Behind the Book Cover

Matt George isn't just a Harvard Business School executive leadership coach.He's also one of my favorite Legacy Launch Pad clients. Yes, I say that a lot but I only have my favorites on this show.I've had the privilege of watching Matt go from being a longtime nonprofit CEO to becoming a three-time #1 bestselling author who leveraged his book into a multimillion-dollar portfolio of speaking, consulting, media and coaching opportunities. As a result of his books, he now works at Harvard Business School, hosted his own prime-time TV show for four years and has generated over a million dollars in revenue from the ripple effects of authorship.How did he do it? Well, he treated the book we published, Non-Profit Game Plan, like a "business card for life"—he never stopped networking with it.First, he carried copies everywhere, giving them out on flights, at conferences and to nonprofits across the country. He even packed a full suitcase with 50-60 books for a John Maxwell conference and refused to bring a single one home. Then he embarked on an epic 61-city, 67-day book tour across America, combining media appearances with grassroots nonprofit visits where he literally saw his book help save a young girl's life. (He and I also got to meet for a cup of hot chocolate when his tour took him to LA.)Today, his media appearances have multiplied 10-15x, his consulting fees have skyrocketed and his speaking invitations stretch from Ivy League alumni clubs to global conferences. And that's not all: thanks to his book, Matt was able to leave his 30-year nonprofit career, land a coveted position at Harvard Business School (coaching C-suite executives from around the world) and launch his own company.Listen in to find out why Matt's "business card for life" strategy shows why a book truly is the world’s best business card.Episode Highlights:How Matt turned his book into the catalyst for a career reinvention at Harvard Business SchoolThe intentional strategy of carrying and giving away books to build brand and revenueWhy books outperform business cards for authority and credibilityHow Business Forward and other media opportunities emerged directly from authorshipThe 61-city book tour that combined grassroots impact with national visibilityWhy reviews and relationships matter more than bulk salesHow Matt monetized his book into consulting, speaking and global coaching streamsKey Takeaways:A book is a lifelong business card when used strategicallyReviews, not sales rankings, drive long-term credibilitySpeaking, consulting, and media come from intentional design, not accidentAuthorship creates authority, self-confidence and new revenue streamsThe impact of a book goes beyond business—it can literally change lives

Calvin Bagley spent his childhood dodging the school bus and adulthood building business empires. The founder of multiple eight-figure Medicare companies and a self-proclaimed “big fish in a very specific pond,” Calvin went from growing up in rural isolation with nine siblings and no formal schooling to becoming one of the most respected names in his industry.His memoir Hiding from the School Bus doesn’t teach you how to scale a business—it shows you how to survive one hell of a childhood and still come out kind, successful and grateful.In this episode, Calvin and I cover everything from family feuds to Kirkus raves to what it’s like when people you barely know suddenly know all your darkest secrets. He talks about writing 1,000 pages during a bout of shingles (because of course he did), taking his co-writer back to the “scene of the crime” to really feel the trauma and throwing a Vegas book launch complete with goats, carrot cake and cocktails named after his childhood pain.It’s equal parts therapy session, comeback story and gratitude circle. Calvin somehow manages to turn abuse, neglect and educational deprivation into punchlines—and then pivots to heartfelt lessons on self-acceptance, fatherhood and what it means to finally stop running from your past.Episode HighlightsWhat happens when your mom doesn’t know you wrote a memoirHow a shingles outbreak became a literary blessing (seriously)The Vegas book party that doubled as emotional closureHow radical honesty can make your business strongerWhat happens when you tell your story and the world actually listens

Ethlie Ann Vare has lived through every incarnation of the media machine—from the era when editors and agents were true gatekeepers to today’s age of algorithms and the “wisdom of the crowd.” A journalist, TV writer and author, Vare built a career on talent, timing and serendipity. She went from covering rock shows in 1980s Los Angeles to penning biographies of Stevie Nicks and Ozzy Osbourne then spent 15 years writing for television shows like Renegade, Silk Stalkings, Andromeda and CSI.In this episode, Vare reflects on how the publishing world she once knew—where publicists flew authors to The Today Show and books stayed in print for decades—has vanished, replaced by a firehose of content and a marketplace where visibility often trumps talent. She laments that authors are now the product, forced to become their own marketers and brands while readers drown in choice.A savvy observer of both life and the publishing industry, Vare has proven that good work finds its way. Her New York Times–noted Mothers of Invention and later Love Addict: Sex, Romance and Other Dangerous Drugs (which began as a Tumblr called Affection Deficit Disorder) both emerged from two respective subjects she cared deeply about—women inventors and the psychology of love addiction. Now through her Substack of the same name ,she continues to write “for fun and for free,” offering hard-earned wisdom without worrying about the clicks or sales.Episode Highlights:Ethlie recounts her early days in rock journalism where being “good and lucky” opened doors to Billboard, Rock Magazine and national TV appearances.The shift from gatekeepers to algorithms: how the fall of traditional publishing replaced discernment with popularity contests.Behind the making of her hit book Mothers of Invention and why its success led to a national lecture tour and lasting influence.Her perspective on today’s “firehose of content,” author branding and the exhaustion of self-promotion.The origin of Love Addict, her dive into sex and love addiction and how it evolved from personal exploration to public service.Reflections on age, authenticity and the strange liberation of being a “digital immigrant” in a youth-driven culture.Key Takeaways:The creative industry has shifted from talent being discovered to visibility being demanded.Writing remains a calling worth pursuing—for love not for money.Democratization has come at a cost: fewer filters more noise.The real reward of authorship isn’t fame but connection and survival through reinvention.

Jamie Rose is proof that reinvention can be a superpower. After decades as a working actress, she did what most in Hollywood never dare: she pivoted.First came writing. She landed a Penguin deal for her memoir Shut Up and Dance, diving headfirst into the brutal world of publishing. Then came coaching, where she transformed her 37 years of training with psychiatrist Phil Stutz (of The Tools and Jonah Hill’s Netflix doc Stutz) into a career helping others unlock their potential.Now she’s tackling her boldest project yet: Facing Madame X: An Initiation into Feminine Power (out March 2026). Part memoir, part self-help, the book distills Stutz’s groundbreaking tools through Jamie’s uniquely female perspective, weaving hard-won lessons of resilience, humor and creativity.Jamie had to figure out the system for herself. She rode the highs (landing a book deal with a major publisher) and the lows (refreshing Amazon rankings until she nearly lost her mind). She discovered that success wasn’t about fame or money alone—it was about emotional “f-you money,” joy in the process and leaving a legacy that makes people weep (in the best way).Episode HighlightsJamie’s leap from Hollywood (Falcon Crest, The Tonight Show) to published author and coachThe rollercoaster of her first book Shut Up and Dance—Penguin deal, PR mishaps, Amazon obsessionLessons from 37 years with mentor Phil Stutz, now shaping her new book Facing Madame X (2026)Redefining “f-you money” as emotional freedom, not just financial securityWhy reinvention, resilience, and joy matter more than chasing external validationKey TakeawaysTraditional publishing offers prestige but little control—authors must drive their own successSetbacks can spark reinvention and deeper purposeMentorship and long-term practice transform both work and lifeEmotional wealth and detachment create true powerBooks are about legacy and impact, not just sales numbers

Mark Ebner has lived every journalist’s dream.  He’s a New York Times bestselling author, Hollywood insider and the guy behind some of the most notorious exposés in entertainment history. But behind the bylines and book deals is a story about an industry that chews up even its most fearless voices—and a writer who found a way to keep telling the truth anyway.In this conversation, Mark and I talk about everything the publishing world doesn’t want you to know—from missing royalty checks and botched releases to what happens when AI starts scraping your life’s work. He opens up about his unlikely friendship with Andrew Breitbart, the chaos of the book business and how he went from bestselling author to private investigator—while somehow staying one of the funniest, most unflinchingly honest people I’ve ever met.Episode HighlightsThe truth about what it really means to hit the New York Times list (and why it doesn’t make you rich)How HarperCollins mishandled his biggest book deal—and what it taught him about the industry’s dysfunctionThe unexpected camaraderie between a radical leftist and a far-right pundit and how it produced Hollywood, InterruptedWhy bookstores literally killed one of his bestsellers by shelving it in the wrong sectionThe burnout and betrayal that pushed him to leave journalism and launch a private investigation firmHis take on AI, intellectual theft and the future (or end) of nonfiction writingThe celebrity scandals, lawsuits and cult investigations that defined his career—and why he’s done telling other people’s storiesThe strange parallels between chasing leads as a PI and chasing truth as a reporterThe book he still wants to write—and why he might call it Dirtbag

Tom Zoellner, an acclaimed nonfiction author and professor, shares his journey from obscurity to recognition, highlighting his view of writing as a pursuit of curiosity rather than fame. He challenges the role of technology in creativity, expressing skepticism about AI while embracing its potential. Their discussion covers the chaotic evolution of publishing, the importance of BISAC codes, and the pressures of memoir writing. Ultimately, Tom underscores the joy found in the craft of writing over the pursuit of publicity, advocating for the significance of each book's contribution to shared knowledge.

Dennis Hensley, a versatile writer and performer known for his novel Misadventures in the (213) and diverse creative work, shares his journey of resilience and career pivots. He talks about his breakthrough in the 90s LA writing scene, the unglamorous hustle behind his debut novel, and the impact of the Fashion Police strike on his life. From balancing freelance income to realizing that dance gigs paid more than writing, Dennis emphasizes the importance of creativity and persistence amidst challenges. He inspires listeners to embrace the art of trying, regardless of the outcome.

Heather Wood Rudulph has done many things in the publishing world, including co-writing Sexy Feminism: A Girl's Guide to Love, Success and Style with Jennifer Keishin Armstrong (a title that very much captured a specific moment in feminist evolution but makes Rudulph give a tiny cringe now).We met back in the New York media heyday when things like "readings and rub downs" (yes, book readings with massages) seemed totally normal.Heather's spent over a decade writing about culture and entertainment for everyone from Cosmo to Rolling Stone and now wears many hats in the words world (including as an occasional editor for my company!) This conversation digs into the realities of traditional publishing: the battles you pick, the dreams that get dashed and why understanding business matters as much as loving words.Topics Discussed:Fighting for your title: How Heather and her co-author battled their publisher five times to keep Sexy Feminism as their title and why picking your battles matters when you have so little controlThe subtitle that aged: Why A Girl's Guide to Love, Success and Style captures a specific moment in feminist history that "wasn't quite there yet"Traditional publishing reality check: Self-funded book tours, throwing yourself parties in cities where you have friends and learning that you're essentially your own PR machineThe $0 royalty statement: Getting trolled by emails showing zero earnings, letters about books being destroyed in landfills and the occasional thrill of foreign translations"You're lucky to be publishing a book": Why authors have to make compromises to get to the finish line but also when to stand firmThe proposals that break your heart: Six months developing a Madonna book pitch, not getting the deal, watching someone else write basically the same bookWriters don't get paid for proposals: The reality that you don't earn anything for pitching articles, writing proposals or preparing to teach—only for the finished productWhen the golden curtain opens: Jennifer Keishin Armstrong's revelation that publishers only hold real marketing meetings after you've proven you're successful (her Seinfeld book hitting the NYT list)The advance is not vacation money: Why even six-figure book deals aren't what people think and how writers should already be thinking about the next book before the first one comes outFrom entertainment reporter to marketing: How Heather pivoted from writing fluffy celebrity profiles and traveling to spas worldwide to understanding that storytelling lives in business tooThe entrepreneurship of writing: Why understanding business isn't selling out—it's survival and how freelancers have to become their own marketing departmentsAmazon is the list that matters: Not the New York Times bestseller list but Amazon rankings and reviews from regular people that live forever"Anybody can write a book": But it's like running a marathon—you have to train, know what you're getting into, keep going when it hurts and want it for the right reasonsMentioned:Sexy Feminism: A Girl's Guide to Love, Success and StyleJennifer Keishin Armstrong (co-author and TV show book specialist)SexyFeminist.com (their website that became the book)The era of Feministing and Jezebel"Readings and Rub Downs" events at Birch CoffeeWork at Cosmo, DAYSPA magazine, LA Daily News and various digital media companiesThe sustainability startup that paid $2/word (briefly)Launch Pad Publishing (Anna's company where Heather now occasionally freelances)

Jeanne Darst's story is what happens when everything goes right—and then you realize "right" is more complicated than you thought. After years of doing plays for 200 people in Vermont, she hit the publishing lottery: a bidding war sparked by a “This American Life” appearance that had publishers hunting her down by the next morning. Riverhead Books won with serious money, the New York Times loved it, Vogue excerpted it, HBO optioned it and she wrote the pilot. It was the full fantasy—except the show didn't get picked up (Girls was coming out), and she spent the next decade in the Hollywood machine. Her TV writing career was a success—she got a series of TV staff writing jobs—but her second book, Dad's Trying to Kill Me, couldn't find a publisher (despite glowing rejections). Now she's back to putting on shows while continuing to write, because sometimes the dream coming true teaches you what you actually want.Episode Highlights:How Jeanne's This American Life story triggered a massive publishing bidding war overnightThe strategic decision to write a proposal instead of submitting a completed manuscriptWhy Jeanne chose Riverhead and editor Sarah McGrath over the highest bidderThe simultaneous media blitz: book launch, Vogue excerpt, and This American Life featureHow HBO optioned the book before publication, leading to pilot writing opportunitiesThe reality of post-success hustle: why the dream is "just the beginning of heartbreak"Jeanne's second book rejection and the lesson about going to small pressesWhy she's returning to grassroots theater after a decade in HollywoodThe father-daughter dynamic when children outachieve their parents professionallyKey Takeaways:Two years of persistence can lead to overnight success Agents and gatekeepers are "smart secretaries" - you must drive your own careerWomen wait 8 months to resubmit after rejection; men wait 3 daysBig advances don't guarantee book tours or sustained marketing supportPublishers only invest real marketing dollars in books that are already succeedingHollywood packaging deals often benefit agencies more than the writers themselvesComplete projects teach more than abandoned ones - finish what you startTraditional publishing success requires constant self-advocacy and hustleFamily reactions to memoirs can be complicated, especially around professional jealousy

Hannah Sward’s publishing journey reads like a masterclass in persistence meets divine intervention.After years of writing short stories for underground literary journals, she stumbled into a free writer’s group at a library—complete with homeless people sleeping on the sidelines.That’s where she met Jill Sherry Robinson, an 80-year-old bestselling author who essentially kidnapped her and mentored her until she finished her book.Through a comedy of errors involving three different agents (one retired three months after signing her), Sward eventually sold her book for a whopping $500 advance.But here's the kicker: by the time her book Strip came out in 2022, Sward had built such authentic relationships in the recovery community that the book found its audience organically. No Instagram strategy needed—just good old-fashioned showing up. Now she's chronicling her sexual adventures after 50 on Substack, where she’s learned that—guess what?—vulnerability pays off when book deals may not.Episode Highlights:How Hannah's 14-year friendship with Anna led to confessing literary jealousy at an AA meetingThe serendipitous connection with 80-year-old mentor Jill Sherry Robinson at a free library writers groupHannah's unconventional memoir structure: 75 short chapters designed for non-readersThe grueling agent search: 100 rejections and three failed agent relationships before going soloPublishing with a small press for a $500 advance while her father was dying in hospiceHow building authentic community relationships over years created organic publicity opportunitiesThe launch of "Summer of Men" Substack about sex after 50 that had readers paying to find out what happens nextWhy Hannah refuses to repeat the traditional publishing process for her next bookKey Takeaways:Jealousy among writers is normal and can be processed healthily through honest conversationMentorship can appear unexpectedly - stay open to guidance from unlikely sourcesPersistence pays off: Hannah's father modeled being "the king of rejection" as a badge of honorCommunity building matters more than platform building for authentic book promotionThe publishing process can be an "integrated experience" when you work through disappointments internallySmall press publishing with low advances can still lead to meaningful success and readershipLeading with credentials (blurbs from Nobel Prize winners) gets manuscripts read, not just good writingWriting partnerships and accountability groups sustain creative work over yearsSuccess doesn't fill the internal "hole" - there will always be compare and despair momentsSometimes the journey to publication teaches more than the publication itself