Before The Bestseller

Alex Strathdee
  • 4.9 (148)
  • BOOKS
  • UPDATED WEEKLY

This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement. 

  1. 2D AGO

    2M+ Copies Sold: Michael Bungay Stanier on The Coaching Habit, Hybrid Publishing, and Building a Business Beyond Book Sales

    We welcome back Michael Bungay Stanier, author of the million copy bestseller The Coaching Habit. Beyond that landmark book, Michael is the founder of Box of Crayons, a training company that helps organizations build practical coaching skills rooted in curiosity, serving clients such as Microsoft, Salesforce, and TELUS. He has written eight books that have collectively sold more than two million copies worldwide, and his influence in the coaching profession has been recognized with the Thinkers50 Coaching Award in 2023 and induction into the Thinkers50 Hall of Fame in 2025. A Rhodes Scholar with a global perspective on leadership and learning, Michael brings intellectual rigor and practical insight to the world of modern coaching. In this episode, we go deeper into what really happened before The Coaching Habit became a global success. Michael shares why book marketing is far more unpredictable than most authors want to admit, and why selling ten thousand copies is already an extraordinary outcome. We talk about designing a book to feel readable and unintimidating, writing the shortest useful manuscript possible, building thoughtful calls to action inside the book, defining what makes a book a classic, and measuring success based on long term business impact rather than units sold. We also explore hybrid publishing, relationship equity, launch strategy, and the importance of putting yourself in a position to get lucky. Tune in to an episode about redefining what book success really means, why ten thousand copies is rarer than most people think, and how the right readers can matter more than the biggest numbers with Michael Bungay Stanier. Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources. Visit mbs.works to learn more about Michael and his books.  Check out Michael's books here: https://a.co/d/0iYLB60v — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    28 min

  2. FEB 9

    BTB168: Michael Bungay Stanier, Author of The Coaching Habit, on Coaching, Leadership, and Better Conversations

    Welcome back to Before the Bestseller. It’s 2026, and we’re starting the year with a rockstar author and one of the most influential voices in modern leadership and coaching, Michael Bungay Stanier. Michael is the author of The Coaching Habit, a global bestseller with over a million copies sold, along with Do More Great Work and The Advice Trap. He’s a Rhodes Scholar, a Thinkers50 Coaching Award winner, and the host of the Change Signal podcast, known for helping leaders turn everyday conversations into moments that actually move people forward. In this episode, we get into why giving advice is often the least helpful thing we can do, even when it’s coming from a good place. Michael breaks down the idea of the Advice Monster, the habits that keep us jumping in too quickly, and why the first problem someone brings to you is rarely the real one. We talk about the power of listening, staying curious longer, and how a few well-placed questions can completely change team meetings, feedback conversations, and leadership dynamics. Michael also walks through several of the core questions from The Coaching Habit, including “What’s on your mind,” “What else,” and “What’s the real challenge here for you,” and why reflection plays such a critical role in learning. There’s a reason The Coaching Habit continues to be recommended by leaders, teams, and organizations around the world. In this conversation, Michael unpacks the thinking behind the book and the questions that changed how people approach leadership, feedback, and everyday conversations. Tune in to hear Michael Bungay Stanier walk through the ideas that have shaped one of the most widely read leadership books of the last decade. Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources.  Visit mbs.works to learn more about Michael and his books.  Check out Michael's books here: https://a.co/d/0iYLB60v — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    25 min

  3. 12/29/2025

    A message from the team at ShelfLife

    Thank you for spending time with us this year. We hope these conversations gave you something useful to apply to your author journey. We’re grateful to the guests who shared their stories, and we’ll be back in February 2026 with what’s shaping up to be our strongest lineup yet, including new voices like Eric Ries and the return of guests such as Nir Eyal. If you enjoyed the show, a quick review helps us bring even better conversations your way. Thanks for listening, and we’ll see you in 2026. Wishing you a happy and healthy new year.  — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    1 min

  4. 12/15/2025

    BTB167: Stephan Spencer on YouTube Strategy, Attention, Shorts, and AI for Authors | The Art of SEO Author & Marketing Speak Podcast Host

    We’re back with Stephan Spencer, a longtime leader in SEO and digital marketing. Over the past two decades, he has worked with brands like Zappos, Quiksilver, Chanel, Volvo, Sony, and Best Buy, helping them strengthen their online visibility and growth strategy. He is the bestselling author of The Art of SEO, the host of the Marketing Speak podcast, and widely respected for his ability to spot what is quietly holding businesses back. In this episode, we zero in on YouTube and why it still matters far more than most authors think. Stephan breaks down why YouTube remains one of the most powerful discovery platforms in the world, how attention and curiosity actually work, and why strategy and quality consistently outperform posting volume. We talk about crafting hooks that stop the scroll, shaping story arcs that keep people watching, using Shorts without burning out, and why thumbnails and titles are often the most overlooked growth lever. We also explore how authors can experiment across platforms, when AI helps versus when it hurts, and how to use it transparently without eroding trust. This episode cuts through the noise around YouTube and brings the focus back to strategy, intention, doing fewer things better, and a lot less guesswork. Check out Stephan’s book here: https://a.co/d/ciHClX9 For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact. — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    28 min

  5. 12/08/2025

    BTB166: The Art of SEO with Stephan Spencer: AIO Strategy, LLM Visibility, Digital PR and the Dead Internet Theory

    Today I get to sit down with someone who has shaped how some of the world’s biggest brands think about SEO. Stephan Spencer is a top SEO consultant, bestselling author, and the host of the long-running Marketing Speak podcast. For more than two decades he has helped companies like Zappos, Sony Store, Quiksilver, Chanel, Volvo, Best Buy and many others strengthen their online visibility and build SEO strategies that actually move the needle. His book The Art of SEO is considered required reading across the industry, and Stephan is widely recognized for spotting the gaps, mistakes, and missed opportunities that cost businesses real revenue. In this episode, Stephan and I dive deep into the new landscape of search and discovery. We talk about AIO or AI Overviews optimization, how Google and LLMs are reshaping what it means to show up online, and why citations are becoming just as important as links. Stephan walks through the exact tools he uses to measure LLM visibility, the importance of schema and site architecture, and why authors should treat their book website as a separate strategic asset. We also explore digital PR, how to build real authority the LLMs can trust, and why so much of the internet is already AI generated. From query fan outs to the dead internet theory to the prediction that websites themselves may eventually fade away, Stephan brings clarity to a world that is changing faster than most people realize. It is a practical and eye opening look at how authors, creators and businesses can stay visible in an era where AI does the searching for us. If the future of the internet is becoming harder to trust, then the people who understand how to stay credible in a synthetic world are the ones who will keep winning online.  Check out Stephan’s book here: https://a.co/d/ciHClX9 For those interested in connecting directly with Stephan, you can apply for a private complimentary consultation at stephanspencer.com/contact. — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    34 min

  6. 11/28/2025

    BTB165: Over 12 Million Copies Sold: The Self-Publishing Story Behind Thomas Erikson’s Surrounded by Idiots

    In today’s episode, we welcome back Thomas Erikson, the behaviorist and international bestselling author behind the global phenomenon Surrounded by Idiots. What began as a single book has grown into the bestselling Surrounded by series, with more than twelve million copies sold and translations in nearly 70 languages. Thomas speaks to audiences around the world, delivering more than a hundred keynotes each year to TEDx stages, Fortune 500 companies, and government organizations. In this conversation, Thomas looks back on the twenty years he wrote without ever being published, the rejection letters he kept in binders, and the moment he realized he couldn’t stop creating even when no one was reading. He shares why he ultimately chose to self-publish Surrounded by Idiots after countless rejections, how those early copies found their way into readers’ hands, and the unexpected momentum that followed. Thomas also reflects on how his background shaped the way he explains behavior, why he writes for everyday people instead of academics, and what the polarizing title revealed about how people respond to ideas. He gives us a glimpse into the new concepts he’s exploring for his next book and why even people with the same personality “color” can feel so different from one another. Tune in for a conversation that takes you behind the scenes of one of the most remarkable self-publishing journeys today.  Learn more about Thomas Erikson on his website here: www.surroundedbyidiots.com Check out the book, Surrounded By Idiots, here: https://a.co/d/4CCxMMQ — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    32 min

  7. 11/24/2025

    BTB164: Surrounded by Idiots | Thomas Erikson on Human Behavior, Bias, and the Four Colors

    Today, we’re joined by Thomas Erikson, the highest-selling living Swedish author and the international bestseller behind Surrounded by Idiots, the book that has helped millions understand human behavior in a clearer and more practical way. Its global success led to an entire Surrounded by series, including Surrounded by Psychopaths, Surrounded by Bad Bosses, Surrounded by Setbacks, Surrounded by Narcissists, Surrounded by Energy Vampires, and Surrounded by Liars. With more than 12 million copies sold and translations in nearly seventy languages, Thomas has become one of the most recognized behavioral experts in the world. He delivers more than one hundred twenty talks each year, from TEDx stages to Fortune 500 companies and government organizations, helping leaders stop guessing and start truly understanding the people around them. In this episode, Thomas shares the real backstory behind Surrounded by Idiots, including the long stretch of rejections that only strengthened his belief in the idea. He breaks down the four color personalities red, yellow, green, and blue and opens up a conversation about why people behave the way they do, what we often misread in each other, and how small shifts in awareness can change the way we communicate. He even gets into the surprising ways our own biases shape how we interpret the people around us, often without realizing it. Tune in to a conversation that may change the way you read the people around you. You start to realize that what feels difficult is often just a different perspective, and watch your interactions begin to feel more grounded, clearer, and more intentional. Learn more about Thomas Erikson on his website here: www.surroundedbyidiots.com Check out the book, Surrounded By Idiots, here: https://a.co/d/4CCxMMQ — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    27 min

  8. 11/17/2025

    BTB163: 41,000 Copies Sold: Lead It Like Lasso Authors Marnie Stockman and Nick Coniglio on Intellectual Property Rules for Authors, Ted Lasso Marketing, Co-Authoring and Growth Strategies

    We’re back with Nick Coniglio and Marnie Stockman, co-authors of Lead It Like Lasso, the Ted Lasso inspired leadership book that set out to sell 25,000 copies in its first year and ended up passing 41,000. They started as complete unknowns with no platform, no agent, and no special advantage, yet their book has grown into a quiet hit across business readers and fans of the show. Today, they have an audiobook, hundreds of reviews, and a loyal audience built on character, creativity, and the belief that leadership begins in everyday moments. In this episode, Nick and Marnie break down how they made it all happen. We talk through their co-authoring process, how they built their leadership framework around memorable Ted Lasso quotes, and the legal steps involved in writing a book tied to someone else’s IP. They share how they found their audience inside fan communities, how they approached nearly one hundred podcast interviews, what actually worked during their launch, where they wasted money, and how genuine engagement became their most powerful marketing tool. Stick around for this episode and let their story remind you that good things tend to happen when you show up, stay curious, and keep caring about people. Check out Marnie and Nick’s books here:  Lead it Like Lasso: https://a.co/d/5bNbsPQ The Business of You: https://a.co/d/1xYmWYh Check out their website here: www.leaditlikelasso.com Follow Nick and Marnie on LinkedIn for more leadership insights. Nick Coniglio: https://www.linkedin.com/in/nick-coniglio-5b62153/ Marnie Stockman: https://www.linkedin.com/in/marniestockman/ — Take a second to follow, review, or share this with someone who might find it useful. Your support helps more people discover the show. — Get the popular weekly book marketing 3-2-1 and get access to our $299 Amazon Ads course when you subscribe to our newsletter here: https://getshelflife.com/category/newsletter/ Head to our new website for more content and updates.: www.getshelflife.com If you're interested in connecting further or have any questions, feel free to email me at Alex@getshelflife.com

    30 min
See All (221)

4.9
out of 5
148 Ratings

About

This show is for book lovers and creators who want to go behind the scenes with their favorite authors to hear about how they were able to not just write a book but create a movement. 

Information

  • Creator
    Alex Strathdee
  • Years Active
    2018 - 2026
  • Episodes
    221
  • Rating
    Clean
  • Copyright
    © 2026 Before The Bestseller
  • Show Website
    Before The Bestseller