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Book the Business: Daily Summaries Delivered
by Joe Gregory
Book the Business is the show for entrepreneurs who want to write a book that actually builds their business — not just sits on a shelf.Writing a book is the fastest way to build authority, credibility, and influence in your industry, and this show is your playbook for doing it on purpose. Being introduced as a published author (not a salesperson) and handing someone a book (not a brochure) turns resistance into interest before you say a word. The role of "trusted expert" almost always goes to the person who wrote the book on it.Hosted by Joe Gregory, founder of Rethink Press, this podcast is for entrepreneurs, business owners, coaches, and consultants who want to use authorship as a growth strategy — not just a vanity project. Since 2003, Joe has helped publish over 1,200 books that have grown businesses, opened doors, and elevated the authority of the people who wrote them. He's a former graphic designer, copywriter, and marketer, so he brings a business-build
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- Today32 min
Maria Franzoni: Why the Most-Booked Speakers Aren't the Famous Ones
What do the top 1% of professional speakers have in common? It isn't fame, and it isn't high fees.In this episode of Book the Business, publisher Joe Gregory sits down with Maria Franzoni, speaker agent, former international speaker bureau owner and bestselling author of The Bookability Formula (Rethink Press). Maria has more than 25 years in the speaking industry, and she analysed booking data for 4,489 speakers across 25 offices worldwide. She found that just 45 of them (1%) brought in 80% of the bookings and over 50% of the revenue. Most of them weren't household names.Maria explains how that discovery became The Bookability Formula, why her first draft written in 2020 was "the wrong book," and how restructuring it around her own framework changed everything. She also shares the reality of the writing process, the last-minute book launch idea from Chris Gardner that put 240 people in a queue for her book, the bookmark that sparked a wave of LinkedIn selfies, and what has changed in her business since becoming an author. That includes raising her rates, charging for consultation calls, and attracting clients who arrive already prepared.Whether you're a speaker, coach, consultant or expert thinking about writing a book, this conversation is packed with practical lessons on authority, positioning and turning your book into a business asset.🔗 Connect with Maria Franzoni:Website: mariafranzoni.meLinkedIn: Maria FranzoniBook: The Bookability Formula, available on Amazon📚 Book the Business is the podcast exploring how experts, entrepreneurs and business leaders turn what they know into a book, and use that book to build authority, create opportunities and grow their business.What You'll LearnHow analysing 4,489 speakers revealed that the top 1% drove 80% of bookings, and why they weren't the most famous or expensiveThe first and most important element of bookability: relevance to a pressing, costly problem the client can actually seeWhy staying relevant isn't "one and done," as clients' pressing problems shift from the financial crisis to 2020 to the age of AIThe "red thread": how to keep every topic under one clear umbrella so bookers and buyers aren't confusedWhy writing your book too early can mean writing the wrong bookThe honest reality of writing a first book, and why condensing the writing time into a focused block works betterChris Gardner's simple book launch strategy: launch at an event where your audience already isHow a free giveaway, smart placement and a bookmark call to action created a wave of social proofWhat changes after you become an author: higher rates, paid consultation calls and better-prepared clientsWhy a book is "a brochure people don't throw away," and how associations and coaches are buying it in bulkTips on recording your audiobook before publishing, plus practical advice for surviving the recording boothTimestamps00:00 – Welcome and introduction to Maria Franzoni01:00 – Why Maria wrote her book (and why the first version was wrong)01:45 – Protecting your IP when others are quoting your work03:00 – The origin of The Bookability Formula and the Pareto Principle04:30 – The data: 45 speakers, 80% of bookings, 50%+ of revenue05:45 – Were the most-booked speakers the big names?07:00 – The #1 bookability factor: relevance to a pressing problem08:15 – From "four keys" to a formula and a book structure09:15 – "When you're in the jar, you can't read the label"10:00 – Muddy boots and the typical client journey11:15 – Why even established speakers lose relevance12:30 – The red thread: one umbrella for all your topics14:00 – The writing process: "It was horrible"15:00 – Advice for writing faster and more focused16:15 – Don't underestimate the time needed for promotion16:30 – The book launch: Chris Gardner's game-changing advice18:00 – Giving away 240 books at the Speaker Summit18:30 – Photography tips for launch day19:00 – The bookmark that sparked a LinkedIn selfie wave21:15 – What's changed since becoming an author22:00 – Raising rates and charging for consultation calls23:30 – Author and authority: the credibility boost25:45 – The book as a brochure people don't throw away26:00 – Associations and coaches buying in bulk27:00 – Organic reviews and six weeks at #128:30 – Audiobook lessons and James Taylor's tip30:45 – A second book on the way?31:00 – Where to find Maria31:45 – Final advice: make time, and don't write too early
- 1 weeks ago39 min
Charlie Curson: How Writing a Book Made Me More Strategic
Most strategy books teach you what to know and how to plan.Charlie Curson wrote one about who you need to become.On this episode of Book the Business, Joe Gregory talks with Charlie Curson, founder of the UK strategic leadership consultancy Mandarin and trusted advisor to leadership teams at Audi, Unilever, McDonald's, Visa, and L'Oréal. Charlie is the author of the international bestseller Be More Strategic, shortlisted for the Business Book Awards 2026.Charlie shares how he went from ignoring years of "you should write a book" comments to pitching his idea in 90 seconds to a panel of publishers. He explains why a business school professor's blunt Christmas Eve phone call ("not another book on strategy") pushed him to focus on the human side of strategy, and how his four-level framework shows that being strategic is a learnable skill, not a fixed trait.He also walks through his writing discipline (5:00 a.m. sessions in a converted Victorian pigsty, Post-it notes, Lego, and zero AI), the nerve-wracking beta reader stage, cutting 98,000 words down to 35,000, and how the book has grown his business through PR, live radio, speaking invitations, executive team sales, and a new coached program.If you're an expert, founder, or CEO thinking about writing a book, Charlie closes with a simple 20-minute exercise to help you start today.🔗 Find Charlie and free resources: www.teammandarin.com📘 Get the book: Be More Strategic by Charlie CursonWhat You'll LearnWhy the best business books promise a change in identity, not just knowledge or resultsHow Charlie's four-level framework (self-awareness, open-mindedness, strategic capabilities, and scale) makes strategic thinking learnableWhether you should "give it all away" in your book, and why Charlie chose to put in his very best workA practical daily writing routine for getting into flow and editing without fearHow to use beta readers and testimonials to validate your ideas and reconnect with your networkThe real business results of publishing: PR, podcasts, speaking gigs, corporate clients, and a signature programA 20-minute Post-it note exercise to start writing your own bookTimestamps00:00 – Introduction: Charlie Curson, founder of Mandarin01:15 – Where it began: ignoring "you should write a book"02:20 – Pitching to a publishing panel in 90 seconds03:45 – What makes this strategy book different04:40 – The Christmas Eve call that changed the book's direction05:40 – The four levels of promise: know, do, get, be06:50 – From book to the Be More Strategic program08:10 – Reaching founders, charities, and head teachers beyond big corporates11:20 – Should you give everything away in your book?12:55 – The four-level framework and 12 practices14:30 – "I'm not strategic": why strategic thinking is learnable17:20 – A real story of pausing and choosing strategically18:10 – The writing journey: discipline in a Victorian pigsty20:30 – Surviving the beta reader stage22:30 – How writing brought clarity to his IP24:30 – How the book has grown his business25:40 – Live radio leads to a speaking invitation26:40 – Giving away 1,000 books and landing an executive team client27:30 – Gathering 12 testimonials and finding a foreword writer29:00 – Why it has to be a genuinely good book29:50 – Cutting 98,000 words down to 35,00030:50 – The former chief strategy officer and "Dad, you're a terrible listener"33:20 – Making the book practical with free resources and QR codes34:30 – "Muddy boots": earning the right to write35:20 – Where to find Charlie and the Strategic Capability Accelerator36:40 – Advice for aspiring authors: the 20-minute Post-it exercise38:30 – Closing
- 2 weeks ago39 min
Donna O'Toole: How to Win Business Awards (Without Getting Scammed)
Donna O'Toole is an award-winning entrepreneur, bestselling author of "Win," and founder of August Recognition, a global awards agency. In this episode, Donna joins Joe Gregory to break down how she turned her expertise into a book — and how that book became the foundation for a training program, an accelerator, and now an AI-powered platform called AwardsApp.Donna shares the real strategy behind winning business awards: how to plan a 12-month award roadmap, spot scam and "link farming" award schemes, avoid disqualification from AI-generated entries, and use award wins as a tool for brand authority, recruitment, and growth.She also opens up about writing her book "Win," why she gave away thousands of copies instead of selling them, and how consolidating her knowledge into a book unlocked opportunities she never expected — including speaking gigs, partnerships, and building her own SaaS product.If you're an entrepreneur, marketer, or business leader curious about using awards, books, and personal brand as pillars of authority — this conversation is packed with practical insight.What You'll LearnWhy Donna wrote her book "Win" and how it became her "best business card"The real strategic planning that goes into winning credible business awardsHow to spot award scams, phishing schemes, and "link farming"Why AI-written award entries get disqualified — and what judges actually look forThe "Plan, Win, Promote" framework for leveraging awardsHow a book can turn into a training program, an accelerator, and eventually a tech productThe four pillars of authority: awards, books, publicity, and speakingHow AwardsApp aims to make finding and entering awards safer and smarterTimestamps00:00 – Introduction to Donna O'Toole & August Recognition00:57 – What drove Donna to write her book "Win"02:11 – The core problem her book and agency solve03:51 – Why proper awards take serious preparation04:37 – Building a strategic plan before entering awards06:09 – Imposter syndrome around entering awards07:00 – Where awards fit in a business's marketing mix08:44 – Designing the book "Win" and choosing the title10:00 – Why Donna gives the book away instead of selling it11:29 – How the book acts as an "undercover ambassador"13:12 – Pinch-me moments since publishing14:00 – How the book led to a training program and AwardsApp14:44 – How writing the book felt (cathartic, not guilty)17:00 – How writing consolidated her expertise and case studies18:21 – Recording the audiobook18:54 – How the book shaped internal team training21:07 – The four pillars of authority: awards, books, publicity, speaking24:42 – Warning signs of scam and fake awards26:21 – Explaining "link farming" and backlink scams27:34 – Cloned award websites and phishing entries29:00 – How far in advance to plan for awards (ideally 12 months)30:24 – The seasonal cycle of business awards31:39 – Gaps most businesses have in collecting evidence/case studies33:06 – Introducing AwardsApp and the "Find, Enter, Win" concept34:20 – Why AI-generated award entries get disqualified36:17 – How AwardsApp helps you enter the "right race"36:32 – August Recognition vs. AwardsApp — how the two connect38:17 – Where to get the book and join the AwardsApp waitlist
- 3 weeks ago36 min
David B. Horne: Add Then Multiply, Funded Female Founders & the ROI of Writing a Book
David B. Horne has raised over £120M, bought or sold 33 companies, and written two Amazon #1 bestsellers — "Add Then Multiply" and "Funded Female Founders".In this episode of Book the Business, David and host Joe Gregory unpack how writing a book turned tacit expertise into a repeatable methodology, opened doors to Warren Buffett and R.E.M., and became the credibility engine behind David's transition from hands-on operator to company chair. They also dig into the UK's gender funding gap data that inspired David's second book and TEDx talk, which has been viewed over 3 million times.What You'll LearnHow to turn scattered, tacit expertise into a teachable framework (David's "card system" behind the FACE methodology)Why beta readers who critique instead of praise make a book dramatically betterHow a single case study/story can make a dense finance chapter engagingWhy the real financial return on a business book comes from credibility, not royaltiesHow a book can open doors that cold outreach never could (including a reply from Warren Buffett's office)The data behind the UK's gender funding gap — and why all-male teams get 89% of VC fundingHow writing and publishing builds the authority needed to shift from founder/operator to chairWhat it actually takes to hand off a business you've run solo for years (and hire the right CEO)Chapters0:00 Intro — who is David B. Horne1:12 What made David decide to write a book2:09 The "gift" of a failed client relationship and a fresh start in 20192:25 Breaking down the title Add Then Multiply and the FACE methodology3:36 Was the methodology codified before writing, or "in his head"?4:05 The card system — turning tacit knowledge into a teachable framework4:43 Why beta readers were the most valuable part of the writing process5:26 Turning a dry finance chapter into a story (the ABC Ltd. case study)6:25 Long-tail outcomes: newsletters, repurposed content, 7 years later7:07 Building an AI-driven product based on the book (launching autumn)7:39 The biggest mindset shift: "this is what I do, therefore this is what I don't do"8:07 The Warren Buffett letter8:38 The R.E.M. story — getting the band's permission for a lyric dedication10:28 Using the book with clients, partners, and at speaking events12:09 Does the book make you more generous? "Author is the first part of authority"14:12 Where the real ROI comes from — it's not book royalties15:33 Books sold (500–600) vs. given away (1,000+)16:34 Introducing the second book: Funded Female Founders17:14 The origin story — a question at a conference launches 5 years of research18:24 The British Business Bank data: female founders get less than 1% of VC funding19:20 Partnering with the London Stock Exchange to launch the book/event series20:32 Why David — a man with no daughters in business — took on this cause21:12 His mother's influence growing up in the '60s/'70s22:38 Three root causes of the funding gap (bias, lack of women in VC, culture)23:41 The viral stat: more fund managers named "David" than women fund managers24:18 TEDx talk origin — filmed in 2020, went viral in 2022 (10K → 3M views)25:22 Who should read which book — ideal reader for each title26:49 Teaser: book #3, working title "F is for Fund"27:30 David's journey to hiring a female CEO and stepping into the chair role28:23 A rough year — father-in-law's passing, turning 64, new grandchildren29:40 Launching the CEO search publicly, the backlash, and 16 female applicants31:18 How the book made this leadership transition possible32:16 Building a sales engine under the new CEO33:26 Where to find David and his books34:21 Why he added the "B." — Googling "David Horne" gets some interesting results35:25 Wrap-up and 43rd wedding anniversary shoutout
- 4 weeks ago41 min
Susan Payton on Selling Through Story
Susan Payton, author of the international bestseller "The Business of Stories" and host of "The Business of Stories" podcast, joins Joe Gregory to break down how business owners can use storytelling to sell more — without feeling salesy.Susan shares the real reason she wrote her book (hint: it wasn't for clout), the framework she uses with clients (personal story → business story → customer story → why → people → value → sweet spot), and why the common marketing advice "don't make it about you" is dead wrong.You'll learn:- Why hiding yourself from your marketing actually hurts trust- The "hero and guide" framework for telling stories that convert- How to find the story behind the story (the real message)- What happened when Susan got flown business class to speak in Barcelona — all because of her book- Her simple 3-step starting point for anyone thinking about writing a business bookChapters0:00 Intro: Meet Susan Payton0:46 Why Susan wrote her book — the real story2:07 The exhaustion of one-to-one client work4:26 The moment Lucy pushed her to write a book6:21 Writing the book for "Marion" — designing for one reader8:45 The Venn diagram: personal, business, customer story9:44 How the book became a podcast, course, and group program10:10 Why "don't talk about yourself" is bad advice12:04 The dating analogy: why hiding yourself is "creepy"16:00 Story prompts in action — Joe's real results18:11 "This is magic" — a client's first LinkedIn story gets her a client in 2 days19:16 What makes a story actually useful (not just inspiring)20:27 The hero and the guide — the Star Wars framework26:26 Susan's full storytelling framework, step by step26:33 Step 1: Personal story27:14 Step 2: Business story27:52 Step 3: Customer story28:30 Step 4 & 5: Your two "whys" (personal why vs. bigger why)29:33 Step 6: Your people (niching down)31:12 Step 7: Your value31:49 Step 8: The sweet spot — where it all connects33:37 Pinch-me moments from the book35:00 From fear of public speaking to being flown to Barcelona38:00 Susan's advice for anyone thinking about writing a book40:03 Where to find Susan and get the free book
- Oct 8, 202634 min
Andy Lopata: 6 Books, 25 Years, One Big Lesson About Building Authority
Should you write a business book? Most people in the author/speaker world will tell you yes, without hesitation — it's "the thing you have to do" to be seen as credible. AndyLopata disagrees, and in this episode he explains why.Andy Lopata is an internationally recognized expert in professional relationships, with more than 25 years of experience helping organizations unlock the strategic value of connection.He's the author of six books, host of the Connected Leadership Podcast, a regular contributor to Psychology Today, and a writer for Harvard Business Review. He's worked with organizations including PayPal, Google, Harrods, the BBC, and Said Business School, and has spent his career helping leaders and teams build the relationships thatdrive collaboration, trust, and long-term results.In this conversation, Joe Gregory and Andy dig into the real, unfiltered story behind six books written over 20+ years — what worked, what didn't, and what he'd tell anyone thinking about writing their own: Why a book can hurt your reputation as easily as help itWhat actually built Andy's authority more than his books didThe book that took 3 years and 4 drafts — and still underperformedThe book that took 2 weeks and became an award finalistThe infamous Amazon #1 bestseller campaign that got beaten by Noel EdmondsAndy's current work on "relational intelligence in the age of AI"Timestamps:00:00 Cold open01:05 Who is Andy Lopata01:37 What made Andy write his first book07:39 Should everybody write a book?11:38 Articles vs. books: which built more authority14:15 When is the right time to write a book?16:08 The 3-year book that underperformed18:06 The 2-week book that became an award finalist21:37 The Amazon bestseller stunt (and Noel Edmonds)24:48 Relational intelligence in the age of AI29:54 The Relationship Matrix framework32:25 Where to find AndyConnect with Andy: andylopata.com
- Oct 1, 202634 min
Rosie Nice & The MAGIC Framework: A Coach's Guide to Better Questions
Rosie Nice has spent 25+ years coaching and training coaches — and in this episode she breaks down why she finally turned her methodology into a book, Magic Happens In The Silence.We cover the MAGIC framework (Mirror, Aspirations, Goals, Ideas, Commitments), why silence is one of the hardest skills for a coach to master, how she rebranded her entire business around the book, the "pinch me" moments since publishing (including selling 45 copies in one conversation), and her honest advice for any expert who's hesitant to finally write their own book.What You'll LearnWhy Rosie finally turned 25+ years of coaching methodology into a book — and what pushed her to "finalize" a version instead of endlessly tweaking itThe MAGIC framework (Mirror, Aspirations, Goals, Ideas, Commitments) and how it structures a reflective coaching conversationThe four types of silence coaches encounter (reflective, comfortable, awkward, acrimonious) and why not interrupting silence is harder than not interrupting speechHow rebranding her business around the book (from "ESB Training" to "Magic Coaching") made her offer more consistent and alignedWhy giving the book away has driven more business than selling it — including a concrete case where one conversation led to 45 books sold on the spot and roughly £10,000 in follow-on training workJoe's "GAPS" method (Give, Ask, Propose, See it through/Sell) for using a book as a relationship-building tool rather than a productHow becoming a published author changed the way clients and prospects perceived her credibility, and opened doors like hosting a podcast for the Association for CoachingWhat it took, emotionally, to hit "send" on the manuscript — including the role her daughter played in getting her past perfectionismRosie's practical advice for any expert who's hesitant to write their own book: know who you're writing for, know why, and test your ideas before committing them to paperChapters00:00 Intro — meet Rosie Nice01:00 What led Rosie to finally write the book04:22 The story behind the title: "Magic Happens In The Silence"06:13 The different types of silence in coaching08:34 Who Rosie works with — individuals, teams, organizations08:50 Renaming the business from "ESB" to "Magic Coaching"10:34 Using the book inside training programs (giving it away)12:15 "Pinch me" moments since publishing — 45 books sold on the spot13:33 Sending the early draft, and the client who became an advocate16:29 Does being an author create an edge over other coaches?18:09 Joe's "GAPS" method — give, ask, propose, sell/see it through19:05 Other ways Rosie has gifted and spread the book (audiobook, discounts)20:56 Doors the book opened — hosting a podcast for the Association for Coaching22:36 Business owner with a book vs. becoming an author23:33 Her daughter Emily's role in getting her to finally hit "send"27:19 Owning the "author" identity28:22 Rosie's bigger mission beyond the book31:00 Advice for experts hesitant to write their own book32:26 Where to find Rosie and her programs
- Sep 24, 202640 min
James Woodfall: AI Can Write Your Book, But It Can't Live Your Life
James Woodfall built and sold a wealth management business, wrote two books with Rethink Press, and now runs Raise Your EI, helping professional services firms build emotional intelligence into their leadership and client relationships.In this episode, James and host Joe Gregory dig into:Why writing a book forces you to "stress test" your own thinkingThe health scare (aneurysms discovered via a full-body MRI) that led him to sell his businessHow his master's dissertation on financial advisors and emotional intelligence became his second book, The Heart of FinanceWhy he believes AI is a great thinking tool but a dangerous writing crutchThe identity shift from "entrepreneur with a book" to "author and authority"Where professional services still beat AI — and where they don'tConnect with James: raiseyourei.co.ukChapters00:00 — Introduction to James Woodfall01:39 — Why he decided to write his first book03:07 — How writing forces "thinking time" and articulation04:58 — Realizing how much of his thinking was "borrowed"07:00 — The real subject of Financial Planning for Entrepreneurs11:11 — The health scare: aneurysms discovered during a preventative MRI12:37 — Deciding to sell the business, with his wife pregnant13:33 — The master's dissertation that became The Heart of Finance16:45 — Co-authoring with Dr. Cliff Lansley17:40 — How the book changed his speaking opportunities18:49 — The "author identity threshold" conversation21:35 — Why self-published books without an editor miss the mark23:23 — On using AI to write books: "You're only cheating yourself"25:16 — Why emotional intelligence matters more as AI commoditizes knowledge work29:36 — What his current business, Raise Your EI, actually does day to day33:22 — How the book functions as a business development tool34:26 — Expanding beyond financial planning into new sectors36:36 — The meaning behind The Heart of Finance title and cover37:51 — Where to find James and get the book
About Book the Business
Book the Business is the show for entrepreneurs who want to write a book that actually builds their business — not just sits on a shelf.Writing a book is the fastest way to build authority, credibility, and influence in your industry, and this show is your playbook for doing it on purpose. Being introduced as a published author (not a salesperson) and handing someone a book (not a brochure) turns resistance into interest before you say a word. The role of "trusted expert" almost always goes to the person who wrote the book on it.Hosted by Joe Gregory, founder of Rethink Press, this podcast is for entrepreneurs, business owners, coaches, and consultants who want to use authorship as a growth strategy — not just a vanity project. Since 2003, Joe has helped publish over 1,200 books that have grown businesses, opened doors, and elevated the authority of the people who wrote them. He's a former graphic designer, copywriter, and marketer, so he brings a business-build
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