The Fear and Adrenaline Behind a Massive Book Launch

The Fear and Adrenaline Behind a Massive Book Launch

I’ve been called an adrenaline junkie before. Whether it’s jumping from an 80-foot cliff, riding roller coasters, driving well over the speed limit, or taking the business risk that pays off, these things make me come alive. There is an adrenaline that comes from all of these things, but with each one comes a different kind of fear as well. I’m swimming with both currently. I never knew launching a book would fulfill that adrenaline junkie in me, but it does, along with the fear.

Fear and adrenaline are beginning to sink in 2 days from one of the biggest book launches for my team. The launch of The Best Yes: Making Wise Decisions in the Midst of Endless Demands by Lysa TerKeurst has been a year in the making. We have poured countless hours into all aspects of this book. On Tuesday, the world will be introduced to a book we feel is going to change many lives, just like most books we publish. If I’m honest, this one is special though for my team. From an investment standpoint and previous sales history, this is our biggest book of the year. We have some massive goals for this book and the impact we want it to have on the world. The goals include selling an absurd amount of books, hitting the New York Times bestseller list, but most importantly impacting hundreds of thousands of lives through this message of discovering their best yes on a daily basis.

I’m confident in the work by our teams over the past year. The fear comes in knowing that when it comes to marketing there is always more you can do. There are infinite opportunities to market a book, but finite resources (time, energy, money, etc.). I’m confident that we’ve planned and executed the best ideas to get this book out to the world. There is already a tremendous amount of momentum around this book. We’re hearing multiple people say this book has already been “life changing” for them. Honestly, this is the intoxicating part of our business that makes marketing a book fun. The stories keep us going. They increase the adrenaline.

We have a huge week planned that kicks off on Tuesday in Charlotte, NC with media interviews, a launch event, and a LIVE webcast at 6:30 pm (EST) that evening. You can join in the fun by tuning in at

The fear is real today, but I’m believing the adrenaline rush will be well worth all of the effort. It’s what keeps us going!

What in your life is causing you to balance this fear and adrenaline rush? How do they work together for you? I’d love to hear your thoughts in the comments below.