I have yet to meet an author who thought his/her publisher did enough marketing or who was satisfied with the royalties received. Most have the fantasy of writing the book, submitting the manuscript, and then sitting in a lawn chair next to the mailbox, waiting on those big checks to show up. The reality of publishing and the source of real income is a quite different picture.

Several years ago Mark Victor Hansen, author of Chicken Soup for the Soul, told a small group of us author wannabes something that revolutionized my approach to writing. He said, “Everyone I meet wants to write a book. I tell them, ‘Write your book. Do a great job. Now you’re 10% finished. The remaining 90% consists of marketing, promoting, developing ancillary products, etc.’”

If you are writing a book—or thinking about it—you have no doubt considered self-publishing. Thanks to recent developments in technology, it has never been easier or less expensive.

A few years ago, we launched a self-publishing division at Thomas Nelson called WestBow Press. We did so in partnership with Author Solutions, the largest self-publishing company in the world. They have proven to be great partners.

By Dean Karnazes. Okay, the author is a freak of nature. I get that. No one can do what he does to his body and survive. But this is the most motivational book on running I have ever read. I doubt I would have ever started running or stayed with it, if it had not been for this book.

By Bob Rotella. From time to time, I enjoy reading books on golf psychology. This is one of the best I have read. It basically focuses on directing a golf ball like you direct any ball—you focus on where you want it to go!

By St. Athanasius. This is another very important book. St. Athanasius articulated and defended the apostolic understanding of the incarnation against Arius, the pen-ultimate heretic. It is a deeply profound and moving book. The incarnation is the central truth of classical Christianity. The introduction by C.S. Lewis is worth the price of the book.

By Graham Greene. We also read this book in our book club. I wanted to throw it across the room after three chapters. But I stayed with it. I’m glad I did. It is an amazing novel with some powerful, redemptive themes.

By Alexander Schmemann. This is one of the most important books I have ever read. It has had a profound and lasting impact on my worldview. I have taught through it several times. Fr. Alexander, an Orthodox priest, has one basic premise: God intended everything in creation to be sacramental.

By Andy Andrews. Part biographical, part fiction, Andy Andrews weaves a fascinating story about “Jones,” a sage who mysteriously appears to offer perspective to those who have lost it. This is a short but powerful book that will leave you motivated to tackle life’s toughest challenges.

By Mark Twain. I recently re-read this for our book club. I hadn’t read it since high school. It is an amazingly well-written book. It gives you a peak into pre-civil-war America. I’m not sure the good ol’ days were so good. The racism is jaw-dropping. Still, this is incredibly entertaining.

By Don Tapscott and Anthony D. Williams. This is one of the best books I have read this year. It has really stretched my thinking about the future of book publishing—and every other kind of content. Now if we can just figure out how to monetize this brave new world of peer-created content!

By Seth Godin. This book presents a whole new model of leadership. It also is the first book I have read that describes the role of technology in leadership and how it can be used to create a tribe of followers. It is the most important book I have read this year. I find myself constantly recommending it.

By Jeff Gomez. If you are in the publishing business, this book is must reading. Gomez explains why print is dying and why content providers need not fear—provided they don’t get too attached to the delivery mechanism. I found it to be very compelling.

By David Viney. This book is mind-blowing. If you have a Web site or a blog and are serious about getting it to the top of Google’s organic rankings, this is the book you need. It’s a little technical, but it completely de-mystifies Search Engine Optimization (CEO).

By Shelby Foote. If you like David McCullough (1776, John Adams, Truman, etc.), you will love this history of the Civil War. I could not put it down. As is the case of most history, the book is full of leadership lessons and insights.

By William J. Bennett. If you like history, particularly American history, this is a fascinating and highly accessible book. It is divided into short daily readings that will give you a peak into the colorful tapestry that makes America great.

By David McCullough. I think I read this book through in two sittings. I couldn’t put it down. Based on it’s resources and the inexperience of its leaders, America should have never been born. But, the early patriots succeeded against all odds. This book left me inspired and grateful.

By Nancy Duarte. The is by far and away the best book I have ever read on visual design. The great thing is that Nancy applies it all to the art of preparing slideshows. If leaders would just read this book, we would double the effectiveness of most organizational meetings.

By Garr Reynolds. This is the book that first taught me that when it comes to presentations, less is more. You should read this book before you make another presentation—to anyone! Then you should buy a copy for each of your employees or staff members.

By Chip Heath and Dan Heath. This is a “must read” for anyone involved in communication. It provides the tools to make ideas “sticky,” i.e., unforgettable. It is extremely insightful and practical. I have read it through twice!

By Cliff Atkinson. This is one of the best books currently available on making compelling presentations. If you use PowerPoint (or Keynote, for that matter), this is must reading. It will make you stand out from the crowd and deliver a truly stellar performance. I cannot recommend it too highly.