instigate. inspire. lead.

Evolution of Publishing

Art requires the artist to care, and to care enough to do something when he knows that it might not work. [The Icarus Deception]


It’s what you and I create every day, every time we challenge ourselves, make a connection, and create something worthwhile.

It’s not only what I’m passionate about, but what I’m passionate in seeing other people create.

The thing is, it’s not easy.

It’s not easy to make something from scratch.  It’s even harder to ship something personal.

But it’s something that is essential because it matters, art matters, and your ideas matter.

And it’s the reason for my project…

Writers and Readers in the 21st Century

The 21st century is an incredible, dynamic time for writers and readers.

The advent of cheap technology and rapid economic growth means there are more people more connected than they’ve ever been.

Readers have access to an almost infinite amount of content.

This is a blessing and a curse, for the reader and the writer/artist/producer.

A blessing because there is more writing, more content, more art than ever before.

A curse because there is more throw-away material, more online-snake-oil, more noise than ever before.

The consumer might sincerely want your book….if he knew about it, and had the time and attention to view it.

There is a solution to the problem, but it requires understanding the current publishing paradigm:

The Publishing Paradigm

If you are a writer/blogger with an audience, and you want to be published, you have two choices.

1) Self Publish

2) Get Picked up by the big 6 publishers (20th century approach)

There are pros and cons to each:

Self Publishing: This is a good solution…for bloggers with a big audience.

You can make a decent amount of money and possibly pay the bills if your work is great and you have a big enough reader base.

But if you don’t have a very big audience, you’re stuff is probably going to go nowhere.

And even if you have a big audience, you can’t get the same exposure unless you’re published by one of the big 6.  Penguin can get you into Barnes and Noble – your self publishing…probably not.

Big 6 Publishing: a good solution…for bloggers that get lucky enough to get picked up.

And even if you DO get picked up, the publishing house has so much overhead they can’t afford to give you a reasonable cut of the profit margin.

The Dilemma

CHOICE 1: Do you choose creative control and high margins for your work, but with a limited audience?…

CHOICE 2: Or do you choose restrictive creative license and tiny margins for the possibility of maximum exposure?…

Another Choice

But maybe there IS another choice…

CHOICE 3: Why not maximize your exposure while keeping creative control over your project AND maintain a high profit margin for your work?

Writers/bloggers/artists deserve a third choice, and that’s what this project is all about…

The Solution

Develop a publishing platform around the artists and their tribes.


The New Paradigm

Publishers have too much overhead – an artifact of the error they are from (and a paradigm they still operate from).

If we already have the artists, who have the audience, why can’t we streamline the process?

Why spend millions on advertising when the artist already has the TRUST and ATTENTION of their readership?

Why guess what type of material to publish when we know what their readers want  – they’re already reading it now!

Many bloggers, still unpublished, have tribes of 10,000+ plus.

What if we connected 10 (or 20, or 30) of these tribes together; couldn’t we command the attention of 1,000,000+ readers?


This isn’t a new idea – it’s been done successfully once before with Seth Godin’s Domino Project.

This is the evolution of the idea.

Seth used his name which already carried the trust and attention of his tribe – a huge tribe at that.

On a limited scale, he connected with a few other authors and artists with large tribes – this was essential for exposure and spreading.

Then he closed the doors on the Domino Project.

It was an experiment to see if it would work.

It did.

I think it’s time we try again and evolve it:

Connect tribes with tribes – publish content from writers with audiences – connect ideas that we already know readers want, and give them something exceptional, remarkable, and undeliverable except through this medium.

By coordinating tribe leaders, we can market for almost no money through interviews and blog posts (ala Tim Feriss).

By connecting with tribe leaders of like mind, we can collaborate on projects together and increase exposure of everyone’s work (ala The Secret)

By keeping the overhead minimal, we can pay the artist better than the big publisher, but increase sales multitudes of times greater than what they can hustle on their own.

Unite the Tribes

At the beginning of Braveheart, before they go to war with the British, William Wallace’s group discusses uniting the clans.

They have little chance on their own, but collectively, they can make a big impact.

I want to unite the tribes.

This Might Not Work

It’s bold.

It’s unconventional.

It might not work.

And that’s exactly why it’s worth a shot – but I can’t do it by myself.  

I need your help.

I need help on developing the concept, the strategy and implementation   I need to establish relationships and plant the seed of the idea with those who want to take advantage of such an amazing opportunity; I need the help of those who have run successful online businesses to help make my actions more effective.

I have every intention of getting this project off the ground this year, no matter what.

With your help, it could be wildly successful in a much shorter time.

Thanks so much for reading and considering my proposition.  I’m grateful for your time and hope you see the potential in this idea like I do.  

Feel free to email me any questions you have here:

Thanks for your time!