Envelope-to: andrew@sterlingcal.com
Delivery-date: Fri, 01 Aug 2025 12:04:16 -0500
Content-Type: multipart/alternative; boundary=6ee9a20ed1bb2554bc1be20fb6d3bf4fc194cd115f207ebcae13a564c1a5
Date: Fri, 01 Aug 2025 17:04:04 +0000 (UTC)
From: Collin Stewart <predictablerevenue-newsletter@mail.beehiiv.com>
Mime-Version: 1.0
Message-ID: <4GsHDu-9RxqOJ9SApUdWhQ@geopod-ismtpd-9>
Subject: Investor List (vc/pe list part ii)
Reply-To: Collin Stewart <collin@predictablerevenue.com>
Feedback-ID: 
 =?us-ascii?Q?33c74f36-0148-4dce-82f3-022db0ce32cd=3Anewsletter=3A3c5b97ff-00a9-?=
 =?us-ascii?Q?4acc-916d-c137bca24b1d=3A23270855726497d?=
sId: 3c5b97ff-00a9-4acc-916d-c137bca24b1d
To: "andrew@sterlingcal.com" <andrew@sterlingcal.com>

--6ee9a20ed1bb2554bc1be20fb6d3bf4fc194cd115f207ebcae13a564c1a5
Content-Transfer-Encoding: quoted-printable
Content-Type: text/plain; charset=utf-8
Mime-Version: 1.0

Hello Andrew,

A huge thank you to everyone who pre-ordered the book last week=E2=80=94we =
hit **87 pre-sales**! This number feels both amazing and small at the same =
time. My publisher told me I'd be unlikely to crack 100 given this is my fi=
rst book. It launches October 28th and I want to figure out how to blow thi=
s number out of the water (see below for how).

**Next week is our first Pre-Sale Club meetup** (Friday August 8th @ 9:30am=
 PT). Send me your receipt to get on the list. You can[ order here](https:/=
/claude.ai/chat/link) if you haven't already.

## **New Pre-Order Bonus =E2=86=92 Investor List (with investments, board r=
oles, and categories)**

I've updated my VC & PE list, but this time, I went and looked at the inves=
tors themselves, found a list of their investments, boards they sit on, and=
 categorized the types of investments they've made. There are ~25k investor=
s all based in the USA. This one includes all the data from the last sheet =
PLUS: a list of their investments, sectors they invest in, companies they'r=
e a board member of, GTM motion preferred, investment themes, check size, l=
ead preference, & investment stage.

**Email me your receipt and I'll share the sheet with you.** If you've alre=
ady sent me your receipt, just reply back=E2=80=94I know who you are :)

View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma=
t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/3bef4573-ea49-4=
345-8ab8-aadf01d9d3c1/CleanShot_2025-07-31_at_11.42.10.png?t=3D1753988378)
Caption:=20

## **The Fascinating (and Surprising) World of Book Publishing**

I thought it'd be interesting to walk you through the book creation process=
. I've found it fascinating to learn and figured I'd share.

I'm working with a publisher (**Page Two**=E2=80=94they worked on _Obviousl=
y Awesome_ and _The Coaching Habit_) and am hybrid publishing. This means t=
hat I paid them for help and retain more of the profits than the traditiona=
l route. My old cofounder Aaron self-published _Predictable Revenue_ and us=
ed Wiley for _From Impossible to Inevitable_. Watching their experience, I =
knew I wanted a publisher and wanted to work with someone great. Page Two w=
as recommended by another author and Trena, the founder, was extremely help=
ful before we even committed to working with them.

### **So what does a hybrid publisher actually do?**

**Think of Page Two as my COO**=E2=80=94they take care of all the back offi=
ce 'production' related to creating the book. I wrote the manuscript but th=
ey supplied the editors and process. They handle everything from after the =
manuscript was finished to when the paper hits stores. That involves editin=
g (substantive & copy), book design (cover, fonts, text, visuals, etc.), bo=
ok production (size, weight, printer, etc.), and distribution (selling the =
book to publishers like MacMillan and Raincoast).

**I'm the Founder, CTO, & CMO** and am responsible for creating the book, r=
esponding to edits, and making sure that people are aware of and actually b=
uy it. After building so many tech products, it was a very freeing experien=
ce to be responsible for creating and selling a thing. If I hated the way s=
omething worked, it was only my fault and I could go in and change as much =
as I wanted without stomping on anyone else's flowers.

### **The Thing That Surprised Me Most**

So even though Raincoast and MacMillan have projected to order **2,130 copi=
es** between the two of them, and I need to pay for them to be printed, tho=
se books aren't actually "sold" until someone walks into a store and buys t=
hem. So they're effectively leasing me shelf space. When someone buys the b=
ook, then I get paid.

Here's how I get paid:

* **Print books:** ~30% of retail price

* **Ebooks:** ~70% of retail price

* **Bulk sales:** 85% of net receipts

* **Audiobooks:** 25-40% depending on distribution

* **Translation rights:** 70% of advances/royalties

Just because 2,130 copies were 'ordered' doesn't mean the sale is closed. I=
f none of them sell, they send them back and I get to pay for storage (yay)=
. This was the most surprising detail to me. It makes sense from a publishe=
r perspective=E2=80=94I'd probably do the same in their shoes. They're prov=
iding the infrastructure and want to derisk their model as much as possible=
. Derisking it also forces me to be responsible for marketing instead of th=
em/the publisher. In some ways it's probably better this way because it's f=
orced me to learn how to get the word out for my book, which is a net win f=
or me, someone who likes to learn.

I had to decide how many books to print back in May when we only had **13 p=
re-orders** (just me + my family). Based on their forecast we went with **3=
,000 books**.

Another interesting point: that 2,130 number? It's just a forecast and will=
 vary=E2=80=94could go up or down. **One of the variables that influences t=
hat number is pre-orders.** The publishers/retailers that buy books look at=
 those numbers regularly and will adjust their order size. The other variab=
les are the books my launch window is competing against for shelf space.

For the launch, you can do a digital launch or an in-store launch. I really=
 wanted to see my book in a store (ego at play here) and decided on an in-s=
tore launch. That meant the book had to launch in either October or January=
. For business books, these are the two best windows to launch a book.

## **The 3-Year Journey: From Moleskine to Bookstore**

I started this process in October of 2023, signed with Page Two in March of=
 2024, and the book is coming out October 2025. And that's on an accelerate=
d schedule! I had to push hard to get it. Part of that was that the publish=
ing process takes time and the windows need to be hit, and part of that was=
 that Page Two was extremely busy and wanted to line me up with the right e=
ditor.

Here's the rough timeline:

**September '22** - Started writing out ideas in a Moleskine, thinking abou=
t writing a book and trying to figure out what to write about. Initial idea=
 was sequel to _Predictable Revenue_.

**February '23** - Introduced to Trena @ Page Two, learned about the book p=
ublishing process. Was told earliest we could launch the book was January 2=
026. I said no, I'll self-publish.

**September '23** - Decided to write the book, had been harassing Trena for=
 advice every month since February. Started with sequel to PR + four funnel=
s.

**October '23** - Started working on manuscript, wrote 'the four funnels' s=
ection based on experience with clients implementing sales dev. Thought thi=
s + what's new in sales dev would be the whole book.

**November '23** (wordcount: 6,227) - Shared the four funnels manuscript wi=
th friends/colleagues, realized something was missing. Also, I hated writin=
g about sales development. Trena sent me "Write a Must-Read" and it convinc=
ed me to scrap the follow-up to PR book idea and write something I cared ab=
out. I didn't care about sales development anymore and needed a break.

**December '23** (wordcount 4,084) - Removed follow-up to PR stuff, focusin=
g on Four Funnels + some early founder strategy stuff. Trena had James, my =
future editor, read and share feedback. This + "Write a Must-Read" helped m=
e find the topic I really cared about: helping founders find their first cu=
stomers/build their first rev team.

**December '23** (wordcount 2,504) - Killed more words thanks to James' fee=
dback. Started taking every Friday "off" and spending all of it writing.

**January '24** - Stopped writing the manuscript, read and processed "Write=
 a Must-Read." Took many, many notes.

**February '24** (wordcount 3,847) - Shared Chapter 1: "Why Product Market =
Fit Comes First." This was the first seed of what turned into the book. I r=
eally loved this topic. I had lived it, found it, and fucked it up. Then he=
lped others try and figure it out but found founders didn't get it. I tried=
 to find other books but couldn't find anything else that drew a line betwe=
en customer development and early sales. That's what I really wanted to do.=
 This helped me find the table of contents (roughly) and got me rolling in =
the right direction.

**Between February-June** - I continued writing every Friday. Some days I'd=
 churn out a few paragraphs. Some days I'd pull out a full chapter. Some da=
ys I'd end up with one paragraph after 8 hours=E2=80=94those were hard days=
.

**June '24** - Came up with book name "The Terrifying Art of Finding Custom=
ers." When I said it out loud for the first time, I felt it in my guts. The=
y kinda twisted and felt uncomfortable. That was a good sign. Shared it wit=
h this list and some loved it, and some hated it=E2=80=94I thought that was=
 perfect.

**July '24** (wordcount 44k) - Sent my next draft to Trena=E2=80=94holy cra=
p, it's working!

**July '24** - Page Two confirmed an October '25 in-store launch was possib=
le, signed with them. I had until September to finish the manuscript, targe=
t was 60k words knowing that 20-30% would get cut and I'd need to add more.=
 But they wanted all the stories and ideas down on paper so they knew what =
they were working with.

**October '24** (wordcount 54k) - Kicked off the engagement, felt woefully =
underprepared. Had to have the full manuscript submitted by the end of the =
month.

**October '24** - Produced the book's positioning statement, started floati=
ng that with potential buying agents.

**October '24** - Found the 'mostly final' table of contents and order, had=
 to move some things and chop some others so the book delivered on the prom=
ise in the positioning statement.

**November '24** - Found the 'whitewater passage' idea where you're both le=
arning from potential customers and selling. Didn't love the name but I wan=
ted to call it 'the middle' but Scott Belsky had already coined that term s=
o we found something else.

**November '24** - Preliminary sales meetings with publishers, sharing posi=
tioning statement, TOC, and author bio.

**October-December '24** - Three rounds of substantive editing. (Substantiv=
e editing is where they look at structure, flow, arguments, and help you ki=
ll your darlings while keeping the good stuff.)

**December '24** - Got the greenlight from Uber's legal team to use their n=
ame in the case study (they were a client and our MSA said we couldn't use =
their name).

**January '25** - Substantive edits done, first draft ready. Shared with fr=
iends/colleagues for feedback.

**January '25** - Started reaching out to folks re: endorsements. Mark Robe=
rge was one of the first to read it, write back, and share an endorsement. =
I'll forever be grateful to him for this one.

**February-March '25** - Copy editing, 4 or 5 rounds.

**April '25** - Started thinking about marketing/pre-orders strategy, got b=
usy at PR and didn't do much until July.

That's roughly where we're at today. I'm sure I've missed a few things but =
that=E2=80=99s the broad strokes.=20

## **Getting to 1,000 Pre-Orders**

Next steps: I'd really like to get to **1,000 pre-orders**. For context, Ma=
lcolm Gladwell got 3,000 for his last book. I'm going to produce 1-2 things=
 for this list every month in order to bribe you to join the club and give =
Amazon $20.

**Here's my question:** What would be the most unreasonably helpful thing I=
 could do to earn your $20 pre-order? Something that'd make spending $20 a =
complete no-brainer?

Hit reply and let me know.

Collin

PS - I used Clay.com to create the Investor list=E2=80=94it's a few steps a=
nd credits away from adding emails. Let me know if that'd be helpful. I can=
 do it but it'll suck up my credit budget for the whole month of August.=C2=
=A0

PPS - I=E2=80=99m still working on the audiobook, it=E2=80=99s edited, we=
=E2=80=99re just figuring out the processing. The last revisions still soun=
d over-processed. Once that=E2=80=99s done, I=E2=80=99ll be sharing with th=
ose that raised their hands.=C2=A0


=E2=80=94=E2=80=94=E2=80=94

You are reading a plain text version of this post. For the best experience,=
 copy and paste this link in your browser to view the post online:
https://foundersedition.co/p/investor-list-part-ii

--6ee9a20ed1bb2554bc1be20fb6d3bf4fc194cd115f207ebcae13a564c1a5
Content-Transfer-Encoding: quoted-printable
Content-Type: text/html; charset=utf-8
Mime-Version: 1.0

<!DOCTYPE html><html lang=3D"en" xmlns=3D"http://www.w3.org/1999/xhtml" xml=
ns:v=3D"urn:schemas-microsoft-com:vml" xmlns:o=3D"urn:schemas-microsoft-com=
:office:office" style=3D"font-size:16px;"><head></head><head><meta charset=
=3D"utf-8"/><!--[if !mso]><!--><meta http-equiv=3D"X-UA-Compatible" content=
=3D"IE=3Dedge"/><!--<![endif]--><meta name=3D"viewport" content=3D"width=3D=
device-width,initial-scale=3D1"/><meta name=3D"x-apple-disable-message-refo=
rmatting"/><meta name=3D"format-detection" content=3D"telephone=3Dno,addres=
s=3Dno,email=3Dno,date=3Dno,url=3Dno"/><meta name=3D"color-scheme" content=
=3D"light"/><meta name=3D"supported-color-schemes" content=3D"light"/><titl=
e>Investor List (vc/pe list part ii)</title><!--[if mso]><xml><o:OfficeDocu=
mentSettings><o:AllowPNG/><o:PixelsPerInch>96</o:PixelsPerInch></o:OfficeDo=
cumentSettings></xml><![endif]--><style>
  :root { color-scheme: light; supported-color-schemes: light; }
  body { margin: 0; padding: 0; min-width: 100%!important; -ms-text-size-ad=
just: 100% !important; -webkit-transform: scale(1) !important; -webkit-text=
-size-adjust: 100% !important; -webkit-font-smoothing: antialiased !importa=
nt; }
  .body { word-wrap: normal; word-spacing:normal; }
  table.mso { width: 100%; border-collapse: collapse; padding: 0; table-lay=
out: fixed; }
  img { border: 0; outline: none; }
  table {  mso-table-lspace: 0px; mso-table-rspace: 0px; }
  td, a, span {  mso-line-height-rule: exactly; }
  #root [x-apple-data-detectors=3Dtrue],
  a[x-apple-data-detectors=3Dtrue],
  #MessageViewBody a { color: inherit !important; text-decoration: inherit =
!important; font-size: inherit !important; font-family: inherit !important;=
 font-weight: inherit !important; line-height: inherit !important; }
  span.MsoHyperlink { color: inherit !important; mso-style-priority: 99 !im=
portant; }
  span.MsoHyperlinkFollowed { color: inherit !important; mso-style-priority=
: 99 !important; }
  .a { background-color:#FFFFFF; }
  .b { background-color:#007b8a; }
  .c  { background-color:#FFFFFF; }
  .d { background-color:#b4d9d8; }
  .d2 { background-color:#FFFFFF; }
  .d3 { background-color:#FFFFFF; }
  h1 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h2 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h3 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h4 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h5 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h6 a { text-decoration:none;color:#0079ad;font-style:italic; }
  h1, h1 a, h2, h2 a, h3, h3 a, h4, h4 a, h5, h5 a, h6, h6 a, ul, li, ol, p=
, p a { margin: 0;padding: 0; }
  h1 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:28px;color:#2A2A2A;line-height:42px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  h2 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:24px;color:#2A2A2A;line-height:36px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  h3 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:20px;color:#2A2A2A;line-height:30px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  h4 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:18px;color:#2A2A2A;line-height:27px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  h5 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:16px;color:#2A2A2A;line-height:24px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  h6 { font-family:'Trebuchet MS','Lucida Grande',Tahoma,sans-serif;font-we=
ight:400;font-size:14px;color:#2A2A2A;line-height:21px;padding-bottom:4px;p=
adding-top:16px;mso-margin-top-alt:16px;mso-margin-bottom-alt:4px }
  p { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;font-weight=
:400;color:#2c3e50;font-size:16px;line-height:24px;padding-bottom:12px;padd=
ing-top:12px;mso-margin-top-alt:12px;mso-margin-bottom-alt:12px; }
  p a, .e a, ul a, li a, .h a, .h2 a, .h3 a { word-break:break-word;color:#=
0079ad !important;text-decoration:none;font-style:italic; }
  p a span, .e a span, ul a span, li a span { color: inherit }
  p .bold { font-weight:bold;color:#2c3e50; }
  p span[style*=3D"font-size"] { line-height: 1.6; }
  .f p { font-size:12px;line-height:15px;color:#2c3e50;padding:0; }
  .f p a { color:#2c3e50 !important; }
  .g p { font-family:'Helvetica',Arial,sans-serif;font-size:14px;line-heigh=
t:20px;font-weight:normal;margin:0; }
  .g p a  { text-decoration: underline; }
  .i p { font-family:'Helvetica',Arial,sans-serif;line-height:23px;font-siz=
e:15px;color:#2D2D2D; }
  .i p a { color:#2D2D2D !important; }
  .i2 p { font-family:'Helvetica',Arial,sans-serif;line-height:23px;font-si=
ze:15px;color:#2D2D2D; }
  .i2 p a { color:#2D2D2D !important; }
  .i3 p { font-family:'Helvetica',Arial,sans-serif;line-height:43px;font-si=
ze:24px;color:#2D2D2D; }
  .i3 p a { color:#2D2D2D !important; }
  .h p a { color:#595959 !important; }
  .h2 p a { color:#595959 !important; }
  .h3 p a { color:#595959 !important; }
  .f p a, .i p a, .i2 p a, .i3 p a, .h p a, .h2 p a, .h3 p a { text-decorat=
ion:underline; }
  .j { border-top:3px solid #b4d9d8; }
  .k p { padding-left:15px;padding-bottom:0px;padding-top:6px;mso-margin-to=
p-alt:6px;mso-margin-bottom-alt:0px;mso-margin-left-alt:15px; }
  .o { background-color:#FFFFFF;border:1px solid #F1F1F1;border-radius:5px;=
 }
  .o p { font-family:'Helvetica',Arial,sans-serif;padding:0px;margin:0px; }
  .l p,
  .l p a, .l a { font-size:14px;line-height:20px;font-weight: bold;color:#2=
D2D2D;padding-bottom:6px;mso-margin-bottom-alt:6px;text-decoration:none; }
  .m p,
  .m p a { font-size:13px;line-height:18px;font-weight:400;color:#2D2D2D;pa=
dding-bottom:6px;mso-margin-bottom-alt:6px;text-decoration:none; }
  .n p,
  .n p a { font-size:12px;line-height:17px;font-weight:400;color:#2D2D2D;pa=
dding-bottom:6px;mso-margin-bottom-alt:6px;text-decoration:none; }
  .p { background-color:#FFFFFF;max-width:520px;border:1px solid #E1E8ED;bo=
rder:1px solid rgba(80, 80, 80, 0.3);border-radius:5px; }
  .q { font-size:16px;font-family:Helvetica,Roboto,Calibri,sans-serif !impo=
rtant;border:1px solid #e1e8ed;border:1px solid rgba(80, 80, 80, 0.3);borde=
r-radius:10px;background-color:#FFFFFF; }
  .q p { font-size:16px;font-family:system-ui,Helvetica,Roboto,Calibri,sans=
-serif !important;color:#222222;padding:4px 0; }
  .r { border:1px solid #E1E8ED !important;border-radius:5px; }
  .s p { font-size: 14px; line-height: 17px; font-weight: 400; color: #6978=
82; text-decoration: none; }
  .t p { font-family:'Helvetica',Arial,sans-serif;font-size:12px;line-heigh=
t:18px;font-weight:400;color:#000000;font-style:italic;padding:4px 0px 0px;=
 }
  .v { border-radius:10px;border:solid 0px #f5bf83;background-color:#f5bf83=
;font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;color:#FFFFFF; }
  .v a { text-decoration:none;display:block;color:#FFFFFF; }
  .w p { font-size:12px;line-height:15px;font-weight:400;color:#FFFFFF; }
  .w p a { text-decoration: underline !important;color:#FFFFFF !important; =
}
  ul { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;margin:0px=
 0px 0px 25px !important;padding:0px !important;color:#5e5e5e;line-height:2=
4px;list-style:disc;font-size:16px; }
  ul > li { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;margi=
n:10px 0px 0px 0px !important;padding: 0px 0px 0px 0px !important; color: #=
5e5e5e; list-style:disc; }
  ol { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;margin: 0p=
x 0px 0px 25px !important;padding:0px !important;color:#5e5e5e;line-height:=
24px;list-style:decimal;font-size:16px; }
  ol > li { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;margi=
n:10px 0px 0px 0px !important;padding: 0px 0px 0px 0px !important; color: #=
5e5e5e; }
  .e h3,
  .e p,
  .e span { padding-bottom:0px;padding-top:0px;mso-margin-top-alt:0px;mso-m=
argin-bottom-alt:0px; }
  .e span,
  .e li { font-family:'Montserrat','DejaVu Sans',Verdana,sans-serif;font-si=
ze:16px;color:#2c3e50;line-height:24px; }
  .rec { font-family:  ui-sans-serif, system-ui, -apple-system, BlinkMacSys=
temFont, "Segoe UI", Roboto, "Helvetica Neue", Arial, "Noto Sans", sans-ser=
if, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color E=
moji" !important; }
  .rec__button:hover { background-color: #f9fafb !important; }
  .copyright a {color: inherit !important; text-decoration: none !important=
; font-size: inherit !important; font-family: inherit !important; font-weig=
ht: inherit !important; line-height: inherit !important;}
  .txt_social p { padding: 0; word-break: break-all; }
  .table, .table-c, .table-h { border: 1px solid #C0C0C0; }
  .table-c { padding:5px; background-color:#FFFFFF; }
  .table-c p { color: #2D2D2D; font-family:'Helvetica',Arial,sans-serif !im=
portant;overflow-wrap: break-word; }
  .table-h { padding:5px; background-color:#F1F1F1; }
  .table-h p { color: #2A2A2A; font-family:'Trebuchet MS','Lucida Grande',T=
ahoma,sans-serif !important;overflow-wrap: break-word; }
  @media only screen and (max-width:667px) {
    .aa, .w100pc { width: 100% !important; }
    .bb img { width: 100% !important; height: auto !important; max-width: n=
one !important; }
    .cc { padding: 0px 8px !important; }
    .ee { padding-top:10px !important;padding-bottom:10px !important; }
    .ff ul, .ff ol { margin: 0px 0px 0px 10px !important;padding: 0px !impo=
rtant; }
    .ff li { margin:10px 0px 0px 10px !important; }
    .r {height:140px !important;}
    .s p { font-size:13px !important;line-height:15px !important; }
    .mob-hide {display:none !important;}
    .mob-show {display: block !important; width: auto !important; overflow:=
 visible !important; float: none !important; max-height: inherit !important=
; line-height: inherit !important;}
    .mob-stack {width:100% !important;display:block !important;}
    .mob-w-full {width:100% !important;}
    .mob-block {display:block !important;}
    .embed-img {padding:0px 0px 12px 0px !important;}
    .socialShare {padding-top:15px !important;}
    .rec { padding-left:15px!important;padding-right:15px!important; }
    .bodyWrapper { padding:10px 4px 10px 4px !important; }
    .social-mobile {float:left !important;margin-top:10px !important;}
  }
  @media screen and (max-width: 480px) {
    u + .a .gg { width: 100% !important; width: 100vw !important; }
    .tok-heart { padding-top:75% !important; }
    .tok-play { padding-top: 250px !important; }
  }
  @media screen and (max-width: 320px) {
    .tok-heart { padding-top:65% !important; }
  }
  .u { border: 1px solid #CACACA !important; border-radius: 2px !important;=
 background-color: #ffffff !important; padding: 0px 13px 0px 13px !importan=
t; font-family:ui-sans-serif,system-ui,-apple-system,BlinkMacSystemFont,"Se=
goe UI",Roboto,"Helvetica Neue",Arial,"Noto Sans",sans-serif !important;fon=
t-size: 12px !important; color: #767676 !important; }
  .u a { text-decoration: none; display: block !important; color: #767676 !=
important; margin: 0px !important; }
  .u span, .u img { color: #767676 !important;margin:0px !important; max-he=
ight:32px !important;background-color:#ffffff !important; }
</style><!--[if mso]><style type=3D"text/css">
    h1, h2, h3, h4, h5, h6 {font-family: Arial, sans-serif !important;}
    body, table, td, p, a, span {font-family: Arial, sans-serif !important;=
}
    sup { font-size: 100% !important;vertical-align: .5em !important;mso-te=
xt-raise: -1.5% !important;line-height: 0 !important; }
    ul { margin-left:0px !important; margin-right:10px !important; margin-t=
op:20px !important; margin-bottom:20px !important; }
    ul li { margin-left: 0px !important; mso-special-format: decimal; }
    ol { margin-left:0px !important; margin-right:10px !important; margin-t=
op:20px !important; margin-bottom:20px !important; }
    ol li { margin-left: 0px !important; mso-special-format: decimal; }
    li.listItem { margin-left:15px !important; margin-top:0px !important; }
    .paddingDesktop { padding: 10px 0 !important; }
    .edm_outlooklist { margin-left: -20px !important; }
    .embedImage { display:none !important; }
</style><![endif]--><style>
        @font-face {
          font-family: 'Montserrat';
          font-style: normal;
          font-weight: 400;
          font-display: swap;
          src: url('https://fonts.gstatic.com/s/montserrat/v24/JTUSjIg1_i6t=
8kCHKm459WlhyyTh89Y.woff2') format('woff2');
        }

        @font-face {
          font-family: 'Montserrat';
          font-style: italic;
          font-weight: 400;
          font-display: swap;
          src: url('https://fonts.gstatic.com/s/montserrat/v24/JTUQjIg1_i6t=
8kCHKm459WxRyS7m0dR9pA.woff2') format('woff2');
        }
</style></head><body class=3D"a" style=3D"margin:0px auto;padding:0px;word-=
wrap:normal;word-spacing:normal;background-color:#FFFFFF;"><div role=3D"art=
icle" aria-roledescription=3D"email" aria-label=3D"email_name" lang=3D"en" =
style=3D"font-size:1rem"><table role=3D"none" width=3D"100%" border=3D"0" c=
ellspacing=3D"0" align=3D"center" cellpadding=3D"0" class=3D"gg"><tr><td al=
ign=3D"center" valign=3D"top"><table role=3D"none" width=3D"670" border=3D"=
0" cellspacing=3D"0" cellpadding=3D"0" class=3D"aa" style=3D"width:670px;ta=
ble-layout:fixed;"><tr><td class=3D"bodyWrapper" align=3D"center" valign=3D=
"top" style=3D"padding:10px 5px 10px 5px;"><table role=3D"none" width=3D"10=
0%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><=
td align=3D"center" valign=3D"top" style=3D"border-width:0px 0px 0px 0px;bo=
rder-style: solid; border-color: #FFFFFF;border-radius:10px 10px 0px 0px;ba=
ckground-color:#FFFFFF;" class=3D"c"><table role=3D"none" width=3D"100%" bo=
rder=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr id=3D"h=
eader"><td style=3D"padding:15px 15px 0px 15px;"><div style=3D"padding-top:=
0px;padding-right:0px;padding-bottom:20px;padding-left:0px;"><table role=3D=
"none" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" alig=
n=3D"center"><tr><td class=3D"f" align=3D"right" valign=3D"top"><p> August =
01, 2025 &nbsp; | &nbsp; <a href=3D"https://link.mail.beehiiv.com/ss/c/u001=
.r7o6LfRLXwQ-3g4cvdmKtd8SJB4D4z2stBRrWAMoYsg5a5OSgsS6m3I4n7lO1KpaYMemHMKSOZ=
1HqwGwCl3a_xKYRxS8gWv0Zg1xBdRLJQMiCUveSAkNMyCJ3C0LSuq9ZyuJ_Op4eKX0Mqj_1UhJP=
9vcNiM7azcoaSZmUD0qOiA2uX-XcITxoyhPGlp_oOgtQltUItVpUcaMTfAyOhPJdunwsaCW46qw=
nED9RNywqecWmbFT3nTPUgdn57x7IqP5laruSzsAgJ0XEU5CY4xqg_VH_AUMVRS3nWlNNENww1E=
WOfokExqU0Fxs-PTCEQ4Uuy5e1KyU75AitsF54TSWNHZCtXE1IoCi3yJMEoBLIUrUmMZzUR7Ahr=
XZj_dZIc3bD6zW7d0LdSqv4O8CsvHRn2zAbJZfL0Ax0PaQzv9RnTw1NmA_8HqeesICzO0P4SvuQ=
kDKs1G3HYdryBIhcvXD-khfHWHaSvfwK32fVrlptRYyqzZc94VqdV2jlU-QI_vYQ9GFa-vQkwU0=
RmtT411bHpXwlkYTuUfyT3i65ncNOExY2JUzbWxCK-xPnNCs-gSdwOtZlgPUhZ9leDVycuw0HQe=
kSuzMYQu5ZoDm36uP2rCOd_IyQXFx_yseazBznaMWALRSkJxqvMkTHzEs7SLbknLI75B6HulWsJ=
rjf2EgQqsb8-NfXXQYUo-CxUD5LewtzHmDNJeuF1dSu_nxaLvjwJ4q6DczBkZivY151EK-xHhWD=
v2vA6mqjDBJSoTgThe4dBuuVh_SaI2xkTxgZfEBmsllPpL_twUtzveFod3zZkM/4io/dL0dUbgM=
T22p53NOnm-1zA/h0/h001.rLwrpwmFLTbGdHJuRhOZ5v1p_LLqUAPa-QYhkUlTiGY">Read On=
line</a></p></td></tr><tr><td class=3D"dd" align=3D"center" valign=3D"top" =
style=3D"padding:15px 0;"><table role=3D"none" width=3D"100%" border=3D"0" =
cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=3D"cente=
r" valign=3D"top"><h1 style=3D"text-align:left;font-family:'Trebuchet MS','=
Lucida Grande',Tahoma,sans-serif;font-weight:Bold;font-size:32px;color:#2A2=
A2A;padding:2px 0;line-height:38px;"> Investor List (vc/pe list part ii) </=
h1></td></tr></table></td></tr><tr><td align=3D"center" valign=3D"top" clas=
s=3D"dd"><table role=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0"=
 cellpadding=3D"0" align=3D"center"><tr><td align=3D"left" valign=3D"middle=
" class=3D"mob-stack"><table role=3D"none" border=3D"0" cellspacing=3D"0" c=
ellpadding=3D"0" align=3D"right" class=3D"social-mobile"><tr><td align=3D"l=
eft" valign=3D"middle"><table role=3D"none" border=3D"0" cellspacing=3D"0" =
cellpadding=3D"0" align=3D"left" style=3D"width:100%"><tr><td align=3D"cent=
er" valign=3D"middle"><a href=3D"https://link.mail.beehiiv.com/ss/c/u001.UY=
7-jEMcRLZ5W6M0bzLpmxH7-WTt-1gChtTcndEMyBoSwgSdDaOALV1MAeTHOBSUWCqEjdMxJtRDl=
ZvsKnAu88fuP77Fa517iEnn6h_MBewq3PqX6_X79k1wmzGLwDXbNBkqaYTwM6is1xog1ySwJVP-=
H51zhHS6M0oxizwjObsXzyKn3rPe7S_Zrk1s9njhIPoXiLIsszy2-27f_j75n9W6zQPj1q4bdJu=
N27CeT_9ctz1cyMja3j53eqEYbVqdwQOM5w7IqW6HhBR8RL60gjYhQ2g2QsfF1f9Rh77C3udu8D=
lOq3H1tgfCjlSLDyIV7_LQv5SEPMjV4q-S-DXUIeSkTvkjtL9Rng5Ty9P9OpM/4io/dL0dUbgMT=
22p53NOnm-1zA/h1/h001.Xasln-A3rbMAJ2DaMUYaz2N7h7KanPx0SyjSNJ0tja8" style=3D=
"text-decoration:none; display:block;"><table role=3D"none" border=3D"0" ce=
llspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=3D"center"=
 valign=3D"middle" style=3D"border: 1px solid #E5E7EB; border-radius: 100%;=
 width: 18px; height: 18px; padding: 8px;"><img style=3D"display:block; wid=
th:100%; height:100%; max-width:18px; max-height:18px; object-fit: contain;=
" alt=3D"share on facebook" width=3D"18" border=3D"0" src=3D"https://media.=
beehiiv.com/cdn-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect=
,quality=3D80/static_assets/header/facebook.png"/></td></tr></table></a></t=
d><td width=3D"8" style=3D"width:8px;">&nbsp;</td><td align=3D"center" vali=
gn=3D"middle"><a href=3D"https://link.mail.beehiiv.com/ss/c/u001.eT_HH9j2kU=
x6jXW0PHemwzOjQOpuqUKCn7LAbiCzlo1oxUN44u16xvalV9lCzdHNf-2oVWwF8nFIujoz8Z4ul=
tPayspV7EV3WtW764jIYdGwSd7IjaoqoHd_g0xiHt7xkyKpmMveuDJN8ntm3mWjgeDi1DRL8anY=
rP2405I31uf5oFzCuX5NXTmDixYQpc2vf4VKg6FWuDcBtRsNhGbZzYB6xJcHY3wTDJwfCtoCT-S=
WBQWk95w6kA64qe6VbpShSNBjr0P31oej1Wcfah-y66Bou5jUpRTBR9ADQQ-d47miRQR9fnGIuP=
44HLuhIHw8qHTB4K0WxGZnbU9cLzCL2Q/4io/dL0dUbgMT22p53NOnm-1zA/h2/h001.qOVF862=
3zeR3uAPLWYISbF9RgOVqjFisiGwbQZB7r1Q" style=3D"text-decoration:none; displa=
y:block;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=
=3D"0" align=3D"center"><tr><td align=3D"center" valign=3D"middle" style=3D=
"border: 1px solid #E5E7EB; border-radius: 100%; width: 18px; height: 18px;=
 padding: 8px;"><img style=3D"display:block; width:100%; height:100%; max-w=
idth:18px; max-height:18px; object-fit: contain;" alt=3D"share on twitter" =
width=3D"18" height=3D"18" border=3D"0" src=3D"https://media.beehiiv.com/cd=
n-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/=
static_assets/header/x.png"/></td></tr></table></a></td><td width=3D"8" sty=
le=3D"width:8px;">&nbsp;</td><td align=3D"center" valign=3D"middle"><a href=
=3D"https://link.mail.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzLpm9U9S1JYcj8=
zH88ooT01vXOKGqw1BJYJi8XJOykB3s2LWl1rCZfKcz3DAnKFS5ActNz6yZIhzmMblfyjAusUfx=
2hPX_aGzDMeGJ4ysiXZgZnhKRQHoy-cs1IFHGCJMiCTqLAQ0ewcyRqj3UeofB7r-7A9ufC7cJoS=
EhOSOD66NlbG6fsI5Rlz0P8A5zAAd7J4pr0Cpn8D1Aji2SemqN_vvt9bSnp2hoY_PjZI_63_ubg=
7U_hphdbp6nY9AlLaG_wAnyAOi_0jEJshf43GhNH2UTpA-ZJ3zAZ5mln13PMK0pHXDM05Gxtm-h=
oU72KrV3Buw/4io/dL0dUbgMT22p53NOnm-1zA/h3/h001.mcbXD4YbEfvvxKb7jGshAX_iogt-=
6r3LhGm6bjK8tK4" style=3D"text-decoration:none; display:block;"><table role=
=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"=
><tr><td align=3D"center" valign=3D"middle" style=3D"border: 1px solid #E5E=
7EB; border-radius: 100%; width: 18px; height: 18px; padding: 8px;"><img st=
yle=3D"display:block; width:100%; height:100%; max-width:18px; max-height:1=
8px; object-fit: contain;" alt=3D"share on threads" width=3D"18" height=3D"=
18" border=3D"0" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale=
-down,format=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/header/th=
reads.png"/></td></tr></table></a></td><td width=3D"8" style=3D"width:8px;"=
>&nbsp;</td><td align=3D"center" valign=3D"middle"><a href=3D"https://link.=
mail.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzLpm5Vsol3-4mO68bGpSvtYIyCFMPHZ=
M3NHfCQCEvGpU3U82219i03ZXpcWbsDp4yL-p4wFphx3jgPGkl4RGiC6osrPmeON1utPuYLqtNp=
-cn74210_S_zMxXc89RabmlF0VKB6TvGPtYItAE9Dija2hiHN1c40Bpn3OOYZv19qF2uLNrsJNV=
0HesHPStPEFTcOCvVZ6kvUhIFErc1DOQnKyOQaVrTmGpEvm8ytiKGqeZ8pQrRo1vcDv-o-bYmUS=
K0YE2iw2cyMEpt8A-Ps0p-HuS5BycTqwQfJDt8HhIGX2DjNeBBSe9r-dHMNaKskc1NGZWodMmyS=
tu6pN2jIgiZXBns/4io/dL0dUbgMT22p53NOnm-1zA/h4/h001.QIl1FLCSoYEGFnie9lLevFWC=
ZqHboesEDQuzzLDJFGk" style=3D"text-decoration:none; display:block;"><table =
role=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"cen=
ter"><tr><td align=3D"center" valign=3D"middle" style=3D"border: 1px solid =
#E5E7EB; border-radius: 100%; width: 18px; height: 18px; padding: 8px;"><im=
g style=3D"display:block; width:100%; height:100%; max-width:18px; max-heig=
ht:18px; object-fit: contain;" alt=3D"share on linkedin" width=3D"18" heigh=
t=3D"18" border=3D"0" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3D=
scale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/head=
er/linkedin.png"/></td></tr></table></a></td></tr></table></td></tr></table=
></td></tr></table></td></tr><tr><td style=3D"height:0px;width:0px;"><div s=
tyle=3D"height:1px;" data-open-tracking=3D"true"> <img src=3D"https://link.=
mail.beehiiv.com/ss/o/u001.QDl44NxZBc1mRkS74rGpGQ/4io/dL0dUbgMT22p53NOnm-1z=
A/ho.gif" alt=3D"" width=3D"1" height=3D"1" border=3D"0" style=3D"height:1p=
x !important;width:1px !important;border-width:0 !important;margin-top:0 !i=
mportant;margin-bottom:0 !important;margin-right:0 !important;margin-left:0=
 !important;padding-top:0 !important;padding-bottom:0 !important;padding-ri=
ght:0 !important;padding-left:0 !important;"/> </div></td></tr></table></di=
v></td></tr><tr id=3D"content-blocks"><td class=3D"email-card-body" align=
=3D"center" valign=3D"top" style=3D"padding-bottom:15px;"><table role=3D"no=
ne" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=
=3D"center"><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;t=
ext-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.=
0%;"><span style=3D"color:rgb(44, 62, 80);">Hello Andrew,</span></p></td></=
tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align=
:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><spa=
n style=3D"color:rgb(44, 62, 80);">A huge thank you to everyone who pre-ord=
ered the book last week=E2=80=94we hit </span><span style=3D"color:rgb(44, =
62, 80);font-weight:700;"><b>87 pre-sales</b></span><span style=3D"color:rg=
b(44, 62, 80);">! This number feels both amazing and small at the same time=
. My publisher told me I&#39;d be unlikely to crack 100 given this is my fi=
rst book. It launches October 28th and I want to figure out how to blow thi=
s number out of the water (see below for how).</span></p></td></tr><tr><td =
class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-=
break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"=
color:rgb(44, 62, 80);font-weight:700;"><b>Next week is our first Pre-Sale =
Club meetup</b></span><span style=3D"color:rgb(44, 62, 80);"> (Friday Augus=
t 8th @ 9:30am PT). Send me your receipt to get on the list. You can</span>=
<a class=3D"link" href=3D"https://link.mail.beehiiv.com/ss/c/u001.wbRCCW9lR=
EVWRwHEGwL8BiEX5dEKGgXFxpAvC34_yMQVPdvL6SBXmq5JGIqryiUZCvcv8V5Oye5uhlj8qysi=
gq-MEs8XptA8qK2Dc7xxlkLc1kufM5PGmN8BT1FHG6fejfjr1rmRpDG1IkZ-vxS2f9xhuuEsbbm=
zicLnkDiuDB9JNTuxXY64L1EWXgYEGLbT6L_-h-kDP6IRe2xMQlS29dycA2p6874EdL4itfDL-d=
IUBhEC6Kez7CgVs6MS0XzY/4io/dL0dUbgMT22p53NOnm-1zA/h5/h001.7PfsVqw6Kcurz_Iw2=
5v2tn1ut941QhT5l712SzMFcNM" target=3D"_blank" rel=3D"noopener noreferrer no=
follow"><span> order here</span></a><span style=3D"color:rgb(44, 62, 80);">=
 if you haven&#39;t already.</span></p></td></tr><tr><td id=3D"new-pre-orde=
r-bonus-investor-list-w" class=3D"dd" align=3D"left" valign=3D"top" style=
=3D"color:#2A2A2A;font-weight:normal;padding:0px 15px;text-align:left;"><h2=
 style=3D"color:#2A2A2A;font-weight:normal;mso-line-height-alt:150.0%;"><sp=
an style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>New Pre-Order Bonus =
=E2=86=92 Investor List (with investments, board roles, and categories)</b>=
</span></h2></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:=
0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-heigh=
t-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">I&#39;ve updated my V=
C & PE list, but this time, I went and looked at the investors themselves, =
found a list of their investments, boards they sit on, and categorized the =
types of investments they&#39;ve made. There are ~25k investors all based i=
n the USA. This one includes all the data from the last sheet PLUS: a list =
of their investments, sectors they invest in, companies they&#39;re a board=
 member of, GTM motion preferred, investment themes, check size, lead prefe=
rence, & investment stage.</span></p></td></tr><tr><td class=3D"dd" align=
=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"=
><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, =
80);font-weight:700;"><b>Email me your receipt and I&#39;ll share the sheet=
 with you.</b></span><span style=3D"color:rgb(44, 62, 80);"> If you&#39;ve =
already sent me your receipt, just reply back=E2=80=94I know who you are :)=
</span></p></td></tr><tr><td align=3D"center" valign=3D"top" style=3D"paddi=
ng-bottom:20px;padding-left:15px;padding-right:15px;padding-top:20px; " cla=
ss=3D"dd"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=
=3D"0" style=3D"margin:0 auto 0 auto;"><tr><td align=3D"center" valign=3D"t=
op" style=3D"width:630px;"><img src=3D"https://media.beehiiv.com/cdn-cgi/im=
age/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/uploads/=
asset/file/3bef4573-ea49-4345-8ab8-aadf01d9d3c1/CleanShot_2025-07-31_at_11.=
42.10.png?t=3D1753988378" alt=3D"" height=3D"auto" width=3D"630" style=3D"d=
isplay:block;width:100%;" border=3D"0"/></td></tr></table></td></tr><tr><td=
 id=3D"the-fascinating-and-surprising-worl" class=3D"dd" align=3D"left" val=
ign=3D"top" style=3D"color:#2A2A2A;font-weight:normal;padding:0px 15px;text=
-align:left;"><h2 style=3D"color:#2A2A2A;font-weight:normal;mso-line-height=
-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>The=
 Fascinating (and Surprising) World of Book Publishing</b></span></h2></td>=
</tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-ali=
gn:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><s=
pan style=3D"color:rgb(44, 62, 80);">I thought it&#39;d be interesting to w=
alk you through the book creation process. I&#39;ve found it fascinating to=
 learn and figured I&#39;d share.</span></p></td></tr><tr><td class=3D"dd" =
align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-w=
ord;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44,=
 62, 80);">I&#39;m working with a publisher (</span><span style=3D"color:rg=
b(44, 62, 80);font-weight:700;"><b>Page Two</b></span><span style=3D"color:=
rgb(44, 62, 80);">=E2=80=94they worked on </span><span style=3D"color:rgb(4=
4, 62, 80);"><i>Obviously Awesome</i></span><span style=3D"color:rgb(44, 62=
, 80);"> and </span><span style=3D"color:rgb(44, 62, 80);"><i>The Coaching =
Habit</i></span><span style=3D"color:rgb(44, 62, 80);">) and am hybrid publ=
ishing. This means that I paid them for help and retain more of the profits=
 than the traditional route. My old cofounder Aaron self-published </span><=
span style=3D"color:rgb(44, 62, 80);"><i>Predictable Revenue</i></span><spa=
n style=3D"color:rgb(44, 62, 80);"> and used Wiley for </span><span style=
=3D"color:rgb(44, 62, 80);"><i>From Impossible to Inevitable</i></span><spa=
n style=3D"color:rgb(44, 62, 80);">. Watching their experience, I knew I wa=
nted a publisher and wanted to work with someone great. Page Two was recomm=
ended by another author and Trena, the founder, was extremely helpful befor=
e we even committed to working with them.</span></p></td></tr><tr><td id=3D=
"so-what-does-a-hybrid-publisher-act" class=3D"dd" align=3D"left" valign=3D=
"top" style=3D"color:#2A2A2A;font-weight:normal;padding:0px 15px;text-align=
:left;"><h3 style=3D"color:#2A2A2A;font-weight:normal;mso-line-height-alt:1=
25.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>So what d=
oes a hybrid publisher actually do?</b></span></h3></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color=
:rgb(44, 62, 80);font-weight:700;"><b>Think of Page Two as my COO</b></span=
><span style=3D"color:rgb(44, 62, 80);">=E2=80=94they take care of all the =
back office &#39;production&#39; related to creating the book. I wrote the =
manuscript but they supplied the editors and process. They handle everythin=
g from after the manuscript was finished to when the paper hits stores. Tha=
t involves editing (substantive & copy), book design (cover, fonts, text, v=
isuals, etc.), book production (size, weight, printer, etc.), and distribut=
ion (selling the book to publishers like MacMillan and Raincoast).</span></=
p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;t=
ext-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.=
0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>I&#39;m the =
Founder, CTO, & CMO</b></span><span style=3D"color:rgb(44, 62, 80);"> and a=
m responsible for creating the book, responding to edits, and making sure t=
hat people are aware of and actually buy it. After building so many tech pr=
oducts, it was a very freeing experience to be responsible for creating and=
 selling a thing. If I hated the way something worked, it was only my fault=
 and I could go in and change as much as I wanted without stomping on anyon=
e else&#39;s flowers.</span></p></td></tr><tr><td id=3D"the-thing-that-surp=
rised-me-most" class=3D"dd" align=3D"left" valign=3D"top" style=3D"color:#2=
A2A2A;font-weight:normal;padding:0px 15px;text-align:left;"><h3 style=3D"co=
lor:#2A2A2A;font-weight:normal;mso-line-height-alt:125.0%;"><span style=3D"=
color:rgb(44, 62, 80);font-weight:700;"><b>The Thing That Surprised Me Most=
</b></span></h3></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padd=
ing:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-h=
eight-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">So even though Ra=
incoast and MacMillan have projected to order </span><span style=3D"color:r=
gb(44, 62, 80);font-weight:700;"><b>2,130 copies</b></span><span style=3D"c=
olor:rgb(44, 62, 80);"> between the two of them, and I need to pay for them=
 to be printed, those books aren&#39;t actually &quot;sold&quot; until some=
one walks into a store and buys them. So they&#39;re effectively leasing me=
 shelf space. When someone buys the book, then I get paid.</span></p></td><=
/tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-alig=
n:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><sp=
an style=3D"color:rgb(44, 62, 80);">Here&#39;s how I get paid:</span></p></=
td></tr><tr><td style=3D"padding-bottom:12px;padding-left:37px;padding-righ=
t:27px;padding-top:12px;" class=3D"ee"><div style=3D"margin-left:0px;" clas=
s=3D"edm_outlooklist"><ul style=3D"font-weight:normal;list-style-type:disc;=
margin-bottom:12px !important;margin-top:12px !important;padding:0px 0px 0p=
x 0px;"><li class=3D"listItem ultext"><p style=3D"mso-line-height-alt:150.0=
%;padding:0px;text-align:left;word-break:break-word;"><span style=3D"color:=
rgb(44, 62, 80);font-weight:700;"><b>Print books:</b></span><span style=3D"=
color:rgb(44, 62, 80);"> ~30% of retail price</span></p></li><li class=3D"l=
istItem ultext"><p style=3D"mso-line-height-alt:150.0%;padding:0px;text-ali=
gn:left;word-break:break-word;"><span style=3D"color:rgb(44, 62, 80);font-w=
eight:700;"><b>Ebooks:</b></span><span style=3D"color:rgb(44, 62, 80);"> ~7=
0% of retail price</span></p></li><li class=3D"listItem ultext"><p style=3D=
"mso-line-height-alt:150.0%;padding:0px;text-align:left;word-break:break-wo=
rd;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>Bulk sales:<=
/b></span><span style=3D"color:rgb(44, 62, 80);"> 85% of net receipts</span=
></p></li><li class=3D"listItem ultext"><p style=3D"mso-line-height-alt:150=
.0%;padding:0px;text-align:left;word-break:break-word;"><span style=3D"colo=
r:rgb(44, 62, 80);font-weight:700;"><b>Audiobooks:</b></span><span style=3D=
"color:rgb(44, 62, 80);"> 25-40% depending on distribution</span></p></li><=
li class=3D"listItem ultext"><p style=3D"mso-line-height-alt:150.0%;padding=
:0px;text-align:left;word-break:break-word;"><span style=3D"color:rgb(44, 6=
2, 80);font-weight:700;"><b>Translation rights:</b></span><span style=3D"co=
lor:rgb(44, 62, 80);"> 70% of advances/royalties</span></p></li></ul></div>=
</td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;tex=
t-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%=
;"><span style=3D"color:rgb(44, 62, 80);">Just because 2,130 copies were &#=
39;ordered&#39; doesn&#39;t mean the sale is closed. If none of them sell, =
they send them back and I get to pay for storage (yay). This was the most s=
urprising detail to me. It makes sense from a publisher perspective=E2=80=
=94I&#39;d probably do the same in their shoes. They&#39;re providing the i=
nfrastructure and want to derisk their model as much as possible. Derisking=
 it also forces me to be responsible for marketing instead of them/the publ=
isher. In some ways it&#39;s probably better this way because it&#39;s forc=
ed me to learn how to get the word out for my book, which is a net win for =
me, someone who likes to learn.</span></p></td></tr><tr><td class=3D"dd" al=
ign=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-wor=
d;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 6=
2, 80);">I had to decide how many books to print back in May when we only h=
ad </span><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>13 pre-=
orders</b></span><span style=3D"color:rgb(44, 62, 80);"> (just me + my fami=
ly). Based on their forecast we went with </span><span style=3D"color:rgb(4=
4, 62, 80);font-weight:700;"><b>3,000 books</b></span><span style=3D"color:=
rgb(44, 62, 80);">.</span></p></td></tr><tr><td class=3D"dd" align=3D"left"=
 style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">Ano=
ther interesting point: that 2,130 number? It&#39;s just a forecast and wil=
l vary=E2=80=94could go up or down. </span><span style=3D"color:rgb(44, 62,=
 80);font-weight:700;"><b>One of the variables that influences that number =
is pre-orders.</b></span><span style=3D"color:rgb(44, 62, 80);"> The publis=
hers/retailers that buy books look at those numbers regularly and will adju=
st their order size. The other variables are the books my launch window is =
competing against for shelf space.</span></p></td></tr><tr><td class=3D"dd"=
 align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-=
word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44=
, 62, 80);">For the launch, you can do a digital launch or an in-store laun=
ch. I really wanted to see my book in a store (ego at play here) and decide=
d on an in-store launch. That meant the book had to launch in either Octobe=
r or January. For business books, these are the two best windows to launch =
a book.</span></p></td></tr><tr><td id=3D"the-3-year-journey-from-moleskine=
-t" class=3D"dd" align=3D"left" valign=3D"top" style=3D"color:#2A2A2A;font-=
weight:normal;padding:0px 15px;text-align:left;"><h2 style=3D"color:#2A2A2A=
;font-weight:normal;mso-line-height-alt:150.0%;"><span style=3D"color:rgb(4=
4, 62, 80);font-weight:700;"><b>The 3-Year Journey: From Moleskine to Books=
tore</b></span></h2></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"=
padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-li=
ne-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">I started thi=
s process in October of 2023, signed with Page Two in March of 2024, and th=
e book is coming out October 2025. And that&#39;s on an accelerated schedul=
e! I had to push hard to get it. Part of that was that the publishing proce=
ss takes time and the windows need to be hit, and part of that was that Pag=
e Two was extremely busy and wanted to line me up with the right editor.</s=
pan></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px =
15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-al=
t:150.0%;"><span style=3D"color:rgb(44, 62, 80);">Here&#39;s the rough time=
line:</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padd=
ing:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-h=
eight-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><=
b>September &#39;22</b></span><span style=3D"color:rgb(44, 62, 80);"> - Sta=
rted writing out ideas in a Moleskine, thinking about writing a book and tr=
ying to figure out what to write about. Initial idea was sequel to </span><=
span style=3D"color:rgb(44, 62, 80);"><i>Predictable Revenue</i></span><spa=
n style=3D"color:rgb(44, 62, 80);">.</span></p></td></tr><tr><td class=3D"d=
d" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:brea=
k-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(=
44, 62, 80);font-weight:700;"><b>February &#39;23</b></span><span style=3D"=
color:rgb(44, 62, 80);"> - Introduced to Trena @ Page Two, learned about th=
e book publishing process. Was told earliest we could launch the book was J=
anuary 2026. I said no, I&#39;ll self-publish.</span></p></td></tr><tr><td =
class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-=
break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"=
color:rgb(44, 62, 80);font-weight:700;"><b>September &#39;23</b></span><spa=
n style=3D"color:rgb(44, 62, 80);"> - Decided to write the book, had been h=
arassing Trena for advice every month since February. Started with sequel t=
o PR + four funnels.</span></p></td></tr><tr><td class=3D"dd" align=3D"left=
" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p styl=
e=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font=
-weight:700;"><b>October &#39;23</b></span><span style=3D"color:rgb(44, 62,=
 80);"> - Started working on manuscript, wrote &#39;the four funnels&#39; s=
ection based on experience with clients implementing sales dev. Thought thi=
s + what&#39;s new in sales dev would be the whole book.</span></p></td></t=
r><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:=
left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span=
 style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>November &#39;23</b></=
span><span style=3D"color:rgb(44, 62, 80);"> (wordcount: 6,227) - Shared th=
e four funnels manuscript with friends/colleagues, realized something was m=
issing. Also, I hated writing about sales development. Trena sent me &quot;=
Write a Must-Read&quot; and it convinced me to scrap the follow-up to PR bo=
ok idea and write something I cared about. I didn&#39;t care about sales de=
velopment anymore and needed a break.</span></p></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb=
(44, 62, 80);font-weight:700;"><b>December &#39;23</b></span><span style=3D=
"color:rgb(44, 62, 80);"> (wordcount 4,084) - Removed follow-up to PR stuff=
, focusing on Four Funnels + some early founder strategy stuff. Trena had J=
ames, my future editor, read and share feedback. This + &quot;Write a Must-=
Read&quot; helped me find the topic I really cared about: helping founders =
find their first customers/build their first rev team.</span></p></td></tr>=
<tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:le=
ft;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span s=
tyle=3D"color:rgb(44, 62, 80);font-weight:700;"><b>December &#39;23</b></sp=
an><span style=3D"color:rgb(44, 62, 80);"> (wordcount 2,504) - Killed more =
words thanks to James&#39; feedback. Started taking every Friday &quot;off&=
quot; and spending all of it writing.</span></p></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb=
(44, 62, 80);font-weight:700;"><b>January &#39;24</b></span><span style=3D"=
color:rgb(44, 62, 80);"> - Stopped writing the manuscript, read and process=
ed &quot;Write a Must-Read.&quot; Took many, many notes.</span></p></td></t=
r><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:=
left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span=
 style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>February &#39;24</b></=
span><span style=3D"color:rgb(44, 62, 80);"> (wordcount 3,847) - Shared Cha=
pter 1: &quot;Why Product Market Fit Comes First.&quot; This was the first =
seed of what turned into the book. I really loved this topic. I had lived i=
t, found it, and fucked it up. Then helped others try and figure it out but=
 found founders didn&#39;t get it. I tried to find other books but couldn&#=
39;t find anything else that drew a line between customer development and e=
arly sales. That&#39;s what I really wanted to do. This helped me find the =
table of contents (roughly) and got me rolling in the right direction.</spa=
n></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15=
px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:=
150.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>Between =
February-June</b></span><span style=3D"color:rgb(44, 62, 80);"> - I continu=
ed writing every Friday. Some days I&#39;d churn out a few paragraphs. Some=
 days I&#39;d pull out a full chapter. Some days I&#39;d end up with one pa=
ragraph after 8 hours=E2=80=94those were hard days.</span></p></td></tr><tr=
><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;=
word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span styl=
e=3D"color:rgb(44, 62, 80);font-weight:700;"><b>June &#39;24</b></span><spa=
n style=3D"color:rgb(44, 62, 80);"> - Came up with book name &quot;The Terr=
ifying Art of Finding Customers.&quot; When I said it out loud for the firs=
t time, I felt it in my guts. They kinda twisted and felt uncomfortable. Th=
at was a good sign. Shared it with this list and some loved it, and some ha=
ted it=E2=80=94I thought that was perfect.</span></p></td></tr><tr><td clas=
s=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-brea=
k:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"colo=
r:rgb(44, 62, 80);font-weight:700;"><b>July &#39;24</b></span><span style=
=3D"color:rgb(44, 62, 80);"> (wordcount 44k) - Sent my next draft to Trena=
=E2=80=94holy crap, it&#39;s working!</span></p></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb=
(44, 62, 80);font-weight:700;"><b>July &#39;24</b></span><span style=3D"col=
or:rgb(44, 62, 80);"> - Page Two confirmed an October &#39;25 in-store laun=
ch was possible, signed with them. I had until September to finish the manu=
script, target was 60k words knowing that 20-30% would get cut and I&#39;d =
need to add more. But they wanted all the stories and ideas down on paper s=
o they knew what they were working with.</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color=
:rgb(44, 62, 80);font-weight:700;"><b>October &#39;24</b></span><span style=
=3D"color:rgb(44, 62, 80);"> (wordcount 54k) - Kicked off the engagement, f=
elt woefully underprepared. Had to have the full manuscript submitted by th=
e end of the month.</span></p></td></tr><tr><td class=3D"dd" align=3D"left"=
 style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-=
weight:700;"><b>October &#39;24</b></span><span style=3D"color:rgb(44, 62, =
80);"> - Produced the book&#39;s positioning statement, started floating th=
at with potential buying agents.</span></p></td></tr><tr><td class=3D"dd" a=
lign=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-wo=
rd;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, =
62, 80);font-weight:700;"><b>October &#39;24</b></span><span style=3D"color=
:rgb(44, 62, 80);"> - Found the &#39;mostly final&#39; table of contents an=
d order, had to move some things and chop some others so the book delivered=
 on the promise in the positioning statement.</span></p></td></tr><tr><td c=
lass=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-b=
reak:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"c=
olor:rgb(44, 62, 80);font-weight:700;"><b>November &#39;24</b></span><span =
style=3D"color:rgb(44, 62, 80);"> - Found the &#39;whitewater passage&#39; =
idea where you&#39;re both learning from potential customers and selling. D=
idn&#39;t love the name but I wanted to call it &#39;the middle&#39; but Sc=
ott Belsky had already coined that term so we found something else.</span><=
/p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;=
text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150=
.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>November &#=
39;24</b></span><span style=3D"color:rgb(44, 62, 80);"> - Preliminary sales=
 meetings with publishers, sharing positioning statement, TOC, and author b=
io.</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"paddin=
g:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-hei=
ght-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>=
October-December &#39;24</b></span><span style=3D"color:rgb(44, 62, 80);"> =
- Three rounds of substantive editing. (Substantive editing is where they l=
ook at structure, flow, arguments, and help you kill your darlings while ke=
eping the good stuff.)</span></p></td></tr><tr><td class=3D"dd" align=3D"le=
ft" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p st=
yle=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);fo=
nt-weight:700;"><b>December &#39;24</b></span><span style=3D"color:rgb(44, =
62, 80);"> - Got the greenlight from Uber&#39;s legal team to use their nam=
e in the case study (they were a client and our MSA said we couldn&#39;t us=
e their name).</span></p></td></tr><tr><td class=3D"dd" align=3D"left" styl=
e=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"m=
so-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-weigh=
t:700;"><b>January &#39;25</b></span><span style=3D"color:rgb(44, 62, 80);"=
> - Substantive edits done, first draft ready. Shared with friends/colleagu=
es for feedback.</span></p></td></tr><tr><td class=3D"dd" align=3D"left" st=
yle=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D=
"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);font-wei=
ght:700;"><b>January &#39;25</b></span><span style=3D"color:rgb(44, 62, 80)=
;"> - Started reaching out to folks re: endorsements. Mark Roberge was one =
of the first to read it, write back, and share an endorsement. I&#39;ll for=
ever be grateful to him for this one.</span></p></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb=
(44, 62, 80);font-weight:700;"><b>February-March &#39;25</b></span><span st=
yle=3D"color:rgb(44, 62, 80);"> - Copy editing, 4 or 5 rounds.</span></p></=
td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-=
align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"=
><span style=3D"color:rgb(44, 62, 80);font-weight:700;"><b>April &#39;25</b=
></span><span style=3D"color:rgb(44, 62, 80);"> - Started thinking about ma=
rketing/pre-orders strategy, got busy at PR and didn&#39;t do much until Ju=
ly.</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"paddin=
g:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-hei=
ght-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">That&#39;s roughly =
where we&#39;re at today. I&#39;m sure I&#39;ve missed a few things but tha=
t=E2=80=99s the broad strokes. </span></p></td></tr><tr><td id=3D"getting-t=
o-1000-pre-orders" class=3D"dd" align=3D"left" valign=3D"top" style=3D"colo=
r:#2A2A2A;font-weight:normal;padding:0px 15px;text-align:left;"><h2 style=
=3D"color:#2A2A2A;font-weight:normal;mso-line-height-alt:150.0%;"><span sty=
le=3D"color:rgb(44, 62, 80);font-weight:700;"><b>Getting to 1,000 Pre-Order=
s</b></span></h2></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pad=
ding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-=
height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">Next steps: I=
9;d really like to get to </span><span style=3D"color:rgb(44, 62, 80);font-=
weight:700;"><b>1,000 pre-orders</b></span><span style=3D"color:rgb(44, 62,=
 80);">. For context, Malcolm Gladwell got 3,000 for his last book. I&#39;m=
 going to produce 1-2 things for this list every month in order to bribe yo=
u to join the club and give Amazon $20.</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color=
:rgb(44, 62, 80);font-weight:700;"><b>Here&#39;s my question:</b></span><sp=
an style=3D"color:rgb(44, 62, 80);"> What would be the most unreasonably he=
lpful thing I could do to earn your $20 pre-order? Something that&#39;d mak=
e spending $20 a complete no-brainer?</span></p></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb=
(44, 62, 80);">Hit reply and let me know.</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color=
:rgb(44, 62, 80);">Collin</span></p></td></tr><tr><td class=3D"dd" align=3D=
"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p=
 style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80)=
;">PS - I used Clay.com to create the Investor list=E2=80=94it&#39;s a few =
steps and credits away from adding emails. Let me know if that&#39;d be hel=
pful. I can do it but it&#39;ll suck up my credit budget for the whole mont=
h of August.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" =
style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(44, 62, 80);">PPS=
 - I=E2=80=99m still working on the audiobook, it=E2=80=99s edited, we=E2=
=80=99re just figuring out the processing. The last revisions still sound o=
ver-processed. Once that=E2=80=99s done, I=E2=80=99ll be sharing with those=
 that raised their hands.=C2=A0</span></p></td></tr></table></td></tr></tab=
le></td></tr><tr><td align=3D"center" valign=3D"top"><table role=3D"none" w=
idth=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"cen=
ter"><tr><td><tr><td class=3D"b" align=3D"center" valign=3D"top" bgcolor=3D=
"#007b8a" style=3D"padding:0px 0px 0px 0px;border-style:solid;border-width:=
 0px 0px 0px 0px;border-color: #FFFFFF;border-bottom-left-radius:10px;borde=
r-bottom-right-radius:10px;"><table role=3D"none" width=3D"100%" border=3D"=
0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=3D"ce=
nter" valign=3D"top" bgcolor=3D"#f5bf83" style=3D"padding:12px"><table role=
=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" a=
lign=3D"center"><tr><td><span style=3D"padding-left:1px;"></span></td><td a=
lign=3D"center" valign=3D"middle" width=3D"75" style=3D"width:75px;"><a hre=
f=3D"https://link.mail.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzLpm8v47JXV6Q=
XIAtz1TPWJq9DEryZLbI4J7WWM_PiHqFGhUv3dFjKc0YTlxsb6kGtkhlDDYMSkxOmwZjioCqapk=
MSYv3pYIrw-QlG7DD9r7iWpX7f0K4MH_zYdsqXyU91LhmSvNqqBaf3aTR16aagQ3itDHeTQJAiS=
Vnu-qXR5aKaNsF_2KnVcrUQQOiQd1koLWNi7jbaXMq8g-I-r5hM3n_Gqf8oW8a_A8lHQgTyBJcJ=
VGV5sDZJABVWh37X9kW-6fQ/4io/dL0dUbgMT22p53NOnm-1zA/h6/h001.TwUhM51VLFrzKhac=
FexfCUsSFAUAzjBxtiIDqQWDEb0" style=3D"text-decoration:none;"><img width=3D"=
22" height=3D"16" alt=3D"yt" border=3D"0" style=3D"display:block;max-width:=
22px;color:light" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscal=
e-down,format=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/youtube_=
light.png"/></a></td><td align=3D"center" valign=3D"middle" width=3D"75" st=
yle=3D"width:75px;"><a href=3D"https://link.mail.beehiiv.com/ss/c/u001.UY7-=
jEMcRLZ5W6M0bzLpm5Vsol3-4mO68bGpSvtYIyC7RTGiT9-zovb8Qim6eBsoZYnUTL-c3CH3zOZ=
6o4_EJ18kRZVqjtRHEDTV3-_Slq-mH_MOhFNLoE7ui5im_I9QhwMR7XuC0D6StZqcy-MBQWFj_1=
xAcZOD4vAhRAFtcUmVxM65fxFO63Wm5nLDGHh_pmB9FW5BRxndb7RUeVF-fkDNzsOX0IJ_GPJG1=
0FLPJYdKRq6wy1hP_njaKvKj9pJP0uErXoba7xr8Cs4p1ghrA/4io/dL0dUbgMT22p53NOnm-1z=
A/h7/h001.kAcQvjB6L6mHq0sO9jdYQt319BWC6fGQi7mZtMsLoRs" style=3D"text-decora=
tion:none;"><img width=3D"22" height=3D"22" alt=3D"in" border=3D"0" style=
=3D"display:block;max-width:22px;color:light" src=3D"https://media.beehiiv.=
com/cdn-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=
=3D80/static_assets/linkedin_light.png"/></a></td><td><span style=3D"paddin=
g-left:1px;"></span></td></tr></table></td></tr><tr><td height=3D"10" style=
=3D"line-height:1px;font-size:1px;height:10px;"> &nbsp; </td></tr><tr><td c=
lass=3D"w" align=3D"center" valign=3D"top" style=3D"padding:15px 15px 15px =
15px;"><table role=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0" c=
ellpadding=3D"0" align=3D"center"><tr><td align=3D"center" valign=3D"top"><=
p style=3D"font-family:'Verdana',Geneva,sans-serif;color:#FFFFFF!important;=
"> Update your email preferences or unsubscribe <a class=3D"link" href=3D"h=
ttps://link.mail.beehiiv.com/ss/c/u001.r7o6LfRLXwQ-3g4cvdmKtd8SJB4D4z2stBRr=
WAMoYsjkniBcmw8veChmAMJ0vo1ksC9d40gtrOqgw6X38rZUI-Adnkdn-_JHdtcg6VYiUpAiGbW=
hO4cpRZTXLk4h-hbg3MsrNjtuIwdPckGLSaHl5N--1jl_zaQCYYjYH7bqpUYvu-KEQ-inep0teJ=
RmUWW_B2LhWn7_oQjiEloV-WXun1hO480F6Q86ldV2ZnUf0jG3Y-5-70ZZMoMcKr2QBYQ9-TTfu=
60U0CtCxt2rAtv5DJFW-RAqN2R4b9C5CBuSue4-2E8wVUbtup7aYMLmCGw9Y7l1MgDaEFlADi3C=
rmnYEnl97SPMvxKbeJ1tKIRA9i2xrq83NTjshAcUEBILsPDVRzXr00ZZ46iF_guBbpcFPBdHnrr=
QrTFDnmjMMgHHSKqT1w2WqWUic0hVxpMB-NYSMTnk5wOm_Bb9VsBOrxgFCysMha8HqRw6MejB9B=
rTKYQjGX30qjDGkePhtiU8jP3k6losjGHLq5yC2fqQQcqMtoX28VLjpaNIv8JjpVF_ki76-r5bl=
57oiTSjoMBnA-Q9UYBPNgBozzOKbVNi5KaHWGWf5BhRJ4G7CWbjhHRXweItmiqC_uV8mXJT45oR=
O6c-BU4GXMrjayvcEu4t6YMlGix7W3IWYsxPrQCcutow2hAP3ZM35dhRsQ-FZsZ--tZCHnfbzOe=
fRSsShjp6XvDzQzxDPJR0zx6zZR453hQnlcZvPAhOgFEQa-URAKG08IkyPcQ5KssYtN0KCHVL2y=
Frsd8Bugdop9UEt_CtIJpE0zRE_AghztxKdutoFojmRA5_uYfPvhskF2_pOdRiHyNhvsHhBvyof=
ZhheVHq7x9Evaw/4io/dL0dUbgMT22p53NOnm-1zA/h8/h001.ywnibFjYxr-jDk3eWaOktfUMN=
yY5z-iC-TI4o2xIjhc" style=3D"text-decoration:underline;text-decoration-colo=
r:#FFFFFF!important;color:#FFFFFF!important;"> here</a></p><p class=3D"copy=
right" style=3D"font-family:'Verdana',Geneva,sans-serif;color:#FFFFFF!impor=
tant;"> &copy; 2025 Predictable Revenue: Founders Edition </p><p style=3D"f=
ont-family:'Verdana',Geneva,sans-serif;color:#FFFFFF!important;"> #304 210 =
Carrall Street<br>Vancouver, BC V6B 2J1, Canada </p></td></tr><tr style=3D"=
display: table-row !important;"><td align=3D"center" valign=3D"top" style=
=3D"padding-top:20px;" style=3D"display:table-cell !important;"><table role=
=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"=
 style=3D"display:table !important;"><tr style=3D"display:table-row !import=
ant;"><td class=3D"u" align=3D"center" valign=3D"middle" height=3D"32" styl=
e=3D"height:32px;display:table-cell !important; max-height: 32px !important=
;margin:0px !important; background-color: #ffffff !important;"><a style=3D"=
line-height:32px !important;text-decoration:none;display:block !important;"=
 href=3D"https://link.mail.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzLpm7ZVFE=
iXSRTIYwLhTGqSbF-CNQYpp6-jbOsN5wxNxOCaKD5XYAoE71nkOVJnL-VztyokpNgfUpJrc58m4=
hCXJ9Vl_xeFodlVOarUBWdtcjn04nGziyNJolNGPckNO9fDwdMro3hLiqMxYKuvnIXtBAWfqfp_=
w8S7g3aixwGFzem9EX1nW8V1QRqDTU87PkJRKc6-uh12XWLI34OZk0ikDTGttax28ikawUyz4wl=
jqVcxx8N7kLQPRm8o7pxlrWZBMA/4io/dL0dUbgMT22p53NOnm-1zA/h9/h001.soM2WJXeq9Zm=
HTbc7yHrO6xY4I_iZJUSL7DdKuj3F2o"><img src=3D"https://media.beehiiv.com/outp=
ut-onlinepngtools.png" width=3D"16" alt=3D"beehiiv logo" style=3D"display:i=
nline-block !important;max-width:16px !important; vertical-align:-3px !impo=
rtant;width: 16px !important;" border=3D"0"/><span style=3D"padding-left:11=
px !important;display: inline-block !important;">Powered by beehiiv</span><=
/a></td></tr></table></td></tr><tr><td align=3D"left" valign=3D"top" height=
=3D"2" style=3D"height:2px;"><a href=3D'https://link.mail.beehiiv.com/ss/c/=
u001.5yp-JOwx74Tmo9GvRWkFa1lilyjuTeq0GeW-iPG9ZdQ4D6ta-yqGGTKLpStdJu0g9AsLlq=
GMrVJp5BiQuGLb0fLI2H4xloCARxj_AejjHzw/4io/dL0dUbgMT22p53NOnm-1zA/h10/h001.T=
oWfb4Rt_nJgdcV8oQFCpwJos_UWxWaAKa5qI1czhfQ' style=3D"color: #007b8a !import=
ant; cursor: default; font-size: 1px; text-decoration: none;"> Terms of Ser=
vice </a></td></tr></table></td></tr></table></td></tr></td></tr></table></=
td></tr></table></td></tr></table></td></tr></table></div></body></html>
--6ee9a20ed1bb2554bc1be20fb6d3bf4fc194cd115f207ebcae13a564c1a5--