đź“’ Summary + Notes

Product design

How he reverse-engineered Atomic Habits

  1. Researched the top 100 books that had sold over 1,000,000 copies and made a spreadsheet of them
  2. Then he deconstructed all of their titles to see if there were any patterns
  3. Then he looked at each book’s table of contents and determined the best way to organize the information
  4. The publisher wanted longer chapters but he settled on around 10 pages per chapter

Product launch

  1. He recommended at least 9 months of work for a successful launch
  2. He did a lot of manual and thoughtful work and didn’t spray and pray requests for promotion
  3. He made a list of the top 300 podcasts that could be interested in interviewing him and crafted an email to each podcast stating why he thought he would be a good guest based on past guests and topics that were covered. So each message was very custom.
  4. He also sent out free copies of the book to groups who he thought would be impossible to shut up about the book
    1. Examples: cross fitters, vegans, mommy blogs, venture capitalists, etc.
    2. Each subset chosen was based on two criteria:
      1. How strong was their word of mouth ability?
      2. How much value could the books content add for that group?
      3. Bonus: if trying to build a subsequent business model around speaking and corporate gigs, venture capitalists would serve a multi purpose role
  5. The main goal was to make it seem like the book was everywhere. So targeted pushes and a whole slew were interviews, social media posts from the influencing groups identified, and legacy media appearances made the book seem like a much bigger deal than it was which became a self fulfilling prophecy

ℹ️ Podcast Info