INTRODUCING: Behind the Book Cover

if you’re a subscriber, hi! It’s been a minute. And by a minute I mean it’s been almost a year.

That’s because one of the main reasons I do a podcast is so that I can educate myself and after hundreds of interviews, I felt like I’d learned everything I could about how to build authority with a book. I even used many of those interviews in the book I published in 2023, also called On Good Authority.

I was surprised to discover that despite not posting any new episodes, this podcast has been kicking along—remaining in the top 1% of podcasts just because new people are finding the show, or some of you authority junkies are listening to episodes over and over?

Anyway, lately, I’ve been feeling that podcast itch again: that craving for the mic. And I also started a Substack that I’ve loved writing. One day recently it occurred to me that the Substack could have an accompanying podcast and then it occurred to me, hey I already have a podcast – it’s just been lying dormant. And so I’ve renamed the show Behind the Book Cover, same name as my Substack.

Now I’m going to be focusing less on how to build authority from a book and more on the past, present and future of book publishing, as I see it.

The past is the traditional publishing model, which means I’m going to spend the first season talking to authors who come from that world. We’re going to dive into the things no one wants to talk about: the tough days that follow getting the book deal.

Season two will focus on the present: entrepreneurs that are earning literal millions as a result of their books, and how they’re doing it.

And season three will delve into where book publishing is going, with a special focus, of course on AI.

So why am I passionate about this new direction now? I’m so glad you asked!

The Penguin Random House trial in 2023 revealed a lot that had previously been secret—namely, that 85% of book advances never earn out and Random House got its name because, as the CEO said in the trial, they never know which books will succeed so it’s random!

The reality is that most authors make less than minimum wage. And here's the kicker—the entrepreneurs who get caught up in these publishing fantasies often end up worse off than when they started. They're so focused on impressing agents and publishers that they forget their actual goal: growing their business.

So I'm going to be talking to authors about why traditional publishing dreams often backfire for business owners. I'll introduce you to smart entrepreneurs who use books strategically—not as lottery tickets, but as lead generation machines and authority builders. And I'll expose what the publishing industry doesn't want you to know about how this business actually works.

Think of this as the same as On Good Authority but with a sharper edge. Depending on when you’re hearing this, I’ve either already released or am weeks away from releasing the show you know and love but fine tuned for your success. Same juicy interviews, same truth-telling, just more focused on what actually moves the needle in your business instead of feeding publishing fantasies that lead to disappointment.

Whether you're thinking about writing a book, struggling with your first one, or wondering if any of this makes business sense, these conversations will save you time, money and heartache.

Because here's the thing: once you stop chasing publishing validation and start using books as the business tools they actually are, everything changes. And I can't wait to show you how.

Welcome to Behind the Book Cover.