Book Is the Hook

Beth Comstock and I explore what it takes to make innovation repeatable inside an organization: the environment, permissions, experiments, and leadership behaviors that turn ideas into movement. This is about building conditions for creators, not waiting for a perfect idea.

If innovation depends on a few heroic people, your system is not yet doing enough of the work.

Gabby Bernstein and I talk about writing before you feel ready, finding a core message, teaching through lived experience, and building a repeatable author practice. The draft is not the finished product; it is where the message becomes visible.

Adam Braun and I talk about the difference between making something impressive and making something other people can participate in. We also get into the organizational choices that helped Pencils of Promise grow, why a book can become a gathering point for a mission, and what changes when an organization stops forcing an old format into a new medium.

If your team has meaningful work that needs more visibility, participation, or momentum, send me a message with the project and the bottleneck.

Martin Atkins is a punk-rock superstar drummer, creative entrepreneur, author, and relentless builder. In this episode, he shares why creators should stop waiting for permission, make multiple things, and use feedback instead of endless strategy to decide what comes next.

We also discuss the professional leverage of a book: not just as a product that sells copies, but as an ambassador that travels ahead of you and opens conversations.

Key idea: create five small versions, release them, notice what gets a response, and do more of what works.

Learn more: https://erickoester.com/start

Do you need to know everything about your book before you start writing?

Jean Hanff Korelitz says no, and in fact, knowing too much might be the problem.

In this live, in-class conversation, bestselling novelist Jean Hanff Korelitz shares a clear and often contrarian perspective on writing, creativity, and the reality behind finishing a book.

Jean explains why over-planning kills surprise, why most people only have a “four sentence idea” rather than a real book, and how writers must learn to tolerate constant doubt and self-criticism.

We also talk about where ideas come from, how long they can take to develop, and why writing is less about control and more about discovery.

This episode is especially valuable for writers who feel stuck waiting for clarity, or trying to “figure everything out” before they begin.

How do you write a character that readers can’t stop thinking about, even when they shouldn’t like them?

In this live, in-class conversation, novelist Caroline Kepnes shares how she developed the voice behind You, and why character begins with perspective, not plot.

Caroline talks about her path from journalism to television writing to novels, how each medium shaped her craft, and why writing often requires unlearning what you’ve been taught.

We also explore the role of short stories in developing voice, the importance of rewriting, and how small, specific moments create emotional impact.

This episode is especially valuable for fiction writers and anyone trying to create characters that feel real, complex, and unforgettable.

Great storytelling isn’t about charisma.

It’s about empathy.

In this live, in-class conversation, Miri Rodriguez, storytelling leader at Microsoft and author of Brand Storytelling, explains how writers find their voice, connect with audiences, and design stories that actually land.

Miri shares what it was like launching her book during the pandemic, negotiating marketing support with her publisher, and writing under intense constraints while working full-time.

She also introduces a powerful origin story exercise, explains why every story has a mission, and shows how design thinking can help authors communicate with more intention and emotional truth.

This episode is essential for writers building books, brands, and messages that matter.

Why do some books quietly spread for years, while others disappear after launch week?

In this live, in-class conversation, Bob Burg, co-author of The Go-Giver, explains why stories and parables connect on a deeper level than traditional how-to books, and why the most successful messages travel heart-to-heart.

Bob shares his approach to writing benefit-driven titles, building genuine relationships before launching a book, and why you can’t “growth hack” trust.

We also talk about the long game of promotion, why singles matter more than home runs, and how books become cultural artifacts when people start gifting them to others.

This episode is essential for authors, entrepreneurs, and creators who want their work to spread through generosity and real connection.

Why do some ideas catch on, while others disappear?

In this live, in-class conversation, Jonah Berger, author of Contagious and The Catalyst, breaks down the real mechanics behind virality, influence, and change.

We talk about Jonah’s STEPS framework, why “customer focus” matters more than originality, and why writers need to understand their audience before they fall in love with their topic.

Jonah also shares his own writing process, how frameworks evolve through teaching, and why feedback is the only way to make an idea stronger.

This episode is essential for authors, creators, and entrepreneurs who want their work to actually land, not just exist.

Writing is solitary. Revision is relentless. And you have to be able to sit with your own work long enough to make it better.

In this live, in-class conversation, comedian and author Maysoon Zayid shares an unfiltered look at what it actually takes to write with honesty, humor, and resilience.

We talk about how to take criticism without breaking, why memoir can be harder than fiction, and why Maysoon dictated her entire book the way she tells stories on stage.

She also reflects on disability, representation, and the hard-earned mindset behind her mantra: if a dream turns into a nightmare, find another dream.

This episode is hilarious, sharp, and deeply real.