Dark Horse Disruption
How to Win in Change-Resistant Arenas
Starts: Wednesday, September 27th
Find Out More Here
Mel,
My agent, who had placed Ultimate Guide to Google Ads, Ultimate Guide to Facebook Ads and 80/20 Sales & Marketing with major publishers came back to me in 2013 after six months of casting about with my book Evolution 2.0….
He said,
"I'm sorry Perry, no one is biting…
"I've pitched your book to over 40 publishers and they all say 'Sorry, this author doesn't have a PhD, the approach is too controversial, the message too radical.' I'm turning this back over to you so you can do what you want. Maybe you should just self publish."
(Which at the time would have ensured that no scientific media outlet would take it seriously.)
I took matters into my own hands and did find a publisher.
Four years later I went to a meeting of a similar group. My book Evolution 2.0 had just come out and I was speaking to anyone who would listen.
I was still in no position to assert my approach was superior, but I got into a public argument with one of the organization heads anyway. I named a couple of scientists who were also dissidents, and, like them, were deeply dissatisfied with the status quo.
"While there's no guarantee Mr X, Mr Y or Mr Z is going to win… these guys do at least have a fighting chance. However… what you guys are doing is never going to work. E-V-E-R!
"You're in Afghanistan and you're never getting out."
He could see my lips moving but couldn't hear a thing I was saying.
I had similar conversations with dozens of other guys over coffee. None of them would listen either.
That was 2015. I soldiered on.
My p-a-i-n-f-u-l lessons years before on factory floors… the lone prophet, the missionary technology guy, the visionary, the voice in the wilderness, the earnest young guy trying soooo hard… selling stuff people "should" want but didn't want… selling stuff the world "needed" but would not tolerate… then eventually cracking the code… had taught me a thing or two. I had a feeling this was going to work.
Fast forward two years. The paperback edition of Evolution 2.0 came out. Here's the back cover: