The Creative Penn Podcast for Writers

Episode 851: Post-Traumatic Growth, Creative Marketing, And Dealing With Change with Jack Williamson
Host: Joanna Penn
Guest: Jack Williamson (psychotherapist, coach, author, ex-music exec)
Date: February 23, 2026

Episode Overview

In this episode, Joanna Penn speaks with Jack Williamson, who brings a unique combination of experiences: bestselling author, psychotherapist, career coach, and a former music industry executive. Their conversation explores how trauma can be a path to post-traumatic growth, the importance of reframing negative experiences, the need for creative and strategic thinking in author marketing (with fascinating lessons from the music industry), and how to navigate and adapt to change—especially in the face of rapid technological shifts like AI.

Key Discussion Points and Insights

1. Jack’s Journey from Music Exec to Author & Psychotherapist

[18:53 - 21:22]

• Jack’s career started at the turn of the millennium in music marketing for stars like George Michael at Sony and Universal.
• A personal trauma—losing his brother to suicide in 2015—made him reassess his life and purpose.
• Therapy and creating a "bucket list" (e.g., scattering his brother’s ashes at the Seven Wonders of the World) gave direction.
• The pandemic provided the opportunity and space to write, leading to multiple book releases.

"When I went through that, I was kind of thinking, well, what do I want to do? What do I want out of life? ... one of the lists on my bucket list was to write a book."
—Jack Williamson [19:03]

2. Turning Trauma Into Growth: "Post-Traumatic Growth"

[21:22 - 24:25]

• The concept of post-traumatic growth: finding meaning and purpose following trauma.
• Reframing loss is not about denying pain but integrating it and moving forward with it as a source of motivation.
• Viktor Frankl’s Man’s Search for Meaning cited as foundational.

"Man can take everything away from you, apart from the ability to choose one thought over the other."
—Jack Williamson quoting Viktor Frankl [22:05]

• Concrete action (travel, retraining, writing) is key to transformation; "being a human doing" as well as "human being".
• Bereavement can hold up a mirror and prompt re-examination of what matters most.

3. Service, Gratitude, and Purpose

[24:25 - 26:15]

• Service and gratitude, common themes in both religious and secular life, help reframe difficult situations.
• As authors, service to readers and community can provide a sense of purpose and belonging.

"We all, if we can and when we can, should pay it forward."
—Jack Williamson [25:19]

4. "Maybe You’re the Problem"—Self-Responsibility and Growth

[26:55 - 28:21]

• Jack’s latest nonfiction title is intentionally provocative: while trauma isn’t your fault, what you do with it is your responsibility.
• The value of moving beyond "victimhood" to survivor/thriver mindsets.
• Recognizing and addressing personal blind-spots and limitations.

"What happened to us when we grew up wasn’t our fault, but what we do with it is our responsibility."
—Jack Williamson [26:55]

5. Issues in the Author Community: Neurodivergence & Shiny Object Syndrome

[28:42 - 31:13]

• The creative industry attracts many neurodivergent individuals (ADHD, autism)—these traits are both "superpower and Achilles heel."
• "Shiny object syndrome" leads to chasing every new tool or trend; need for intentionality and fit with personal goals.
• Psychological safety is essential—find trusted spaces, supportive groups, or communities.

"Sometimes as authors, we need to not cave...and take a step back and think to ourselves, how does this serve me?"
—Jack Williamson [28:42]

6. Strengths as Flaws: Achilles Heels in Writers

[31:13 - 34:38]

• Our biggest strengths can also be our greatest limitations (e.g., Joanna’s independence leading to reluctance to ask for help).
• Understanding our personal "wounds" helps us avoid self-sabotage.
• The importance of community and mentorship: having mentors ahead, at the same level, and "behind" you for holistic learning and support.

"No human is an island. And yes, it's amazing with the AI agents now...but having those relationships you can tap into is so important."
—Jack Williamson [32:27]

7. Mentorship: Beyond Personal Access

[34:38 - 36:26]

• Mentorship doesn’t have to be direct. Books, podcasts, and the works of people you admire can serve as inspiration and guidance even without personal contact.
• Joanna notes her "mentors" are often authors whose books changed her thinking.

8. Marketing Lessons from the Music Industry

[36:26 - 45:02]

a. Embracing Change

[36:54 - 39:30]

• Napster’s impact on the music industry: the necessity of adaptation and embracing new formats.
• The same applies now to publishing in the face of AI.

"You have to embrace change. You can't ignore it, you can't push it away...it's coming whether you like it or not."
—Jack Williamson [37:17]

b. Creative, Targeted Marketing

[39:31 - 41:50]

• Story of geo-targeting streaming ads to a single island to influence "Love Island" sync team—a lesson in clever, resourceful indie marketing.
• Indie authors, like indie musicians, must think creatively due to limited budgets.

c. Creating Under Pressure

[41:50 - 42:38]

• Too much pressure harms creativity; scheduled breaks, understanding brainwave cycles, and self-awareness are crucial for maintaining output.

9. Creative Marketing for Authors

[42:38 - 45:46]

• All authors are already creative—telling stories is foundational to effective marketing.
• PR hooks: sometimes your most interesting story isn’t the book itself, but something personal or unique in your background.
• The "ABC technique" for interviews: Answer, Bridge, Cover your key messages.

"How can you bring in these creative nuggets that help you define a story? Because again, marketing is, in essence, telling a story."
—Jack Williamson [44:21]

10. Adapting to Technological Change & Navigating Community Conflict

[45:46 - 54:48]

a. Generational Shifts and Grieving the Past

[46:57 - 50:15]

• Different generations have varying expectations; upcoming generations will see AI integration as normal.
• Change provokes grief and loss—recognize, honor, and move through these emotions.

b. Storms and Boats: Not All Are Equally Equipped

[47:55 - 50:15]

• The storm of technological change impacts everyone, but circumstances (resources, adaptability) vary.
• It’s not "the same boat," but the same storm: "Some can adjust as quickly as a speedboat, others are like Jack and Rose in Titanic..."

c. Judgment, Shame, and Community Fracture

[50:15 - 54:48]

• The fear of or resistance to AI can manifest as public shaming or judgment in online spaces.
• Advice: choose your battles, focus engagement on the "curious", not those with immovable convictions.
• Importance of finding supportive, like-minded spaces.

"It's first and foremost about understanding: where are those people sitting on the continuum of AI? ...do they have an opinion, but they're open to hearing other opinions? ...Do they have a belief that could be changed or evolved?"
—Jack Williamson [52:00]

11. Emerging AI Trends from the Music World

[57:17 - 63:59]

• Major labels are now requiring artists to allow their catalogs to be used in training AI models (potential parallel in publishing).
• AI tools can remix/rewrite a song into different genres—in publishing, this could mean variable story versions (e.g., spicy/clean edits, genre swaps, or licensed fanfic—with better author control and royalties via blockchain/NFTs).
• Next evolutionary step: AI-powered video adaptation—licensing actor "likeness" for indie TV/film adaptations.

"Imagine clicking a button...you can take [your character] and turn her into a romantic lead in a romance book."
—Jack Williamson [58:44]

• Joanna notes that digital originality (related to NFTs/blockchain) is likely to escalate in importance for author rights management.
• "In the next 5–10 years, there will be a platform...where you can license the rights to an image of an actor or actress, and then...adapt your book into a TV series or film..."

—Jack Williamson [61:24]

12. Coping with the Pace of Change

[65:25 - 67:02]

• The speed of change can be disorienting; the solution is to "be the tortoise, not the hare": focus on sustainable pace, habit, and consistency.
• Comparing yourself to others invites frustration—measure progress only against your personal goals and circumstances.

Notable Quotes

• "Post-traumatic growth—how do you define it, so it doesn’t define you?"
  —Jack Williamson [21:22]

• "Success leaves Clues ... It's important to have three mentors: one ahead, one at your level, one behind you."
  —Jack Williamson [33:39]

• "We can't compete with the major publishers. But the beauty of the independent author community is... we have to think differently."
  —Jack Williamson [40:05]

• "It’s never survival of the fittest. It’s survival of the most adaptable."
  —Jack Williamson [49:22]

• "Motivation may get you started, but it’s habit and discipline that sees you through."
  —Jack Williamson [65:57]

Important Timestamps

• Jack’s background and transition to writing — [19:03]
• Post-traumatic growth, Viktor Frankl reference — [22:05]
• Action as a response to grief — [23:37]
• Service and gratitude as tools for reframing — [24:25]
• "Maybe You’re the Problem" book summary — [26:55]
• Mentorship and finding support — [34:38]
• Music industry lessons for authors — [36:26]
• Creative marketing and PR hooks — [42:38]
• Dealing with AI-related conflict/judgment — [50:15]
• Upcoming AI shifts in creative industries — [57:17]
• Coping with rapid change — [65:25]

Concluding Thoughts

Jack Williamson’s insights thread together personal recovery, the necessity of adaptation in business and craft, and a powerful perspective on creative survival in an era of rapid technological change. The episode encourages authors to:

• Transform adversity through purposeful action (post-traumatic growth)
• Harness creativity not just in writing, but marketing and career development
• Find mentors at all levels (even virtually, through books or podcasts)
• Seek out like-minded communities for support and learning
• Accept that change is constant—and adaptability, not speed or resources, is the key to longevity

Find Jack Online:

• Nonfiction, Therapy: jackwilliamson.co.uk
• Romance/Fiction: abjackson.com | @abjacksonauthor (Instagram/TikTok)

Next episode: Joanna will be speaking with Alicia Jo Rabin about Creative Confidence, Portfolio Careers, and Making Without Permission.

For comments, questions, or to share where you’re listening from, email: joannathecreativepenn.com