Ra'anan Cohen built two startups with no tech background, taking the first public and growing the second, Bringg, into a unicorn. After he sold, he wrote Confessions of a Unicorn Founder for himself and his kids, with no plan to publish it, until a friend sent the manuscript to Israel's biggest publisher. The book spent over a year on Israel's bestseller list without him spending a dollar on promotion, and he turned down the biggest in-store promotion in the country because he wanted the right readers, not more of them. We talk about the question at the heart of the book, how much is enough, why readers who are a good fit end up spreading it for you, what the publisher did and didn't do, and why he'd tell authors to start talking about their subject a year or two before launch.

Connect with Ra'anan: https://www.linkedin.com/in/raananc

Confessions of a Unicorn Founder: https://www.amazon.com/dp/B0FZKYYZ8X

I'm Cristian, founder of Beehive Book Marketing. I help nonfiction authors market their books and get them published. More at https://beehivebookmarketing.com

00:00 Intro

00:15 Two startups, then a book

03:11 Why he wrote the book

06:51 The manuscript he never meant to send

09:01 How the publisher set his expectations

09:36 What the book opened up

10:37 How the book found its readers

13:42 Product-market fit for a book, and the promotion he turned down

17:03 Why no discounts or coupons

17:56 The right readers, the higher ratings

19:46 How much is enough?

24:35 Who the book is actually for

27:45 What the publisher did, and what's on the author

29:17 Why to start a year before launch

30:42 Why readers look up the author first

31:52 Where to find the book

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