:22:21.553> the<00:22:21.863> the<00:22:22.172> the<00:22:22.482> author,<00:22:22.791> that<00:22:23.101> means<00:22:23.410> they're<00:22:23.720> going

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to<00:22:23.920> trust<00:22:24.200> that<00:22:24.440> author<00:22:25.560> as<00:22:25.680> a<00:22:25.760> consequence.

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If<00:22:27.000> they<00:22:27.200> manage<00:22:27.840> to<00:22:28.000> really,<00:22:28.960> uh,<00:22:29.680> uh,<00:22:30.160> impact<00:22:30.680> them<00:22:30.920> and<00:22:31.080> really<00:22:31.360> add<00:22:31.600> value,<00:22:32.080> not<00:22:32.400> sell<00:22:32.680> them,<00:22:33.680> they<00:22:33.880> will<00:22:34.000> start<00:22:34.520> to<00:22:34.680> gain<00:22:35.360> followers.

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They<00:22:36.080> they<00:22:36.160> start<00:22:36.520> to<00:22:36.600> be<00:22:36.760> known<00:22:37.240> for<00:22:37.520> something,<00:22:38.080> for<00:22:38.240> their<00:22:38.360> message.

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Second<00:22:40.160> thing,<00:22:40.520> if<00:22:40.680> they're<00:22:41.120> if<00:22:41.280> that<00:22:41.520> if<00:22:41.640> they're<00:22:41.760> great<00:22:42.160> at<00:22:42.280> speaking<00:22:42.760> gigs,<00:22:43.280> we<00:22:43.480> offer<00:22:43.760> them<00:22:43.920> opportunities<00:22:44.920> to<00:22:45.040> be<00:22:45.200> on<00:22:45.320> stage.

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Could<00:22:46.720> be<00:22:46.880> events<00:22:47.240> in<00:22:47.360> Dubai,<00:22:47.800> could<00:22:47.960> be<00:22:48.080> events<00:22:48.520> in<00:22:48.720> Vegas,<00:22:49.200> could<00:22:49.360> be<00:22:49.480> events<00:22:49.760> in<00:22:49.880> Singapore.

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We<00:22:51.240> all<00:22:51.440> we<00:22:51.720> usually<00:22:52.120> focus<00:22:52.560> on<00:22:52.720> those<00:22:52.880> three<00:22:53.200> cities,<00:22:54.280> uh,<00:22:54.680> to<00:22:54.800> really<00:22:55.040> put<00:22:55.200> them<00:22:55.360> on<00:22:55.440> stage<00:22:56.280> and<00:22:56.520> make<00:22:56.720> them<00:22:56.840> share<00:22:57.200> their<00:22:57.440> message<00:22:58.040> with<00:22:58.280> with<00:22:58.560> the<00:22:58.680> audience.

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Number<00:23:00.000> three<00:23:00.280> is<00:23:01.200> we<00:23:01.400> need<00:23:01.640> to<00:23:02.000> nominate<00:23:02.680> them<00:23:02.840> for<00:23:03.040> literary<00:23:03.360> awards.

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Imagine<00:23:05.280> now<00:23:05.480> a<00:23:05.520> new<00:23:05.800> author<00:23:06.120> with<00:23:06.280> a<00:23:06.320> new<00:23:06.560> book<00:23:06.920> with<00:23:07.080> zero<00:23:07.320> customer<00:23:07.680> reviews,<00:23:08.000> no<00:23:08.120> social<00:23:08.400> proof.

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We<00:23:09.240> need<00:23:09.400> to<00:23:09.520> bridge<00:23:09.760> the<00:23:09.880> gap.<00:23:10.600> We<00:23:10.720> need<00:23:10.880> to<00:23:11.000> lower<00:23:11.280> the<00:23:11.440> friction<00:23:11.840> in<00:23:11.960> a<00:23:12.000> way<00:23:12.600> and<00:23:12.760> we<00:23:12.920> do<00:23:13.240> that<00:23:14.000> by<00:23:14.520> award<00:23:14.960> nomination.

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Even<00:23:16.160> if<00:23:16.280> you<00:23:16.360> don't<00:23:16.560> win<00:23:16.680> an<00:23:16.800> award,<00:23:17.280> being<00:23:17.480> an<00:23:17.560> award<00:23:17.880> nominee,<00:23:19.080> it<00:23:19.160> raises<00:23:19.440> curiosity<00:23:20.040> in<00:23:20.160> a<00:23:20.240> way<00:23:20.680> and<00:23:20.920> makes<00:23:21.160> the<00:23:21.560> make<00:23:21.800> the<00:23:21.960> audience,<00:23:22.400> "Oh,<00:23:22.960> that's<00:23:23.200> interesting."

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New<00:23:24.360> author,<00:23:24.680> award<00:23:24.960> nominated.<00:23:26.200> Appearing<00:23:26.600> on<00:23:26.720> podcasts<00:23:27.120> here<00:23:27.240> and<00:23:27.400> there,<00:23:27.840> have<00:23:28.040> some<00:23:28.200> speaking<00:23:28.560> gigs,<00:23:29.000> let<00:23:29.160> me<00:23:29.280> check<00:23:29.520> his<00:23:29.680> their<00:23:29.800> book.

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And<00:23:32.480> and<00:23:32.720> then<00:23:33.280> if<00:23:33.440> you<00:23:33.680> if<00:23:33.880> you<00:23:34.000> following<00:23:34.400> on<00:23:34.520> that<00:23:34.680> one<00:23:34.800> of<00:23:34.920> that,<00:23:35.240> I<00:23:35.320> never<00:23:35.560> mentioned<00:23:35.880> promoting<00:23:36.240> a<00:23:36.280> book<00:23:36.480> yet.

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It's<00:23:37.280> all<00:23:37.400> promoting<00:23:37.880> the<00:23:38.000> author.<00:23:39.000> That<00:23:39.400> and<00:23:39.600> then<00:23:39.800> what<00:23:39.960> we<00:23:40.040> tell<00:23:40.320> them,<00:23:41.040> each<00:23:41.320> one<00:23:41.560> of<00:23:41.720> us<00:23:42.920> know<00:23:43.280> at<00:23:43.480> least<00:23:43.960> a<00:23:44.120> dozen<00:23:44.880> of<00:23:45.080> thought<00:23:45.440> leaders

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in<00:23:46.440> their<00:23:46.600> network,<00:23:47.320> be<00:23:47.520> it<00:23:48.440> they<00:23:48.760> know<00:23:48.880> them<00:23:49.080> in<00:23:49.200> person<00:23:49.800> or<00:23:50.040> through<00:23:50.440> LinkedIn<00:23:51.040> or<00:23:51.160> through<00:23:51.480> some<00:23:52.360> events.

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We<00:23:53.720> always<00:23:54.120> recommend<00:23:54.760> that<00:23:55.840> they<00:23:56.040> give<00:23:56.320> them<00:23:56.640> copies<00:23:57.240> of<00:23:57.440> their<00:23:57.680> book<00:23:58.920> so<00:23:59.280> that<00:23:59.720> they<00:24:00.000> ask<00:24:00.280> them<00:24:00.400> for<00:24:00.560> a<00:24:00.640> kind<00:24:01.040> of<00:24:01.200> a<00:24:01.280> blurb,<00:24:01.920> blurb,

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otherwise<00:24:03.120> known<00:24:03.400> as<00:24:03.520> an<00:24:03.640> endorsement<00:24:04.840> of<00:24:04.960> the<00:24:05.080> book.

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So<00:24:05.440> imagine<00:24:05.920> a<00:24:05.960> new<00:24:06.280> author<00:24:07.120> receiving<00:24:07.520> an<00:24:07.640> endorsement,<00:24:09.120> uh,<00:24:10.400> from<00:24:10.640> a<00:24:10.680> thought<00:24:11.000> leader<00:24:11.320> is<00:24:11.440> like<00:24:11.600> one<00:24:11.760> of<00:24:11.880> our<00:24:12.080> authors<00:24:12.480> got<00:24:12.640> an<00:24:12.760> endorsement<00:24:13.200> from<00:24:13.360> Stephen

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Covey<00:24:13.920> Jr.<00:24:14.720> Wow,<00:24:15.440> it<00:24:15.720> made<00:24:16.240> the<00:24:16.360> book<00:24:17.120> had<00:24:17.320> kind<00:24:17.520> of<00:24:17.640> kind<00:24:17.840> of<00:24:17.920> a<00:24:18.000> pivot<00:24:18.400> on<00:24:18.560> on<00:24:19.120> on<00:24:19.320> on<00:24:19.520> on<00:24:19.680> on<00:24:19.920> all<00:24:20.040> fronts.

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So<00:24:21.560> once<00:24:21.840> we<00:24:21.920> have<00:24:22.200> all<00:24:22.320> those<00:24:22.600> working<00:24:22.960> in<00:24:23.120> tandem<00:24:23.520> and<00:24:23.640> parallel,<00:24:24.720> now<00:24:25.080> we<00:24:25.200> can<00:24:25.400> go<00:24:25.600> promote<00:24:25.960> the<00:24:26.040> book,<00:24:26.480> the<00:24:26.560> social<00:24:26.920> media,<00:24:27.960> Amazon<00:24:28.440> ads,<00:24:30.840> book

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promotion<00:24:31.480> sites,<00:24:31.840> so<00:24:31.960> on<00:24:32.040> and<00:24:32.160> so<00:24:32.320> forth.<00:24:33.000> But<00:24:33.160> if<00:24:33.320> you<00:24:33.440> do<00:24:33.680> all<00:24:33.840> of<00:24:33.960> those<00:24:34.360> without<00:24:34.720> the<00:24:34.800> strong<00:24:35.360> foundation,<00:24:36.640> it<00:24:36.800> will<00:24:36.920> never<00:24:37.200> pay<00:24:37.360> off.

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Uh,<00:24:39.835> and<00:24:40.311> and<00:24:40.786> also<00:24:41.261> on<00:24:41.736> best-selling<00:24:42.212> author,<00:24:42.687> cuz<00:24:43.162> you<00:24:43.638> might<00:24:44.113> you<00:24:44.588> asked<00:24:45.064> that,<00:24:45.539> please<00:24:46.014> please<00:24:46.489> please<00:24:46.965> my<00:24:47.440> message

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to<00:24:48.210> the<00:24:48.620> audience,<00:24:49.030> don't<00:24:49.440> fall<00:24:49.850> for<00:24:50.260> that<00:24:50.670> overnight<00:24:51.080> best-seller.

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I<00:24:51.556> want<00:24:51.753> to<00:24:51.949> launch,<00:24:52.145> become<00:24:52.342> best-seller<00:24:52.538> on<00:24:52.735> day<00:24:52.931> one<00:24:53.127> and<00:24:53.324> then<00:24:53.520> fall.

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If<00:24:54.480> you<00:24:55.000> if<00:24:55.160> you<00:24:55.280> do<00:24:55.480> that,<00:24:55.920> you're<00:24:56.000> going<00:24:56.120> to<00:24:56.200> have<00:24:56.400> only<00:24:56.680> a<00:24:56.760> bit.

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Then<00:24:58.320> you're<00:24:58.400> going<00:24:58.520> to<00:24:58.560> have<00:24:58.680> a<00:24:58.720> drop.<00:24:59.760> The<00:25:00.000> algorithm<00:25:00.600> will<00:25:00.720> catch<00:25:01.080> that<00:25:01.720> and<00:25:01.920> will<00:25:02.040> not<00:25:02.400> like<00:25:02.720> that<00:25:03.160> and<00:25:03.360> will<00:25:03.480> not<00:25:03.720> show<00:25:03.960> up<00:25:04.040> your<00:25:04.160> book<00:25:04.440> up<00:25:04.600> again.

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So,<00:25:05.674> somebody<00:25:05.947> took<00:25:06.221> your<00:25:06.494> money<00:25:06.768> to<00:25:07.042> make<00:25:07.315> you<00:25:07.589> a<00:25:07.862> best-seller<00:25:08.136> overnight,<00:25:08.410> rather<00:25:08.683> than<00:25:08.957> they're<00:25:09.230> going<00:25:09.504> to<00:25:09.778> stick,<00:25:10.051> you<00:25:10.325> know,<00:25:10.598> the<00:25:10.872> L-shape<00:25:11.146> or<00:25:11.419> the<00:25:11.693> the<00:25:11.966> the<00:25:12.240> the

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hockey<00:25:12.520> stick<00:25:13.360> journey.<00:25:14.160> You<00:25:14.280> build<00:25:14.520> slowly,<00:25:14.840> slowly.

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It<00:25:15.522> may<00:25:15.843> take<00:25:16.165> you<00:25:16.486> 6<00:25:16.808> months<00:25:17.130> to<00:25:17.451> 8<00:25:17.773> months<00:25:18.094> to<00:25:18.416> a<00:25:18.738> year<00:25:19.059> to<00:25:19.381> become<00:25:19.702> a<00:25:20.024> best-seller,<00:25:20.346> but<00:25:20.667> let<00:25:20.989> that<00:25:21.310> build<00:25:21.632> on<00:25:21.954> your<00:25:22.275> on<00:25:22.597> your<00:25:22.918> story,<00:25:23.240> let

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that<00:25:23.560> build<00:25:23.800> on<00:25:23.920> your<00:25:24.040> exposure<00:25:25.000> by<00:25:25.160> showing<00:25:25.600> up,<00:25:25.840> sharing<00:25:26.160> your<00:25:26.280> story,<00:25:27.080> and<00:25:27.280> eventually<00:25:28.000> each<00:25:28.280> month<00:25:28.560> will<00:25:28.680> be<00:25:29.160> better<00:25:29.400> than<00:25:29.520> the<00:25:29.640> previous.

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And<00:25:31.040> until<00:25:31.360> such<00:25:31.680> time<00:25:32.040> you<00:25:32.360> you<00:25:32.480> get<00:25:32.720> enough<00:25:33.040> podcasts,<00:25:33.640> you<00:25:33.760> get<00:25:33.920> enough<00:25:34.120> visibility,<00:25:35.200> somebody,<00:25:35.680> a<00:25:35.760> thought<00:25:36.040> leader<00:25:36.280> spoke<00:25:36.560> about<00:25:36.960> you.

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Imagine<00:25:38.960> maybe<00:25:39.200> you<00:25:39.320> win<00:25:39.440> an<00:25:39.560> award<00:25:39.920> here<00:25:40.080> and<00:25:40.200> there.

00:25:40.840 --> 00:25:49.040
You<00:25:41.160> will<00:25:41.480> see<00:25:41.800> a<00:25:42.120> pivot<00:25:42.440> point.<00:25:42.760> Something<00:25:43.080> will<00:25:43.400> happen<00:25:43.720> and<00:25:44.040> the<00:25:44.360> book<00:25:44.680> start<00:25:45.000> to<00:25:45.320> take<00:25:45.640> off<00:25:45.960> like<00:25:46.280> there's<00:25:46.600> no<00:25:46.920> tomorrow<00:25:47.240> and<00:25:47.560> it<00:25:47.880> hits<00:25:48.200> the<00:25:48.520> best-seller<00:25:48.840> and

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this<00:25:49.260> is<00:25:49.480> where<00:25:49.700> it<00:25:49.920> hits<00:25:50.140> the<00:25:50.360> best-seller<00:25:50.580> list<00:25:50.800> and<00:25:51.020> it<00:25:51.240> could<00:25:51.460> remain<00:25:51.680> there.

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Now,<00:25:52.687> the<00:25:53.053> best-seller<00:25:53.420> is<00:25:53.787> for<00:25:54.153> me,<00:25:54.520> it's<00:25:54.887> not<00:25:55.253> the<00:25:55.620> it's<00:25:55.987> not<00:25:56.353> an<00:25:56.720> objective.

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And<00:25:59.440> I<00:25:59.480> don't<00:25:59.800> we<00:25:59.920> don't<00:26:00.200> like<00:26:00.320> to<00:26:00.440> set<00:26:00.560> it<00:26:00.680> as<00:26:00.800> an<00:26:00.880> objective<00:26:01.360> because<00:26:01.800> it's<00:26:01.960> a<00:26:02.000> marketing<00:26:02.520> gimmick.

00:26:03.120 --> 00:26:09.360
You<00:26:03.355> could<00:26:03.590> be<00:26:03.825> an<00:26:04.060> Amazon<00:26:04.295> best-seller,<00:26:04.530> that's<00:26:04.765> fine,<00:26:05.000> that's<00:26:05.235> great,<00:26:05.470> but<00:26:05.705> you<00:26:05.940> could<00:26:06.175> be<00:26:06.410> a<00:26:06.645> USA<00:26:06.880> Today,<00:26:07.115> you<00:26:07.350> could<00:26:07.585> be<00:26:07.820> a<00:26:08.055> New<00:26:08.290> York<00:26:08.525> Times<00:26:08.760> best-seller.

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And<00:26:09.820> each<00:26:10.280> one<00:26:10.740> has<00:26:11.200> its<00:26:11.660> own<00:26:12.120> criteria<00:26:12.580> and<00:26:13.040> packages,<00:26:13.500> so<00:26:13.960> but<00:26:14.420> being<00:26:14.880> a<00:26:15.340> best-seller,<00:26:15.800> even<00:26:16.260> on<00:26:16.720> Amazon,<00:26:17.180> gives<00:26:17.640> the

00:26:17.840 --> 00:26:23.280
algorithm<00:26:19.880> kind<00:26:20.320> of<00:26:20.480> a<00:26:20.560> message<00:26:21.720> that<00:26:22.080> to<00:26:22.200> show<00:26:22.440> up<00:26:22.560> this<00:26:22.800> book<00:26:23.040> more.

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That<00:26:23.480> means<00:26:23.720> that<00:26:24.040> author<00:26:24.400> knows<00:26:24.760> what<00:26:24.880> they're<00:26:25.000> doing.

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They're<00:26:26.040> invested<00:26:26.560> by<00:26:26.720> their<00:26:26.880> brand,<00:26:27.240> they're<00:26:27.320> having<00:26:27.960> invested<00:26:28.320> by<00:26:28.480> the<00:26:28.600> book<00:26:28.960> book<00:26:29.680> and<00:26:29.840> we<00:26:29.920> need<00:26:30.040> to<00:26:30.120> understand<00:26:30.640> because<00:26:30.960> in<00:26:31.080> today's<00:26:31.480> world<00:26:31.840> everything<00:26:32.200> is<00:26:32.280> driven

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by<00:26:32.640> the<00:26:32.760> algorithms.<00:26:33.800> We<00:26:33.880> need<00:26:34.080> to<00:26:34.160> understand<00:26:34.640> that.

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So,<00:26:36.096> it's<00:26:36.313> not<00:26:36.529> really<00:26:36.746> because<00:26:36.962> we<00:26:37.179> want<00:26:37.395> to<00:26:37.612> be<00:26:37.828> a<00:26:38.045> best-selling<00:26:38.261> author,<00:26:38.478> who<00:26:38.694> gives<00:26:38.911> a<00:26:39.127> damn<00:26:39.344> about<00:26:39.560> it?

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It's<00:26:40.400> about<00:26:40.760> being<00:26:41.120> a<00:26:41.480> best-selling<00:26:41.840> author<00:26:42.200> helps<00:26:42.560> us<00:26:42.920> get<00:26:43.280> our<00:26:43.640> message<00:26:44.000> forward<00:26:44.360> and<00:26:44.720> scale<00:26:45.080> our<00:26:45.440> message.

00:26:47.200 --> 00:26:50.320
<00:26:47.456> Right.<00:26:47.712> Yeah,<00:26:47.968> that<00:26:48.224> make<00:26:48.480> that<00:26:48.736> makes<00:26:48.992> a<00:26:49.248> ton<00:26:49.504> of<00:26:49.760> sense.

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And<00:26:50.440> then<00:26:51.560> give<00:26:51.800> us,<00:26:52.640> uh,<00:26:52.720> monetize<00:26:53.320> piece<00:26:53.600> of<00:26:53.680> this.

00:26:53.880 --> 00:26:57.120
Like<00:26:54.040> what<00:26:54.160> do<00:26:54.240> you<00:26:54.280> mean<00:26:54.480> by<00:26:54.600> monetize<00:26:55.280> once<00:26:55.520> you<00:26:55.560> do<00:26:55.760> all<00:26:55.920> of<00:26:56.000> that?

00:26:57.120 --> 00:27:00.080
<00:26:57.280> This<00:26:57.440> is<00:26:57.600> <00:26:57.760> You<00:26:57.920> don't<00:26:58.080> make<00:26:58.240> a<00:26:58.400> lot<00:26:58.560> of<00:26:58.720> money<00:26:58.880> writing<00:26:59.040> books.

00:27:00.080 --> 00:27:03.840
<00:27:00.367> On<00:27:00.653> royalties?<00:27:00.940> On<00:27:01.227> royalties?<00:27:01.513> <00:27:01.800> Yeah,<00:27:02.087> yeah,<00:27:02.373> like<00:27:02.660> that<00:27:02.947> type<00:27:03.233> of<00:27:03.520> stuff.

00:27:03.840 --> 00:27:13.280
Yeah.<00:27:04.207> <00:27:04.575> On<00:27:04.942> on<00:27:05.309> on<00:27:05.676> my<00:27:06.044> first<00:27:06.411> book<00:27:06.778> when<00:27:07.145> I<00:27:07.513> invested<00:27:07.880> $65,000<00:27:08.247> that<00:27:08.615> went<00:27:08.982> down<00:27:09.349> the<00:27:09.716> drain,<00:27:10.084> the<00:27:10.451> publisher<00:27:10.818> back<00:27:11.185> then<00:27:11.553> promised<00:27:11.920> me,

00:27:13.280 --> 00:27:17.000
"If<00:27:13.400> you<00:27:13.480> sell<00:27:13.640> a<00:27:13.680> million<00:27:14.000> copies<00:27:14.360> and<00:27:14.520> you<00:27:14.600> make<00:27:14.840> $2<00:27:15.320> a<00:27:15.360> copy,<00:27:15.800> your<00:27:15.880> royalties<00:27:16.200> are<00:27:16.240> going<00:27:16.360> to<00:27:16.440> be<00:27:16.520> like<00:27:16.600> $2<00:27:16.800> million."

00:27:17.000 --> 00:27:18.880
Wow,<00:27:17.520> I<00:27:17.560> thought<00:27:18.200> that's<00:27:18.360> a<00:27:18.400> great<00:27:18.640> deal.

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Let<00:27:19.000> me<00:27:19.080> pay<00:27:19.240> them<00:27:19.440> $65,000<00:27:20.720> and<00:27:20.840> see<00:27:20.960> what<00:27:21.120> happens."

00:27:21.400 --> 00:27:31.520
Of<00:27:21.480> course<00:27:21.640> nothing<00:27:21.920> happened<00:27:22.200> there.<00:27:23.040> So,<00:27:23.360> book<00:27:23.640> royalties<00:27:24.040> by<00:27:24.200> message<00:27:24.560> here,<00:27:25.880> please<00:27:26.160> remember<00:27:26.480> that,<00:27:27.160> it<00:27:27.400> will<00:27:27.560> never<00:27:29.240> ever<00:27:30.880> put

00:27:31.520 --> 00:27:33.400
money<00:27:32.360> into<00:27:32.680> your<00:27:32.800> bank<00:27:33.040> account.

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And<00:27:33.520> when<00:27:33.640> I<00:27:33.720> say<00:27:33.920> that,<00:27:34.160> I<00:27:34.200> mean<00:27:34.400> as<00:27:34.560> a<00:27:34.600> net.<00:27:35.800> Because<00:27:36.040> of<00:27:36.200> course<00:27:36.360> you're<00:27:36.440> going<00:27:36.560> to<00:27:36.640> earn<00:27:36.800> royalties,<00:27:37.920> but<00:27:38.240> at<00:27:38.440> best,<00:27:39.360> really<00:27:39.640> at<00:27:39.800> best,<00:27:40.280> it<00:27:40.520> will<00:27:40.840> offset<00:27:42.080> all

00:27:42.320 --> 00:27:46.920
the<00:27:42.520> marketing<00:27:43.160> expenses<00:27:43.920> you've<00:27:44.080> been<00:27:44.280> investing<00:27:44.920> in<00:27:45.040> promote.

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So,<00:27:47.120> the<00:27:47.280> real<00:27:47.440> question<00:27:47.960> becomes,<00:27:48.600> how<00:27:48.840> do<00:27:49.000> I<00:27:49.120> monetize?

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So,<00:27:50.680> it's<00:27:50.800> not<00:27:51.160> royalties,<00:27:52.160> it's<00:27:52.440> really<00:27:52.920> your<00:27:53.040> high-ticket<00:27:53.560> services.

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But<00:27:54.840> not<00:27:55.080> by<00:27:55.240> being<00:27:55.520> salesy<00:27:55.880> and<00:27:56.000> having<00:27:56.240> your<00:27:56.320> book<00:27:56.480> as<00:27:56.560> a<00:27:56.640> brochure.

00:27:57.440 --> 00:28:00.480
Sales<00:27:57.640> brochure<00:27:58.040> of<00:27:58.120> your<00:27:58.240> company,<00:27:58.640> no.<00:27:59.400> It<00:27:59.520> will<00:27:59.680> fail.

00:28:00.480 --> 00:28:03.120
By<00:28:00.640> really<00:28:00.960> making<00:28:01.360> impact,<00:28:01.840> by<00:28:02.000> helping<00:28:02.400> others.

00:28:03.120 --> 00:28:09.880
And<00:28:03.360> if<00:28:03.560> somebody<00:28:04.040> who<00:28:04.160> reads<00:28:04.400> your<00:28:04.520> book<00:28:05.280> felt<00:28:05.600> a<00:28:05.640> transformation<00:28:06.680> through<00:28:06.840> the<00:28:06.960> book,<00:28:08.320> they're<00:28:08.680> eager<00:28:08.960> to<00:28:09.080> know<00:28:09.200> more<00:28:09.400> about<00:28:09.760> you.

00:28:09.880 --> 00:28:12.440
They're<00:28:10.080> eager<00:28:10.320> maybe<00:28:10.560> to<00:28:10.640> have<00:28:10.760> a<00:28:10.840> conversation<00:28:11.480> with<00:28:11.640> you.

00:28:12.440 --> 00:28:20.760
And<00:28:12.720> on<00:28:12.880> those<00:28:13.080> conversations<00:28:14.600> is<00:28:14.800> when<00:28:15.480> clarity<00:28:15.920> happens<00:28:16.880> on<00:28:17.000> both<00:28:17.280> sides,<00:28:17.960> is<00:28:18.160> what<00:28:18.360> chemistry<00:28:18.880> you<00:28:19.000> could<00:28:19.160> think<00:28:19.680> are<00:28:19.760> we<00:28:19.960> fit<00:28:20.200> to<00:28:20.280> work<00:28:20.440> together

00:28:20.760 --> 00:28:28.760
or<00:28:20.880> not.<00:28:21.640> But<00:28:21.840> this<00:28:22.040> is<00:28:22.200> where<00:28:22.400> a<00:28:22.480> lot<00:28:22.760> of<00:28:22.880> our<00:28:23.160> authors<00:28:23.840> start<00:28:24.160> to<00:28:24.280> monetize<00:28:24.840> their<00:28:25.000> high-ticket<00:28:25.440> services,<00:28:26.400> which<00:28:26.560> could<00:28:26.680> be<00:28:26.800> consultancy,<00:28:27.480> coaching,<00:28:27.840> speaking<00:28:28.160> engagements,

00:28:28.760 --> 00:28:37.520
you<00:28:28.880> name<00:28:29.120> it.<00:28:29.600> Each<00:28:29.760> one<00:28:29.920> has<00:28:30.040> their<00:28:30.280> own,<00:28:32.120> uh,<00:28:32.320> monetization<00:28:32.920> strategy,<00:28:33.880> but<00:28:34.160> we<00:28:34.560> we<00:28:34.920> we<00:28:35.080> tell<00:28:35.400> them,<00:28:36.000> "This<00:28:36.200> is<00:28:36.360> what<00:28:36.520> you<00:28:36.640> should<00:28:36.880> monetize.

00:28:37.520 --> 00:28:42.680
It's<00:28:37.680> not<00:28:37.800> about<00:28:38.080> selling<00:28:38.400> the<00:28:38.520> book.<00:28:39.800> It's<00:28:39.880> about<00:28:40.400> selling<00:28:41.000> what<00:28:41.160> the<00:28:41.240> book<00:28:41.480> can<00:28:41.680> sell<00:28:41.920> for<00:28:42.080> you."

00:28:42.680 --> 00:28:45.440
<00:28:42.945> Right.<00:28:43.210> No,<00:28:43.475> that<00:28:43.740> makes<00:28:44.005> a<00:28:44.270> lot<00:28:44.535> of<00:28:44.800> sense.

00:28:45.440 --> 00:28:50.480
That<00:28:45.600> makes<00:28:45.800> a<00:28:45.840> lot<00:28:46.000> of<00:28:46.040> sense.<00:28:46.280> Okay,<00:28:46.640> so,<00:28:47.800> um,<00:28:48.000> how<00:28:48.120> much<00:28:48.320> does<00:28:48.520> all<00:28:48.680> of<00:28:48.760> this<00:28:48.960> cost?

00:28:50.480 --> 00:28:57.320
Give<00:28:50.640> us<00:28:50.760> a<00:28:50.840> sense<00:28:51.120> for<00:28:51.240> like<00:28:51.480> an<00:28:51.640> all-in.<00:28:52.120> I<00:28:52.200> want<00:28:52.480> to<00:28:52.560> go<00:28:53.280> Let's<00:28:53.480> just<00:28:53.600> say<00:28:53.760> I<00:28:53.800> want<00:28:54.040> to<00:28:54.080> go<00:28:54.200> with<00:28:54.400> you<00:28:55.600> and<00:28:56.040> Authority<00:28:56.440> Publishing.

00:28:57.320 --> 00:28:59.400
What<00:28:57.520> does<00:28:57.680> it<00:28:57.840> take<00:28:58.160> to<00:28:58.440> do<00:28:58.800> all<00:28:59.000> of<00:28:59.120> this?

00:28:59.400 --> 00:29:06.720
I<00:28:59.440> mean,<00:28:59.600> you've<00:28:59.680> got<00:28:59.840> to<00:28:59.920> write<00:29:00.160> the<00:29:00.240> book,<00:29:00.560> so<00:29:00.640> there's<00:29:00.800> some<00:29:00.920> sweat<00:29:01.240> equity<00:29:01.560> in<00:29:01.680> there,<00:29:02.320> but<00:29:02.520> also<00:29:02.800> like<00:29:02.960> you<00:29:03.040> said,<00:29:03.200> there's<00:29:03.440> real<00:29:03.760> hard<00:29:04.080> costs<00:29:04.520> to<00:29:05.120> print,<00:29:06.240> marketing

00:29:06.720 --> 00:29:10.840
costs,<00:29:07.080> things<00:29:07.440> things<00:29:07.680> of<00:29:07.760> that<00:29:07.920> nature.<00:29:08.280> So,<00:29:08.880> give<00:29:09.040> people<00:29:09.400> a<00:29:09.480> sense<00:29:10.040> just<00:29:10.320> general.

00:29:10.840 --> 00:29:15.080
I<00:29:10.880> mean,<00:29:11.040> you<00:29:11.120> don't<00:29:11.240> need<00:29:11.360> to<00:29:11.440> give<00:29:11.600> your<00:29:11.720> exact,<00:29:12.120> but<00:29:12.320> like<00:29:12.560> what<00:29:12.680> do<00:29:12.760> you<00:29:13.200> What<00:29:13.400> should<00:29:13.560> they<00:29:13.680> be<00:29:13.800> thinking<00:29:14.200> of?

00:29:15.080 --> 00:29:18.840
<00:29:15.277> Yes,<00:29:15.474> I'm<00:29:15.671> going<00:29:15.868> to<00:29:16.065> give<00:29:16.262> you<00:29:16.458> the<00:29:16.655> the<00:29:16.852> the<00:29:17.049> the<00:29:17.246> the<00:29:17.443> extremes<00:29:17.640> first.

00:29:18.840 --> 00:29:23.640
It's<00:29:18.960> going<00:29:19.080> to<00:29:19.160> be<00:29:19.280> astonishing.<00:29:20.400> It<00:29:20.520> could<00:29:20.760> be<00:29:20.880> from<00:29:21.160> zero<00:29:22.840> and<00:29:23.040> that<00:29:23.120> really<00:29:23.280> means<00:29:23.520> zero.

00:29:23.640 --> 00:29:29.880
I'm<00:29:24.036> going<00:29:24.433> to<00:29:24.829> explain<00:29:25.225> that<00:29:25.622> in<00:29:26.018> a<00:29:26.415> while.<00:29:26.811> Up<00:29:27.207> to<00:29:27.604> 35K<00:29:28.000> plus.

00:29:29.880 --> 00:29:38.880
On<00:29:30.080> the<00:29:30.200> zero,<00:29:31.360> when<00:29:31.800> we<00:29:32.000> meet<00:29:32.520> a<00:29:33.880> an<00:29:34.040> authority<00:29:35.440> and<00:29:35.680> we<00:29:35.800> know<00:29:36.000> they<00:29:36.120> have<00:29:36.320> great<00:29:36.560> potential<00:29:37.280> and<00:29:37.400> they're<00:29:37.520> doing<00:29:37.800> things<00:29:38.120> right.

00:29:38.880 --> 00:29:43.080
They're<00:29:39.000> really<00:29:39.200> having<00:29:39.520> an<00:29:39.600> impact<00:29:39.960> in<00:29:40.040> the<00:29:40.120> world.<00:29:41.120> We<00:29:41.440> often<00:29:41.920> partner<00:29:42.400> with<00:29:42.520> them.

00:29:43.080 --> 00:29:46.800
What<00:29:43.280> happens<00:29:43.680> here<00:29:43.880> is<00:29:44.600> we<00:29:44.720> believe<00:29:44.960> in<00:29:45.040> their<00:29:45.200> message,<00:29:45.480> we<00:29:45.600> invest<00:29:46.040> in<00:29:46.160> them.

00:29:46.800 --> 00:29:49.560
So,<00:29:46.960> we<00:29:47.080> don't<00:29:47.320> make<00:29:47.520> them<00:29:47.640> invest<00:29:48.080> in<00:29:48.160> the<00:29:48.280> publishing<00:29:48.640> their<00:29:48.760> book.

00:29:49.560 --> 00:29:57.880
We<00:29:49.880> invest<00:29:50.480> in<00:29:50.600> their<00:29:50.800> book<00:29:52.080> because<00:29:52.640> we<00:29:52.760> want<00:29:53.040> to<00:29:53.360> we<00:29:53.920> And<00:29:54.080> the<00:29:54.200> end<00:29:54.360> result<00:29:54.720> for<00:29:54.920> us,<00:29:55.120> we're<00:29:55.240> like<00:29:55.440> an<00:29:55.520> investor<00:29:55.960> become<00:29:56.280> we<00:29:56.400> become<00:29:56.760> investors.

00:29:57.880 --> 00:30:03.840
We<00:29:58.000> tell<00:29:58.280> them<00:29:58.560> we're<00:29:58.640> going<00:29:58.760> to<00:29:58.880> build<00:29:59.680> the<00:29:59.800> from<00:30:00.040> the<00:30:00.160> published<00:30:00.560> we're<00:30:00.680> going<00:30:00.800> to<00:30:00.880> publish<00:30:01.360> the<00:30:01.440> book<00:30:01.600> for<00:30:01.720> you<00:30:02.200> at<00:30:02.360> our<00:30:02.520> own<00:30:02.680> cost.

00:30:03.840 --> 00:30:12.160
We're<00:30:04.000> going<00:30:04.120> to<00:30:04.240> even<00:30:04.520> invest<00:30:04.960> with<00:30:05.160> you<00:30:05.800> not<00:30:06.080> all<00:30:06.200> of<00:30:06.320> it<00:30:06.640> with<00:30:06.920> you<00:30:07.280> on<00:30:07.400> the<00:30:07.480> promote<00:30:08.000> because<00:30:08.400> as<00:30:08.520> an<00:30:08.640> author<00:30:08.880> also<00:30:09.120> you<00:30:09.200> should<00:30:09.720> invest<00:30:10.000> behind<00:30:10.320> your<00:30:10.440> personal<00:30:10.800> brand.

00:30:12.160 --> 00:30:21.080
And<00:30:12.360> we're<00:30:12.440> going<00:30:12.560> to<00:30:12.680> build<00:30:13.000> your<00:30:13.160> monetization<00:30:13.920> strategy,<00:30:14.600> build<00:30:14.840> your<00:30:15.000> maybe<00:30:15.320> your<00:30:15.480> funnels,<00:30:16.160> your<00:30:16.320> CRM<00:30:17.200> for<00:30:17.400> free<00:30:18.160> because<00:30:18.560> we<00:30:18.640> want<00:30:18.840> to<00:30:18.960> earn<00:30:19.200> 20%<00:30:20.880> of

00:30:21.080 --> 00:30:26.360
what<00:30:21.320> you<00:30:21.520> earn<00:30:22.080> from<00:30:22.360> that<00:30:22.640> funnel<00:30:23.000> I<00:30:23.080> take<00:30:23.280> it<00:30:23.400> service<00:30:24.360> that<00:30:24.520> we<00:30:24.640> build<00:30:24.960> for<00:30:25.120> you<00:30:25.240> through<00:30:25.400> the<00:30:25.480> book.

00:30:26.360 --> 00:30:30.640
So,<00:30:26.480> this<00:30:26.680> becomes<00:30:27.040> our<00:30:27.200> strategy.<00:30:27.560> We<00:30:27.640> invest<00:30:28.080> in<00:30:28.200> you<00:30:28.680> to<00:30:28.840> earn<00:30:29.080> on<00:30:29.200> the<00:30:29.320> monetize.

00:30:30.640 --> 00:30:35.680
Now,<00:30:31.800> not<00:30:32.120> every<00:30:32.440> author<00:30:32.720> is<00:30:32.880> fit<00:30:33.080> for<00:30:33.200> that<00:30:33.640> and<00:30:33.800> maybe<00:30:34.040> not<00:30:34.240> every<00:30:34.520> author<00:30:34.800> wants<00:30:35.040> that.

00:30:35.680 --> 00:30:39.600
We<00:30:35.840> have<00:30:36.040> some<00:30:36.240> authors<00:30:36.480> who<00:30:36.560> come<00:30:36.720> up<00:30:36.800> with<00:30:36.920> us<00:30:37.040> and<00:30:37.160> they<00:30:37.360> ask,<00:30:37.960> "Hey,<00:30:38.160> I'm<00:30:38.240> making<00:30:38.600> 10<00:30:38.840> millions<00:30:39.240> a<00:30:39.320> year.

00:30:39.600 --> 00:30:42.800
Why<00:30:40.040> Why<00:30:40.200> on<00:30:40.320> earth<00:30:40.520> should<00:30:40.840> I<00:30:40.880> give<00:30:41.120> you<00:30:41.320> 2<00:30:41.480> million<00:30:41.800> a<00:30:41.880> year?

00:30:42.800 --> 00:30:45.120
You<00:30:42.840> know,<00:30:43.400> if<00:30:43.520> you<00:30:43.600> take<00:30:43.760> 20%<00:30:44.240> of<00:30:44.280> my<00:30:44.400> business."

00:30:45.120 --> 00:30:48.880
So,<00:30:45.440> it<00:30:45.640> wouldn't<00:30:45.920> work.<00:30:46.120> In<00:30:46.240> that<00:30:46.520> case,<00:30:46.840> okay,<00:30:47.160> we<00:30:47.280> do<00:30:47.440> this<00:30:47.640> couple<00:30:47.880> of<00:30:48.000> work.

00:30:48.880 --> 00:30:55.640
Now,<00:30:49.160> if<00:30:49.320> they<00:30:49.480> have<00:30:49.680> a<00:30:49.760> manuscript,<00:30:51.080> it<00:30:51.240> could<00:30:51.440> be<00:30:51.800> a<00:30:52.080> low<00:30:52.360> investment<00:30:52.960> between<00:30:53.280> 6.6<00:30:53.960> to<00:30:54.040> 9.9k.

00:30:55.640 --> 00:31:00.360
If<00:30:55.800> they<00:30:55.960> don't<00:30:56.280> have<00:30:56.440> a<00:30:56.520> manuscript,<00:30:57.160> we<00:30:57.280> want<00:30:57.600> to<00:30:57.880> work<00:30:58.200> with<00:30:58.400> them<00:30:58.880> on<00:30:59.000> developing<00:30:59.520> a<00:30:59.560> manuscript.

00:31:00.360 --> 00:31:04.920
So,<00:31:00.480> they<00:31:00.560> still<00:31:00.800> want<00:31:00.960> to<00:31:01.040> write,<00:31:01.760> but<00:31:02.040> they<00:31:02.320> but<00:31:02.440> they<00:31:02.560> want<00:31:02.840> us<00:31:02.960> to<00:31:03.080> really<00:31:03.280> guide<00:31:03.480> them<00:31:03.600> chapter<00:31:03.880> by<00:31:04.040> chapter.

00:31:04.920 --> 00:31:07.800
This<00:31:05.080> could<00:31:05.640> jump<00:31:06.000> up<00:31:06.160> to<00:31:06.280> 13<00:31:06.640> to<00:31:06.760> 15k.

00:31:07.800 --> 00:31:13.320
And<00:31:07.960> if<00:31:08.040> they<00:31:08.200> want<00:31:08.440> a<00:31:08.480> ghostwriting<00:31:09.120> service,<00:31:10.120> they<00:31:10.200> tell<00:31:10.400> us,<00:31:10.520> "Hey,<00:31:10.840> I<00:31:10.920> only<00:31:11.120> have<00:31:11.320> 10<00:31:11.560> hours<00:31:11.880> for<00:31:12.000> that."

00:31:13.320 --> 00:31:19.400
I'm<00:31:13.440> going<00:31:13.560> to<00:31:13.640> meet<00:31:13.840> with<00:31:14.000> you,<00:31:14.600> do<00:31:14.760> the<00:31:14.920> 10<00:31:15.440> chapters<00:31:15.960> on<00:31:16.160> like<00:31:16.360> the<00:31:16.480> like<00:31:16.680> interviews,<00:31:17.680> and<00:31:17.920> you<00:31:18.040> do<00:31:18.320> everything<00:31:18.840> A<00:31:18.920> to<00:31:19.080> Z.

00:31:19.400 --> 00:31:22.640
This<00:31:19.600> jumps<00:31:20.040> up<00:31:20.240> to<00:31:20.320> 35k<00:31:21.120> plus<00:31:22.000> as<00:31:22.160> an<00:31:22.240> investment.

00:31:22.640 --> 00:31:28.600
So,<00:31:22.720> it<00:31:22.800> depends<00:31:23.160> really<00:31:23.440> on<00:31:23.960> how<00:31:24.120> much<00:31:24.400> time,<00:31:24.720> energy,<00:31:25.200> and<00:31:25.400> and<00:31:25.680> effort<00:31:26.000> they<00:31:26.120> want<00:31:26.280> to<00:31:26.360> put<00:31:27.000> in<00:31:27.480> that<00:31:27.680> whole<00:31:27.880> journey.

00:31:28.600 --> 00:31:31.120
<00:31:28.783> So,<00:31:28.967> give<00:31:29.150> me<00:31:29.333> a<00:31:29.517> sense<00:31:29.700> for<00:31:29.883> what<00:31:30.067> keeps<00:31:30.250> you<00:31:30.433> up<00:31:30.617> at<00:31:30.800> night.

00:31:31.120 --> 00:31:34.720
Like,<00:31:31.320> what<00:31:31.440> is<00:31:31.560> it<00:31:31.800> And<00:31:32.000> what<00:31:32.120> does<00:31:32.240> a<00:31:32.320> typical<00:31:32.760> day<00:31:33.000> look<00:31:33.240> like<00:31:33.480> for<00:31:33.640> you?

00:31:34.720 --> 00:31:43.000
<00:31:35.167> What's<00:31:35.613> For<00:31:36.060> a<00:31:36.507> for<00:31:36.953> for<00:31:37.400> a<00:31:37.847> typical<00:31:38.293> day,<00:31:38.740> first<00:31:39.187> of<00:31:39.633> all,<00:31:40.080> is<00:31:40.527> To<00:31:40.973> be<00:31:41.420> honest,<00:31:41.867> I<00:31:42.313> don't<00:31:42.760> plan

00:31:43.000 --> 00:31:47.520
around<00:31:43.240> that.<00:31:44.640> I<00:31:44.760> don't<00:31:45.000> like<00:31:45.200> to<00:31:45.280> plan<00:31:45.560> my<00:31:45.720> day.

00:31:47.520 --> 00:31:50.920
I<00:31:47.720> plan<00:31:48.200> my<00:31:48.440> life<00:31:48.760> around<00:31:49.560> what<00:31:49.760> I<00:31:49.840> do<00:31:50.040> in<00:31:50.120> a<00:31:50.200> way.

00:31:50.920 --> 00:31:59.680
So,<00:31:51.200> because<00:31:52.440> you<00:31:52.520> you<00:31:52.560> hear<00:31:52.720> a<00:31:52.760> lot<00:31:53.000> of<00:31:53.120> things<00:31:53.400> like<00:31:53.680> work-life<00:31:54.120> balance<00:31:54.520> here<00:31:55.000> and<00:31:55.440> uh<00:31:56.120> uh<00:31:57.760> So,<00:31:59.320> the

00:31:59.680 --> 00:32:06.560
way<00:31:59.880> I<00:31:59.960> do<00:32:00.200> is<00:32:01.160> when<00:32:01.360> I'm<00:32:01.520> working,<00:32:02.520> I'm<00:32:02.720> all<00:32:02.960> in<00:32:03.880> on<00:32:04.000> my<00:32:04.120> business.

00:32:06.560 --> 00:32:13.120
But<00:32:06.760> when<00:32:06.880> I<00:32:06.960> finish<00:32:07.320> work,<00:32:07.840> when<00:32:07.960> I'm<00:32:08.080> with<00:32:08.200> my<00:32:08.360> family<00:32:08.680> and<00:32:08.800> friends,<00:32:09.760> I'm<00:32:10.000> totally<00:32:10.280> disconnected,<00:32:11.680> and<00:32:11.840> I'm<00:32:12.040> all<00:32:12.280> in<00:32:12.640> with<00:32:12.840> them.

00:32:13.120 --> 00:32:15.760
So,<00:32:13.240> it's<00:32:13.360> really<00:32:13.520> about<00:32:13.800> being<00:32:14.040> present.<00:32:15.000> It's<00:32:15.080> about<00:32:15.320> presence.

00:32:15.760 --> 00:32:21.960
That's<00:32:15.960> the<00:32:16.040> way<00:32:16.200> I<00:32:16.280> see<00:32:16.480> it.<00:32:17.200> Uh<00:32:17.720> it<00:32:17.880> could<00:32:18.120> be<00:32:18.680> 10<00:32:18.920> hours<00:32:19.120> a<00:32:19.200> day,<00:32:19.440> 12<00:32:19.720> hours<00:32:19.920> a<00:32:19.960> day<00:32:20.120> working,<00:32:20.440> and<00:32:20.560> 2<00:32:20.720> hours<00:32:20.960> with<00:32:21.080> my<00:32:21.200> family.

00:32:21.960 --> 00:32:27.480
But<00:32:22.360> in<00:32:22.480> those<00:32:22.680> 2<00:32:22.920> hours,<00:32:23.200> if<00:32:23.320> I'm<00:32:23.480> really<00:32:23.720> present<00:32:24.080> with<00:32:24.240> them,<00:32:24.960> if<00:32:25.080> I'm<00:32:25.200> connected<00:32:25.760> with<00:32:25.920> them,<00:32:26.360> then<00:32:26.520> it<00:32:26.680> pays<00:32:26.920> off.

00:32:27.480 --> 00:32:31.000
I'm<00:32:27.600> so<00:32:27.880> happy.<00:32:28.600> I<00:32:28.720> believe<00:32:29.080> that<00:32:29.680> it<00:32:29.880> was<00:32:30.080> a<00:32:30.120> great<00:32:30.360> day.

00:32:31.000 --> 00:32:33.280
Do<00:32:31.160> I<00:32:31.240> plan<00:32:31.560> for<00:32:31.720> that<00:32:32.040> and<00:32:32.360> I<00:32:32.440> set<00:32:32.720> the<00:32:32.800> watch?

00:32:33.280 --> 00:32:36.200
No.<00:32:34.200> It's<00:32:34.400> all<00:32:34.520> about<00:32:35.240> being<00:32:35.480> present<00:32:35.760> in<00:32:35.840> what<00:32:35.960> you<00:32:36.040> do.

00:32:36.200 --> 00:32:38.640
Sometimes<00:32:36.680> I<00:32:36.760> could<00:32:37.040> disappear<00:32:38.000> for<00:32:38.160> 3<00:32:38.400> days.

00:32:38.640 --> 00:32:44.320
I'm<00:32:38.800> busy<00:32:39.040> on<00:32:39.160> an<00:32:39.360> important<00:32:39.800> project,<00:32:40.720> and<00:32:40.880> that's<00:32:41.120> fine<00:32:41.400> as<00:32:41.640> as<00:32:41.840> long<00:32:42.000> as<00:32:42.560> I<00:32:42.640> communicate<00:32:43.240> that<00:32:43.440> to<00:32:43.560> them.

00:32:44.320 --> 00:32:52.560
But<00:32:44.560> later<00:32:44.880> on,<00:32:45.160> I<00:32:45.240> might<00:32:45.520> take<00:32:46.320> a<00:32:46.440> long<00:32:46.720> weekend,<00:32:47.320> Friday<00:32:47.720> till<00:32:48.080> Monday<00:32:48.720> off,<00:32:49.640> and<00:32:50.120> then<00:32:50.320> spend<00:32:50.800> the<00:32:50.880> whole<00:32:51.080> 4<00:32:51.320> days<00:32:51.560> with<00:32:51.680> them,<00:32:52.200> you<00:32:52.280> know,<00:32:52.440> to

00:32:52.560 --> 00:33:00.760
compensate.<00:32:53.480> So,<00:32:53.600> 3D<00:32:53.960> work<00:32:54.160> like<00:32:54.360> that<00:32:54.640> is<00:32:54.760> about<00:32:56.000> setting<00:32:56.480> expectations<00:32:57.640> and<00:32:58.320> being<00:32:58.600> present,<00:32:59.280> either<00:32:59.520> in<00:32:59.640> your<00:32:59.760> work,<00:33:00.440> either<00:33:00.600> when

00:33:00.760 --> 00:33:04.240
you<00:33:00.880> do<00:33:01.000> the<00:33:01.120> exercise,<00:33:02.280> or<00:33:03.000> when<00:33:03.160> you<00:33:03.280> with<00:33:03.400> your<00:33:03.520> family.

00:33:04.240 --> 00:33:12.160
The<00:33:04.360> only<00:33:04.600> thing<00:33:04.880> I<00:33:05.040> plan<00:33:05.360> for,<00:33:05.560> by<00:33:05.680> the<00:33:05.800> way,<00:33:06.800> I'm<00:33:06.920> a<00:33:06.960> kind<00:33:07.320> of<00:33:07.520> a<00:33:07.800> health,<00:33:08.480> uh,<00:33:09.040> uh,<00:33:09.520> uh,<00:33:10.640> obsessed<00:33:11.160> with<00:33:11.320> health<00:33:11.560> in<00:33:11.640> a<00:33:11.680> way.

00:33:12.160 --> 00:33:18.920
I<00:33:12.280> wake<00:33:12.480> up<00:33:12.600> every<00:33:12.800> day.<00:33:13.520> The<00:33:13.680> first<00:33:14.040> thing<00:33:14.200> I<00:33:14.320> do,<00:33:15.080> drink<00:33:15.360> water,<00:33:16.160> two<00:33:16.280> glasses<00:33:16.560> of<00:33:16.680> water,<00:33:17.400> go<00:33:17.560> for<00:33:17.760> a<00:33:17.840> walk.

00:33:18.920 --> 00:33:26.800
It's<00:33:19.240> my<00:33:19.520> only<00:33:19.880> time<00:33:20.200> to<00:33:20.320> connect<00:33:20.680> with<00:33:20.800> myself,<00:33:22.000> to,<00:33:22.240> to,<00:33:22.440> to<00:33:22.560> do<00:33:22.760> some<00:33:22.960> exercise<00:33:23.760> without<00:33:24.160> having<00:33:24.520> anything,<00:33:25.040> you<00:33:25.160> know,<00:33:25.240> I<00:33:25.280> haven't<00:33:25.520> eaten<00:33:25.680> anything<00:33:26.040> yet.

00:33:26.800 --> 00:33:31.720
I<00:33:27.000> do<00:33:27.160> that<00:33:27.400> walking.<00:33:27.840> I<00:33:27.920> take<00:33:28.120> a<00:33:28.200> cold<00:33:28.480> shower,<00:33:29.200> and<00:33:29.400> then<00:33:29.880> I'm<00:33:30.200> to<00:33:30.320> work.

00:33:31.720 --> 00:33:34.000
And<00:33:32.160> at<00:33:32.280> the<00:33:32.400> end<00:33:32.560> of<00:33:32.640> the<00:33:32.760> day,<00:33:33.080> I<00:33:33.160> go<00:33:33.320> to<00:33:33.440> the<00:33:33.560> gym.

00:33:34.000 --> 00:33:36.720
So,<00:33:34.680> and<00:33:34.840> then<00:33:34.960> go<00:33:35.280> to<00:33:35.400> the<00:33:35.520> gym<00:33:35.680> with<00:33:35.800> my<00:33:35.960> wife.

00:33:36.720 --> 00:33:41.640
So,<00:33:36.840> this<00:33:37.000> is<00:33:37.160> also<00:33:37.440> my<00:33:37.600> opportunity<00:33:38.240> to<00:33:38.760> spend<00:33:39.080> time<00:33:39.280> with<00:33:39.400> her<00:33:39.640> on<00:33:39.800> something<00:33:40.200> we<00:33:40.280> both<00:33:40.520> enjoy.

00:33:41.640 --> 00:33:46.200
We<00:33:41.840> didn't<00:33:42.080> really<00:33:42.560> cover<00:33:43.000> AI.<00:33:43.840> AI<00:33:44.200> can<00:33:44.440> write<00:33:44.760> books<00:33:45.120> now<00:33:45.640> easily.

00:33:46.200 --> 00:33:48.040
Just<00:33:46.400> give<00:33:46.560> it<00:33:46.640> a<00:33:46.680> few<00:33:46.880> prompts,<00:33:47.280> and<00:33:47.400> it'll<00:33:47.560> write<00:33:47.760> a<00:33:47.800> book.

00:33:48.040 --> 00:33:51.760
It<00:33:48.120> won't<00:33:48.320> write<00:33:48.480> you<00:33:48.560> a<00:33:48.640> good<00:33:48.880> book,<00:33:49.960> but<00:33:50.200> it'll,<00:33:50.520> it'll,<00:33:50.840> it'll<00:33:51.120> write<00:33:51.320> a<00:33:51.360> book.

00:33:51.760 --> 00:33:57.160
How,<00:33:52.160> how<00:33:52.440> much<00:33:52.960> AI<00:33:54.240> slop<00:33:54.920> are<00:33:55.040> you<00:33:55.200> seeing<00:33:55.560> submitted<00:33:56.120> to<00:33:56.240> you?

00:33:57.160 --> 00:34:01.640
Give<00:33:57.360> me<00:33:57.480> a<00:33:57.560> sense<00:33:57.960> for<00:33:58.320> how<00:33:58.480> you're<00:33:58.720> using<00:33:59.200> AI<00:33:59.640> in<00:33:59.800> the<00:33:59.960> editing<00:34:00.400> process<00:34:00.880> as<00:34:01.040> well.

00:34:01.640 --> 00:34:10.760
Yes,<00:34:02.200> so,<00:34:03.440> uh,<00:34:03.560> look,<00:34:03.960> AI<00:34:05.000> is<00:34:05.200> a<00:34:05.280> great<00:34:05.720> tool<00:34:08.000> if<00:34:08.560> you<00:34:08.720> know<00:34:09.040> how<00:34:09.240> to<00:34:09.360> use<00:34:09.600> it.

00:34:10.760 --> 00:34:13.399
And<00:34:11.000> I<00:34:11.040> learned<00:34:11.280> that<00:34:11.399> from<00:34:11.600> one<00:34:11.760> of<00:34:12.240> our<00:34:12.600> authors.

00:34:13.399 --> 00:34:21.280
He<00:34:13.600> calls<00:34:13.879> it<00:34:14.200> potentialize.<00:34:15.280> If<00:34:15.440> you<00:34:15.560> use<00:34:15.879> AI<00:34:16.240> in<00:34:16.360> the<00:34:16.480> right<00:34:16.760> way,<00:34:17.560> it<00:34:17.720> will<00:34:17.840> help<00:34:18.040> you<00:34:18.159> potentialize<00:34:18.960> yourself,<00:34:19.360> potentialize<00:34:19.919> your<00:34:20.040> team,<00:34:20.320> potentialize<00:34:20.840> your,<00:34:21.159> your

00:34:21.280 --> 00:34:29.200
business.<00:34:22.480> Now,<00:34:23.639> the,<00:34:24.120> and<00:34:24.240> the<00:34:24.360> right<00:34:24.639> way<00:34:24.800> means<00:34:25.840> don't<00:34:26.240> let<00:34:26.600> AI<00:34:27.240> take<00:34:27.720> over<00:34:28.440> your<00:34:28.639> thinking.

00:34:29.200 --> 00:34:31.360
Don't<00:34:29.440> let<00:34:29.639> AI<00:34:29.919> take<00:34:30.280> over<00:34:30.639> your<00:34:30.840> work.

00:34:31.360 --> 00:34:34.040
Let<00:34:31.720> AI<00:34:32.159> assist<00:34:32.879> you<00:34:33.000> in<00:34:33.080> what<00:34:33.240> you<00:34:33.320> do.

00:34:34.040 --> 00:34:39.360
So,<00:34:34.159> I<00:34:34.240> can<00:34:34.480> do<00:34:34.679> more<00:34:35.040> with<00:34:35.280> AI,<00:34:35.800> and<00:34:35.919> we<00:34:36.000> all<00:34:36.120> do<00:34:36.200> use<00:34:36.360> AI,<00:34:36.720> and<00:34:36.879> nobody<00:34:37.200> can,<00:34:37.800> can<00:34:38.000> hide<00:34:38.320> that.

00:34:39.360 --> 00:34:45.960
Uh,<00:34:40.520> so,<00:34:41.360> uh,<00:34:42.200> it's<00:34:42.440> all<00:34:42.600> about,<00:34:44.399> and<00:34:44.600> I<00:34:44.639> see<00:34:44.840> that<00:34:45.040> with<00:34:45.280> authors<00:34:45.600> a<00:34:45.679> lot.

00:34:45.960 --> 00:34:49.040
They<00:34:46.080> come<00:34:46.280> to<00:34:46.399> us<00:34:46.520> with<00:34:46.639> manuscript.<00:34:47.760> Man,<00:34:48.040> it's<00:34:48.159> robotic.

00:34:49.040 --> 00:34:52.000
You<00:34:49.200> hear<00:34:49.440> it.<00:34:49.520> There's<00:34:49.720> no,<00:34:50.320> no<00:34:50.480> soul<00:34:50.879> in<00:34:51.000> the<00:34:51.080> book.

00:34:52.000 --> 00:34:56.320
No<00:34:52.240> personal<00:34:52.679> stories<00:34:53.040> in<00:34:53.120> the<00:34:53.200> book.<00:34:55.080> No<00:34:55.360> journey<00:34:55.760> in<00:34:55.879> the<00:34:55.960> book.

00:34:56.320 --> 00:35:03.200
It's<00:34:56.520> like<00:34:56.800> really<00:34:57.000> robotic,<00:34:58.120> and<00:34:58.400> we<00:34:58.520> know<00:34:58.880> that<00:35:00.800> it's<00:35:01.000> going<00:35:01.160> to<00:35:01.240> fail.

00:35:03.200 --> 00:35:06.320
But,<00:35:03.440> do<00:35:03.560> we<00:35:03.840> use<00:35:04.120> AI<00:35:04.400> in<00:35:04.520> editing?<00:35:04.920> Yes,<00:35:05.160> of<00:35:05.280> course.

00:35:06.320 --> 00:35:15.000
If<00:35:06.520> we're<00:35:06.720> using<00:35:07.200> genuine<00:35:07.600> stories,<00:35:08.240> if<00:35:08.440> we're<00:35:08.600> using<00:35:09.240> real<00:35:09.480> stories<00:35:09.960> from,<00:35:10.320> from<00:35:10.520> the<00:35:10.680> authors,<00:35:12.160> AI<00:35:12.920> tools<00:35:13.320> nowadays<00:35:13.920> in<00:35:14.160> editing<00:35:14.840> and

00:35:15.000 --> 00:35:20.400
grammar<00:35:15.600> and<00:35:15.840> whatever,<00:35:16.640> even<00:35:16.880> in<00:35:17.000> design,<00:35:17.520> could,<00:35:18.040> could<00:35:18.200> be<00:35:18.320> great<00:35:18.960> if<00:35:19.120> you<00:35:19.200> know<00:35:19.280> how<00:35:19.400> to<00:35:19.560> use<00:35:19.760> them.

00:35:20.400 --> 00:35:23.880
But,<00:35:20.600> we<00:35:20.680> don't<00:35:20.960> allow<00:35:21.240> it<00:35:21.320> to<00:35:21.400> take<00:35:21.720> over.<00:35:22.200> We<00:35:22.320> allow<00:35:22.720> it<00:35:22.880> to<00:35:23.000> help<00:35:23.280> us.

00:35:23.880 --> 00:35:26.240
We're<00:35:24.000> still<00:35:24.160> the<00:35:24.240> decision,<00:35:24.760> the<00:35:25.040> decision<00:35:25.400> makers.

00:35:26.240 --> 00:35:33.120
That<00:35:26.400> makes<00:35:26.600> a<00:35:26.640> lot<00:35:26.760> of<00:35:26.840> sense.<00:35:27.080> Okay.<00:35:27.760> Uh,<00:35:28.160> finally,<00:35:28.560> we<00:35:28.760> end<00:35:28.960> every<00:35:29.200> interview<00:35:29.560> with<00:35:29.680> the<00:35:29.760> same<00:35:30.000> question,<00:35:30.800> and<00:35:31.000> that<00:35:31.160> is<00:35:31.280> at<00:35:31.400> ceo.com,<00:35:32.080> we<00:35:32.200> believe<00:35:32.480> the<00:35:32.600> chances

00:35:33.120 --> 00:35:36.640
one<00:35:33.360> gives<00:35:33.920> is<00:35:34.120> just<00:35:34.360> as<00:35:34.440> important<00:35:34.800> as<00:35:34.920> the<00:35:35.000> chances<00:35:35.440> one<00:35:35.600> takes.

00:35:36.640 --> 00:35:40.640
When<00:35:36.920> you<00:35:37.120> hear<00:35:37.400> that,<00:35:37.720> who<00:35:37.880> gave<00:35:38.120> you<00:35:38.280> a<00:35:38.320> chance<00:35:38.640> to<00:35:38.760> get<00:35:38.880> you<00:35:39.000> to<00:35:39.080> where<00:35:39.280> you<00:35:39.440> are<00:35:39.560> today?

00:35:40.640 --> 00:35:50.040
Oh,<00:35:42.000> interestingly,<00:35:43.120> actually,<00:35:45.000> it<00:35:45.240> was<00:35:45.720> my<00:35:46.080> first<00:35:46.640> client.

00:35:50.040 --> 00:35:58.800
So,<00:35:50.400> after<00:35:50.640> my<00:35:50.760> own<00:35:50.960> failure<00:35:51.280> in<00:35:51.440> publishing,<00:35:52.960> I<00:35:53.040> had<00:35:53.200> started<00:35:53.680> to<00:35:53.760> build<00:35:54.000> my<00:35:54.280> own<00:35:54.560> personal<00:35:55.080> brand,<00:35:56.280> and<00:35:56.520> I<00:35:56.600> started<00:35:57.040> to<00:35:57.160> share<00:35:57.640> with<00:35:57.880> people<00:35:58.600> what

00:35:58.800 --> 00:36:06.720
I've<00:35:58.920> learned.<00:36:00.440> One<00:36:00.800> day,<00:36:01.560> a<00:36:01.680> woman,<00:36:02.280> I<00:36:02.320> don't<00:36:02.560> know<00:36:02.760> actually,<00:36:03.480> she<00:36:03.640> reached<00:36:03.920> on<00:36:04.040> LinkedIn<00:36:04.840> with<00:36:05.000> a<00:36:05.040> message.

00:36:06.720 --> 00:36:10.800
She<00:36:06.880> already,<00:36:07.800> she<00:36:07.960> was<00:36:08.160> already<00:36:08.480> an<00:36:08.640> author,<00:36:09.000> but<00:36:09.200> she<00:36:09.320> failed.

00:36:10.800 --> 00:36:19.400
But,<00:36:11.040> she<00:36:11.160> was<00:36:11.360> really<00:36:11.640> kind<00:36:12.000> of<00:36:12.880> what<00:36:13.040> she<00:36:13.160> told<00:36:13.400> me<00:36:13.480> that<00:36:13.720> she<00:36:14.400> kind<00:36:14.640> of<00:36:14.840> was<00:36:15.000> researching<00:36:15.600> me,<00:36:15.720> and<00:36:15.880> she<00:36:16.040> loved<00:36:16.440> how<00:36:17.120> I<00:36:17.240> failed,<00:36:17.800> and<00:36:17.960> then,<00:36:18.360> then<00:36:18.720> I'm,<00:36:19.280> I

00:36:19.400 --> 00:36:23.000
built<00:36:19.640> a<00:36:19.720> personal<00:36:20.120> brand<00:36:20.360> about<00:36:20.640> what<00:36:20.800> I<00:36:20.880> do,<00:36:21.400> and<00:36:21.520> she<00:36:21.640> wanted<00:36:21.920> to<00:36:22.000> do<00:36:22.120> the<00:36:22.240> same.

00:36:23.000 --> 00:36:25.920
I<00:36:23.080> didn't,<00:36:23.560> I<00:36:23.640> didn't<00:36:23.920> have<00:36:24.040> Authority<00:36:24.440> Publishing<00:36:24.880> back<00:36:25.080> then.

00:36:25.920 --> 00:36:29.240
I<00:36:26.120> helped<00:36:26.520> her<00:36:26.680> for<00:36:26.880> free.<00:36:28.400> I<00:36:28.520> guided<00:36:28.960> her.

00:36:29.240 --> 00:36:31.240
I<00:36:29.320> spent<00:36:29.640> time<00:36:29.840> because<00:36:30.320> maybe<00:36:30.520> that's<00:36:30.720> my<00:36:30.880> nature.

00:36:31.240 --> 00:36:35.760
I'm<00:36:31.360> a<00:36:31.400> giver.<00:36:31.760> I<00:36:31.800> like<00:36:32.000> to,<00:36:32.600> I<00:36:32.680> like<00:36:32.880> to<00:36:33.000> really<00:36:34.120> offer<00:36:34.360> my<00:36:34.520> services.

00:36:35.760 --> 00:36:43.800
And<00:36:36.400> after<00:36:36.680> doing<00:36:37.040> that,<00:36:38.400> we<00:36:38.520> had<00:36:38.720> to<00:36:38.800> position<00:36:39.200> her<00:36:39.280> personal<00:36:39.600> brand,<00:36:40.160> her<00:36:40.320> book,<00:36:41.280> uh,<00:36:41.480> even<00:36:43.120> edited<00:36:43.400> the<00:36:43.480> book.

00:36:43.800 --> 00:36:46.800
We,<00:36:44.000> we<00:36:44.120> connect,<00:36:44.520> I<00:36:44.560> didn't,<00:36:45.240> we,<00:36:45.840> we<00:36:45.920> didn't<00:36:46.200> do<00:36:46.320> the<00:36:46.440> editing.

00:36:46.800 --> 00:36:50.040
We<00:36:46.920> connected<00:36:47.320> her<00:36:47.400> with<00:36:47.640> editors<00:36:48.000> at<00:36:48.120> that<00:36:48.280> time.<00:36:49.120> They<00:36:49.200> edited<00:36:49.560> the<00:36:49.680> book.

00:36:50.040 --> 00:36:54.840
Then<00:36:50.720> I<00:36:50.840> helped<00:36:51.080> her<00:36:51.200> how<00:36:51.320> to<00:36:51.480> promote,<00:36:52.080> as<00:36:52.200> I<00:36:52.280> mentioned,<00:36:52.680> the<00:36:52.760> personal<00:36:53.120> brand<00:36:53.480> and<00:36:53.640> then<00:36:53.760> the<00:36:53.880> book.

00:36:54.840 --> 00:37:03.560
And<00:36:55.440> she<00:36:55.600> hit<00:36:55.800> the<00:36:55.920> Amazon<00:36:56.240> bestseller<00:36:56.680> in<00:36:56.760> a<00:36:56.800> couple<00:36:57.040> of<00:36:57.160> months,<00:36:57.440> but<00:36:57.680> more<00:36:57.880> importantly,<00:36:59.960> her,<00:37:00.680> her<00:37:00.880> calendar,<00:37:02.280> this<00:37:02.360> is<00:37:02.440> the<00:37:02.520> monetized<00:37:03.040> part,

00:37:03.560 --> 00:37:12.440
her<00:37:03.800> calendar<00:37:05.200> was<00:37:05.520> being<00:37:05.880> filled<00:37:06.360> up<00:37:07.400> with<00:37:07.600> so<00:37:07.720> many<00:37:07.920> calls<00:37:08.240> a<00:37:08.320> day<00:37:09.080> and<00:37:09.240> she<00:37:09.400> was<00:37:09.640> getting,<00:37:10.160> she<00:37:10.320> was,<00:37:10.520> her,<00:37:10.800> in,<00:37:11.040> in,<00:37:11.240> in<00:37:11.400> her<00:37:11.600> area,

00:37:12.440 --> 00:37:18.000
she<00:37:12.560> does<00:37:12.840> corporate<00:37:13.240> training<00:37:13.720> and<00:37:13.800> she<00:37:13.920> works<00:37:14.080> with<00:37:14.200> the<00:37:14.280> government<00:37:14.680> in<00:37:14.760> the<00:37:14.880> UAE<00:37:15.200> and<00:37:15.320> Dubai,<00:37:16.280> training<00:37:16.600> other<00:37:16.840> employees,<00:37:17.640> etc.

00:37:18.000 --> 00:37:24.000
etc.<00:37:18.440> So,<00:37:19.120> now<00:37:19.560> she's<00:37:19.840> getting<00:37:20.960> 1.7<00:37:22.240> on<00:37:22.440> average<00:37:23.160> times<00:37:23.440> a<00:37:23.520> week.

00:37:24.000 --> 00:37:29.800
So,<00:37:24.160> one<00:37:24.320> of<00:37:24.440> 1.7<00:37:25.120> commitment<00:37:25.600> a<00:37:25.680> week<00:37:26.400> to<00:37:26.520> be<00:37:26.680> training<00:37:27.320> a<00:37:27.440> company<00:37:28.040> or<00:37:28.240> a<00:37:28.360> government<00:37:28.880> entity.

00:37:29.800 --> 00:37:37.800
So,<00:37:29.840> that<00:37:30.040> means<00:37:30.200> some<00:37:30.360> weeks<00:37:30.480> could<00:37:30.640> be<00:37:30.760> two,<00:37:31.040> some<00:37:31.240> weeks<00:37:31.440> one,<00:37:31.680> but<00:37:31.840> that's<00:37:32.040> a<00:37:32.120> lot<00:37:32.520> of<00:37:32.640> training<00:37:33.640> throughout<00:37:33.920> the<00:37:34.040> year<00:37:34.760> and<00:37:35.000> she<00:37:35.120> landed<00:37:35.800> two<00:37:36.000> TEDx<00:37:36.440> talks.

00:37:37.800 --> 00:37:40.160
So,<00:37:37.960> imagine<00:37:38.440> from<00:37:38.640> a<00:37:38.680> book<00:37:38.920> that<00:37:39.120> was<00:37:39.280> well<00:37:39.480> positioned.

00:37:40.160 --> 00:37:48.560
And<00:37:40.400> the<00:37:40.520> way<00:37:40.760> she<00:37:40.920> paid<00:37:41.160> me<00:37:41.280> back,<00:37:41.680> she<00:37:41.800> told<00:37:42.160> me,<00:37:43.040> "Hey,<00:37:43.200> SJ,<00:37:44.600> what<00:37:44.960> you<00:37:45.080> have<00:37:45.360> done<00:37:45.600> for<00:37:45.760> me,<00:37:46.040> there's<00:37:46.360> so<00:37:46.480> many<00:37:46.800> authors<00:37:47.360> like<00:37:47.680> me<00:37:48.440> who

00:37:48.560 --> 00:37:55.480
are<00:37:48.680> lost,<00:37:49.480> who<00:37:49.600> need<00:37:49.920> help<00:37:50.320> in,<00:37:50.480> in,<00:37:50.680> in<00:37:51.200> and<00:37:51.400> guidance,<00:37:52.360> and<00:37:52.560> you<00:37:52.640> do<00:37:52.800> it<00:37:52.920> because<00:37:53.560> you're<00:37:53.720> passionate<00:37:54.240> about<00:37:54.520> it.

00:37:55.480 --> 00:37:57.760
So,<00:37:55.720> the,<00:37:56.200> the<00:37:56.360> world<00:37:56.720> needs<00:37:57.040> you."

00:37:57.760 --> 00:38:03.040
And<00:37:57.920> this<00:37:58.080> was<00:37:58.240> the<00:37:58.360> aha<00:37:58.600> moment<00:37:58.920> for<00:37:59.080> me<00:37:59.320> that<00:37:59.720> I<00:37:59.800> started<00:38:00.520> to<00:38:01.440> say,<00:38:01.640> "Okay,<00:38:01.920> let<00:38:02.160> me<00:38:02.280> do<00:38:02.520> that.

00:38:03.040 --> 00:38:07.840
Let<00:38:03.200> me<00:38:03.360> start<00:38:03.680> helping<00:38:04.000> other<00:38:04.280> authors."<00:38:05.520> Uh,<00:38:05.800> we<00:38:05.880> started<00:38:06.240> Authority<00:38:06.640> Publishing.

00:38:07.840 --> 00:38:12.080
The<00:38:07.960> first<00:38:08.280> year<00:38:08.400> we<00:38:08.480> started<00:38:08.920> with<00:38:09.040> six<00:38:09.360> authors<00:38:09.720> only<00:38:10.160> and<00:38:10.320> then<00:38:10.440> the<00:38:10.520> next<00:38:10.800> year<00:38:10.960> with<00:38:11.080> 20<00:38:11.360> plus,<00:38:11.720> etc.

00:38:12.080 --> 00:38:16.280
Now,<00:38:12.240> we're<00:38:12.400> on<00:38:12.520> our<00:38:12.600> third<00:38:12.960> year.<00:38:13.680> We<00:38:13.760> have<00:38:13.880> 50<00:38:14.200> plus<00:38:14.560> best-selling<00:38:15.040> authors.

00:38:16.280 --> 00:38:23.240
And<00:38:16.560> the<00:38:16.680> thing<00:38:17.000> is<00:38:17.200> we<00:38:17.320> really<00:38:17.560> select<00:38:17.960> the<00:38:18.080> authors<00:38:18.440> we<00:38:18.480> want<00:38:18.600> to<00:38:18.680> work<00:38:18.880> with,<00:38:19.360> as<00:38:19.520> I<00:38:19.560> mentioned,<00:38:19.840> because<00:38:20.760> we<00:38:20.840> cannot<00:38:21.280> make<00:38:21.560> a,<00:38:21.880> a<00:38:21.960> bad<00:38:22.240> book<00:38:22.520> great.

00:38:23.240 --> 00:38:26.240
We<00:38:23.360> can<00:38:23.520> help<00:38:23.880> make<00:38:24.080> a<00:38:24.160> good<00:38:24.440> book<00:38:24.680> and<00:38:24.760> a<00:38:24.800> good<00:38:25.000> content<00:38:25.400> great.

00:38:26.240 --> 00:38:32.760
So,<00:38:26.320> we<00:38:26.400> really<00:38:26.640> select<00:38:27.040> them<00:38:27.240> so<00:38:27.360> that<00:38:28.000> we<00:38:28.120> have<00:38:28.240> fun<00:38:28.520> the<00:38:28.640> process,<00:38:29.040> we<00:38:29.120> learn<00:38:29.280> from<00:38:29.480> them,<00:38:30.160> and<00:38:30.480> also<00:38:30.760> help<00:38:31.000> them<00:38:31.400> achieve<00:38:31.800> their<00:38:31.920> objectives.

00:38:32.760 --> 00:38:34.600
AJ,<00:38:33.120> thank<00:38:33.360> you<00:38:33.440> so<00:38:33.600> much<00:38:33.800> for<00:38:33.920> coming<00:38:34.160> on<00:38:34.240> the<00:38:34.320> show.

00:38:34.600 --> 00:38:38.240
What<00:38:34.760> an<00:38:34.880> honor<00:38:35.120> to<00:38:35.240> have<00:38:35.520> you.<00:38:36.680> Uh,<00:38:36.880> it's<00:38:37.000> incredible<00:38:37.520> what<00:38:37.640> you've<00:38:37.840> built.

00:38:38.240 --> 00:38:41.280
Thank<00:38:38.480> you<00:38:38.560> for<00:38:38.680> taking<00:38:39.000> the<00:38:39.120> time.<00:38:39.600> Really<00:38:39.800> appreciate<00:38:40.200> it,<00:38:40.280> man.

00:38:41.280 --> 00:38:44.800
Thanks.<00:38:41.520> Thanks,<00:38:41.800> Glenn.<00:38:42.000> I<00:38:42.080> really<00:38:42.280> appreciate<00:38:42.640> it<00:38:42.760> that.<00:38:43.200> It's,<00:38:43.480> it,<00:38:43.680> it<00:38:43.880> was<00:38:44.160> beautiful.

00:38:44.800 --> 00:38:53.200
And<00:38:44.960> maybe<00:38:45.320> just<00:38:45.640> one<00:38:45.760> thing<00:38:45.960> to<00:38:46.080> add<00:38:46.440> on,<00:38:46.640> on<00:38:46.800> this<00:38:46.960> last<00:38:47.200> message<00:38:48.480> after<00:38:48.680> reflecting<00:38:49.160> on<00:38:49.280> it<00:38:49.400> for<00:38:49.640> a,<00:38:49.680> for,<00:38:50.040> for<00:38:50.160> a<00:38:50.200> second<00:38:50.640> here,<00:38:51.880> sometimes<00:38:52.480> the<00:38:52.600> person<00:38:53.080> who

00:38:53.200 --> 00:38:59.200
gives<00:38:53.440> you<00:38:53.520> a<00:38:53.600> chance<00:38:55.080> doesn't<00:38:55.440> just<00:38:55.760> open<00:38:56.960> a,<00:38:57.400> a<00:38:57.480> door<00:38:57.720> for<00:38:57.920> you.

00:38:59.200 --> 00:39:01.960
They<00:38:59.440> show<00:38:59.760> you<00:38:59.880> which<00:39:00.120> door<00:39:00.520> you<00:39:00.600> should<00:39:00.760> be<00:39:00.920> opening<00:39:01.280> for<00:39:01.480> others.

00:39:01.960 --> 00:39:07.520
And<00:39:02.120> I<00:39:02.200> think<00:39:02.520> this<00:39:02.680> is<00:39:02.880> my,<00:39:03.240> my<00:39:03.440> journey<00:39:03.800> and<00:39:03.960> my<00:39:04.600> what<00:39:04.800> happened<00:39:05.160> when<00:39:05.320> I<00:39:05.440> had<00:39:05.640> this<00:39:05.840> lady<00:39:06.120> here.

00:39:07.520 --> 00:39:09.680
That's<00:39:07.760> beautiful.<00:39:08.480> I<00:39:08.600> couldn't<00:39:08.920> agree<00:39:09.200> more.

00:39:09.680 --> 00:39:11.360
Thank<00:39:09.920> you<00:39:10.000> so<00:39:10.200> much,<00:39:10.440> AJ.<00:39:10.960> Thank<00:39:11.240> you.

00:39:11.360 --> 00:39:13.960
Thanks<00:39:11.600> for<00:39:11.720> having<00:39:11.960> me.