HJ and John discuss HJ's business of helping experts become authorities in their industries through publishing books, operating as a hybrid between traditional and self-publishing. They explore the proper use of AI tools in the publishing process, with HJ emphasizing that AI should assist authors rather than replace their creativity or become the primary author.

HJ's experience in publishing started with his initial failure to publish "The Employee Millionaire" through a major publishing house that charged him $65,000. HJ explains that his first attempt failed because his motivation was self-centered rather than focused on helping his audience. After learning from successful self-published authors, HJ repackaged and self-published the same book with a stronger "big why," resulting in sales of over 120,000 copies.

HJ's company helps advisors, attorneys, and CEOs build credibility through book publishing. He outlines three major pillars for the process: publish, promote, and monetize/impact. They focus on the publish phase, where HJ identifies two key gaps: authors not mapping content to target audience pain points and not comparing their content with successful books in the same niche.

There are benefits of writing a book for business owners and CEOs, particularly how it can enhance credibility and promote their companies while sharing business journeys. HJ shares success stories, including one about a client who built a million-dollar training business in the Middle East hotel industry based on a book about customer service.

John Martinka
Jessica Martinka

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