The Evolving Indie Ecosystem and Vendor Selection

In early November 2025, I attended and spoke at Author Nation in Las Vegas. It was a fantastic conference for authors at all levels, and in this episode, I share my lessons learned and tips from reflecting on the event.

In the intro, scam emails and what to watch out for; Spotify launches Recaps, and how I currently self-publish audiobooks; Successful Self-Publishing 4th Edition free audiobook; My audiobooks on YouTube The Creative Penn / Fiction/memoir audiobooks on JFPennAuthor; 22 ways to grow your author email list [BookBub]; Author Nation with the Wish I’d Known Then Podcast; and Your Author Business Plan on special.

Bookfunnel, the essential tool for your author business, sponsors today's show. Whether it’s delivering your reader magnet, sending out advanced copies of your book, handing out ebooks at a conference, or fulfilling your digital sales to readers, BookFunnel does it all. Check it out at bookfunnel.com/thecreativepenn

Joanna Penn writes non-fiction for authors and is an award-winning, New York Times and USA Today bestselling author of thrillers, dark fantasy, and memoir as J.F. Penn. She’s also an award-winning podcaster, creative entrepreneur, and international professional speaker.

• Double down on being human and the importance of connection in person (if possible)
• Constraints breed creativity
• What do you need for a long-term sustainable career as an author?
• How do you want your author business to run?
• What are your contingency plans for when things don’t go as planned?
• Money management tips — books and resources here
• How do you know when to work with a company as part of your author business? How to assess vendors and services.
• Thoughts from others

You can find Author Nation at AuthorNation.live. You can find my books on writing craft and author business in all formats at CreativePennBooks.com, or on your favourite online store, or request at your local bookstore or library.

Lessons Learned from Author Nation 2025

In early November 2025, I attended Author Nation in Las Vegas along with around 1500 other authors, and lots of vendors. There were about 80 different sessions over four days and a Reader Nation signing and book sales event. The sessions were on different tracks so you could go to basic craft and self-publishing things, or more advanced sessions on author business and mindset.

I spoke several times, once as part of a panel on long-term career strategies, once in my own solo session on collaboration with AI, all the things you can use AI for that are not writing, and once in a private meet up for my Patrons. 

Congratulations to the Author Nation team for delivering such a fantastic conference! I know how hard everyone worked and it went super well from what I could see. If you’re interested in learning more, just go to https://www.authornation.live/

Here are some of my thoughts from the 2025 conference, but of course, remember, I am a writing conference veteran and have been an author entrepreneur for a long time, so my takeaways will be different to someone who is at a different place in their career.  

(1) Double down on being human, and the importance of connection in person (if possible)

To be clear, I know this isn’t possible for everyone, because of time or money or health reasons, or caring responsibilities, as Donn’s recent interview illustrated. But if you can, it’s always worth going to conferences in person. 

If you attend, organise well in advance. Schedule meetings early, but also leave room for serendipity. Make the most of meeting people at your level; build your network. There were people I hadn’t seen for years at Author Nation, so much elbow bumping, human connection — and LOTS of coffee.

While I attended a few sessions, most of my time was back-to-back meetings and chats with other authors and vendors, and we had a great Patreon meet-up with over 100 people.

Author conferences are a great way to build relationships, and if you start with people at your level now, over time, you will all grow and change, and people will become successful in different ways, or disappear sometimes.

The longer you are in this business, and the more you join in and help others, the more people you get to know and social karma kicks in. Some of those relationships naturally turn into business opportunities, and other author friends will be your support crew over the inevitable challenging years ahead.

So if you feel like you don’t have any author friends, or know enough people at your level, then consider booking an in-person conference for 2026. It could be a genre conference, or a broader overall conference like Author Nation, but get away from your screen and do some peopling! As hard as it is, it’s worth it.

(2) Constraints breed creativity

Drew Davies did the opening keynote, and if you want to be a keynote speaker and get paid the big bucks, then it was a masterclass in professional speaking.

I’ve done a lot of speaker training and it was inspiring to watch Drew’s presentation and consider how he used multimedia, how he engaged with different mediums, how he made people laugh, and brought emotion in, as well as deliver a message.

If you’re ever in sessions or at events and you want to learn on a different level, consider the person and their skill — or lack of it — instead of the content. You can learn a lot from watching or listening to the person delivering, and how they speak or teach or react to the room.

Drew’s content was great too, and he spoke on the Cube of Constraints which can be the catalyst for supercharging your creativity. He had an actual cube too, which he built into a sculpture later, part of his multi-faceted teaching style.

In a world of unlimited possibilities, it’s hard to stick to one choice, and especially if you listen to author podcasts like this one, or go to conferences where you ingest a ton of sessions like Author Nation, you will have hundreds of ideas, and you can have popcorn brain with things firing off everywhere.

But if you don’t settle into one thing and focus, you might not achieve much, so Drew recommended deliberately constraining your work in 4 ways. 

(a) Eliminate the unnecessary

What can you stop doing in order to pursue the new thing? If you start something new, kill two things. Kill the easy one, then kill the hard one.

When I was writing my first book and trying to exit my day job to become a full-time author, I gave up TV and this was before smartphones and social media, so that wasn’t even a distraction. Giving up TV in the evenings gave me the time I needed to build a new direction. You have to make the time somehow.  

(b) Define the outcome

What single result defines success? For example, with my first novel, Pentecost, which became Stone of Fire, the goal was to publish it on Amazon by my birthday. I ended up falling short by about a month, but a birthday-related goal is always a good one as it’s so memorable and clear. 

(c) Limit your options

What unreasonable limitations can you apply to your project?

Give it a time limit, and a creative limit. That creative limit is a good one, for example, if you constrain the genre or the number of POV characters in your book, it will make it easier to achieve your goal.

(d) Raise the stakes

What specifically will happen if you fail?

This is a tough one, as it’s so personal. For me, I like achieving goals, and so failing a goal is a big enough stake for me. Some people talk about signing a cheque to a charity they hate or something and sending it off if they fail, but that doesn't motivate me. Whatever floats your boat, but decide what the stakes are. As we know with writing fiction, high stakes are important to keep things moving! 

Drew also talked about turning constraints you already have, like time and budget, into positives.

This kind of reframing can help you embrace your situation. For example, if you only have 30 minutes per day to write while commuting, well, so be it. Try dictating or typing on your phone, and I know several authors who have written many books during a work commute. Or busy mums who dictate while doing chores.

Or again, coming back to Donn’s interview, if you’re a carer, raging against it may not help as much as adapting and changing your creative goals and being more relaxed about time.

I’ve embraced my constraints recently as I’m doing this Masters in Death, Religion, and Culture. It’s full-time, so I am doing at least 20 hours a week of study and online lectures and reading on some really interesting topics. I’m writing essays, so I don’t have time or the headspace to write books, too. I’m currently working on three essays — one on natural burial, one on the ethics of using dead bodies to inspire commercial fiction, and one on the depiction of hell in an area of art history.

I am clearly collecting ideas for when I am ready to write fiction again, but the constraint of study is focusing my mind on the bare minimum I need to do to keep my author business running and the money coming in. My Books and Travel Podcast is going on hiatus again soon, and I’m going to do fewer interviews here in 2026. 

What constraints do you have, and how can you reframe them? Or how can you add constraints rather than giving yourself unlimited possibilities? 

(3) What do you need for a long-term sustainable career? 

Becca Syme did a talk on sustainability for a long-term career, which tied into the theme of Author Nation, which was ‘Build your best life through writing.’

Becca was on the show recently – Loki is in charge – and she is always worth listening to as she will definitely say something challenging in any session.

Becca started with a need for basic self-knowledge. Do you know yourself well enough to understand what works for you, and what you’re capable of doing? Do you know what to say yes to and what to say no to? How are you learning more about yourself and your personality?

There’s always a lot of talk about the Clifton Strengths Assessment as that’s what Becca specialises in, and I have found that very useful. I also love Myers Briggs. I’m INFJ, which is uncommon in the wider population but very common in the author community. 

Some of the other things Becca talked about included understanding the limits of your energy so you don’t burn out, and making sure you reflect on and audit tasks so you know what to do more of and what to get rid of. For example, it’s more common now to find some authors who are not doing social media at all, or are reducing it because it doesn’t feed them, whereas others love it as the basis of their business. 

Becca also talked about the need for a ‘personal growth stimulator,’ a way to make sure you’re always learning and growing and finding community. For me, that’s mostly listening to podcasts and reading books, and at the moment, my Masters course, which is mostly reading a lot of sources and then writing essays on diverse topics. 

 Becca also said you need to do a business edit and/or a persona edit every now and then, as —

You are likely over-committed, either personally or in business.

You need to take things OFF your plate, not keep adding more. She said, “When you prune a tree, it grows more.”

Also, one very key point: 

If you can’t tell whether something is working or not, it’s not working. 

My take on this is about understanding ‘ease.’ What is easy for you? What do you love that other people think is hard? 

For example, people often ask me, how do I find time to learn so much about what’s going on, and input so much, so I can share with you every week? Well, my top 5 Clifton Strengths are Learner, Intellection, Strategic, Input, and Futuristic. By my very nature, I am constantly inputting and learning and thinking, and considering the impact on the future. It’s easy and fun for me as I live in the stream of input and I love it!

However, my bottom ‘strengths’ i.e. my weaknesses, mean that hard things include peopling and crowds, social energy in person or online, and doing things off the cuff (as I need to plan way in advance). 

If you do Clifton Strengths or any of the personality tests, it might help you figure things out, but you can also just pay more attention to what is easy for you, what brings you joy and energy and fun, versus what drains you and makes you unhappy. 

Becca also said that you need the ability to set boundaries and understand who to say yes to, and who to say no to. You also need a community for support, care for your physical body, and a source of hope for the future. 

I hope I can remain a part of that for you, as I remain hopeful and excited about so many things. Change will continue as ever, but there are more opportunities ahead. What do you need to have in place if you want a long-term sustainable career? 

You can find many more of Becca’s wise words in her books and also on her QuitCast and on her Patreon. 

(4) How do you want your author business to run? 

Katie Cross did a great session on SOPs, Standard Operating Procedures, which are just documents or spreadsheets with step-by-step instructions on specific tasks.

They also include sections on WHY things are done and why they are important to your business, and I feel like many people miss out on these important aspects, preferring to focus on the ‘how to’ rather than the ‘why’ which is more critical.

For example, selling direct is trendy in the indie author community, and some of the numbers thrown around are inspiring, but also need to be questioned, since it is not for everyone, at every stage.

I love selling direct through Kickstarter and Shopify in my limited way, but I don’t want a warehouse like Sacha Black or Adam Beswick or David Viergutz. I also don’t recommend selling direct if you don’t have an audience or a budget or a marketing funnel, or time to set up and/or test the technical side of it.

Selling direct is not a silver bullet to becoming a successful indie author. It’s also a lot of work, so you need a good reason to commit to it for the long term, and it needs to be part of a considered author business plan.

At the end of the day, it doesn't matter what platform you put your book/s on. You won’t sell any copies if you don’t do any marketing, and that is often the side of the author business that is missing.

Back to Katie’s talk, I went along because I’m interested in how we will work with AI agents in the coming years, and I want to have SOPs so I can give them to my AI partners, rather than human assistants. Katie didn’t even mention AI as she is a superstar at working with other humans, but the processes can be used for either/both. 

She also mentioned that “some SOPs are just for me,” which is a really good point. You can document your own processes, and put at the top:

Why am I doing this? Why is this important to my author business? If you can’t answer the question, maybe you need to eliminate that task altogether.

(5) What are your contingency plans for when things don’t go to plan? 

The team at Author Nation had to deal with lots of challenges. It’s extremely hard to run any conference, let alone a big conference, so congratulations to Joe and Suze, and Chelle, Jamie, Isabella, and the team for pulling it off and doing an amazing job. It went incredibly well, and it is a great conference that I highly recommend for authors.

But what happened on the last few days was also a good lesson for all of us in business.

James Patterson was meant to be the closing keynote speaker, and do a VIP evening thing, and then sign at Reader Nation the next day, and his attendance in person was a draw card for many. But he got sick and pulled out, only appearing on zoom for a short time instead. 

On top of that challenge, the government shutdown impacted flights, so many people changed their flights to leave early rather than get caught up in the expected delays. 

But the Author Nation team did a great job of “the show must go on,” bringing in James Patterson by zoom and then interviewing other successful authors, and the pivot in such a short time was impressive — but it also made me want to reflect on the bigger lesson.

Things will not always go to plan. 

People will disappoint you. So will publishers, so will your own marketing attempts. 

Readers will leave you one star reviews. 

People will say things about you that are not true. 

People will judge you — and that has always been my biggest fear, and yet, it continues to happen. 

If you are out in the world in public in any way, you will get criticism and rejection, and yes, there will be haters. 

If you hide and try not to attract any attention at all, no one will find your books, and you won’t sell anything, and you will moan about not selling instead. This is the reality of the author life, so you have to accept that. 

You can’t let these things stop you. The writing life show must go on.

Even if you have everything sorted, something may happen that is outside your control. 

Like James Patterson cancelling and flights being disrupted, and a political situation that makes people not want to travel, anyway.

Like the pandemic. 

Like the Global Financial Crisis (GFC). 

Like the dot com crash. 

All of which I have been through in my working adult life, as will many of you listening. These will not be the only large-scale disruptions in our lifetime, and there will, of course, be personal disruptions that will blindside you too.

So what do we do — in addition to keep creating?   

I talked on the long-term success panel about the biggest mistake I’ve seen authors make, and that is bad financial management. 

It’s the thing that destroys businesses regardless of what kind of business you run, or what job you have. I have seen many authors hit it big and then spend it all without saving for the inevitable down times, or who take on too much debt, or over-expose themselves to risk. Or those who have one stream of income instead of many, and when that one stream dries up, they have to start again. 

That’s what happened to me in the GFC. I had one stream of income — my job.

Then we all got laid off in one day and none of us had work, and that day, back in 2008, was the day I said I would build multiple streams and that no single company would ever be able to take away all my income in one fell swoop again. I now have so many streams of income, I need a pretty developed accounting system to keep track! 

Hard times will come; they inevitably do, so make sure you have a buffer to weather the storm. 

To be clear, this is not about the conference business of Author Nation, as Joe and Suze Solari are experienced business people and they know about managing risk and cash flow and all that. Joe has a consulting business that helps authors in that specific way. But many authors are not so experienced in business or money management. 

If you don’t feel confident in this area, check out my list of resources at www.thecreativepenn.com/moneybooks  

So the question for you here is, how exposed is your author business — or just your life and job in general — to disruption if it’s out of your control? What’s the worst that can happen? Can you build multiple streams of income? Can you make contingency plans? 

What can you do to de-risk? Within reason of course, but you need to have plans for when things go right, and when things go wrong.

(6) How do you know when to work with a company as part of your author business? 

We use the term ‘self-publishing’ alongside being an ‘indie author,’ but of course, we are not truly independent and you can’t be a successful author on your own. We need service providers and software vendors and publishing partners, and there are many of them trying to catch your attention. 

It’s always lovely to catch up with various vendors I’ve been working with for years, many of whom I consider friends now, and at Author Nation I spoke to people from Draft2Digital, Bookfunnel, Kickstarter, ProWritingAid, Reedsy, and BookVault, as well as my editor Kristen Tate, and others. 

There were LOTS of vendors at Author Nation, some with brand new businesses, many I had never heard of, and I wanted to give you some advice about deciding which companies to work with. There are so many these days online and at conferences, and I thought it might be useful to give you a framework.

Many of the companies are wonderful, but not all are worth it. Only you can decide for your situation, and it will differ depending on where you are in the author journey.

For example, it makes sense for an author working on their first book to spend money on editing, but to avoid vendors who want to help you sell direct as it is way too early for that. 

Here are some questions I consider when weighing up new vendors or services, or reconsidering them over time, as the industry changes, and my needs change, too. 

You could always paste these into ChatGPT/Claude/Gemini and ask it to help you evaluate a service if you don’t want to ask the vendor directly.
 

1. What purpose does this serve in helping me write, publish, or market my books, or as part of running my author business? What is the cost versus the return on investment? How do I make money with this? How quickly might I get my money back if that is a consideration? Are they asking for a one-off payment, or a subscription? (If you sign up for subscriptions, I recommend paying monthly, even if it is more expensive, so you can reconsider every month and change your mind if necessary). 
   
2. How does the company make money? Remember, if it is free, you are the product in some way, often through advertising. A company that lasts needs sustainable revenue streams, and it might run out of funding at some point and need to change the terms in order to make money. Does the business have a sustainable business model? Do they understand their competitors in the market — and how do they compare with them? 
   
3. Who are the team behind the company? How long have they been in business? Do I trust that they will be around for the long term? Why do they care about authors? If in doubt, are they a Partner Member of the Alliance of Independent Authors, which vets terms and conditions and contracts so we know companies can be trusted. 

Once you have all this information, you can make a more informed decision as to whether to sign up.

And of course, I say all this as I see authors getting excited and making emotional choices without considering their author business plan for the years ahead! Or signing up for so many things, they are overwhelmed.

As an example, let’s take BookFunnel — and full disclosure, Bookfunnel was a primary sponsor of AuthorNation, and they sponsor my podcast, and I am an affiliate — because I am a happy user of the service since the beginning and believe it is a great company and useful product (for many authors, but not all.) 

I’ve used BookFunnel for years to give away my free books, which was primarily a way of marketing to bring people into my ecosystem so they would buy other books, and now I also use them for direct sales of ebooks and audiobooks. I would struggle to make money selling direct without BookFunnel, so yes, they make me money and they are worth the cost. Of course, if you are just writing your first book, you don’t need them yet, so don’t sign up! 

I pay an annual subscription to use Bookfunnel, as do many thousands of other authors worldwide, so they have consistent cash flow. Damon Courtney, a wonderful coder and fantasy author, founded Bookfunnel a decade ago when he recognised the need in the author community for an easy way to deliver ebooks directly. 

Every year since, Damon has expanded the offerings, and I know he cares about authors because he IS an author. He also understands his responsibility to the community, and his business has already lasted more than 8 years. Considering most businesses fail within 5 years, any company that has managed for longer is doing well. They also have a succession plan in case anything happens to Damon, and I know this, because I asked him specifically! I’m always thinking about death as you know! 

I also wanted to mention BookFunnel as they launched personalised, signed ebooks at Author Nation, which is a fantastic feature where you can sign a copy of an ebook for a fan, or personalise it with a message.

Of course, I asked about personalised audiobooks which will hopefully come in 2026, as I definitely want to do both of those. Again, this is something for authors with an existing fan base, not brand new authors with no readers yet.

I wanted to talk about this kind of financial and market analysis of vendors since —

A big mistake of many new authors is getting ahead of themselves

For example, going to sessions on advertising or Kickstarter when they haven’t even finished a first draft of their first book, or signing up with a vendor or a service too early, and spending money too soon. The industry changes fast, so finish that book first! 

The biggest mistake of authors at my level is thinking that things will stay the same, that the way of making money that worked so well 5 or 10 or 20 years ago will still work today. 

The industry changes fast, so you will need to keep adapting, and keep letting go of things that don’t work anymore. Either they don’t work anymore because they don’t work for everyone i.e. the industry or the market has changed, or they don’t work for you personally because your life has changed.

I certainly have different goals at 50 than I did at 30, and back then, I hustled so much more than I am willing to do now. I am in a different life stage and my author business is mature and stable, so I can do things differently than I did when I was starting out.

I started writing seriously for publication in 2005, 20 years ago. I was 30, living in New Zealand and then Australia, and I had just met Jonathan. There was no iPhone, no Kindle or Amazon KDP, no TikTok, no mobile commerce. Ebooks were downloadable PDFs. Audiobooks were still mostly on tape or CD, or they were downloadable MP3s. There was no real infrastructure for an indie author business. The term ‘indie author’ was only starting to be used as a term to be proud of. It was a different world. 

We are so lucky now to have such a fantastic ecosystem for indie authors, to have so many companies who help us with our writing craft and our author business, and also our community and finding friends along the way. Author conferences are certainly an important part of this, so a big thank you to Joe and Suze Solari and the Author Nation team and all the vendors who supported the show, and all the authors who attended.  

7) Thoughts from other people 

My perspective is only one view, and I attended Author Nation primarily as a speaker and also as a Patreon host, and of course, as a podcaster, author of several decades, and veteran of many, many author conferences all over the world. I didn’t go to many sessions or take many photos, I didn’t keep a daily log, and most of my interactions were private one-on-one meetings, so I wanted to share a couple of other perspectives, and these people might be listening so hello to — 

Amber Field, who did a post on 5 overarching themes of Author Nation said,

“My hope was to meet other authors like me and to get inspired to do more book promotion — a task I hate and procrastinate on…badly. I’ve been a published author since 2023, but this was my first writing conference. It really paid off for me! I met amazing authors, got tips for every part of my author business, and just plain had a lot of fun.”

The themes she identified were: AI is changing how we work but not necessarily how we write. Absolutely, you can use it for so many things without ever using it for writing, and Amber shared how she got ideas about using AI in marketing from my session and others (and thanks for sharing the lovely picture of us, Amber!)

Some of her other themes: When it comes to marketing, you don’t have to do everything; as well as Be yourself. She says,

 “None of the most successful authors at the conference followed in another author’s footprints exactly. 100% of them followed a path that can only be described as “doing what they liked”, which often included hopping genres and doing side projects that they found fulfilling.”

So true, and this year, my short story collection and my Masters in Death and certainly evidence of that! Lots more detail and photos at Amber’s Medium post here. 

Pamela Hines, posted on Substack every day, and in her round-up piece with links to all the daily posts, she says,

“I went to Author Nation as an editor and coach, but also as a writer in need of reconnection. I wanted to learn, recharge, and see where this rapidly evolving publishing world is headed. I came home with a clearer vision for my work and a renewed faith in what happens when we gather.”

She also noted,

“The first day of any conference begins long before the first keynote. It starts with a decision: to show up. [It’s] the power of presence — of choosing to step back into community even when it feels easier to stay home. For many writers, the hardest part isn’t pitching or networking. It’s walking into the room in the first place.

Las Vegas may not sound like a literary destination, but Author Nation (following the tradition of 20BooksVegas) transforms it into one. Between the hotels, neon, and laughter, I found my people — fellow professionals determined to grow, learn, and connect. The first handshake, the first panel, the first “Oh, you too?” moment reminded me that creativity expands in the presence of others.”

At the end of the week, she says,

“This conference has reminded me never to forget that the thing I work on alone in my writing space is part of a larger whole. That whole includes small entrepreneurs, big corporations, innovative idealists, editors, consultants, and, most importantly, readers.

We write to share something meaningful. All of it exists to serve a single, simple act—someone reading a story and being changed by it. This conference allowed me to connect directly with that meaning and those individuals.

As an editor, book coach, and writer, I’m leaving with sharper tools and deeper clarity. But more than that, I’m leaving with gratitude—for the people who read, who believe in story, and who remind me that art isn’t finished until it’s received.”

Wonderful posts, Pamela, and I know how much work you put into all that, so thanks for sharing!

If you want to get a sense of what happened as well as notes on many of the sessions, and photos, check out Pamela’s Substack, or her main site with links here. 

As an aside, I asked ChatGPT to find me posts about Author Nation 2025, and both of these showed up, so Pamela and Amber, congratulations, you are discoverable! 

Conclusion

Author Nation is a fantastic conference, and I highly recommend the show whether you are just starting out, or whether you are a more experienced author. 

However, I won’t be attending in 2026 as I need a year off Las Vegas. I’ve done three years in a row, and I want to make room for other travel and other possibilities. I’m also doing this full-time Masters which goes through to next autumn, and I don’t know what conferences, if any, I will do in 2026. But as I said, I highly recommend Author Nation, and you never know, I might be back in 2027! 

The post Lessons Learned From Author Nation 2025 With Joanna Penn first appeared on The Creative Penn.