The Tech Pubcast

What makes a bestselling technical author choose self-publishing for his next book?

In this episode of the Tech Pubcast, Jess Haberman reunites with Joe Reis, co-author of Fundamentals of Data Engineering, whose book she acquired at O’Reilly. For his latest book, Mixed Model Arts, Joe took a different route: publishing it himself and sharing draft chapters with readers on Substack along the way.

They discuss what Joe gained by taking control of the process, the support a traditional publisher provides, and how authors can decide which approach fits their goals. They also bring different perspectives to the future of technical books and what readers will value as AI changes how people learn.

Topics include:

• The tradeoffs between traditional publishing and self-publishing
• How writing in public helped Joe test his ideas and improve his book
• Why authors should validate demand before finishing a manuscript
• Building an audience when self-promotion doesn’t come naturally
• Why word of mouth matters beyond the book launch
• How Joe used AI to challenge his ideas and catch inconsistencies
• Writing technical books that stay useful as technology changes
• Turning a book into courses, workshops, and other opportunities

Plus: why Joe believes getting out into the world and talking to people is an essential part of writing.

Get Mixed Model Arts: https://mixedmodelarts.com/
Read Joe’s Practical Data Modeling newsletter: https://practicaldatamodeling.substack.com/

Work with Jess: https://jesslhaberman.com/contact
Connect with Jess on LinkedIn: https://www.linkedin.com/in/jhaberman

CHAPTERS
00:00 Will readers recommend your book?
00:38 Meet Joe Reis
02:31 Why Joe chose self-publishing
05:53 Creative control and writing in public
09:22 Writing the book is only part of the work
11:12 Word of mouth and books that last
13:23 Test your ideas before writing a manuscript
15:08 Human experience and AI-generated books
17:43 How Joe used AI to edit his book
20:18 Joe’s approach to working with authors
21:45 The future of technical books
26:29 Testing the market for a data modeling book
28:59 Taking a bet on yourself
29:50 Where to find Joe

#TechPubcast #JoeReis #TechnicalWriting #BookPublishing #SelfPublishing

What happens when a technical author decides she does not need to look or act like everyone else to be taken seriously?

In this episode of the Tech Pubcast, Jess Haberman talks with Hala Nelson, author of Essential Math for AI and AI Powered Digital Twins, about building a publishing career by trusting her own instincts, both in how she writes and how she presents herself publicly.

Hala has built a distinctive social media presence around her books, combining technical expertise with fashion, travel, and a style that is unmistakably her own. She has been told that people might not take her seriously. Her response: some people won’t. Plenty of others will.

And the strategy works. Hala's book rankings rise when she posts, her work has reached readers around the world, and her visibility has led to professional opportunities far beyond publishing.

In this episode, we cover:

• How Hala landed her first O'Reilly book deal by submitting a proposal cold
• Why authors should resist copying what everyone else is doing on social media
• How authenticity and visibility can help a technical author stand out
• How a failed book project helped Hala improve the next one
• A brief foray into controversies around building data centers
• How publishing Essential Math for AI helped open unexpected professional opportunities
  

Hala also explains digital twins, how they bring together AI, data engineering, simulation, security, and other disciplines, and why she believes they will become increasingly important for managing complex systems.

Get Hala Nelson's books:

AI Powered Digital Twins: https://a.co/d/0bzxwW1s
Essential Math for AI: https://a.co/d/03IZixRW

Work with Jess: http://jesslhaberman.com/contact

Connect with Jess on LinkedIn: http://linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

What does a technical publisher actually look for in a book proposal and in the author behind it?

In this episode of the Tech Pubcast, Jess Haberman talks with Jon Hassell, who leads the content team at O’Reilly Media, about how technical books move from an early idea to a finished product.

In this episode, we cover:

• Why authors do not need extensive writing experience to land a book deal
• What makes an idea distinctive enough to stand out
• The behaviors editors see as red flags
• Why receiving feedback and staying committed matter throughout the process
• Why strong editorial relationships and trusted publishing brands still matter
  

Jon also shares what happens when an author hits the “cliff of despair" and what gives a traditional publishing contract value in an era when anyone can generate hundreds of pages with AI.

Work with O'Reilly: Email workwithus at oreilly.com.

Work with Jess: http://jesslhaberman.com/contact

Connect with Jess on LinkedIn: http://linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

CHAPTERS

00:37 Introduction to Jess and John Hassell

00:59 John Hassell's background and role at O'Reilly

01:49 Building a list of data and AI books at O'Reilly

02:02 Top qualities publishers seek in authors

02:36 The importance of unique perspectives and voice

03:27 The process of developing a book idea

04:16 The role of writing experience and AI tools

05:20 The significance of market uniqueness

07:40 Red flags in author collaboration

15:18 Metrics for measuring a book's success

18:14 The challenge of maintaining author voice in the AI era

23:03 The magic of human editors and relationships

25:30 The importance of brand and visual identity in publishing

27:59 Getting started with publishing at O'Reilly

28:39 The future of books and learning in the AI age

29:29 Closing thoughts and contact information

29:54 What's Next for the Authors?

30:40 Closing Remarks and Thanks

What is it like for an academic to write a practical technical book for a broader audience? And how do you teach Python when students can use AI to build things that would have been unimaginable just a few years ago?

In this episode of the Tech Pubcast, Jess Haberman talks with Blake Rayfield, assistant professor of finance and fintech at the University of North Florida and author of Applied Math with Python: Solving Real-World Problems with Python.

They discuss:

• The differences between academic writing and writing a practical technical book
• How authors can find the right niche in a crowded technical publishing market
• Why a publisher’s existing book list matters when developing a proposal
• How LLMs have changed the way Blake teaches Python, math, and statistics
• How educators can design assignments around the reality of AI
  

Plus, Blake shares what he learned from publishing his first book with Wiley and why he may already be ready to write another one.

Get Applied Math with Python: https://a.co/d/03vkokBX

Learn more about Blake: blakerayfield.com

Work with Jess: jesslhaberman.com/contact

Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

CHAPTERS:
00:34 Introduction to Blake Rayfield and his background

01:32 Transition from academic publishing to writing a technical book

02:30 Differences in writing process and audience expectations

03:28 Formatting and presentation considerations in technical publishing

05:12 Technical review process and code connection challenges

07:12 Using Jupyter Notebooks and code snippets effectively

08:32 Misconceptions about working with publishers

10:04 The value of long-term technical review and feedback

10:31 Challenges faced during the writing process

11:27 The role of outlines and planning in book writing

13:04 Crafting proposals and understanding publisher lists

14:20 Working with publishers like Wiley and finding the right niche

16:32 Reflections on the publishing experience

17:24 Impact of LLMs and AI on education and teaching

19:42 Using AI tools ethically and effectively in education

22:00 Adapting teaching strategies for AI and LLMs

25:13 Teaching Python in the age of AI and LLMs

26:03 The influence of LLMs on teaching math and statistics

28:20 Future projects and next steps for Blake Rayfield

28:54 Where to find Blake Rayfield and his work

29:57 What's Next for the Authors?

30:39 Closing Remarks and Thanks

Thomas Nield has written books for O’Reilly, Packt, and Manning while teaching AI, building software, and launching a software AND hardware startup. In this episode of the Tech Pubcast, Thomas joins Jess Haberman to talk about what he has learned from working with different technical publishers and how he manages to keep writing while juggling several ambitious projects.

They discuss:

• How O’Reilly, Packt, and Manning differ as publishing partners
• Why authors need humility and a thick skin when receiving technical feedback
• The writing habits that help Thomas meet his deadlines
• Why machine learning and programming fundamentals still matter in the generative AI era
• How developers can use AI as a reference without becoming dependent on it
• What led Thomas to learn Rust and build software for the browser
• The stories behind his flight-simulator controller and shadow-AI security startup

Thomas also shares a preview of his forthcoming book, Grokking Statistics, and explains how writing technical books has opened doors throughout his career.

📌 Read more from Thomas:

• Grokking Statistics: https://www.manning.com/books/grokking-statistics
• Essential Math for Data Science: https://a.co/d/01zgxAud
  

Work with Jess: jesslhaberman.com/contact
Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

#AI #ArtificialIntelligence #MachineLearning #TechPubcast #TechnicalWriting #BookPublishing #Startup

CHAPTERS
00:38 Introduction to Thomas Nield and his background

02:43 Experience working with different publishers

03:50 Lessons learned from publishing with O'Reilly, Pact, and Manning

06:36 The review process and handling critique in publishing

09:30 Balancing multiple projects and maintaining productivity

13:21 Teaching AI and machine learning in the era of Gen AI

15:19 Impact of Gen AI tools on coding and training

17:39 Fundamentals of programming in the age of AI

19:54 Thomas Nield's ventures in software and hardware

22:30 Innovations in flight simulation hardware

25:22 Shadow AI and AI security in organizations

26:41 How to connect with Thomas Nield and upcoming projects

27:52 What's Next for the Authors?

28:34 Closing Remarks and Thanks

What happens when companies adopt AI faster than they can govern it?

In this episode of the Tech Pubcast, Jess Haberman sits down with analyst, author, and AI governance expert Paige Roberts to discuss the risks and realities of modern AI systems.

They explore:

• Why AI governance matters
• Hallucinations, security risks, and enterprise adoption
• When AI helps writers and when it gets in the way
• The future of technical writing and publishing
• Why expertise still matters in an AI-driven world
• Paige's journey as both a technical author and fantasy novelist

Paige also shares her perspective on co-authoring technical books, working with subject matter experts, and how AI is changing the way professionals communicate.

📌 Read more from Paige:

• Up and Running with Aerospike: https://www.oreilly.com/library/view/aerospike-up-and/9781098155599
  Accelerate Machine Learning with a Unified Analytics Architecture: https://www.oreilly.com/library/view/accelerate-machine-learning/9781098120313
  * 97 Things Every Data Engineer Should Know: https://www.oreilly.com/library/view/97-things-every/9781492062400/
  * Paige's fiction: https://paigeewing.com/
  

Work with Jess: jesslhaberman.com/contact

Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

#AI #ArtificialIntelligence #AIGovernance #TechPubcast #TechnicalWriting #BookPublishing #DataAnalytics

CHAPTERS
00:41 Introduction to Technical Writing and AI Governance

03:49 The Journey into Technical Writing

06:30 Collaboration in Writing: Finding the Right Co-Author

09:36 The Role of AI in Writing and Research

12:42 Navigating the Limitations of Generative AI

15:28 AI in Coding: A Double-Edged Sword

18:40 The Future of AI and Copyright Issues

22:28 Navigating AI in Publishing

28:22 What's Next for the Authors?

29:02 The Fiction Writing Journey

29:03 Closing Remarks and Thanks

35:48 AI's Impact on Creative Writing

What happens when AI can write code for you? Is learning Python still worth the effort?

In this episode of Tech Pubcast, Jess Haberman sits down with author John Wengler to discuss his new book, Automate Excel with Python. John shares how a challenge from his employer led him to teach himself Python, why he documented the journey in a book, and what he learned about publishing, marketing, and technical writing along the way.

They also explore how AI is changing software development, why coding literacy still matters, and what authors should expect when working with a traditional publisher.

Topics include:

• Learning Python as an Excel power user
• Turning personal notes into a book proposal
• Finding the right publisher
• The realities of technical book marketing
• AI-assisted programming and "vibe coding"
• Why understanding code still matters
• Advice for aspiring technical authors
  

John's book: Automate Excel with Python: From Manual Grind to One-Click Workflow: https://nostarch.com/automate-excel-with-python

Work with Jess: jesslhaberman.com/contact

Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

CHAPTERS

00:51 Introduction and Guest Background

01:11 John Wengler's Writing Journey

01:54 Inspiration Behind the Book

03:00 Self-Learning Python and Project Initiation

04:02 Deciding to Write and Publishing Path

05:05 Working with No Starch Press

06:41 Early Stages of Book Development

08:27 Challenges in Writing and Publishing

09:48 Emotional Aspects of Publishing

11:18 Title Changes and Market Timing

13:02 Impact of AI on Coding and Learning

14:27 Learning Python in the AI Era

16:38 AI Assistance in Coding

18:05 Reflections on Publishing Experience

19:12 Marketing and Distribution Insights

22:00 Advice for Aspiring Authors

25:03 Next Projects and Personal Growth

26:54 Dealing with Dyslexia and Future Books

27:48 What's Next?

28:29 Closing Remarks and Thanks

What does it actually mean to build an AI-native organization?

In this episode of the Tech Pubcast, Jess Haberman talks with Jacob Miller and Jeremy Mumford about writing a practical AI leadership book designed to stay relevant long after today’s tools become obsolete.

They discuss:

• Why “interesting” AI projects often fail to deliver value
• The biggest mistakes companies make when adopting AI
• How unstructured data is reshaping enterprise strategy
• How to build AI systems around business outcomes instead of hype
• The challenge of writing an evergreen AI book in a rapidly changing industry
• What first-time authors should know before pitching a technical book

Plus: a behind-the-scenes look at how they co-authored Architected Intelligence while working full-time in AI leadership roles.

Get the book, Architected Intelligence: https://a.co/d/0asRgKoR

Work with Jess: jesslhaberman.com/contact

Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

CHAPTERS
00:42 Introduction to the Authors and Their Journey

02:00 The Concept Behind 'Architected Intelligence'

05:11 Defining Architected Intelligence and Its Importance

07:26 Challenges Tech Leaders Face in AI Implementation

09:25 Understanding the ROI of AI

11:29 Technical Architecture and Its Relevance

13:44 Lessons Learned from the Writing Process

18:29 Collaboration Dynamics Between Co-Authors

21:16 Expectations and Future Aspirations

24:16 Advice for Aspiring Authors

25:41 Reading Inspirations and Influences

25:44 What's Next for the Authors?

#AI #ArtificialIntelligence #AIStrategy #EnterpriseAI #AILeadership #GenerativeAI #DigitalTransformation #DataStrategy #UnstructuredData #MachineLearning #TechLeadership #TechnicalBooks #BookWriting #ArchitectedIntelligence #TechPubcast

Writing a technical book is a career milestone. It is also a long, demanding process that requires far more than technical expertise.

In this episode of the Tech Pubcast, literary agent and former acquisitions editor Jess Haberman sits down with Ryan Dolley, analytics leader, content creator, and first-time author of AI Analytics for Business Intelligence, to talk about what it actually takes to write and publish a tech book.

We cover:

• Why the book proposal process is harder than most people expect
• How to choose a topic that is timely without becoming outdated
• The balance between teaching tools vs teaching thinking
• Why author platform matters more than your idea
• How technical books really make money (and where they do not)
• The biggest challenges Ryan has faced as a first-time author

Ryan also shares how blogging, YouTube, and LinkedIn helped him build a career and why those same channels are essential if you want your book to succeed.

If you are thinking about writing a technical book, this is the reality check you need.

📌 Follow Ryan:

• Substack: superdatablog.substack.com
• YouTube: Super Data Brothers
• LinkedIn: Ryan Dolley

Work with Jess: http://jesslhaberman.com/contact
Connect with Jess on LinkedIn: http://linkedin.com/in/jhaberman

Thinking about writing your own technical book? This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

CHAPTERS

00:32 Introduction to the Tech PubCast and Guest Introduction

01:47 The Journey to Writing a First Book

04:26 Building an Author Platform and Personal Brand

07:37 Understanding the Book Proposal Process

10:20 The Timeline of Writing and Publishing a Book

10:44 Finding the Right Level of Detail in Technical Writing

13:44 Making Technical Concepts Accessible

16:26 The Importance of Perspective and Expertise

17:33 Enjoying the Writing Process and Overcoming Challenges

20:43 Expectations and Goals for the Book

23:53 Monetizing the Book and Building a Career

27:48 Conclusion and Future Plans

Welcome to the very first episode of Tech Pubcast: a behind-the-scenes look at what it really takes to write and publish a technical book.

In this episode, host Jess Haberman (literary agent and former acquisitions editor) sits down with Microsoft Excel MVP Dave Langer to unpack the full journey of writing a tech book, from idea to publication and everything in between.

Dave shares what it’s actually like to write a book while building an audience, navigating the publishing process, and managing the unexpected challenges that come with it, including imposter syndrome, technical reviews, and the realities of marketing your own work.

Whether you’re thinking about writing a technical book, growing your personal brand, or just curious about how publishing really works, this episode offers practical, honest advice from someone who’s done it.

In This Episode, We Cover:

• How Dave went from idea to published author
• Defining your audience and scoping your book
• What publishers are really looking for in a proposal
• Why building an audience matters more than you think
• The truth about marketing (hint: it’s on you)
• Time, effort, and what it actually takes to finish a book
• Managing imposter syndrome during the writing process
• Who should (and shouldn’t) write a tech book

About Dave Langer:
Dave is a technology professional with nearly 30 years of experience, a Microsoft Excel MVP, and author of Python in Excel: Step by Step. He specializes in helping business users leverage analytics and Python to drive real-world impact.

Get Dave’s book, Python in Excel Step by Step: https://a.co/d/0daLmheX

Connect with Dave on LinkedIn: linkedin.com/in/davelanger

Work with Jess: jesslhaberman.com/contact

Connect with Jess on LinkedIn: linkedin.com/in/jhaberman

Thinking about writing your own technical book?
This episode is your starting point. Subscribe for more conversations with authors, editors, and industry insiders on how great technical books get made.

Chapters

00:00 Introduction to the Tech Podcast and Guest Introduction

02:37 The Journey of Writing a Technical Book

05:12 Understanding the Audience and Defining Scope

07:48 The Publishing Process and Lessons Learned

10:23 Marketing and Building an Audience

12:56 The Investment of Time and Energy in Writing

14:41 Goals and Expectations of Writing a Book

17:14 Challenges Faced During the Writing Process

19:36 Advice for Aspiring Tech Authors

22:09 Future Plans and Conclusion