Podcasts and Book Marketing

I’ve noticed an annoying trend in the podcast marketing of new books.  The marketing itself works quite well – I’ve purchased a number of books based on authors who appear on podcasts I listen to and discuss the main ideas of the book with the host.

The problem I have is when it seems like a significant amount of the content discussed in the podcast accounts for large chunks of the book’s main ideas.  For instance, I picked up a book recently and all of the key ideas (the theoretical framework and main argument for why the topic is important) laid out in the first 70 pages were discussed on a podcast.  I’m curious whether the rest of the book will be similarly spoiled, but I’m holding out to be surprised.  From what I’ve seen so far, though, the next 150 pages are presented as tactics and strategies to apply the main ideas, so I’m not overly optimistic.

I understand that this is part and parcel of the marketing format for these books.  An author is invited onto a show with a certain audience reach, the two discuss the book as a common framing device for the conversation, and everyone is happy – the author gets promoted, the publisher gets advertising, and the podcast generates revenues on sales kickbacks and sponsored content.   The only person that loses is the reader who pays for a book that was effectively summarized an hour-long conversation for free.  This is doubly bad when the book is an animated bibliography, and you’ve read enough books in the genre to get the punchline from the stories cited.

I can’t put all the blame on the author.  After all, they are just trying to sell their book and there is going to be a lot of repetition of the talking points if you do a lot of interviews.  A lot of the blame, instead, falls on the quality of the podcasts.  I find that podcast hosts tend to stick to a common format of teeing up questions based on key points from the chapters.  Sometimes this is handled smoothly, as in cases where the host poses an interesting question that the author uses to circle back to something discussed in the book.  But I have listened to podcast episodes where the host states a thesis from the book without a question, and the author then just elaborates on that point.

In an ideal world, I would want an interview the way it used to be when I watched Jon Stewart’s run of the Daily Show, where the author would be invited as a guest to the show on the pretense of discussing the book, however the conversation would be about whatever Stewart wanted.  Often the conversation was an excuse to catch up, swap stories, and bore little direct connection with what the book was about; the book was usually mentioned as an afterthought as the interview wrapped up.   Maybe this wouldn’t sell as many books, but at least I wouldn’t feel cheated reading through a book I already had the conclusions for.

Or maybe I have too high of expectations of free content, which runs counter to the content farming that needs to occur to regularly post stuff for consumers.

Rant over (for now).

Stay Awesome,

Ryan

Beware the Salesman

Podcast ads.

Hacks and routines.

Blogs that promote and sponsored content.

Look to the incentives and see if they align with your own.

What’s in their interest might not be in mine.

This might change over time.  Sources that don’t sell might eventually sell.  There is a future where I might try to sell you something or join my mailing list.

Beware the one who sells you solutions for problems they don’t have.

Beware the sponsored content coming from authorities you like.

Beware the salesman who makes universal the particular.  The one who puts everyone into a clearly defined box.  The one who makes money on your problems.  The one who charges to join their community.

I’m not saying these are all inherently bad things; merely that they merit many second thoughts.

Secret shortcuts don’t exist.  If they were valuable, they wouldn’t be secret and they wouldn’t be a shortcut – they would be the norm.

Everyone has to make a living.  Everyone has something to sell.  But not everyone has your best interest in mind.

Caveat emptor.

Stay Awesome,

Ryan

Lessons from JMS

At writing, I’m about 5-hours away from finishing J. Michael Straczynski’s memoir Becoming Superman: My Journey From Poverty to Hollywood.  His many professional credits include writing episodes for The Real Ghostbusters and He-Man, writing the screenplay for Marvel’s Thor, a hugely successful run in comics, and creating Babylon 5.  It’s an incredible story of crime, poverty, all forms of abuse, as well as triumph and perseverance.  The narrative is gripping and it’s difficult to put down.  I’ve only been listening for a few days now and I’ve ripped through 11-hours.  Even if he did embellish on the details to make his story more sympathetic (which I sincerely doubt he did), it’s a masterclass in storytelling.

I enjoy reading memoirs and biographies because it gives me a chance to glean insights from their stories.  It may be a bit premature to write this since I haven’t finished the book, but there is so much to get from his story that I felt compelled to dash this off.

In no particular order:

On antecedents

JMS came from a broken home, where abuse, neglect, and punishment was the norm.  He recognized early that he had two options – become like his abusers, or break the cycle by becoming the opposite of what his abusers embodied.  In that way, he gravitated towards positive role models both fantastical, like Superman, and real life, like his surrogate father-figure Vincent.  JMS refused to allow his past to dictate his future, and he believed he should own his circumstances, rather than use it as an excuse.

On writing

Once he realized he was meant to be a writer, JMS devoted himself to his craft.  He found every excuse and opportunity to write.  He learned to fill voids at the newspaper, where other journalists let deadlines slip them by.  No area was beneath him to write, and no domain was too foreign for him to jump in and attempt.  He cobbled together an eclectic background that spanned multiple genres and styles, all in an attempt to hone his craft.  The best advice he attributes is when a famous author told him on a cold call to “stop writing shit.  If it wasn’t shit, people would buy it.”  JMS saw writing through college as his way of purging the shit writing from his system so that he could let his stories flow from him, and he wouldn’t let anyone stop him from telling his stories.

On principles

JMS quit a lot of shows based on principles.  When network executives and censors wanted to change the essence of his stories, he walked away.  When friends and mentors, whom took chances on him early in his career, were fired from projects, he quit in solidarity.  When he stumbled into work that he initially dismissed as beneath him, he swallowed his pride and took jobs he knew he could learn from.  He often sacrificed his career and work to stand up for what he believed in, and didn’t complain about the consequences.

On children’s taste

While JMS fought against problematic characterizations on The Real Ghostbusters (he said”motherizing” Janine was regressive and sexist, and making Winston the driver was racist) one interesting insight he provided was how children viewed the show.  A change recommended by consultants and the network was to create a group of junior Ghostbusters for child viewers to identify with.  JMS pushed back, saying that no child wants to be Robin, but instead wanted to grow up to be Batman.  The Ghostbusters provided children with something to aspire towards; a sense of direction.  To see children on the screen acting like Ghostbusters, child viewers wouldn’t identify with them because they represented something they wanted but were not and couldn’t be.  In this, he’s making a connection that representation and aspiration are important to viewers.  He similarly walked away from She-Ra for the network refusing to allow She-Ra to be a warrior.  To him, it was important to give children something they could see themselves becoming one day.

On backdoors

There are many things JMS wrote on that he did that was unethical and illegal.  When he couldn’t afford to buy books as a child, he stole them, carefully read them without damaging the spine, then would sneak the books back to return them.  When he wanted to take classes that weren’t open to him but he desperately wanted to further his abilities as a writer, he broke into the faculty office, stole permission slips and altered the roster to put him into the courses.  When he needed to move on from grad school, he knew another year would sacrifice a lot of ground in his career, but he needed to appease his abusive father, so he broke into the Registrar’s office to make it appear he was graduating.  (As of reading in the book, he has yet to try and leverage the fake degree in his career, but merely needed to exit from the program without provoking his father or endangering his siblings).  Because of his upbringing, he learned how to see opportunities to open doors.  This, combined with his work ethic, means that he worked hard to leverage past experiences to create future value.  While this is hardly good career advice, it’s worth staying mindful of – that not all career advances come by entering through the front door.

Throughout the book, JMS is careful to note that he’s been more lucky than good.  He recognizes that while hard work is vital to his story, there are many times where he was lucky enough to be in the right place at the right time.  His ability to leverage his experience allowed him to go from writing one-act plays, to short stories, to journalism, to television screen-writing, to eventually movies and comics.  He notes many times in his story that he was mere steps away from making bad decisions, or letting his faults get the best of him.  In many precarious places, he could have gone down the wrong path, any he nearly died several times.  Rather than letting luck go to his head, he refused to become complacent and always did the work.  Above all else, his work ethic is probably the most important lesson I drew from his story.

Stay Awesome,

Ryan

Short Term Content Bias

I admit that the kinds of videos I watch on YouTube and the kinds of books I read tend to gravitate towards a certain kind of self-help genre, where some productivity or business person is giving me a set of systems and protocols to follow to help me “hack” my way to a more fulfilling work and life.  These kinds of content are usually well-made but suffer from a shallowness of insight.  It’s not that the authors are deliberately trying to dupe me (at least I hope not!) but the unfortunate reality is that the incentive structures that lead to engagement online and sale of products means that in order to publish, you need to publish fast and loose.

Books that get published are usually a small essay that gets padded out with animated bibliography research or a year-long experiment where the author tests out the ideas in the short-term and reports back on what they experienced and learned about themselves.  There might be small kernels of originality and insight in there, but the rest of the book is a repackaging and restatement of the research and writing of others.  It is without irony that I wager that the same 20% of landmark examples appear at least once in 80% of the books out there.

YouTube videos run into some similar issues.  Often, I find that the videos are short think pieces and experiments that people run as a blog series or retrospective.  The editing is fast and smooth, and the experiments are reported on based on impressions from the first week, month, and sometimes quarter.

In both of these mediums, we see a presentation of the short-term result with little follow-up on the long term impacts.  On small occasions, a writer might follow-up on some of the ideas in a second book that is a direct result of the first, but by and large we don’t have insight into the impact the changes had over the long-term.

This bias towards short term content make sense.  Authors and content developers need to create products quickly in order to ensure a viable revenue stream, and once you write about your niche and experience, life moves too slowly for you to be able to keep up with that pace.  As a result, they would start to publish on things that are more nebulous and propped up by the work of others (hence, animated bibliography).

The best books with the deepest wisdom are often, as Taleb notes, ones that have been around for more than 50 years.  I’d add to that that books published as the culmination of one’s life work also fall into that category.

This is not to say that content coming out of the short-term process is worthless.  In my opinion, my life and satisfaction has improved in quality over the last 3 years of intentionally reading these books.  The problem is that after a while, very little surprises you and you start to see the same examples getting recycled.

Stay Awesome,

Ryan

Thinking and Research Habits

You can tell who has recently released a book based on who is making their way through the podcast circuit.  It’s never a coincidence if you see an author’s name pop up on the latest episodes of several shows your have saved in your playlist.  I enjoy listening to these episodes to get book recommendations, and for the most part find that the shows don’t go into too much depth with the author.

This was pointed out by a friend of mine (thanks, Wil, for smashing my illusions!) when he commented that a show I happen to listen to lacks the depth he looks for in a good podcast.  After he pointed that out, I saw it everywhere: the host of the show brings the author on, and by whatever means the talking-points get established, the show typically has the host ask 5-10 key questions that are ripped directly from the book.  It reminds me of students who skip the reading because the whole thing is covered in class.  You get a good sense of what the main points of the book are, but that’s about it.  If you’ve read the book already, you might as well skip the podcast episode.

However, there are gems in some shows, and I spotted two a few weeks back.  On two different shows, authors who had recently released books were chatting about the ideas in the book and the topic drifted to the idea-generation process.  They were short asides, but I found them fascinating to hear how these authors come up with their ideas and structure the construction of their books.

You can give the shows a listen yourself, but I’ve summarized the main points below.

David Epstein
(promoting his book Range)
The Longform Podcast, episode 348 (starts at 21:08)
https://www.stitcher.com/s?eid=62028020

How do you set up the bounds of research?  How do you delineate what you put in the book?  What should I include in the book?

  • There will be a few topics you generally know should be in, but after that you don’t know.
  • Epstein starts with a broad search down rabbit holes.  He used to think this was a bad thing and a waste of time, but now it’s thought of as a competitive advantage.  Sometimes, though, you end up with a bunch of nonsense.
  • He creates a master thought list – citation and key ideas or sentences.
  • As these coalesce into a topic, he moves like-ideas together.  When a topic emerges, he tags it with a title and creates keywords that he would use if he’s searching for it.  Then he moves similar tags together and a movie storyboard emerges where one topic flows into the next.
  • The goal is to avoid it being a bunch of journal articles stitched together.
  • It’s a road map of his brain’s exploration of the topic.
  • Unlike academics who just read journals and don’t go in-depth, he uses his journalism training to talk to the people – more will always come out in conversation than what’s included in the text.  Scientists will include interesting tidbits offhand that are related, but don’t expand on it, so it creates a thread to pull on.  It’s also a good fact-checking exercise and makes the story richer.

 

Cal Newport
(promoting his book Digital Minimalism)
Love Your Work, episode 183 (starts at 49:30)
https://www.stitcher.com/s?eid=62048017

How do you find ideas that are well-timed/timely with discourse on careers, technology, etc.?

  • He thinks, writes, and publishes all the time (especially blog posts and articles).  He’s constantly reading and testing out ideas.  He’s talking to people, having conversations, and seeing what topics emerges.  It’s a work ethic to him to constantly be reading and writing.
  • He tests out what he’s interested in and see if others are interested.  It might be foundational to something he works on over time, or it might wither because it doesn’t gain traction or doesn’t bear fruit.
  • To validate ideas:  1. He asks, “Are people talking about it, or leaving interesting comments on my blog posts?” 2. With ideas comes a sense of “mental confidence.”  He asks “Is this working for me?  Does it click as a structure to provide a workable framework for seeing the world?”
  • Over time, something will emerge and persist.  It generates advice that’s useful, more evidence comes up, and it is applicable across situations.
  • The search is opportunistic, but once something emerges, he does a deep dive. (Kadavy evokes the fox-porcupine reference from Isaiah Berlin, popularized by Jim Collins).

Stay Awesome,

Ryan

Books on Vocational Reflection

I finished reading Complications by Atul Gawande last week and really enjoyed it.  It was his first book and covered stories from his apprenticeship phase of becoming a surgeon.  I thought back to the first book I read from him, The Checklist Manifesto, and realized that while I enjoyed the topic Manifesto covered, I found it lacking a certain charm that Complications had.

Manifesto felt like a good idea that was stretched a bit too thin to fit the book format, and was heavily supplemented with references to studies done by other researchers.  This isn’t meant as a criticism – it was a good book!  But what I felt Complications (and his other book Better) had is the first hand reflection on one’s professional development.  It’s not just a memoir of one’s life, nor is it a tell-all, but instead it’s a focused meditation on the training, learning, failures, achievement, and lessons one gains from devoting themselves to their vocation.

Over the last three and a half years of reading, I’ve found I really enjoyed these kinds of  books.  I looked over my reading list and pulled a bunch of examples randomly below.  Some of them are about medicine, others are of actors, and a few books from the business world.  The common thread is that it’s less about the personal biography of the person and more about the development of the professional (for this reason, I didn’t include Elon Musk’s and Enrico Fermi’s biographies, or career retrospectives like the books from James Comey and Hillary Rodham Clinton).

It describes a world bigger than the person telling the story, and their attempt to grapple with the epistemological, ethical, and professional obligations that comes from entering a profession, and where their limits lie.  These are not stories about heroes – the stories are about human error and fallibility, and learning to deal with that revelation.  It also keeps its eye towards what it means to serve others, and where the profession should go in the future.

Ultimately, these books differ from the animated bibliography in one crucial area.  The animated bibliography is often a book that results from a person researching and stitching together the ideas of others.  In some cases, these books will require the author to attempt to put the ideas into practice, but in my opinion this is in service of selling the credibility of the book.  However, the books I’m discussing here and listing below are different because they are an account of people who are learning by doing.  They are applying what they previously learned during formal education, and reflecting on the outcomes to see what lessons can be derived.  In some sense, the books are an autopsy that try to tease out causes, or at least serve as a cautionary tales for those who come later.

 

A Thousand Naked Strangers – Kevin Hazzard

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23/ This book came from the @artofmanliness #podcast a few months back. Talk about an exhilarating read! I identify strongly with the author, Kevin Hazzard, as he spins his memoirs of life as an Atlanta paramedic in "A Thousand Naked Strangers." His listlessness and feelings of being unchallenged, not knowing just how much potential he had in him, or how far his limits went, are things I've grappled with recently. A lot of what he wrote resonates with me, but his tale also serves as a caution: Am I on the right path? Am I willing to make the necessary sacrifices? Am I strong enough? Can I hack it? Will I choke? It's a trial by fire in the purest sense and a book I intend to revisit. #reading #books #selfimprovement

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Doctored – Sandeep Juhar

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/29 – my trip to Scotland threw my reading schedule off, so I haven't finished a book since before I left. I picked this book up in the spirit of Larry Smith's advice to read broadly in your passions when looking at career options. Since I'm considering paramedicine, I thought this would be good to check out. Juhar writes a fantastic reflection on the 5 or so years after he finished his formal medical training, and the stress and burnout he experienced as the realities of a medical system with misaligned values is forced upon him. Money, family, and values all weigh him down as he is forced to work within the private medical industry in Manhattan. I very much enjoyed his prose and story. I'm very happy I picked this up from the library. #reading #books #selfimprovement #medicine

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I’d Like to Apologize to Every Teacher I Ever Had – Tony Danza

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-/32 I'd Like To Apologize To Every Teacher I Ever Had by Tony Danza. This was a spur purchase I made while browsing books on sale from Audible. I figured I could relate to his experiences, having just finished my first teaching experience this past year (albeit at the college level). The book was a lot more engaging than I expected! I felt absorbed as Tony told his story of his year teaching high school 11th grade English. While initially the set-up for a reality show, the experience quickly morphs into a huge learning experience for Tony as he learns what it means to be a teacher and what it takes to be effective in reaching students. It's a humbling story, and I am glad to have learned from it. @tonydanza #reading #selfimprovement #books #nonfiction #teaching #education #memoir

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Total Recall – Arnold Schwarzenegger

*Note – I include this mostly because of his telling of his time as a body-builder and actor.

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-/30 – Total Recall by Arnold Schwarzenegger. As a kid, I was into his movies. After I started getting into exercise, I got more into his bodybuilding achievements. While I didn't follow his political career, his recounting of his Governor years was quite interesting (though personally I enjoyed the first two acts of his career more). The book was quite long, but I enjoyed the story and got some good advice out of it. My only critique is that parts of the end felt more like he was writing the book for damage control of his personal life and career (i.e. his infidelity and son). Still, I'm glad I listened to the story. #books #reading #selfimprovement #audiobook #nonfiction #autobiography #memoir

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A Life in Parts – Bryan Cranston

 

The Art of Learning – Josh Waitzkin

 

Shoe Dog – Phil Knight

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-/31 – Shoe Dog by Phil Knight. This is a good book, not because I have any affinity for Nike shoes (I don't think I've ever owned a pair) but because it's a great story. The skeptical part of me knows that Knight controls the narrative, so as a narrator we can't fully trust his objectivity as he tells his side of some of the bad events in Nike's early years. Nevertheless, even if he's stretching events to make himself look good, the lessons of his missteps are worth learning from. That, and the charisma his prose evokes, made this a gripping story to listen to and one of my top reads this year. #reading #selfimprovement #books #nonfiction #learning #education #audiobook #Libby #management #business

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Creativity, Inc. – Ed Catmull

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-/35 – Creativity Inc. by Ed Catmull. I love love love this book! I've already recommended it to a few friends because it's that good. Catmull, one of the founders of Pixar, gives us an account of his early life and the history of Pixar up through 2014. I grew up watching their movies, so getting the behind the scenes stories was fascinating. The best part, though, is his reflection on what did and didn't work. From his experiences, he draws out lessons for running a company and promoting growth, sustaining output, ensuring transparency, and fostering creativity. The book is captivating and one that I plan to add a physical copy of to my shelf. #reading #selfimprovement #books #nonfiction #learning #education #audiobook #Libby #kpl #library #memoir #pixar

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The Checklist Manifesto – Atul Gawande

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-/29 – The Checklist Manifesto by Atul Gawande. I'm torn on this book. On the one hand, the ideas are good and he has some good insights into the process of making good checklists for complex situations, like medicine. On the other hand, I was really hoping for a more technical dive into the fields he discusses that involve the uses of checklists (aviation, medicine, and construction). It felt like his attempt to make the material accessible also made it superficial and too easily digestible; that he deliberately didn't go deep in order to push out an easier book (not accusing him of it, just the feeling I got from it). Still, I am glad I read it, and like Koch's 80/20 Principle, I have already tried applying concepts and learnings from the book to my job. #reading #selfimprovement #books #nonfiction

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Better – Atul Gawande

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-/8 – "Better" by Atul Gawande. This was a great listen. I first checked out his book, The Checklist Manifesto, a few years back. While I enjoyed it, I felt it lacked a certain depth I had hoped to have had in diving into the origins of some of the checklist systems he discussed. "Better" is the kind of book I had hoped for "Checklist." This is the book of a craftsman reflecting on his work. He muses on many critical areas of medicine and asks how doctors have tackled the idea of being better. Here, he runs the gamut of behaviour changes, adapting to impossible situations, monetary incentives ruining practice, the need for diligence, and a few other valuable essays. While he's a surgeon, he explores fields outside of his own to see what kind of lessons we can learn from their stories. The book is packed with valuable insights, which is unfortunate because I blasted through the book fairly quickly, so not all of it had a chance to stick while I mulled it over. A reread for sure! #reading #selfimprovement #books #nonfiction #learning #education #audiobook #medicine #reflection #craftmanship

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Complications – Atul Gawande

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-/17 – Complications by Atul Gawande. This is the third or fourth book I've read from Gawande. I first encountered him in the Checklist Manifesto, but like his last book I read I really enjoy his reflections on what it means to be a doctor. Something about the gravity of the work speaks to me, and his reflections on the gaps in what can be known by people expected to have all the answers is fascinating to me. I should seek out books by other authors in professions that spark deep reflections on the training and expertise intersecting with the quest for mastery. #reading #selfimprovement #books #nonfiction #learning #education #audiobook #medicine #reflection #craftmanship #memoir #surgery #Libby #kpl

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Stay Awesome,

Ryan

3 Year Blogiversary

Yesterday marked my 3rd anniversary of the first post on this blog.  On April 21st, 2016, my first post went live – Welcome and First Post  It was the typical post you see on most blogs to announce a new voice has been added to the internet – the “Hello World” of the blogosphere.

In those three years, I have posted 158 times, and put up content on a nearly consistent weekly schedule.  While the blog still doesn’t really have a focus, I’m happy with the progress I’ve made and even of some of the insights and musings I’ve published.  I still find it strange that my most visited post continues to be my review of the Zombies, Run! training app, with a total of 1,366 page views as of writing (a minimum of 100 monthly visits since August 2018).  Otherwise, I’m pretty happy with having 3,136 views from 2,417 visitors.  It makes me feel special.

Shout-out to my 73 followers on WordPress!  And shout-out to my top two commenters, my Aunt K and Tis Leigh of Tis But A Moment!  I’m glad you find value in my ramblings.

Even without focus or purpose, I plan to keep up the habit of writing and posting things weekly.  Here’s to another few years of writing yet!

Stay Awesome,

Ryan