Jonathan Merkh

Jonathan Merkh – How To Use a Book To Build Authority and Grow Your Business

Jonathan Merkh is the Co-Founder, President, and CEO at Forefront Books, a hybrid publisher that helps thought leaders, entrepreneurs, and experts turn compelling ideas into professionally published books. With more than 30 years in publishing, he guides authors through strategy, editorial development, production, distribution, and market positioning. Jonathan previously held leadership roles at Thomas Nelson and Simon & Schuster. Across his career, he has helped publish nearly 100 New York Times bestsellers and serves on the board of the Independent Book Publishers Association.

Here's a Glimpse of What You'll Learn

[1:46] Jonathan Merkh’s career arc from corporate publishing to founding Forefront Books
[5:12] Forefront Books’ early breakthrough with its first major bestseller
[9:32] Why book sales are not the only measure of a book’s ROI
[11:43] The difference between hybrid publishing and self-publishing
[15:55] Jonathan talks about navigating a difficult business partnership
[20:25] The value of accountability and community through EO
[25:41] Jonathan’s vision for the future of Forefront Books

In This Episode

Publishing a book can do more for an entrepreneur than generate book sales. The right book can strengthen credibility, establish expertise, attract clients, and open doors that might otherwise remain closed. So how can entrepreneurs use a book as a strategic tool for building authority and growing their business?

Publishing veteran Jonathan Merkh explains that the real ROI of a business book often comes from the opportunities it creates, not the number of copies sold. Becoming an author can position entrepreneurs as trusted authorities and help prospective clients view their expertise from a new perspective. Jonathan also emphasizes the value of professional publishing, strong storytelling, and choosing the right support throughout the process. The goal is to create a high-quality book that builds credibility, extends your reach, and continues working for your business long after publication.

In this episode of The Decision, Robert Hartline talks with Jonathan Merkh, Co-founder, President, and CEO of Forefront Books, about using books to build authority and business opportunities. Jonathan shares why book sales aren’t the only measure of ROI, how hybrid publishing works, and what it takes to turn an idea into a professional book. He also touches on entrepreneurship, navigating difficult partnerships, and the value of community through EO.

Quotable Moments:

“I don’t write books, but I do help people who want to write books.”
“When you become an author, people view you differently.”
“A book will open doors for you that otherwise wouldn’t be open.”
“Through your book, they’ll find you, and a book gets to go places we will never go.”
“If you’re not willing to be vulnerable and transparent, I don’t think you’re going to be able to get the right experience out of EO.”

Action Steps:

Use a book to build authority: Positioning your expertise in a professionally published book can strengthen credibility, attract clients, and create business opportunities beyond book sales.
Measure success beyond book sales: Tracking consulting leads, speaking opportunities, partnerships, and new clients gives a clearer picture of ROI than copies sold alone.
Get the right publishing support: Working with experienced editors, ghostwriters, designers, and publishing professionals helps turn a strong idea into a credible, high-quality book.
Strengthen your message with stories: Compelling stories make ideas easier to understand, remember, and connect with emotionally.
Lean into trusted peer communities: Being transparent about challenges and asking for input can help entrepreneurs navigate difficult decisions with greater clarity.