The Bookstore

Designed for those who DIY.


Conducting business shouldn't require a B.A., MBA, Ph.D, or years of focused study on theories, concepts, and principles before you can open your first store, online or off. Instead, the purpose of having a business should be stability, independence, and problem solving. At least, that's our opinion, which is why we've tried to remove the mystery and confusion with actionable resources for first time business owners, freelancers, startup founders, and artist entrepreneurs. It shouldn't take eight years to learn the ropes. How about a weekend of reading, followed by a lifetime of experiential learning? 



A Guide for Making Your Business Human


I Am Not a Bot

(Image by George Bohunicky)

I  AM NOT A BOT is an actionable workbook designed to help you dig deeper into your motivations, offer, and market potential. Starting with your customer, we'll help you discover new ways to describe your idea, appeal to a specific customer segment, and express your unique identity and style with strategic purpose. Expect to walk away with pages filled with fresh ideas, exciting language, a strategy for launch, and a clear understanding of what you're selling and to whom. 


  • Our step-by-step brand building process
  • Lessons on how your business fits into our modern economy 
  • Piercing questions designed to uncover hidden truths
  • And in-depth examples custom built by yours truly 

WHAT'S Covered:

This book is designed to help you connect your idea with the right audience, build a strong foundation for your brand, and create a "human" sales pitch that appeals to fellow humans. 

If you'd like to discuss our book, please contact us here

Who is it for?

  • Scrappy Self-Starters
  • DIY-enthusiasts
  • First Time Product Owners
  • Business Newbs
  • Rookie Freelancers & Artist Entrepreneurs
  • Motivated Small Business Owners
  • Startups & Micro-Businesses 


Table of Contents




The Birth of the Bot
How the Industrial Era removed us from our own humanity, reducing human workers to mindless drones dependent on a dying system that, unsurprisingly, is quick to replace workers with actual robots on the cheap. 

Welcome to the Connected Economy
How the Internet changed the role of the “worker,” and why it demands a new kind of work - one our education system has failed to prepare us for. Welcome to an era where dreams, passion, and creativity are the greatest assets at your disposal. 

Understanding Your Place in the Long Tail
Mass customization trumps mass production in this new era, where a culture of niche offerings and specialization are not only encouraged but required for success. We’ve abandoned the “hit” economy, and it’s your turn to make a splash. 

The Lean Process for Startups
The goal is to minimize waste and de-risk the development of your product and business by discovering, through various cycles of iterations, exactly what your customers need and want. 

Dealing with Failure and Uncertainty
There is no cookie cutter formula for success in today’s world of uncertainty. As a result, today’s business owners and entrepreneurs must be mad scientists, explorers, and adventurers - eager to solve today’s problems in new and exciting ways that may fail. Failure on the path to success is the new normal, and you have to be willing to keep trying. 

What It Really Means to Follow Your Passion
Passion is what will get your through the trial and error of learning, experimenting, and finding your footing online and off. It’s also the source of diversity, excitement, and change, which is why it’s truly worth pursuing. Follow your passion and you can change the culture. 

Why You Should Start Now…Like, Right Now
You don’t need an MBA to get started. You don’t even need a business background, or permission from any gatekeeper. All you need is the courage to start. Because you are not a cog in the machine. You are not a commodity. You are not a bot. Raise your hand and choose to lead. Today. 

How This Book Can Help
We’ll ask the right questions, coach you to find the best answers, and help you position your business, product, or service as the solution to a very real problem people are currently experiencing. Dig deep into your answers (with our examples as a guide), and you'll emerge with a solidified message to build your business around. 


Part One: Your Customer


Your family and friends are probably not going to be your target customer, but it’s vital to determine who is. Why? Because their opinions will carry much more weight. Remember: not all feedback is created equal. 

Your Early Adopter
Find the customer who’s willing to take a chance on you, then gather their feedback and aim to create a “beachhead on the shores” so that you can eventually “cross the chasm.” 

Customer Segments
Does your product appeal to more than one type of customer? Can you separate them into different segments? Are they tapping into separate networks? Rule of Thumb: If they don’t communicate with each other, then they’re in separate segments. 

Product-Market Fit
Are you establishing a new market, entering an existing one, or resegmenting? This answer determines how you’ll communicate with your customers, and what information they’ll need to make the ultimate decision: to buy or not to buy from you. 

Discovering Your Target Customer
Grab a pen, some paper, and maybe an ice cold beer. It’s time to explore who your customer is through our 12 provocative questions. We’ve included our own detailed examples to help you get the ideas flowing. 


Part Two: Yourself


Now that we have a better idea as to who you're selling to, it’s time to take a cold, hard look in the mirror. Who are you? What do you stand for? Why are you the one to start this business, solve this problem, or help this specific customer? It’s time we find out through guided questions and insights. 

Let’s explore the passion and drive behind your business. What makes this venture worth your time? How are you going to compete? Why do you believe your solution is the best out there? 

If trust is now one of the rarest currencies online, how will you build that trust with your customer? Why or how will they identify with you? How will you connect with their worldview? What values, morals, ethics or opinions do you share with your customer? 

How are you different? What’s your personality online? Are you witty and irreverent, or meek and self-deprecating? Inspirational and encouraging, or simplistic and aloof? How will you be perceived by others in the marketplace? 

How will you empathize with your customer's problem, and why should they care about your solution? What behaviors or attitudes do you share with your customer? How will your product fit within their day-to-day? How will you help your customer change into who they strive to become?

How will you connect with your audience? What networks will you need to find, build, or foster? Where does your customer spend their time in real life, away from the internet? What are the concerns of this community that you can respond to through your business?

What are you really selling? How will people find it? How will you position your solution for success? How can you distill your offer into an essential message or response? What’s your elevator pitch? What happens if someone tries to buy? 

And what about once you connect? How can you nurture the relationship between your business and your customers? How will you make customers feel confident in their decision to pick you? And how will you become a resource for them? 

Next Steps
Now that you’ve established you who are, what you’re selling, and to whom, it’s time to start crafting your brand’s message. We’ll gladly walk you through these steps in due time; but for now, collect your answers into one comprehensive document and start piecing together your sales pitch for the future.