Thought leading is a busy life! You write books, travel for keynote speaking, network with other experts and create lots of content.  However, that means your business is limited to your personal time! So, what can you do to help your content sell itself? Our guest today has excelled at everything "thought leadership," including the ability to remove himself from the day to day of a business he built. Michael Bungay Stainer is the best-selling author of The Coaching Habit, a renowned keynote speaker, and Founder of Box of Crayons, a learning and development company that provides training to enterprise companies. With Michael’s newest book How to Work with (Almost) Anyone: Five Questions for Building the Best Possible Relationships having just hit the shelf we start our conversation discussing the phases of a book launch and how marketing a book is more than marketing just the book.  He shares how a book can become the gateway to your larger ecosystem.  Michael gives the pros and cons of traditional and hybrid publishing as well as why you need to treat your book like starting a business, giving it at least 2 – 3 years to flourish and grow. In addition to being an author Michael knows the keynote speaking side of the business sharing how at the best of times focusing on speaking can be lucrative, ending with standing ovations and nice hotel rooms.  However it can also mean hundreds of days on the road, airport delays, and fatigue.  We learn the criteria Michael uses for saying Yes to a possible gig and how speaking can fit into your business model. Books and speaking are powerful tools for spreading thought leadership but how can your business go on without you writing and speaking? As the Founder of Box of Crayons, Michael ensured the company benefitted from his best-selling books and reputation, but also ensured the sales training could stand without him.  He shares both the B2B and B2C strategy that is allowing him to work 1 hour a month for Box of Crayons without the company falling apart in his absence. This episode is a master class on everything a thought leader needs to know to ensure not only the success of their personal brand, but the company they someday will leave behind.  Three Key Takeaways: ·         It is really hard to write a book.  Except compared to marketing a book.  It's really hard to market a book... except compared to getting people to read a book. ·         Hybrid publishing means you are the executive editor of your book.  You get to call it what you want and give it the look and feel you want.   ·         As time goes on you need to watch the market and see if your target avatars have changed.  When they do you may need to update your content and offers to accommodate their growing needs.