Podcast Summary: The Amazing Authorities Podcast – “From Ideas to Impact: Ben Cena on Building Bestselling Books, Author Credibility, and Thought Leadership”

Host: Mitch Carson
Guest: Ben Cena
Date: November 4, 2025

Episode Overview

In this engaging episode, host Mitch Carson sits down with Ben Cena—an expert in helping leaders and business owners turn their ideas into bestselling books that drive influence, impact, and income. The conversation unpacks the real process behind becoming an “author authority,” the strategic differences between publishing routes, how to leverage books for credibility, and the realities of the modern book market. Ben gives insider insights into the bestselling process, the importance of editions (especially audiobooks), and frank advice on physical vs. online book sales, all laced with candid, practical wisdom.

Key Discussion Points & Insights

1. Who Ben Cena Helps and Their Motivations (01:40 – 04:25)

• Ben Cena’s focus: Working primarily with business owners and leaders, helping turn ideas into bestselling books while saving time across writing, distribution, and marketing.
• Client Profile:
  • Typically not retirees looking for a memoir, but accomplished leaders transitioning to a new phase or leveraging their expertise for growth (e.g., board seats, speaking careers).
  • “The book is about targeted, expertise-driven content and establishing or elevating credibility.” (03:16)

2. The DNA of a Bestseller vs. Just ‘Having a Book’ (05:35 – 07:47)

• Foundational Planning:
  • “People who are thinking about it being a best seller, we have to think about that in the very beginning before we do anything else—meaning the market appeal, the market opportunity.” (05:49)
  • Metaphor: A well-made book is like a round rock; it will “roll” with the right push (marketing). If it’s rough and jagged, all the marketing in the world won’t help.
• Key insight: Work with professionals early to bake success into the process.

3. Bestseller Lists—What Matters, What’s Possible (07:47 – 11:28)

• Amazon vs. New York Times:
  • Amazon: 300-800 sales in a week can secure a #1 bestseller in a category.
  • New York Times: Requires 10,000+ sales, diverse distribution, and passes through a subjective, human-curated process. “The human element of approving it being on the list is the most tricky part.” (09:46)
  • Wall Street Journal list ended in 2023.
• Ultimate Goal: NYT is the “pinnacle,” but practicality and leveraging the book are more important for most authors.

4. The Rise and Importance of Audiobooks (11:28 – 13:54)

• All Formats Matter:
  • “Authors have to have all versions of a book.” Audiobooks are rapidly growing, especially through Audible and Spotify.
• Human Consumption Patterns:
  • “People want to have the knowledge as if they read the book, not as if they listened to the book. They buy the book, don’t read it, listen to it, and talk about it as if they read it.” (11:40)
• Podcast Connection: Audio is key—people are consuming more information auditorially than ever.

5. Traditional Publishing vs. Modern Author Services (13:54 – 19:05)

• Traditional Route:
  • Large publishers offer prestige and distribution but take a large share of royalties and control.
  • “Chances of getting there and what do they offer…do you have to figure that out yourself? There are a lot of ins and outs and details of the contract that you really have to figure out.” (14:58)
  • Most authors will not be accepted; even if accepted, “success is not guaranteed.”
• Modern (Ben’s approach):
  • Greater author control and flexibility.
  • The author retains creative and promotional freedom, can update the book as their business evolves.
  • “We let them control as much as they want to control.” (18:24)

6. Airport Bookstores and Retail Perceptions (19:05 – 26:31)

• Physical Bookstore Realities:
  • Airport and retail placement is mostly a marketing opportunity, not a sales engine.
  • Books must be “widely applicable.” Niche books are high-risk.
  • Retailers over-order and expect authors to take back and pay shipping on unsold books. “You can end up going negative rather than even making money.” (19:35 – 22:48)
  • These opportunities are best leveraged for photos, promotions, and prestige rather than profit.
• Declining Trends:
  • “Every year, the physical stores of the books are declining by 1%, 1 1/2 percent ... It’s a declining market. It’s gonna keep declining for the next 20, 30 years.” (26:31)

7. The Enduring (and Changing) Love of Physical Books (27:56 – 30:52)

• Physical vs. Digital:
  • Both Ben and Mitch prefer physical books for tactile and emotional reasons. Online sales are stable or growing, but brick-and-mortar retail is in decline.
  • “I like having the book. I think it is very much part of that kind of author's journey, where you want to physically have it, touch it, feel it, highlight it.” (28:34)
• Consumer Behavior:
  • Many browse in physical stores, then buy online for convenience and cost.

Notable Quotes & Memorable Moments

• On making a book a bestseller:
  “People who are thinking about it being a best Seller. We have to think about that in the very beginning before we do anything else… If it’s a nice rock, it’s going to roll with marketing. If it’s sharp and jagged, it’s not going to roll.” — Ben Cena (05:49 – 07:47)

• On audiobook consumption:
  “People want to have the knowledge as if they read the book, not as if they listened to the book…they listen to it and talk to other people as if they read it.” — Ben Cena (11:40)

• Traditional publishing insight:
  “Most people think that if I’m going that route, that success is guaranteed. Success is not guaranteed. They just advertise ten books that are doing the best. The rest are doing absolutely nothing.” — Ben Cena (14:58)

• On leveraging airport bookstore placement:
  “The way I see it being a benefit is…use it for marketing reasons. Take some pictures, arrange some signing, advertise it on socials…it’s about elevating their brand.” — Ben Cena (19:35 – 22:48)

• Industry trend:
  “Every year, the physical stores of the books are declining by 1%, 1 1/2 percent … It’s a declining market. It’s gonna keep declining for the next 20, 30 years until it’s not prestige anymore.” — Ben Cena (26:31)

Important Segment Timestamps

• Ben’s introduction, who he helps: 01:40 – 04:25
• Difference between bestsellers and “just a book”: 05:35 – 07:47
• Breakdown of bestseller lists: 07:47 – 11:28
• Audiobooks and changing consumption: 11:28 – 13:54
• Publishing routes: control and royalties: 13:54 – 19:05
• Airport/Retail bookstores real talk: 19:05 – 26:31
• Book formats and retail decline: 26:31 – 30:52
• Cultural book trends (Japan snippet): 30:52 – 31:31

Closing & Contact

Ben Cena suggests connecting via LinkedIn or at highvalueauthor.com for anyone seeking help to turn their expertise into a powerful book.

“We let them control as much as they want to control…97% of the time, nobody’s going to accept you anyway [traditionally], so don’t bother too much.” — Ben Cena (18:24 – 19:05)

Tone & Style:
The episode is frank, pragmatic, and gently humorous, mixing war stories with actionable insights. Both Ben Cena and Mitch Carson speak directly and conversationally, cutting through publishing myths to ground listeners in today’s author landscape.

Recommended for:
Aspiring authors, entrepreneurs, consultants, and anyone wanting to use a book to build their professional authority and credibility in a thoughtful, market-savvy way.