Ben Putano 📚

Here's an interesting trend I've noticed among non-fiction authors: The Direct Pre-Order.

Instead of doing pre-orders through Amazon, B&N, and other major marketplaces, you sell your books directly through your own (or your publisher's) online store.

Why do this? There are three huge benefits:

1. Build a direct connection with your readers
2. Offer bundles and unique pre-order perks
3. Keep 40% more of each sale by avoiding Amazon royalty fees

Plus, it's just a better experience for your readers. Look at the examples I share in the video.

We are doing direct pre-orders for Damn Gravity's two upcoming titles: 'The Experimentation Machine' by @bussgang and 'Building Rocketships' by @ojiudezue and @ezinneudezue

But we aren't the only ones. @jposhaughnessy is doing this with his new book (published by @infinitebooks). Louis Grenier and @justinmooretfam are too (@TiltPublishing ).

It's not a new thing... HBR and other indie publishers have experimented with this for a long time. But now it's easier than ever to pull off with platforms like Shopify, WooCommerce, etc.

The Direct Pre-Order has tradeoffs... your sales don't count towards major lists and shipping is a bit more expensive (compared to FREE via Amazon Prime).

But I believe it's worth the direct connection to you make with your readers.

We will offer our books on Amazon, B&N, and all the major platforms when we launch early next year. But for Pre-Orders, we love being direct.

What do you think?

Print Media will be the biggest thing since the Internet.

I say this recognizing every ounce of irony in it. But sometimes modern problems require ancient solutions.

Get 📴 line.

What is a book's "Job To Be Done" in 2026?

If folks like Charlie Munger and Warren Buffet were growing up today, would they still be prolific readers? Or would they prefer other mediums like YouTube or ChatGPT?

In the pre-Internet era, a non-fiction book's Jobs To Be Done were pretty clear:

- If you wanted to learn something new -- either a new skill or history or philosophy -- a book was the best tool for the job.

- If you wanted to improve in personal or professional ways, you either took a class, found a mentor, or read a book.

The Internet quickly devoured a once massive book category: Reference.

Everything from encyclopedias to dictionaries to the "For Dummies" series are basically obsolete. If you want to learn a rote skill, you can do it faster and cheaper online. "Rote knowledge" is no longer a book's JTBD.

But what about personal development? I think many would argue books lost this Job To Be Done as well. YouTube is full of brilliant and inspiring knowledge on how to get better in literally any field. People now use Claude or ChatGPT for personal training and coaching.

So... what is a book's Job To Be Done in 2026?

I think there are at least 3 major JTBDs for non-fiction books:

1. "When I want to deeply understand a subject, like history or technology or philosophy."

^ For DEEP learning, there's still no better tool than a book.

2. "When I want to change the way I think about the world."

^ Hearing a contrarian idea on TikTok might resonate with you for a minute, but then it's gone. When you're trying to understand how the world really works a book is probably the best tool.

3. "When I want to DISCONNECT from the online world and think for myself again."

^ This third JTBD is brand new in the online and now AI world. Books are the intellectual equivalent of going to the spa or the gym. It's like eating clean for a week and feeling amazing afterward.

Books are the antidote to the brainrot and doomscrolling that has consumed much of our lives. It's a health food item.

Authors need to think about what Job their book is being asked to perform. My advice:

1. Go DEEP. Reach back in time and contextualize your work in history. Root your ideas in research that can't be summarized in an AI answer. Do the work.

2. Go EXISTENTIAL. If your book doesn't have a big WTF of AHA idea, it will be impossible to stand out.

3. Be ENTERTAINING. Why don't more people eat health food? Because junk food tastes better.

So yes, writing quality still matters. And I'm not talking about grammar and punctuation. I mean WRITING THAT'S ENJOYABLE TO READ.

If your book can satisfy all three modern JTBDs, you might have a bestseller on your hands.

What job do books do in your life? Why did you pick up the last title you did? What purpose did it serve?

What is a book's Job To Be Done in 2026?

Last Sunday I ran my first Olympic distance triathlon 🥳

It was the ultimate example of the James Clear quote, "You don't rise to the level of your goals, you fall to the level of your systems."

After months of training, I beat my projected time by just 54 seconds across a nearly 3 hour race.

The projected time was based on my training plan and some time trials I performed a few weeks prior.

My GOAL was to somehow compete for my Age Group podium.

Wasn't even close. My training system (with a 1-year-old, mind you) wasn't up to that level.

Didn't matter how bad I wanted it. My body wouldn't take it.

This lesson is painfully obvious in a physical endeavor like racing. Less obvious in work and other parts of life.

You get what you prepare for.

While fighting cramps on the final 3 miles of the run, I thought about why I even did this, and why I'm already so eager for the next race.

The physical training of a triathlon models the type of person I want to be in every part of my life. Disciplined, competitive, optimistic... humble.

I want Nico to see that it's fun to try hard things, even if you fail (my first attempt at racing ended in a months-long running injury).

I got everything I wanted out of this race, including an incredible boost of motivation.

Let's remind the kids. It's cool to tri 😎

Now that my son is 1 I've been thinking about the sports I'd like him to play.

I think the best combo is baseball and soccer.

Baseball is the ultimate team sport. Teaches patience, taking turns, and roles. Also great for hand-eye coordination, which is a fundamental athletic skill.

Soccer is just so fun and great for speed and endurance. Plus you get that added foot-eye coordination.

I played baseball growing up but not soccer. I wish I had.

I'll let Nico do whatever he wants, but we'll be going to a lot of Cubs and Fire/Stars games these next few years :D