Jay Papasan

actively saying, everybody who just wants to hear about the book, let us know, and we will only email to you going forward.

And that's when we started that list.

And I feel much better about sending emails to people who said, I want to hear from me.

And I want to highlight timeless.

A lot of people do this strategy and they sell all of those books at a great cost in time and money in that first month.

And then the book dies.

And I'll just tell you that our sales are up year over year for July, 43%.

For the year, almost 26%.

Wow.

And this is kind of the validation.

I'm going to knock on wood.

I don't want to jinx it.

But the word of mouth is growing.

And if you invest the energy in making the product really as good as you can possibly make it, you're maximizing your chances that you'll have a timeless something that actually can grow over time.

You don't want to just show up, be the hit of the moment, have your 15 minutes of book fame and fade.

Not if you're trying to build a business around it.

I don't want to say we got lucky because we were trying to do it, but I do feel fortunate because you can't always control that.

But that's something worth working hard for.

Oh, but I hate this question.

But I'm going to tell you what I'm giving away right now more than anything else.