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.
38episodes
Episodes
Newest firstAll episodes
BTB171: 30,000 Copies Sold and 4,000+ Reviews: Patrick Taylor on Grassroots Hustle, Amazon Ads, and Reader Loyalty
Mar 200:26:34Tap to summarizeWe’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 art festivals and gun shows to personally seeding hundreds of copies, he explains how early hustle translated into long term readers. We talk about the turning point in 2019 when Amazon ads shifted his sales curve, how he tracks royalties, ad performance, and net profit through detailed spreadsheets, and why understanding the halo effect changed the way he views advertising results. We also get into reader magnets, his monthly newsletter called The Occasional, limited ROI from social media, rising ad costs, using ChatGPT to analyze reviews, and why authenticity may be the most valuable advantage in a crowded market.Tune in to hear how Patrick approaches growth, advertising, and audience building without relying on shortcuts.Check out Lost on Purpose here: https://a.co/d/02qRffUuDiscover more on Patrick’s website at texasyetibooks.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 →BTB170: Patrick Taylor on Lost on Purpose, Reinvention, and Solo Winter Trekking the Lewis and Clark Trail
Feb 2300:27:34Tap to summarizeOur 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 spending nearly two months alone in the wilderness. He shares why he chose to sell almost everything before leaving, what it meant to fully close a chapter of his life, and how solitude in extreme conditions helped him rebuild confidence after divorce and professional setbacks. We discuss how the book began as a journal meant for his children, how early criticism improved his writing, and how steady Amazon sales gradually turned into a growing catalog. Patrick also explains his philosophy of treating life as a series of experiments rather than labeling experiences as success or failure, and why stacking small adventures can reshape how you experience everyday life.Tune in for a grounded conversation about reinvention, solitude, risk, and what it really looks like to experiment with your life after success, loss, and uncertainty.Check out Lost on Purpose here: https://a.co/d/02qRffUuDiscover more on Patrick’s website at texasyetibooks.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 →BTB169: 2M+ Copies Sold: Michael Bungay Stanier on The Coaching Habit, Hybrid Publishing, and Building a Business Beyond Book Sales
Feb 1600:27:37Tap to summarizeWe 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 on leadership and learning, Michael brings intellectual rigor and practical insight to the world of modern coaching.In this episode, we go deeper into what really happened before The Coaching Habit became a global success. Michael shares why book marketing is far more unpredictable than most authors want to admit, and why selling ten thousand copies is already an extraordinary outcome. We talk about designing a book to feel readable and unintimidating, writing the shortest useful manuscript possible, building thoughtful calls to action inside the book, defining what makes a book a classic, and measuring success based on long term business impact rather than units sold. We also explore hybrid publishing, relationship equity, launch strategy, and the importance of putting yourself in a position to get lucky.Tune in to an episode about redefining what book success really means, why ten thousand copies is rarer than most people think, and how the right readers can matter more than the biggest numbers with Michael Bungay Stanier.Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources.Visit mbs.works to learn more about Michael and his books. Check out Michael's books here: https://a.co/d/0iYLB60v—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 →BTB168: Michael Bungay Stanier, Author of The Coaching Habit, on Coaching, Leadership, and Better Conversations
Feb 900:25:21Tap to summarizeWelcome 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 actually move people forward.In this episode, we get into why giving advice is often the least helpful thing we can do, even when it’s coming from a good place. Michael breaks down the idea of the Advice Monster, the habits that keep us jumping in too quickly, and why the first problem someone brings to you is rarely the real one. We talk about the power of listening, staying curious longer, and how a few well-placed questions can completely change team meetings, feedback conversations, and leadership dynamics. Michael also walks through several of the core questions from The Coaching Habit, including “What’s on your mind,” “What else,” and “What’s the real challenge here for you,” and why reflection plays such a critical role in learning.There’s a reason The Coaching Habit continues to be recommended by leaders, teams, and organizations around the world. In this conversation, Michael unpacks the thinking behind the book and the questions that changed how people approach leadership, feedback, and everyday conversations. Tune in to hear Michael Bungay Stanier walk through the ideas that have shaped one of the most widely read leadership books of the last decade.Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources. Visit mbs.works to learn more about Michael and his books. Check out Michael's books here: https://a.co/d/0iYLB60v—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 →A message from the team at ShelfLife
Dec 2900:01:03Tap to summarizeThank 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. —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 →BTB167: Stephan Spencer on YouTube Strategy, Attention, Shorts, and AI for Authors | The Art of SEO Author & Marketing Speak Podcast Host
Dec 1500:27:39Tap to summarizeWe’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 think. Stephan breaks down why YouTube remains one of the most powerful discovery platforms in the world, how attention and curiosity actually work, and why strategy and quality consistently outperform posting volume. We talk about crafting hooks that stop the scroll, shaping story arcs that keep people watching, using Shorts without burning out, and why thumbnails and titles are often the most overlooked growth lever. We also explore how authors can experiment across platforms, when AI helps versus when it hurts, and how to use it transparently without eroding trust.This episode cuts through the noise around YouTube and brings the focus back to strategy, intention, doing fewer things better, and a lot less guesswork.Check out Stephan’s book here: https://a.co/d/ciHClX9For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact.—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 →BTB166: The Art of SEO with Stephan Spencer: AIO Strategy, LLM Visibility, Digital PR and the Dead Internet Theory
Dec 800:34:13Tap to summarizeToday 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 spotting the gaps, mistakes, and missed opportunities that cost businesses real revenue.In this episode, Stephan and I dive deep into the new landscape of search and discovery. We talk about AIO or AI Overviews optimization, how Google and LLMs are reshaping what it means to show up online, and why citations are becoming just as important as links. Stephan walks through the exact tools he uses to measure LLM visibility, the importance of schema and site architecture, and why authors should treat their book website as a separate strategic asset. We also explore digital PR, how to build real authority the LLMs can trust, and why so much of the internet is already AI generated. From query fan outs to the dead internet theory to the prediction that websites themselves may eventually fade away, Stephan brings clarity to a world that is changing faster than most people realize. It is a practical and eye opening look at how authors, creators and businesses can stay visible in an era where AI does the searching for us.If the future of the internet is becoming harder to trust, then the people who understand how to stay credible in a synthetic world are the ones who will keep winning online. Check out Stephan’s book here: https://a.co/d/ciHClX9For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact.— 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB165: Over 12 Million Copies Sold: The Self-Publishing Story Behind Thomas Erikson’s Surrounded by Idiots
Nov 2800:31:45Tap to summarizeIn 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 binders, and the moment he realized he couldn’t stop creating even when no one was reading. He shares why he ultimately chose to self-publish Surrounded by Idiots after countless rejections, how those early copies found their way into readers’ hands, and the unexpected momentum that followed. Thomas also reflects on how his background shaped the way he explains behavior, why he writes for everyday people instead of academics, and what the polarizing title revealed about how people respond to ideas. He gives us a glimpse into the new concepts he’s exploring for his next book and why even people with the same personality “color” can feel so different from one another.Tune in for a conversation that takes you behind the scenes of one of the most remarkable self-publishing journeys today. Learn more about Thomas Erikson on his website here: www.surroundedbyidiots.comCheck out the book, Surrounded By Idiots, here: https://a.co/d/4CCxMMQ— 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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB149: 75,000 Books Sold by Process! Author Mike Paton Through Giving, Leveraging, and Building Readers
Aug 11, 202500:15:44Tap to summarizeWe 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 editing your message down to its clearest core, to giving away valuable content at scale, he shares exactly what is working for authors and what to stop wasting time on. He shares stage-by-stage marketing advice for authors at every level, from first-time launchers to those already selling in the tens of thousands, delivering insights that cut through the noise with practical, battle-tested wisdom.Learn how to use partnerships, clear messaging, and generosity to your advantage with real-world tactics and hard-earned lessons that will help you refine your marketing, build stronger connections with readers, and keep your book selling long after launch day.—Make sure to check out the book here: https://a.co/d/g05bwKiLearn more about Mike Paton on his website: www.mikepaton.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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →BTB148: Process! | Mike Paton
Aug 4, 202500:37:59Tap to summarizeWhat 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 podcast The EOS Leader. He succeeded Traction author Gino Wickman as EOS Worldwide’s Visionary and continues to champion the tools and disciplines that help businesses run better and leaders lead more effectively.In this episode, we go deep into Process!, a book that makes building and sustaining systems feel possible even for the most visionary and creative leaders. Mike explains the three-step “process process,” how to document and simplify your company’s core operations, and why systems only work if they’re truly followed by all. He also shares practical ways to train teams, track progress, and adapt processes over time without adding unnecessary complexity. Plus, we explore how these same principles apply to book marketing, from aligning your audience to avoiding “random acts of marketing” and building campaigns that drive real results.—Make sure to check out the book here: https://a.co/d/g05bwKiLearn more about Mike Paton on his website: www.mikepaton.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.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com
Transcribe →