Advantage signs five authors for upcoming business books

Advantage | The Authority Company has added five new authors across its Forbes, SXSW and Advantage imprints, with books coming in the next few months. The slate spans sales, leadership, AI, work culture and business survival, underscoring how the publisher is packaging executives and entrepreneurs as thought leaders.

Why it matters: - Advantage | The Authority Company is adding five new books to its publishing pipeline, expanding its roster of business authors across leadership, sales, technology and workplace culture. - The company is using its imprints to turn operators and founders into public-facing thought leaders, a core part of its authority-building model.

What happened: - Advantage announced five new publishing agreements with entrepreneurs, founders and executives. - The new books will be published in the coming months. - The authors span the Forbes Books, SXSW Books and Advantage Books imprints.

The details: - Brian Gottlieb will publish Beyond the Script: How Top Salespeople Earn Trust and Win More Business with Forbes Books. - Gottlieb built a home improvement business starting in 2009 with $3,000 and a plastic folding table, then grew it over 12 years into a family of multi-state companies with nearly $1 billion in cumulative sales. - Gottlieb’s second project with Forbes Books follows Beyond the Hammer: A Fresh Approach to Leadership, Culture, and Building High-Performance Teams, which became an Amazon and Barnes & Noble bestseller. - Travis Lee Howard will publish Your Team Comes Last: How Conscious Leaders Build Without Burning Out with Advantage Books. - Howard is an entrepreneur, attorney and startup operator who has founded or co-founded 13 companies. - Howard’s companies have ranged from early-stage technology and automotive software to a research cannabis cultivation facility and multi-state staffing agencies. - Robert Rasmussen will publish Room to be Human: Building a Time-Rich Future in the Age of Acceleration with SXSW Books. - Rasmussen is chairman and co-founder of Agile Six, a people-first digital services company that builds software for federal agencies. - Rasmussen spent a decade working in Norway, where he said he observed a culture centered on collective well-being that changed how he thought about ambition, leadership and success. - Paul Theisen will publish Outmaneuvering Goliath: How Mid-Market CEOs Compete with Giants and Win with Forbes Books. - Theisen is CEO and founder of TAG CXO and has more than 30 years of executive experience across industrial markets. - Dennis Turcinovic will publish Life at Steak: Secrets, Loyalties, and One Man’s Code That Keeps America’s First Restaurant Alive with Forbes Books. - Turcinovic owns and manages Delmonico’s Hospitality Group, which operates the historic Delmonico’s Restaurant in New York City. - Turcinovic led the business through 9/11, Hurricane Sandy, COVID and other crises.

Between the lines: - The five books point to a consistent editorial strategy: package practical business experience into advice-led books with a clear audience. - The subjects also reflect current executive concerns, including AI, burnout, time pressure, scaling and resilient leadership. - Advantage is positioning books as tools for credibility, not just products for sale.

What’s next: - The books are expected to roll out over the coming months. - Advantage is also directing readers to its broader services, including book publishing, promotions, media services and personal brand strategy at theauthoritycompany.com.

The bottom line: - Advantage is betting that founder stories, executive insight and practical business advice will keep driving demand for authority-building books.