Welcome back to the Shift with Elena Agar Podcast! In this episode, Elena sits down with Nana Twumasi, an accomplished publisher with a rich background in both editing and building imprints within the book industry. Nana shares her fascinating journey from aspiring novelist and photo researcher to leading her own publishing imprint, Balance, under the Hachette Book Group umbrella. Together, they dive deep into the realities of the publishing world—breaking down how books get made, the role of numbers and business acumen behind each title, and why most books won’t top bestseller lists (but that doesn’t mean they’re not successful).Nana opens up about what publishers are really looking for in a potential book or author, especially in nonfiction and the personal growth space. She also unpacks the long timelines, the importance of marketing versus the quality of the work, and gives us a candid look at how trends, technology, and even AI are reshaping the industry. Whether you’re dreaming of writing your own book, curious about how publishing really works, or just passionate about storytelling, this episode is packed with practical insights and honest advice straight from the heart of book publishing. Tune in for a conversation that’s both eye-opening and inspiring!Time Stamps:00:00 Editorial Journey at Jossey-Bass05:02 Callisto Media's Rapid Publishing Innovation09:33 Bestsellers Fuel Publishing Success12:18 Bestseller Success: Marketing vs. Quality16:16 Publishing Success: Assessing Potential Books19:32 Sustaining Book Visibility Beyond Release21:43 Supporting Authors: Process and Timelines24:59 December Book Release Planning27:58 Publishing Obstacles for OB GYNs31:32 AI Usage Disclosure in Creative Works33:39 "Fears of AI Impact on Learning"37:20 Conflicted Reader's Routine40:16 "Balance Imprint Overview"Connect with Nana on LinkedIn: https://www.linkedin.com/in/nanaktwumasi/Company website: https://www.hachettebookgroup.com/Personal website: https://nanakt.com/about-nanakFollow Elena: LinkedIn: https://www.linkedin.com/in/elenaagaragimova/Instagram: https://www.instagram.com/elenaagaragimova/Website: https://elenaagar.com/Listen on:Apple: https://podcasts.apple.com/us/podcast/shift-with-elena-agar/id1530850914Spotify: https://open.spotify.com/show/5UKh6dWcuQwJlmAOqD8wij