Andy Hunter founded Bookshop.org with a mission to disrupt Amazon’s book sales and put them back into the hands of bookstores. He sees his brand to be the MC and hands the mike over to the people who sell and love books. A mesmerizing uphill battle that you can witness him slowly winning by means of passion, dedication, and shared values between bookshop.org, physical bookstores, and last but not least book buyers that care about more than the lure of next-day shipping.As an author, it was wonderful to have Andy on the show, but also as a brand-builder since there is a lot to be learned from how he and his team have created a disruptive and beloved brand in just two years.