Options for Publishing a Business Book

Publishing your business book, holding the book in your hands, seeing it in bookstores and listed for sale online: ah, the dream that sparks many authors to put pen to paper. But between manuscript and marketplace lies the question: how do you publish?

There are three primary paths: traditional publishing, self-publishing, and the growing field of hybrid publishing. Each has distinct advantages, challenges, and success stories.

Going with a Standard Publisher

Traditional publishing has long been considered the gold standard.

To publish your book, you create a non-fiction book proposal and send it to literary agents. With luck, one of them will represent your book and approach publishers with your proposal. If a publisher bites, they handle the editing, cover and interior design, printing, distribution and, to some extent, marketing. In return, you earn royalties, often preceded by an advance.

Think of Jim Collins, author of Good to Great. His publisher, HarperBusiness, not only ensured professional editing and wide distribution, but also helped position the book as essential reading for executives. The result? Millions of copies sold and a book that’s become shorthand for corporate excellence.

Another example is Sheryl Sandberg’s Lean In. Published by Knopf, it benefited from the kind of high-level media placement, bookstore distribution, and international rights sales that only a major publisher could deliver. Traditional publishing transformed it into a cultural phenomenon, not just a business book.

If you’re considering this path, you’ll need:

– A query letter that captures an agent’s attention.

– A book proposal showcasing your book’s content, audience, and commercial potential.

– Patience. Finding an agent, securing a publisher, and bringing a book to market can take 18–24 months.

But when it works, the reach and credibility of traditional publishing can be extraordinary.

Preferring to Self-Publish Your Business Book?

Self-publishing is exactly what it sounds like: You act as your own publisher. You are responsible for making all the publishing decisions and footing all the bills.

Self-publishing has shed its stigma and become a legitimate, even preferred, choice for many business authors. The appeal is clear: you control the timeline, retain creative authority, and often keep a much larger share of profits.

If you go the self-publishing route, you’ll need to decide how much help you want:

Three Levels of Self-Publishing Service

1. Full-Service Self-Publishing Companies

Firms like AuthorHouse or iUniverse offer packages covering editing, design, and distribution. These can range from a few hundred dollars to $20,000 or more. The upside is convenience; the downside is cost and occasional questions about quality.

2. Retailers with Publishing Tools

Platforms like Amazon’s Kindle Direct Publishing (KDP) and IngramSpark allow you to upload your manuscript and cover, and list your book for sale worldwide. The Millionaire Fastlane by MJ DeMarco was originally self-published through CreateSpace (Amazon’s former platform). It went on to sell hundreds of thousands of copies and build a thriving online community.

3. Printers Supporting Self-Publishers

Companies such as 48HourBooks and Morris Publishing primarily handle printing, although they do offer resources and templates to help you through the self-publishing process. Still, you have to manage the editing, design, and marketing yourself. This is ideal if you want to keep costs down but are comfortable using free resources and/or hiring freelancers for specific tasks.

Considering Hybrid Publishing?

Hybrid publishing is the middle path between the “all-in” support of traditional publishing and the DIY spirit of self-publishing.

Sometimes called “author-assisted” or “partnership publishing,” this model blends the professional services of a publisher with the control and ownership advantages of self-publishing.

In a hybrid arrangement, you typically invest money up front: you may pay for editing, design, and distribution services. In return, you retain higher royalties and more creative control than you’d get with a traditional publisher. At the same time, you avoid many of the headaches of coordinating freelancers or learning design software yourself.

For example, Greenleaf Book Group has helped business authors such as Sherry Stewart Deutschmann, whose Lunch With Lucy encourages leaders to put their employees before profits. In addition to working with Greenleaf’s editors and designers, Sherry received assistance from a Greenleaf brand strategist and website design team. Her book earned rankings as an Amazon bestseller in Women & Business and Business Teams.

Another example is Scribe Media, which offers support for professionals who want to publish quickly and at a high standard. Bestselling business books like David Goggins’ Can’t Hurt Me (a breakout hybrid-published hit that became a NY Times, WSJ, and USA Today bestseller) show how this model can produce results rivaling—or even exceeding—traditional publishing.

Hybrid publishing is often attractive to entrepreneurs, consultants, and executives who see their book not only as a product to sell but as a strategic tool, a way to land speaking gigs, attract clients, or build a thought-leadership platform.

When considering hybrid publishing, carefully weigh items such as:

• Cost – Expect to pay from $15,000 to $80,000 depending on services requested.
• Control – You retain more say in title, cover, and content than with a traditional publisher.
• Distribution – Some hybrid publishers have strong bookstore channels, while others rely primarily on online sales.
• Credibility – Choose carefully. The best hybrid publishers curate projects and uphold quality standards, while the weakest can resemble pricey vanity presses.

In short, hybrid publishing offers the speed and control of self-publishing, bolstered by the professional polish of traditional publishing. For many business authors, it’s the “just right” option.

Weighing the Choices When Publishing a Business Book

The right publishing path for your business book depends on your goals:

• If you seek maximum reach and credibility, traditional publishing may be your best bet.
• If you want speed, control, and higher profit margins, self-publishing offers powerful opportunities.
• If you’re looking for a blend of both worlds, hybrid publishing gives you professional polish without giving up control.

Whichever you choose, remember: publishing a business book is not just about producing pages bound between covers. It’s about making strategic choices that align with your vision, your audience, and your larger goals as an author.

For more, see our “Introduction to Self-Publishing.”