To date I’ve published three books. All are distinctly different and I’ll weave in their story to each of the points I share below.
If you get value from this post, please consider buying my latest book so that I can live out my mission “to connect, grow, and mentor every school leader who wants to level up.”
Buy Mastermind: Unlocking Talent Within Every School Leader here!
Don’t ask permission to start.
My first book was self-published. I always wanted to write a book and I wanted to move fast. Sure, I could have pitched my books to publishers, but according to Kevin Kelly, you only need “1000 true fans.” So my focus with this book was to get it to the Ruckus Maker Nation and to do so quickly.
Patience is the name of the game.
I prefer a slow cooked meal to an instant one any day of the week. If you agree that slow cooked meals are more delicious than apply that kind of thinking to your book when it comes to sales, opened doors, and impact. Every overnight success has been years in the making.
Your work and the results you create are your resume.
Consistently creating value for others is the name of the game. This is the recipe for success. Case in point: I’ve shipped probably 1000 podcast episodes since 2015. I’ve never missed a Wednesday release date for the BLBS podcast. By creating (free) value via content I create and creating results for my coaching clients some really cool things have happened in my life.
Two of those cool things most recently:
Those three recent and HUGE wins all came because I have consistently showed up and created value for the Ruckus Maker Nation.
Work with amazing people.
My second book was a collaboration with other great educators. In two days we gave talks, workshopped ideas, and wrote a book together by all contributing a chapter. When writing the Roadmap and Mastermind I had a great team from the editors to design. No one is a success on their own. Find the right people to surround yourself with.
Books are the new business card.
I don’t have business cards. Rarely do people follow up with me because I handed them one. However, people do contact me after giving or signing a book at a conference. People throw out business cards before they leave their hotel room. They bring your book home. And read it. And then they call you.
Be intentional in your design.
What is success for you? Writing a book and putting it into the world? Selling 1000 copies? Selling 10,000? Telling your story? Define success as detailed as possible before writing a single word and then backwards design from there. And the best book on writing a book that will have an impact for years (decades?) after you publish is Ryan Holiday’s Perennial Seller.
Book launch parties.
Thank you to Julie Stern, best selling author of Learning That Transfers, for giving me this amazing idea. Everyone loves a good party, so when your book is in launch week, consider throwing a book launch party. Here’s how I did it:
Create the book you want to create.
Before signing any contracts (if you go the publishing route) get a feel for the editorial team and what they are willing to do when creating the book. I was very clear in what I wanted to see in Mastermind: Unlocking Talent Within Every School Leader. Because I was bold and asked for what I wanted, my dream came true in book form.
✅ I wanted a bright, bold cover (most book covers in education are boring!)
✅ I cast the vision for the cover and told the designer to create the cover she would be most proud of (amazingly, I was told the designer had never been given permission to be that creative! I’m glad I asked!!!)
✅ I wanted pictures of my community in the front of the cover
✅ I wanted to add footnotes as supplemental information and add humor (Corwin never does footnotes, but they did for me!)
If you self-publish there is no excuse for creating the book you want to create. If you partner with a publishing company, figure out what they will commit to if design is as important to you as it is to me.
Study what makes a great story (even in non fiction).
There are so many ways to study what makes a great story. I once read an entire book on Oranges. It was written by the best non-fiction writer, John McPhee. My Uncle Tony gave it to me when I was in high school. I devoured that book. Why? Because McPhee told great stories about everyone involved with orange production. It was captivating.
Make a Ruckus.
There is only one of you and the world needs to hear your unique perspective. Don’t play it safe. Amplify your idiosyncrasies. Find Your Yellow Tux like Jesse Cole. Whatever you think is weird or strange, lead with that and go all in on it. If you are willing to do that, you just might have a chance at creating the change you hope to see in the world.
Just so you know, you can buy your way onto most best seller lists.
Companies with massive email lists will shoot your book out and do a marketing campaign and discount your book to $0.99. You can move thousands of copies in a day, for a price.
Unless you are Malcolm Gladwell, Stephen King, Margaret Atwood, or Toni Morrision that is how many authors become “best sellers.”
How do I know?
I looked into it and I could have bought my way onto:
I highly considered it and ultimately decided not to because I didn’t think it was as relevant or meaningful in the education industry.
If I served mostly in the business space, this would have been a much more attractive offer because of the speaking/training opportunities that would have followed.
In one of the masterminds I am a member of, two of my friends had some specific book related questions.
In order to serve them (and you!) I will answer their questions in this post …
What did you think writing the book would do for you or others? And has it?
My mission is “to connect, grow, and mentor every school leader who wants to level up.”
I cannot do that alone.
So I figure if I told the story of “the mastermind” and how it is changing the landscape of professional development school leaders experience, then this would be the fastest way to help the most people.
I am betting that a number of leaders will join our community. That has proven to be true already.
I’ve had multiple districts ask me to come in and talk about my framework: the ABCs of powerful professional development™. After those talks leaders join my mastermind as well.
And for the people out there like me. They will apply the ideas and probably even improve upon them.
At the end of the day even more school leaders will “level up” as a result.
What’s been the most powerful learning of the process?
I think one of the biggest benefits from writing a book that isn’t talked about enough is that it really helps you clarify your thinking.
So even if no one reads your book you evolve as a person.
My other encouragement is if you can tell great stories and are effective at marketing (or don’t mind paying for that), your book will do great.
What do you think a book does that nothing else can do…. If there is anything (e.g. is it just like your podcast, in what it’s done for your audience and business?)
For whatever reason, people think this:
Published author = expert
Having a book is the single greatest way to level up your authority.
Are you getting more requests for audio or hard copy?
For my first book, I definitely have sold more audio. I think that is because most people know me as a podcaster.
Mastermind: Unlocking Talent Within Every School Leader has done very well in print and the audio should be out soon. It will be interesting to see what happens.
I think both are important because people enjoy learning in different ways. I also think it’s important for the author to read their own book too. I am disappointed when I buy an audio copy and it’s not the author. It just isn’t the same experience. Now I look for that, and I don’t buy audio versions that are not read by the author.
Did you get value from this post? If so, please buy my latest book. That would help me live out my mission “to connect, grow, and mentor every school leader who wants to level up.”
As a chronically late student, Danny Bauer once told his Chemistry teacher a fib about saving an entire girl scout troop from a burning building to get out of a tardy.
Danny is not sure if it was the very made up story, the very real cookie he offered his teacher, or a combination of both that got him out of a detention that day …
That experience taught him it pays to develop your storytelling skills.
Danny has been telling stories since then, most recently on the Better Leaders Better Schools podcast, ranked in the TOP 0.5% of 3 million global podcasts, and via his two bestselling books, Mastermind: Unlocking Talent Within Every School Leader and Build Leadership Momentum: How to Create the Perfect Principal Entry Plan.
He also loves telling stories while facilitating in person leadership workshops at national conferences and for school districts.
Danny’s mission is to help Ruckus Makers Do School Different™.
Soniya, hailing from the culturally rich land of India, is a dynamic professional in the field of web services, crafting digital landscapes. Soniya’s journey into the world of technology is a testament to her unwavering passion and commitment to excellence, transforming ideas into impactful online realities.
Since 2022, Soniya has played an important role in supporting BLBS with her comprehensive website services.
She loves to travel and cook new recipes.
Music is an inspiring art form. Sound is conveyed via the air to the ears of living beings, and each being perceives it in its own unique way, eliciting a certain feeling. Dragan feels the same sensation every time he hears music, from infancy to now, as if it were a part of his existence that he couldn’t fathom living without. Dragan opted to deal with sound his entire life despite his formal degree, and today he is one of the most passionate audio producers you can meet and chat to about sound and music all day long. His enthusiasm for audio production, student-like thinking, and curiosity keep him continually mobile in generating new, quality, and enjoyable sound on a regular basis.
Dragan has been producing BLBS audio and video content since 2020.
My passion for both baseball and literature was the initial catalyst that led me into education. Growing up as a softball player and a die-hard fan of the Chicago Cubs from the North Side of the city, I developed a profound appreciation for the South Side of Chicago, not enough to convert me into a White Sox fan. As a National Board certified teacher, with over 16 years of experience on Chicago’s South Side, my journey as an educator has taken me from my roots in the Windy City to Virginia, as an instructional coach.
From the very beginning, I have been an unwavering believer in the philosophy of BLBS. My journey alongside Danny has been one of daring innovation and audacity, right from the moment he challenged me to say, “boom” and drop the mic during our initial city-wide professional development event. He has cultivated a team capable of winning a World Series, and I am deeply honored to be a part of this community of individuals who consistently push the boundaries and endeavor to make a meaningful difference in the lives of others.
Premaria Mutambudzi is the BLBS Office Administrator, This is her 2nd year, she has served in the administrative field for 5+ years, Prim is originally from Bulawayo, Zimbabwe. She has been married for 7 years to her husband Takunda, and is blessed with two children.
Prim loves meditation, creative writing, poetry, and reading. In her spare time, Prim is a talented and creative Makeup Artist.
– Head Coach
Sofía’s lifelong search for a profession that would “leave the world a little better than she found it” led her to study philosophy and comparative religions, become a teacher, lead schools and educational projects, work for the Argentine Ministry of Education, contribute as a volunteer in various NGOs and become personally committed to causes that raised awareness about the world’s challenges and the potential of education to overcome them.
She is a practically-minded idealist, a profound believer in people and their potential for good, committed to collaborative leadership environments, and instinctively and naturally drawn to create order and systems in seemingly chaotic contexts.
After more than 30 years in the classroom and almost 20 as a school leader, Sofía now divides her time as Schools Development Manager for Cambridge University Press and Assessment, Executive Secretary for the International Confederation of Principals, Facilitator for the ESSARP Teacher Training Centre in Argentina and BLBS Mastermind Coach.
Each of her current roles allows her to travel near and far while contributing to her own lifelong learning, and that of school leaders across the world, in the slow way she cherishes: one experience, one adventure, one conversation and one relationship at a time.
– Head Coach
Once a roller derby ref, now enjoying “retirement”, Dan’s got some wild tales from the track. Picture this: Dallas, a Division 1 tournament, and Dan’s zipping around as an “outside pack ref” when suddenly, BAM! He gets bulldozed by “Ruthless Red” charging out of the penalty box. But did he stay down? Not a chance! Dan bounced right back up, finished the game like a champ, and jetted off to Barcelona for the World Cup, broken tailbone and all.
Bruises and broken bones couldn’t keep Dan out of the action. Those derby days weren’t just about dodging collisions—they taught him about grit, resilience, and leadership skills that he’s been flexing for 15 years as a school leader. Whether he’s coaching leaders as part of The Ruckus Maker Mastermind™ team or dodging freight trains in the fast-paced world of roller derby, Dan is always willing to lean into the next challenge.
– Head Coach
Jason P. Dropik (Babaamii-Bines / Eagle Clan) is the School Administrator for the Indian Community School (ics-edu.org), in Franklin, WI, which serves Native students in the metro Milwaukee area. A member of the Bad River Band of Lake Superior Chippewa Indians (BadRiver-nsn.gov), Jason is committed to supporting students, families, staff, school/community leaders, and the community both near and far.
Having recently completed a two-year term as President of the National Indian Education Association (NIEA.org), he advocated for and spoke on the importance of tribal sovereignty, policy, appropriations, and student support across the country. As a Board Member of NIEA, Jason continues with that work, championing training and providing information for schools and community organizations, while creating visibility and understanding of Indigenous perspectives.
His greatest passion is creating welcoming spaces for students to develop their identity, take pride in their language and culture, and to celebrate the rich legacy and the promising future of Indigenous communities.
– Head Coach
First and foremost, I’m a husband, father and son. I’m someone who is driven by my faith. I’m the Principal of A. Russell Knight Elementary in Cherry Hill, NJ. The Parks are animal lovers. We have 3 dogs and 2 cats. Some things that I’m loving at the moment is playing Pickleball and cooking for my friends and family. I also have the privilege and joy of serving as a BLBS Mastermind coach.
– Head Coach
Back in high school, Jesse used to painstakingly unthread the logos from his clothing and hats so that he wouldn’t be seen as part of the status quo.
He didn’t know it then, but that was the start of his journey as someone who finds unique ways of communicating ideas.
Then when he discovered his connection to youth with disabilities, he realized that he was among experts who’ve been finding ways to do things differently all their lives.
Leaning into these connections has brought him to become the Innovation Lead for a statewide project called I’m Determined – developing and producing animated videos and feature-length movies, facilitating events and building tools and resources for youth, families, and educators – all as ways to help students ink their journeys for the world to see.
As a leadership coach, Jesse is someone whose consistent presence is there to listen and add value and belonging.
– Head Coach
Leadership skills were evident as early as first grade for Paige Kinnaird when the teacher pointed out that “Paige is an eager beaver who completes her own work and then monitors what everyone else is doing.”
This taught Paige the importance of servant leadership. To never expect work from others that she is not fully committed to also putting forth the effort to accomplish.
Paige has used this as the central driving force of her work ever since… a willingness to be part of the work, not just driving the work.
– Head Coach
Karine Veldhoen, M.Ed., is the founder of Learn Forward™ and a creative force in education. While her name may be difficult to pronounce, her mission is simple, to champion extraordinary potential. As an educational leader (15 years) she created the first model Learn Forward™ school while simultaneously founding and serving as Executive Director of Niteo Africa. She’s taught Teacher Candidates at both UBC-O and UNBC and serves as a coach for Better Leaders Better Schools.
In all of her roles, she considers herself a modern-day pilgrim who stands for Equity, Diversity, and Inclusion.
Now, she dedicates her professional practice to championing EdLeaders to design thriving schools. When Karine is not carving new paths for education, you’ll find her with her husband and three children, her heart-song.