BTB169: 2M+ Copies Sold: Michael Bungay Stanier on The Coaching Habit, Hybrid Publishing, and Building a Business Beyond Book Sales

We welcome back Michael Bungay Stanier, author of the million copy bestseller The Coaching Habit. Beyond that landmark book, Michael is the founder of Box of Crayons, a training company that helps organizations build practical coaching skills rooted in curiosity, serving clients such as Microsoft, Salesforce, and TELUS. He has written eight books that have collectively sold more than two million copies worldwide, and his influence in the coaching profession has been recognized with the Thinkers50 Coaching Award in 2023 and induction into the Thinkers50 Hall of Fame in 2025. A Rhodes Scholar with a global perspective on leadership and learning, Michael brings intellectual rigor and practical insight to the world of modern coaching.

In this episode, we go deeper into what really happened before The Coaching Habit became a global success. Michael shares why book marketing is far more unpredictable than most authors want to admit, and why selling ten thousand copies is already an extraordinary outcome. We talk about designing a book to feel readable and unintimidating, writing the shortest useful manuscript possible, building thoughtful calls to action inside the book, defining what makes a book a classic, and measuring success based on long term business impact rather than units sold. We also explore hybrid publishing, relationship equity, launch strategy, and the importance of putting yourself in a position to get lucky.

Tune in to an episode about redefining what book success really means, why ten thousand copies is rarer than most people think, and how the right readers can matter more than the biggest numbers with Michael Bungay Stanier.

Visit mbsworks.shop to access the special Coaching Habit 10-year anniversary experience, including a free entry level and bonus resources.

Visit mbs.works to learn more about Michael and his books. 

Check out Michael's books here: https://a.co/d/0iYLB60v

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