'You need to kind of kick off this persuasive chain reaction and enlist people to the cause of your book.'

In the book trade, James Spackman is known as 'The Pitch Doctor'. From an illustrious start to his career in the post room at Bloomsbury to sales, marketing and agency roles at Hachette, Osprey and now The bks Agency, his passion has always been to communicate a passion for books.

As he explains, the success of a book depends in large part of a 'chain of enthusiasm' that has to begin with the author and ultimately - hopefully - reaches the reader through a complex ecosystem of agents, editors, sales reps, marketers and booksellers. This is the art of the pitch, and because it ends with the reader, that's where the crafting of it must begin too.

In this week's conversation we discuss the fact that publishing is 'a business of persuasion rather than a meritocracy of texts', and what that means for authors. We also talk about the extraordinary route that James took to publish his own book, why measures of success are deeply personal, and why doing things your way is so damn rewarding.