Why self publishing is attracting established authors

In 2009, five employees and I hauled 10,000 copies of a self-published book to an air-conditioned U-HAUL storage container.

We were publishing my boss's book. A human factors engineer, he was intrigued by the idea of becoming a publisher, so he hired a team to produce a book about human error (of all things). 

It felt like we learned everything the hard way. 

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