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World Class Publishing


I love to watch the Olympics and see how Team USA performs against the rest of the world. While watching the international competition, I not only celebrate with the champions, but I tend to look at how they became successful.

The simple answer is that competition is just another step in the journey. The athletes didn’t just wake up and perform spectacular feats; they incorporate winning performance into their daily rituals. They became world class athletes based on conditioning, determination and dedication spun from plans, goals and dreams. If an athlete breaks records or fails to qualify, the success or failure isn’t the onetime performance, but the milestones that led them there. They didn’t just wake up as champions, they prepared.

Champions also exist in business. Again, they just don’t wake up as winners; they prepare to win. Their ideas are more contagious than others. They influence major decision makers. They set milestones that mark waypoints to success.

Self publishers and authors are no different. Just as a world class athlete performs to win; the small business manager demonstrates world class publishing. These champions impact the publishing world, generate buy in and sales, and change industries with their writings.

These winners exhibit these two characteristics of successful publishing:

1. Tie-in books, sales and marketing with the their goals and mission statement

Successful leaders don’t limit themselves to busy work or focus on individual tasks. For example, they focus priorities on supporting the company’s mission instead of touting success with busy work such as the amount of words they type. They ensure their words and work ethic demonstrates values stated in the mission statement and can be supported by business plans.

2. Demonstrate value of books to the ability to influence the niche industry they write for.

The first step is to understand the needs of the industry and how to meet those needs.   The proactive publisher and author researches issues, conducts interviews, becomes involved in professional organizations and anything else needed to clearly understand customer needs and writing opportunities. Without the proper understanding the author/publisher will not be able to properly advise and guide.

Providing a product for the niche industry is not just a job for the publishing company and author; it should be integrated into the industry culture. When those involved with the industry speak highly of the books they buy, everyone wins. To do this the publisher has to demonstrate his function’s value.

3. Develop publishing policies that are supported and enforced from the top down.
Policies only work when they are owned and supported at the highest levels. Take for example what happens in large companies. In processing by human resources, helpdesk requests by the IT department or accident reporting by safety. Those policies are some of the most effective and successful because they have been vetted and accepted by the entire organization. Along with the policies are well published procedures identifying what and how execute and tie it to the mission.

Success in any organization is not an overnight accomplishment. Just as the athlete trains to become the world’s best, publishers should perform daily to become champions in their industry. The key is creating publishing goals and demonstrating how they support the industry’s mission. Create buy in of those goals and communicate goals regularly. 



Jeffrey W. Bennett, ISP is the owner of Red Bike Publishing. Jeff is an accomplished writer of non-fiction books, novels and periodicals. He also owns Red bike Publishing. Published books include: "Get Rich in a Niche-Insider's Guide to Self Publishing in a Specialized Industry" and "Commitment-A Novel". Jeff is an expert in security and has written many security books including: "Insider's Guide to Security Clearances" and "DoD Security Clearances and Contracts Guidebook". See Red Bike Publishing for print copies of: Army Leadership The Ranger Handbook The Army Physical Readiness Manual Drill and Ceremonies The ITAR The NISPOM
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