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This video features a discussion with Marc A. Wolfe, author of the book “Yeah, But... Cut Through the Noise to Live, Learn & Lead Better.” The conversation centers around his book, his journey as a first-time author, and the concept of overcoming “yeah buts” or limiting beliefs.
Here’s a summary of the key points (summarized by Google Gemini):
About the Book “Yeah, But” (1:30-2:21): Marc explains that the book was 14 years in the making, born from the common phrase “yeah, but” which he heard frequently in his career. He realized that “but” often negates possibilities, and the book aims to help people overcome these limiting beliefs, including his own initial “yeah, but” about writing a book (2:52-3:17).
Marc’s Background and the “Yeah Buts” (4:06-5:36): Marc has owned his own business since he was 16. He encountered “yeah buts” early in his career, even in technology and coaching, where people had limiting beliefs about new systems or strategic plans. He emphasizes that “yeah buts” are limiting beliefs that can hold people back, often originating from past experiences.
The 15 “Yeah Buts” in the Book (8:49-10:01): The book covers 15 common “yeah buts,” structured into five sections:
Time-based: “I’m not ready,” “Somebody already did it,” “I don’t have time” (20:57-21:04).
Path-based: “I don’t know where to start,” “I don’t know what to do next,” “What’s the plan?” (21:06-21:10).
Worry-based: “I’m not sure I can do it,” “It’s not safe,” “I need help” (21:12-21:16).
Demographic-based: “I’m too old or too young,” “You can’t where I’m from,” “I’m not qualified” (21:17-21:24).
Perspective-based: “I don’t feel successful,” “What will others say or think?”, “What if I fail?” (21:24-21:30). The book also includes a final chapter, “Yeah, but now what?” (9:59-10:02), and features 25 stories of people who have overcome their “yeah buts” (10:17-10:31).
The Book as a Tool (11:18-12:01): Raj highlights that the book is evergreen and can be revisited repeatedly, as people go through cycles of limiting beliefs. Marc designed it so readers can pick up any chapter relevant to their current “yeah but” (12:56-13:00). Each chapter includes a “but buster” section for self-reflection (15:32-15:59).
Marc’s Biggest Struggle (17:03-18:00): Marc reveals his biggest “yeah but” was “What are others going to say?” or “What are people going to think?” as he was not a professional writer.
The Publishing and Marketing Journey (24:02-32:50): Marc details his extensive process for publishing and marketing his book, including:
Using Reedsy.com to find editors (24:28-26:50).
Learning about different types of editors (developmental, copyediting) (25:50-26:00).
Emphasizing that the book was not written with AI (26:17-26:26).
Working with a UK-based editor for 18 months on cover design, editing, and layout (26:50-27:29).
Registering with the Library of Congress and obtaining ISBN numbers (27:41-27:44).
Ensuring worldwide distribution through platforms like Ingram (27:44-27:47), leading to sales in Italy, Sweden, and Brazil (27:48-27:53).
Producing the book in multiple formats: hardcover, paperback, ebooks (Apple, Kindle), with an audiobook in the works (28:05-28:22).
Handling the marketing himself (29:02-29:03), leveraging his business background and CRM to track advanced reader copies, engagements, and endorsements (29:06-29:35).
Acknowledging that most first-time authors sell fewer than 100 copies, and many book buyers don’t read the books they purchase (31:36-32:05).
Prioritizing Time and Value (33:09-35:50): Marc introduces his “wolfeisms” acronym BUMPT (Best Use of My Prioritized Time) (32:57-33:03). He advises people to read his book first before asking for his time, establishing a barrier that shows willingness to invest in themselves and value his time (34:00-34:52).
