Before The Bestseller
This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement.
BTB185: Steven Pressfield: Millions of Copies Sold, 35 Screenplays Written and Fiction vs. Nonfiction Book Marketing
Today we welcome back Steven Pressfield, bestselling author of The War of Art, Gates of Fire, The Legend of Bagger Vance, and his newest novel, The Arcadian. Across a career spanning fiction and nonfiction, Pressfield has sold millions of books and built a reputation as one of the most influential voices on creativity, discipline, and the challenges that stand between people and their life's work.
In this episode, Steven reflects on the long road behind his success, from writing dozens of screenplays before his breakthrough to watching...
BTB184: Steven Pressfield: The War of Art, The Arcadian, and a Lifetime of Writing Books
Today we welcome a very special guest and one of my favorite authors for a long time, Steven Pressfield, author of more than twenty books spanning fiction and nonfiction, including The War of Art, which has sold more than a million copies worldwide and has become a foundational book for writers, entrepreneurs, artists, and creators. He is also the acclaimed author of Gates of Fire, The Legend of Bagger Vance, Turning Pro, Do the Work, The Warrior Ethos, Nobody Wants to Read Your Sh...
BTB183: Millions of Books Sold: Eric Ries on The Lean Startup, Incorruptible, Book Launches, and Reader-Driven Growth
We're back with Eric Ries, entrepreneur, startup thinker, and author of the bestselling books The Lean Startup and Incorruptible. With millions of books sold and ideas that have influenced founders, executives, and organizations around the world, Eric joins us again to share how he approached building not just successful books, but movements around ideas.
In this episode, we explore how Eric applied startup principles to book publishing, audience building, and idea development long before The Lean Startup became a bestseller. We discuss testing ideas through talks and feedback...
BTB182: Eric Ries | The Lean Startup, Incorruptible, and the Hidden Decisions Behind Lasting Success
Today, we’re honored to have entrepreneur, creator of the Lean Startup movement, and author of the international bestseller The Lean Startup, Eric Ries, on Before the Bestseller. His work changed how founders think about building companies by replacing assumptions with experimentation, validated learning, and building what customers actually want.
We talked about Eric’s unexpected path from teaching himself programming as a kid and landing his first publishing opportunity as a teenager, to building startups and eventually writing one of the most influential business books of the last deca...
BTB181: The Rise of Reader Experience in the AI Publishing Era with Niche Press CEO, Nicole Gebhardt
We’re back with Nicole Gebhardt, publishing strategist and CEO of Niche Press, for a conversation about what publishing looks like in a world shaped by AI, shifting reader behavior, and shorter attention spans. Nicole has helped entrepreneurs, experts, and business owners turn books into long term brand and business assets, and in this episode, she breaks down why the books people buy and finish today are fundamentally different from the books that worked even a few years ago.
We talked about why “how-to” books are becoming easier to replace, why storytelling is becomi...
BTB180: The 5% Rule: From Book Idea to Business Strategy | Nicole Gebhardt (CEO, Niche Press)
Today we welcome Nicole Gebhart, CEO of Niche Press, where she has worked with hundreds of business leaders, advisors, and experts to help them clarify what they want to be known for and turn that into a book that actually drives opportunity. With a background leading communications strategy at Caterpillar Inc. and years of consulting experience, she brings a structured, strategic lens to publishing. In this episode of Before the Bestseller, Nicole breaks down what it really means to treat a book as a business asset rather than a standalone product.
We get...
BTB179: From Zero to 1,500 Followers: Marshall Karp & Danny Corcoran on Authenticity, Social Media, and Reader Connection
Marshall Karp, #1 New York Times bestselling author, TV and screenwriter, documentarian, and playwright, returns to Before the Bestseller alongside Danny Corcoran, a former NYPD detective whose 24 years on the job now inform the realism behind Karp’s fiction. Working with James Patterson, Karp cocreated and cowrote the NYPD Red series before continuing it on his own starting with NYPD Red 7: The Murder Sorority. He’s also the author of Snowstorm in August and the critically acclaimed Lomax and Biggs series, along with his late...
BTB178: Inside the Mind of Marshall Karp: Crafting Crime, Humor, and Heart from NYPD Red to Don't Tell Me How to Die
Today’s guest is someone whose career spans advertising, Hollywood, and bestselling fiction. Marshall Karp is a #1 New York Times bestselling author known for his work on the NYPD Red series with James Patterson, along with his own novels including Don't Tell Me How to Die and the Lomax and Biggs Mysteries. Before writing novels, he built a successful career in advertising and later transitioned into screenwriting, where one of his scripts became the film Just Looking, directed by Jason Alexander. The film we...
BTB177: 100,000+ Copies Sold — Nonfiction Book Marketing, Author Platform & Promotion Strategies with Naomi Oreskes
This week, we’re back with Naomi Oreskes, a scientific historian and Harvard professor, and co-author of Merchants of Doubt and The Big Myth, to talk about what it really takes to turn rigorous academic research into a book that reaches hundreds of thousands of readers. With a background that spans geology, climate science, and decades of teaching, Naomi has built her work around making complex scientific ideas understandable without losing their depth. As a result, her books have reached hundreds of thousands of readers and continue to shape how people think about sc...
BTB176: The $100,000+ Book That Exposed How Truth Gets Twisted - Inside Merchants of Doubt with Author Naomi Oreskes
Today we have a very special guest, Naomi Oreskes, a historian of science and professor at Harvard University whose work has fundamentally changed how we understand the relationship between science, truth, and public trust. She is best known as the co-author of Merchants of Doubt, the widely influential book that exposed how a small group of scientists and institutions deliberately obscured scientific truth across issues like tobacco, climate change, and acid rain. With over one hundred thousand copies sold and a documentary adaptation, her work continues to shape conversations among policymakers, journalists, and scientists around...
BTB175: Sierra Melcher, CEO of Red Thread Books, on Goal-Driven Book Marketing, Conference Strategy, Book Seeding, Goodreads Giveaways, Reviews, and Long-Term Momentum
Today we welcome back Sierra Melcher, a publishing strategist and CEO of Red Thread Books, where she works closely with nonfiction authors to turn their ideas into clear, strategic books that support real business goals. Through her work with a wide range of authors, from niche consultants to experienced professionals, she has developed a reputation for grounding book publishing in practical outcomes rather than abstract visibility.
In this episode, we focused on how to approach book marketing with intention rather than guesswork. Sierra broke down why every strategy should start with a clear...
BTB174: Sierra Melcher, Author & CEO, Red Thread Publishing, on Publishing in 2026, Reader Psychology, and Book Marketing Strategy
Our special guest for today is Sierra Melcher, CEO of Red Thread Publishing, who has guided over 350 authors across 28 countries to write and publish meaningful nonfiction that actually serves a purpose beyond just being a book. With deep experience across hybrid publishing and hands-on work with authors at every stage, she has built a reputation for helping writers create books that are intentional, reader-focused, and aligned with real outcomes.
In this episode, we explore how publishing is evolving and why most authors are still approaching it the wrong way. Sierra shares how she helps authors...
BTB173: Nir Eyal on Marketing Beyond Belief: Email Lists, Newsletter Growth, Social Media and What Actually Converts Readers
Nir Eyal is back on Before the Bestseller, the bestselling author behind Hooked, Indistractable, and his newest book Beyond Belief. Known for his work on behavioral design and habit forming technology, Nir has spent years studying how habits, attention, and human psychology influence the way people interact with products and ideas. His books have sold more than a million copies worldwide, and his journey from originally self publishing Hooked to later working with traditional publishers has given him a rare perspective on both writing and marketing books.
...
BTB172: Nir Eyal (Hooked, Indistractable) on His New Book Beyond Belief: The Psychology of Beliefs, Motivation, and Behavior Change
Today’s guest is someone many of you already know. If you’ve read Hooked or Indistractable, you already know his work has shaped how millions of people think about habits, technology, and behavior. Nir Eyal is a globally recognized authority on behavior change and human potential. His books have sold over a million copies, been translated into more than thirty languages, and his work on behavior design has influenced teams and organizations around the world. He is also a former lecturer at the Stanford Graduate School of Business. In this episode of Be...
BTB171: 30,000 Copies Sold and 4,000+ Reviews: Patrick Taylor on Grassroots Hustle, Amazon Ads, and Reader Loyalty
We’re back with Patrick Taylor, also known as the Texas Yeti, adventurer and author of a five book series that includes Lost on Purpose and its bestselling prequel in solo and adventure travel categories. To date, he has sold more than 30,000 books and earned over 4,000 ratings, building a loyal readership that continues to support every release. He may not call himself a bestseller, but his numbers and engagement tell a deeper story about sustainable growth.
In this episode, Patrick breaks down what it actually looked like to build that audience from the ground up. From traveling to...
BTB170: Patrick Taylor on Lost on Purpose, Reinvention, and Solo Winter Trekking the Lewis and Clark Trail
Our guest for today is Patrick Taylor, known to many readers as the Texas Yeti. A former technology executive who built and sold a successful hardware company and later served as president of Intel’s board of advisors, Patrick reinvented himself in his late fifties as an adventurer and author. His memoir Lost on Purpose, part of the Real Life Adventures of the Texas Yeti series, draws from his personal journals and chronicles his solo winter trek retracing the Lewis and Clark trail.
In this episode, we unpack how Patrick transitioned from corporate leadership to sp...
BTB169: 2M+ Copies Sold: Michael Bungay Stanier on The Coaching Habit, Hybrid Publishing, and Building a Business Beyond Book Sales
We welcome back Michael Bungay Stanier, author of the million copy bestseller The Coaching Habit. Beyond that landmark book, Michael is the founder of Box of Crayons, a training company that helps organizations build practical coaching skills rooted in curiosity, serving clients such as Microsoft, Salesforce, and TELUS. He has written eight books that have collectively sold more than two million copies worldwide, and his influence in the coaching profession has been recognized with the Thinkers50 Coaching Award in 2023 and induction into the Thinkers50 Hall of Fame in 2025. A Rhodes Scholar with a global perspective...
BTB168: Michael Bungay Stanier, Author of The Coaching Habit, on Coaching, Leadership, and Better Conversations
Welcome back to Before the Bestseller. It’s 2026, and we’re starting the year with a rockstar author and one of the most influential voices in modern leadership and coaching, Michael Bungay Stanier. Michael is the author of The Coaching Habit, a global bestseller with over a million copies sold, along with Do More Great Work and The Advice Trap. He’s a Rhodes Scholar, a Thinkers50 Coaching Award winner, and the host of the Change Signal podcast, known for helping leaders turn everyday conversations into moments that actual...
A message from the team at ShelfLife
Thank you for spending time with us this year. We hope these conversations gave you something useful to apply to your author journey. We’re grateful to the guests who shared their stories, and we’ll be back in February 2026 with what’s shaping up to be our strongest lineup yet, including new voices like Eric Ries and the return of guests such as Nir Eyal. If you enjoyed the show, a quick review helps us bring even better conversations your way. Thanks for listening, and we’ll see you in 2026. Wishing you a happy and healthy new year.
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BTB167: Stephan Spencer on YouTube Strategy, Attention, Shorts, and AI for Authors | The Art of SEO Author & Marketing Speak Podcast Host
We’re back with Stephan Spencer, a longtime leader in SEO and digital marketing. Over the past two decades, he has worked with brands like Zappos, Quiksilver, Chanel, Volvo, Sony, and Best Buy, helping them strengthen their online visibility and growth strategy. He is the bestselling author of The Art of SEO, the host of the Marketing Speak podcast, and widely respected for his ability to spot what is quietly holding businesses back.
In this episode, we zero in on YouTube and why it still matters far more than most authors th...
BTB166: The Art of SEO with Stephan Spencer: AIO Strategy, LLM Visibility, Digital PR and the Dead Internet Theory
Today I get to sit down with someone who has shaped how some of the world’s biggest brands think about SEO. Stephan Spencer is a top SEO consultant, bestselling author, and the host of the long-running Marketing Speak podcast. For more than two decades he has helped companies like Zappos, Sony Store, Quiksilver, Chanel, Volvo, Best Buy and many others strengthen their online visibility and build SEO strategies that actually move the needle. His book The Art of SEO is considered required reading across the industry, and Stephan is widely recognized for sp...
BTB165: Over 12 Million Copies Sold: The Self-Publishing Story Behind Thomas Erikson’s Surrounded by Idiots
In today’s episode, we welcome back Thomas Erikson, the behaviorist and international bestselling author behind the global phenomenon Surrounded by Idiots. What began as a single book has grown into the bestselling Surrounded by series, with more than twelve million copies sold and translations in nearly 70 languages. Thomas speaks to audiences around the world, delivering more than a hundred keynotes each year to TEDx stages, Fortune 500 companies, and government organizations.
In this conversation, Thomas looks back on the twenty years he wrote without ever being published, the rejection letters he kept in bi...
BTB164: Surrounded by Idiots | Thomas Erikson on Human Behavior, Bias, and the Four Colors
Today, we’re joined by Thomas Erikson, the highest-selling living Swedish author and the international bestseller behind Surrounded by Idiots, the book that has helped millions understand human behavior in a clearer and more practical way. Its global success led to an entire Surrounded by series, including Surrounded by Psychopaths, Surrounded by Bad Bosses, Surrounded by Setbacks, Surrounded by Narcissists, Surrounded by Energy Vampires, and Surrounded by Liars. With more than 12 million copies sold and translations in nearly seventy languages, Thomas ha...
BTB163: 41,000 Copies Sold: Lead It Like Lasso Authors Marnie Stockman and Nick Coniglio on Intellectual Property Rules for Authors, Ted Lasso Marketing, Co-Authoring and Growth Strategies
We’re back with Nick Coniglio and Marnie Stockman, co-authors of Lead It Like Lasso, the Ted Lasso inspired leadership book that set out to sell 25,000 copies in its first year and ended up passing 41,000. They started as complete unknowns with no platform, no agent, and no special advantage, yet their book has grown into a quiet hit across business readers and fans of the show. Today, they have an audiobook, hundreds of reviews, and a loyal audience built on character, creativity, and the belief that leadership begins in everyday moments.
In...
BTB162: Authors Nick Coniglio and Marnie Stockman on Their Book Lead It Like Lasso
Nick Coniglio and Marnie Stockman aren’t your typical leadership authors. Before writing Lead It Like Lasso, they built and sold an edtech company for eight figures in just three years without a single sales rep. Drawing from their very different backgrounds in tech and education, they combined strategy with heart to create a business rooted in authenticity, trust, and what they call “raving fans.” Their book, inspired by the optimism and leadership lessons of Ted Lasso, has already reached over 40,000 readers and continues to connect with anyone looking to lead w...
BTB161: Over a Million Copies Sold and a Foreword by Neil Armstrong with Longitude Author Dava Sobel
We’re delighted to welcome back the incomparable Dava Sobel, bestselling author, award-winning science writer, and the brilliant mind behind Longitude, Galileo’s Daughter, and The Glass Universe. Her work has illuminated the human stories behind some of history’s greatest scientific discoveries, earning her international acclaim and a devoted readership that spans generations.
In this episode, Dava shares the fascinating story behind how Longitude became a global success, from cultivating genuine one-on-one relationships with readers to collaborating with a small publisher that believed in the power of beautiful design...
BTB160: Longitude | Dava Sobel on the Magic of Science Writing and Lifelong Discovery
Today we have a very special guest: Dava Sobel, Pulitzer Prize finalist and bestselling author of Longitude, Galileo’s Daughter, The Glass Universe, and The Planets. Her books have been translated into more than 30 languages and continue to inspire readers around the world to see science through a more human lens. Known for blending meticulous research with emotional storytelling, Dava has built a lifelong career showing how curiosity and wonder can turn complex discoveries into timeless narratives.
In this episode, Dava shares her journey from an...
BTB159: Book Launches for 2025: Virtual Strategies, Pricing Tips, Kindle Campaigns, and Proven Tactics with Self-Publishing Expert Veronica Yager
Today, we’re joined by Veronica Yager, a self-publishing consultant and lead designer with over 15 years of experience helping hundreds of authors bring their books to life. As the former president of the Colorado Independent Publishers Association and founder of Journey Bound Publishing, Veronica has spent her career guiding writers through the process of turning their ideas into beautifully published books that actually reach readers.
In this episode, Veronica shares how book launches have evolved in 2025 and what’s working for authors who want real, lasting impact. She doesn’t just talk theory; she gi...
BTB158: From SEO to AIO for Authors: What Every Author Should Know About AI, Book Discovery, and the Future of Marketing with Thomas Umstattd Jr., Book Marketing Expert and Host of the Novel Marketing Podcast
We’re back with Thomas Umstattd Jr., author, award-winning speaker, and host of the world’s longest running book marketing show, Novel Marketing Podcast. Thomas has helped thousands of writers think like marketers, creating tools and strategies that help authors turn their books into lasting assets. As the founder of the Patron Toolbox, he continues to teach authors how to build platforms that grow with them, grounded in real data, not guesswork.
In this episode, Thomas joins us to talk about the future of book discovery through AI Optimization. We dive into how autho...
BTB157: Inside Book Marketing’s Big Shifts: Formats, Data, and AI for Authors with Thomas Umstattd Jr. — Book Marketing Expert and Host of the Novel Marketing Podcast
This week, I’m thrilled to be joined by Thomas Umstattd Jr., someone who has shaped so much of my own thinking about book marketing. An author, award-winning speaker, and podcaster best known for hosting the world’s longest running book marketing show, Novel Marketing, Thomas has become a go-to guide for writers who want to reach readers and build sustainable careers through his book Courtship in Crisis, countless conference talks, and more than 500 podcast episodes.
In this episode Thomas walks us through his journey from building author websites and launching Nove...
BTB156: Over 1 Million+ Books Sold and Proven Grassroots Buzz in Book Marketing with Dr. Catherine Gildiner: Author of Good Morning, Monster and Too Close to the Falls
We’re back with Dr. Catherine Gildiner, bestselling author of Good Morning, Monster and Too Close to the Falls. Dr. Cathy’s books have sold over a million copies, landed on the New York Times bestseller list, and translated into 32 languages. After 25 years as a clinical psychologist, she turned her focus fully to writing and has since built a career that blends deep human insight with unforgettable storytelling.
In this episode, Dr. Cathy Gildiner pulls back the curtain on how her books reached readers worldwide. She explains how a 30-second ment...
BTB155: Author Catherine Gildiner Shares the Stories Behind Her Book Good Morning, Monster
Joining us today is Dr. Catherine Gildiner, who has worked for over 25 years as a clinical psychologist, guiding patients through trauma and recovery. She went on to share those experiences with the world in her New York Times bestselling book Good Morning, Monster, which has reached more than a million readers in over 30 languages, along with her acclaimed memoir Too Close to the Falls. Dr. Gildiner invites us to see therapy not as abstract theory, but as the practice of learning to live without the weight of old defenses.
In this episode, we dive into the real...
BTB154: Mark Divine on Unbeatable Mind: How an Author Sold 300,000+ Books, Navigated Self vs Traditional Publishing, and Built a Lasting Platform
Today we welcome back Commander Mark Divine, a man who has led Navy SEALs, built multimillion-dollar training companies, and sold hundreds of thousands of books, to unpack the real story of what it takes to write and market a bestseller. Mark is not only a retired SEAL Commander but also the founder of SEALFit and Unbeatable Mind, programs that combine elite physical training with mindfulness, breathwork, and visualization. His books, including 8 Weeks to SEALFit, The Way of the SEAL, Staring Down the Wolf, and Unbeatable Mind, have earned...
BTB153: Author Mark Divine and His Book Unbeatable Mind: Author Story and Book Tools
Today, Commander Mark Divine joins us with a rare blend of grit and clarity. He is the author of Unbeatable Mind, a field-tested guide to building calm, focus, and purpose under pressure, a self-published success with seven-figure earnings and an estimated 300,000 to 400,000 copies sold. A former Navy SEAL Commander and New York Times bestselling author, Mark holds a PhD in Global Leadership and Change from Pepperdine, co-founded SEALFIT, Unbeatable Mind, and Coronado Brewing Company, and has trained teams at Google, Nike, SpaceX, Boeing, Harvard, the Olympics, and YPO. He also taught leadership as an adjunct...
BTB152: Blake Erickson, Scaling Expert, Co-Founder, and Co-Author of the Business Book The Science of Scaling
Our guest for today’s episode is Blake Erickson, someone whose story of grit and growth is as inspiring as it is practical. From starting in door-to-door sales at 21 and leading teams that generated over $30M in revenue, to becoming a multimillionaire by 25, Blake has proven what’s possible when focus meets ambition. In 2024, he co-founded Scaling.com with Dr. Benjamin Hardy and together they wrote The Science of Scaling, a playbook for achieving exponential growth. More than the milestones, what defines Blake is his passion for turning his own success into a road...
BTB151: 750,000 Copies Sold and 37 Weeks on the Bestseller List with Author Tom O’Neill and His Book Chaos
We’re back with our very special guest, Tom O’Neill, investigative journalist and author of the bestselling book Chaos: Charles Manson, the CIA, and the Secret History of the Sixties. After more than twenty years of relentless reporting, Tom’s work reshaped one of America’s most infamous stories and became a publishing phenomenon, selling over 750,000 copies worldwide and putting him on track to cross the one-million mark.
In this episode, Tom opens up about the marketing journey behind Chaos and how it went from a decades-long investigation to a book that stayed o...
BTB150: Author Tom O’Neill and His Book Chaos
Today we have a very special guest, and not the kind of guest we usually feature. Tom O’Neill is an investigative journalist who never set out to write a book at all. But what began as a short magazine assignment about the Manson murders turned into a 20-year obsession that became his bestselling book Chaos: Charles Manson, the CIA, and the Secret History of the Sixties.
Tom is an award-winning journalist whose work has appeared in Premiere, New York, The Village Voice, and Details. With Chaos, he went far beyond the well-known st...
BTB149: 75,000 Books Sold by Process! Author Mike Paton Through Giving, Leveraging, and Building Readers
We are back with Mike Paton, co-author of Process! and Get a Grip in the Traction Library. Mike has spent over 15 years helping leadership teams run stronger, more efficient businesses through the Entrepreneurial Operating System (EOS). Alongside Gino Wickman and Lisa González, his books have reached tens of thousands of readers worldwide. Process! alone has 75,000 to 85,000 copies in the wild.
In this episode, Paton breaks down how he took Process! from first release to widespread readership. From leveraging EOS Worldwide’s platform and a strategic publishing partnership with BenBella Books, to...
BTB148: Process! | Mike Paton
What does it really take to build a business that runs without you? In today’s episode, we sit down with Mike Paton, EOS expert, speaker, and co-author of Process!, to unpack the systems behind sustainable growth.
Mike Paton is the co-author of Get a Grip and Process!, two cornerstone titles in the Traction Library that help entrepreneurial teams simplify and scale through systems. Beyond his writing, Paton has spent the last 17 years guiding leaders around the world as an EOS Implementer®, keynote speaker, and host of the top-rated pod...
BTB147: Mastering Executive Transitions: Leadership, LinkedIn, and the $1M Book with Navid Nazemian
Today we're excited to welcome Navid Nazemian, best-selling author of Mastering Executive Transitions: The Definitive Guide. He is a speaker on leadership and career topics, and an executive coach affiliated with groups like 100 Coaches Agency and Hult Ashridge. Navid draws on 25+ years of global leadership to help executives navigate high-stakes transitions and deliver lasting impact. Recognized as the world’s #1 Coach by CEO Today for three consecutive years, he has supported senior leaders across top firms including BP, Coca-Cola, TikTok, Shell, and SAP.
In this episode, Navid shares the hard-won insights behind his bo...
