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I worked for a few startups in my career. Ones with "visionaries" who run the company. Who are trying to reinvent old into new, who is trying to reimagine something boring into something magical. Sprinkle a few buzzwords, do a Tedx talk, podcast tour, get on news and blogs, and write a book to sell their vision (as well as how their company did it).
And these visionaries who wrote a book managed also got a New York Times best seller label.
I can't explain how it feels to see books written by your former boss who has done some shady shit get all sorts of 4-5 star praise for their "genius", and then see it validated by NY Times.
When half of the books have the † that indicates bulk sales.