Innovation is Iteration: Thinking Next to the Box

An account of the process of constant experimentation that drives our industry-leading newsletters and web site; the lessons behind our entrepreneurial experiences that should be meaningful to many within book publishing; and suggestions for how publishers of all sizes can employ a similar mindset in getting closer to readers and leveraging their natural assets for success in today’s rapidly changing marketplace. This paper was presented during the “Making Information Pay 2008” conference organized by the Book Industry Study Group, as a different kind of text as far as I am concerned than an essay. What I actually said the day of the presentation was undoubtedly somewhat different than what is written here.