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Author, Publisher, Entrepreneur

How to Publish a Book

“Artisanal” Publishing

Welcome to the APE: Author, Publisher, Entrepreneur—How to Publish a Book website. This site contains all the information you need to buy, review, and use APE.

In 2011 the publisher of Guy Kawasaki’s New York Times bestseller, Enchantment, could not fill an order for 500 ebook copies of the book. Because of this experience, Guy self-published his next book, What the Plus! and learned first-hand that self-publishing is a complex, confusing, and idiosyncratic process. As Steve Jobs said, “There must be a better way.”

With Shawn Welch, a tech wizard, Guy wrote APE to help people take control of their writing careers by publishing their books. The thesis of APE is simple but powerful: When a self-publisher successfully fills three roles—author, publisher and entrepreneur—the potential benefits are greater than with traditional publishing.

Guy and Shawn call this “artisanal publishing.”

Artisanal publishing features writers who love their craft, and who control every aspect of the process from beginning to end. In this new approach, writers are no longer at the mercy of large, traditional publishers, and readers will have more books to read.

APE is 300 pages of tactical and practical inspiration. People who want a hype-filled, get-rich-quick book should look elsewhere. On the other hand, if you want a comprehensive and realistic guide to self-publishing, APE is for you.

“There must be a better way.”
- Steve Jobs


“As digitization creates a revolutionary opportunity for writers to become their own publishers a new self-publishing infrastructure has emerged. This book will become the standard guide to this new publishing universe.”
Jason Epstein, former editorial director of Random House and co-founder of On Demand Books.

“Nuts, bolts, and inspiration too. Once again, Guy delivers, kicking the shiitake out of anyone who would tell you that you shouldn’t, wouldn’t or couldn’t write a book.”
Seth Godin, author and founder of The Icarus Project.

“Guy’s book is the perfect companion on the journey of independent publishing and great reading for the millions who aspire to become authors.”
Atif Rafiq, General Manager, Kindle Direct Publishing at

“APE is easily the most comprehensive, best organized, nuts-and-bolts-useful work on self-publishing I’ve seen to date. I think Guy has written the bible on self-publishing, and I expect it will be recognized—and widely used—as such.”
Barry Eisler, bestselling novelist of the John Rain series including The Detachment, Requiem for an Assassin, and The Last Assassin.


Buy the Book

We have decided to remain exclusive to Amazon. At this time we have no immediate plans to release the book on other ebook platforms. However, Amazon has free Kindle apps available on almost any device: Mobile Phone, Tablet, PC, Windows, or even in a web browser at

Tools and Resources

SPIT (Self-Publishing Intelligence Test)

Take this quiz to determine how much you already know about self-publishing.

Royalty Calculator

Enter basic information about your book, and this tool will calculate your approximate royalty.


APE contains over 350 hyperlinks. If you own the ebook version, all you need to do is click on them. But if you own the printed version, use this page to navigate to the hyperlinks.

Something Extra

Check out the APE Pinterest board created by the enchanting +Peg Fitzpatrick.

IBPA: Independent Book Publishers Association

The IBPA offers extensive discounts to self-publishers ranging from FedEx shipping to wholesale discounts at Lightning Source. Click the link below to become a member.

Disclaimer: We have no ties to IBPA or any motivations other than making things easier for authors. This is just a suggestion, we get nothing if you sign up (non-affiliate link used).


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Book Assets


Guy Kawasaki is the author of APE, What the Plus!, Enchantment, and nine other books. He is also the co-founder of, an “online magazine rack” of popular topics on the web. Previously, he was the chief evangelist of Apple. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Shawn Welch is the author of From Idea to App, iOS 5 Core Frameworks, and iOS 6 for Developers as well as the developer of several iOS apps. Previously he worked as a senior media-editor for Pearson Education. He also helped pioneer many of Pearson’s earliest efforts in iPad solutions. Welch has a BS from Kansas State University.


Photograph Downloads for use in reviews. (Click to download)


Shawn Welch


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