Podcast
Before The Bestseller
Hosted by Alex Strathdee · EN
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.
29episodes
Episodes
Newest firstAll episodes
BTB182: Eric Ries | The Lean Startup, Incorruptible, and the Hidden Decisions Behind Lasting Success
6d ago00:33:03Tap to summarizeToday, 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 decade. We explored how The Lean Startup emerged from questioning conventional startup advice, why validated learning matters more than activity, and how founders and authors can think through one of the hardest decisions in any creative or business journey: when to pivot and when to persevere. We also shifted into Eric’s newest book, Incorruptible, where we discussed why organizations drift away from their original mission, how incentives quietly shape decisions over time, and what founders, consumers, and builders can do to create systems worth trusting in the long run.Tune in to hear how Eric thinks about testing ideas, knowing when to pivot, and building books, companies, and systems that can grow without losing what made them work in the first place. Go to www.incorruptible.com to discover more about the book and access the limited-time pre-order bonuses. Visit your local bookstore to pick up a copy of Eric’s books and support independent booksellers.Check out Eric’s books on Amazon here:The Lean Startup - https://a.co/d/0bwLP7TIIncorruptible - https://a.co/d/0cWIpo70—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB181: The Rise of Reader Experience in the AI Publishing Era with Niche Press CEO, Nicole Gebhardt
3w ago00:24:39Tap to summarizeWe’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 becoming more important than ever, and how authors can design a reader experience that keeps people emotionally invested from beginning to end. Nicole also shared insights on Michael Hague’s storytelling framework, the difference between a reader’s outer and inner journey, how AI can quietly push authors toward the wrong book idea, and why the smartest marketing decisions happen before the first chapter is even written. The conversation also explored identity transformation, strategic positioning, influencer relationships, and how great books naturally create opportunities for speaking, referrals, and long term business growth.If your book is meant to last longer than the current trend cycle, tune in to this episode.Check out www.nicheleaders.com to learn more or take the assessment. —Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB180: The 5% Rule: From Book Idea to Business Strategy | Nicole Gebhardt (CEO, Niche Press)
4w ago00:28:25Tap to summarizeToday 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 into why the “wrong book” can quietly limit your growth, how different publishing strategies like signature, pep talk, and niche books each serve a specific role, and why most people approach writing from the past instead of where they want to go. Nicole shares how books should connect to your offers, brand, and long term business model, not just book sales, along with how to think in terms of frameworks, client conversion, and positioning yourself in the top tier of your niche. We also touch on what it looks like to fix a misaligned book, why owning your publishing rights matters, and how the right strategy can turn a book into a consistent source of opportunities.Tune in to hear how to turn a book into something that actually builds your business instead of just sitting on a shelf.Check out www.nicheleaders.com to learn more or take the assessment. —Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB179: From Zero to 1,500 Followers: Marshall Karp & Danny Corcoran on Authenticity, Social Media, and Reader Connection
Apr 2700:59:57Tap to summarizeMarshall 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 latest novel Don't Tell Me How to Die.They talk through how real police work translates into fiction, from the small details that make scenes believable to the psychological layers behind both victims and criminals. The conversation moves into how they’ve built a direct relationship with readers through social media, focusing on authenticity over promotion, why showing the person behind the book works better than selling the book itself, and how long-term engagement, reader feedback, and word of mouth shaped the launch of Don’t Tell Me How to Die.Tune in for a grounded look at turning real-world experience into story, building genuine reader relationships, and why authentic connection consistently outperforms traditional marketing.Want to dive into Marshall’s books? Start here:NYPD Red: https://a.co/d/09lC3z9IDon’t Tell Me How To Die: https://a.co/d/0gL51BJYAmazon: https://www.amazon.com/stores/author/B001JPC3FA?ingress=0&visitId=d530e726-cae4-45c8-a85f-1ff330502842&ref_=aufs_ap_ahdr_dsk_abWant to learn more from Marshall and follow his work? Check him out here:Website: www.karpkills.comInstagram: @marshallkarpauthorhttps://www.instagram.com/marshallkarpauthor/TikTok: Marshall Karphttps://www.tiktok.com/@marshallkarpLinkedIn: https://www.linkedin.com/in/marshall-karp-041251108/For great writing advice—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB178: Inside the Mind of Marshall Karp: Crafting Crime, Humor, and Heart from NYPD Red to Don't Tell Me How to Die
Apr 2001:10:07Tap to summarizeToday’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 went on to air on major platforms like HBO and Netflix and was later recognized as a classic independent film, with Marshall and Jason touring and promoting it across the country. He gradually moved toward writing, building toward a long-term goal of becoming a full-time storyteller.In this episode, Marshall breaks down how his stories come together, starting with character and why knowing them inside out changes how the entire story unfolds. He shares how books like Don't Tell Me How to Die took shape, the risks he took stepping outside his usual genre, and what made it resonate with readers. He also offers practical advice for writers, from building discipline and doing the work consistently to understanding your audience and writing stories that truly hold attention. Along the way, he talks through what he learned from studying consumer behavior in advertising and how those insights carry over into storytelling. We also get a behind-the-scenes look at how working with James Patterson really works, and the storytelling principles that came out of that collaboration.Tune in to hear Marshall Karp unpack how he thinks as a writer, how his characters come to life, and how his books are built behind the scenes.--Want to dive into Marshall’s books? Start here:NYPD Red: https://a.co/d/09lC3z9IDon’t Tell Me How To Die: https://a.co/d/0gL51BJYAmazon: https://www.amazon.com/stores/author/B001JPC3FA?ingress=0&visitId=d530e726-cae4-45c8-a85f-1ff330502842&ref_=aufs_ap_ahdr_dsk_ab--Want to learn more from Marshall and follow his work? Check him out here:Website: www.karpkills.comInstagram: @marshallkarpauthorhttps://www.instagram.com/marshallkarpauthor/TikTok: Marshall Karphttps://www.tiktok.com/@marshallkarp—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB177: 100,000+ Copies Sold — Nonfiction Book Marketing, Author Platform & Promotion Strategies with Naomi Oreskes
Apr 1300:34:04Tap to summarizeThis 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 science, truth, and the world around them.In this episode, we unpack how she approaches writing for a broader audience by thinking of it less as writing and more as speaking to a real person. That mindset carries through everything, from how Merchants of Doubt was written to how it was shared. Instead of relying on one big moment, the book gained traction through consistent, deliberate effort by saying yes to every opportunity, traveling to places most authors overlook, and meeting readers where they are. We also get into how that same approach evolved with The Big Myth, where podcasts, op-eds, and timely conversations became a bigger part of the strategy. Along the way, we talk about staying connected to current events, maintaining scientific integrity, and simplifying complex ideas in a way that people can actually follow without losing what makes them true.Tune in to this episode with Naomi Oreskes to see what separates books that come and go from those that continue to matter long after they’re published and why Merchants of Doubt and The Big Myth don’t just stay relevant, but become essential reading for anyone trying to make sense of misinformation, scientific claims, and the world around them.If you want to explore more of Naomi Oreskes’ work, research, and writing, you can check out her platform below or pick up one of her books.Reckoning Science (https://reckoningscience.org/author/naomi/) Naomi’s science platform with weekly posts (co-created with Sasha Kirov)You can get a copy Merchants of Doubt, and Naomi’s books on these platforms: Bookshop: https://bookshop.org/p/books/merchants-of-doubt-how-a-handful-of-scientists-obscured-the-truth-on-issues-from-tobacco-smoke-to-climate-change-erik-m-conway/013961483cb5e746?ean=9781608193943&next=tAmazon: https://a.co/d/08u9qrz7→ Available on Bookshop, Amazon, Barnes & Noble, and other retailersPublications she writes for:The New York TimesThe Washington PostLos Angeles TimesScience MagazineBritish Medical JournalUndark—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB176: The $100,000+ Book That Exposed How Truth Gets Twisted - Inside Merchants of Doubt with Author Naomi Oreskes
Apr 600:30:35Tap to summarizeToday 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 the world.In this episode, we unpack how Merchants of Doubt came to life, starting from Naomi’s early research into climate science and the unexpected backlash that followed. She explains how misinformation is constructed, why the same arguments keep appearing across different issues, and how to recognize credible science in a world filled with noise. We also explore the deeper motivations behind these campaigns, including the role of ideology, freedom narratives, and economic interests. The conversation then shifts into how Naomi approaches writing and communication, from simplifying complex ideas to thinking of writing as speaking to a real person. On the marketing side, she shares how saying yes to every opportunity, traveling widely, leveraging podcasts, and writing timely op-eds helped her book grow steadily over time rather than relying on a single launch moment.Tune in to hear how the same misinformation tactics show up across decades, how to recognize credible science in a noisy world, and how Naomi approached writing a book grounded in evidence that continues to stand the test of time.Learn more about Naomi Orekes’ research, background, and academic work here: https://histsci.fas.harvard.edu/people/naomi-oreskesYou can get a copy Merchants of Doubt, The Big Myth, and all of Naomi’s books on these platforms: Bookshop: https://bookshop.org/p/books/merchants-of-doubt-how-a-handful-of-scientists-obscured-the-truth-on-issues-from-tobacco-smoke-to-climate-change-erik-m-conway/013961483cb5e746?ean=9781608193943&next=tAmazon: https://a.co/d/08u9qrz7→ Available on Bookshop, Amazon, Barnes & Noble, and other retailers—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB175: Sierra Melcher, CEO of Red Thread Books, on Goal-Driven Book Marketing, Conference Strategy, Book Seeding, Goodreads Giveaways, Reviews, and Long-Term Momentum
Mar 3000:20:24Tap to summarizeToday 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 goal, whether that is landing clients, speaking on stage, or building authority, and how working backwards from that goal changes every marketing decision. We talked through real examples, including using books as high value business cards at conferences, leveraging relationships and communities to unlock opportunities, and using book seeding through events, swag bags, and platforms like Goodreads to reach the right readers. She also shared practical tactics around Amazon ads for positioning, HARO for visibility, and how small, thoughtful actions can compound when done consistently. We spent time on review strategies, including launch teams, reducing friction for reviewers, and reframing reviews as social proof rather than vanity metrics.If you’ve been circling the question of what actually moves a book forward once it’s published, this episode answers it in a grounded way. You’ll hear how the work shifts from big, one-time pushes to small, repeatable actions that put your book in the right rooms, in front of the right people, at the right time.Check out redthreadbooks.com and book a call with Sierra to explore your next steps.If you want to learn alongside other authors and see how people are actually doing this in real time, you can check out Sierra’s “Write Your Book 📚” community on https://www.skool.com/writeyourbook/aboutCheck out Sierra Melcher’s books here: https://www.amazon.com/stores/author/B085LM5WZR?ingress=0&visitId=f4d1c214-e885-4492-9e95-02549234e12d&ref_=aufs_ap_ahdr_dsk_ab—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB174: Sierra Melcher, Author & CEO, Red Thread Publishing, on Publishing in 2026, Reader Psychology, and Book Marketing Strategy
Mar 2300:32:16Tap to summarizeOur 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 clarify what their book is really about, who it is actually for, and why shorter, simpler books often outperform longer ones. We also get into a different way of thinking about your reader, one that goes beyond surface-level targeting, and a practical exercise she uses to help authors reconnect with the people who need their message. On the marketing side, we talk through a few real-world examples that show how small, intentional moves can outperform scattered effort.Tune in to hear how Sierra thinks through choosing the right publishing path, defining your reader beyond surface-level demographics, building a book that actually gets read, and using targeted strategies like events, giveaways, and reviews to get your book into the hands of the right people.Check out redthreadbooks.com and book a call with Sierra to explore your next steps.Check out Sierra Melcher’s books here: https://www.amazon.com/stores/author/B085LM5WZR?ingress=0&visitId=f4d1c214-e885-4492-9e95-02549234e12d&ref_=aufs_ap_ahdr_dsk_ab—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB173: Nir Eyal on Marketing Beyond Belief: Email Lists, Newsletter Growth, Social Media and What Actually Converts Readers
Mar 1600:24:30Tap to summarizeNir 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.In this episode, we focus on how Nir is launching Beyond Belief and what he has learned from publishing three very different books. He explains why he chose to work with a traditional publisher again and reflects on how Hooked was first self published before being picked up by a major publisher after it began gaining traction. That experience leads into a broader discussion about one of the biggest misconceptions in publishing, which is the belief that signing with a publisher means the marketing work is finished. Nir explains why he believes the author is responsible for selling the first wave of copies and why the real marketing effort begins once the manuscript is done. From there, he walks through the specific tactics he and his team are focusing on for this launch, including newsletter outreach, podcast appearances, email list strategy, preorder incentives such as a reader book club, and new experiments with Amazon ads. He also shares what he is doing less of this time around, particularly relying on social media, and why building an email list and genuine relationships with other authors continues to matter far more than chasing follower counts.Tune in to hear how Nir approaches the realities of launching a book today and what it actually takes to get a thoughtful book into the hands of readers.Grab your copy of Beyond Belief here: https://a.co/d/00HkuNroDownload the 30-Day Belief Transformation Journal here: https://www.nirandfar.com—Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show.—Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/Head to our new website for more content and updates.: www.getshelflife.comIf you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →