The Seattle firm says writing the right book could be the smartest investment leaders make for their futures
When Delta Air Lines faced bankruptcy in 2004, the new CEO didn't hire consultants or slash headcount. He went looking for a book.
Gerald Grinstein dug up writings from the 1920s by founder C.E. Woolman, back when Delta was a crop-dusting operation in Louisiana. The pages contained a simple philosophy: Build around people, not trends. That idea pulled Delta out of a $16.9 billion hole and turned it into the world's most profitable airline by 2015.
Michael Shreeve Jr. tells that story often. Not because he runs an airline, but because he runs a publishing company that believes books can do more than sell copies. They can transfer knowledge. They can run businesses. They can outlive their authors.
That mindset drives Peaceful Profits, the Seattle agency Shreeve founded after two decades helping authors like Mel Robbins and John C. Maxwell launch bestsellers.
However, rather than writing for mass audiences, Peaceful Profits narrows in and guides professionals to create books that speak directly to their ideal clients. It’s a bet against conventional industry wisdom, but one that’s proving both profitable and sustainable.
Traditional publishers have one priority: selling as many copies as possible. To do that, they push authors to write for the broadest audience they can reach.
Executives at Peaceful Profits think that’s a mistake -- at least for the experts, coaches and business leaders who make up their client base.
"When you write for everyone, you stop reaching the ones who truly need your message," said Evan Kilpatrick, who now serves as CEO. "You end up attracting people who aren't a good fit for what you offer."
Peaceful Profits takes the opposite approach. Each project begins with a "Book Hook" that defines the core idea and the specific audience it serves. A strategist matches the author with a ghostwriter based on style, subject matter and personality.
If the fit doesn't work, they swap writers early.
The firm offers full-service publishing for authors who want to hand over the entire process, or guided coaching for those who want more control. Either way, the team stays involved through every stage including writing, editing, design and launch.
"We're not disappearing for months and coming back with a finished manuscript," Kilpatrick said. "We work side by side with the author."
That collaboration extends to market research. Before writing begins, the team analyzes category demand, identifies gaps and estimates the sales velocity needed to hit rankings. The goal isn't to chase trends but to show authors their ideas have real demand.
Peaceful Profits executive Peter Manktelow said most authors feel the problem with traditional publishing the moment they begin. “You can lose control of your own message,” he said. “The publisher starts steering the direction instead of you.”
He explained that traditional publishers often have a clear idea of what they want a book to be. Their focus is volume and sales, not necessarily the author’s goals.
At Peaceful Profits, the process is designed to protect the author’s vision from start to finish. “We work with the writer to shape the message, not to change it,” he said. “Our job is to help them reach the audience that truly matters to them.”
Shreeve's own book proves the model. In 2017, he wrote "The One Book Millions Method" to scale his expertise beyond one-on-one coaching. The first year, it sold nearly 12,000 copies and generated more than $2.2 million in new client revenue.
But the book did something more valuable: It let Shreeve step back.
"The book was great for sales," he said. "But it was even better for working myself out of the business."
The book transferred his knowledge to the team. It answered the question every founder faces: How do you step away when you're the only one who knows how things work?
Shreeve is still the founder, but Kilpatrick runs the company now. The book made that transition possible.
"It gave the team the same 'a-ha' moments I had," Shreeve said. "It packaged 15 years of experience into something someone could read in a weekend."
That's the same principle that saved Delta. Woolman's writings became the operating system for a company that had lost its way. Shreeve believes books can do that for any business.
"Information tells people what to do," he said. "But a book tells them why it matters."
Peaceful Profits has earned praise from entrepreneurs and authors across industries for its hands-on approach and measurable results.
“In just 90 days, even before launching my book, my work with Peaceful Profits generated more than six figures in new revenue,” said Kris Jones, author of From Click to Client. “It’s been a true game changer for my business.”
Other clients have been featured in The Wall Street Journal, appeared on Good Morning America, and shared their stories on top-rated podcasts.
“I love the book,” said Kathy Kasten, an author and leadership strategist. “I really appreciated all of the help because the book is better because of the support I had. I’m excited to get it out there.”
Jeff Sauer, a marketing entrepreneur, said the process helped him streamline how he builds ideas. “It made coming up with the framework so much easier. We’re actually using that process in our other business as well.”
For some, the results have been both creative and financial. “I’ve sold £40,000 worth of high-ticket offers in the last month, and now I can sell a low-ticket membership all day long if I want to,” explained Dan Edelstein, a London-based business coach.
Across the board, clients share a common theme: books developed through Peaceful Profits don’t just convey ideas. They help experts and entrepreneurs build momentum, strengthen their brands, and grow their businesses. Some have even scaled their revenue to more than $100,000 a month.
There are hundreds of ghostwriting agencies and publishing firms in the market, but Peaceful Profits stands apart because it was built for people, not just products. The team understands that writing a book can be daunting. It is an emotional process that requires vulnerability. Many professionals carry decades of experience, yet struggle to put their knowledge into words.
Peaceful Profits meets them there. The firm stays invested from concept to completion, offering support that extends beyond deadlines and deliverables. Its writers are not only skilled storytellers but also innovative thinkers who help authors write books that truly reflect their vision.
“We become a strategic partner in their business, not just a production vendor,” Kilpatrick said.
A team of in-house designers knows how to make each project visually compelling, from striking covers that capture attention to clean, professional interiors that reflect the author’s brand. Others within the organization specialize in layout and production, ensuring the final product meets industry standards for both digital and print formats.
That level of partnership continues long after publication. Most publishers look at how many copies a book sells. Peaceful Profits looks at how far their clients go -- whether it’s landing new speaking gigs, building profitable sales systems, or creating brands with staying power.
Having a professionally crafted book immediately elevates an author’s reputation. It establishes credibility, strengthens authority in their field, and adds tangible value when presenting at conferences or client events. For many business leaders, the book becomes their most powerful business card. It's a tool that opens doors and positions them as subject matter experts.
Since 2017, Peaceful Profits has worked with more than 1,000 clients, helping people scale to seven figures and beyond. The company’s model rests on a simple belief: a book is not a marketing expense; it is an asset that compounds over time.
Author Emmy Sobieski called the process transformative. “Sitting down and writing will give you these frameworks that will pay dividends for years and years,” she said.
Shreeve’s advice for authors is simple: write the book you want to write, not the one you think will sell.
“You can make anything work with enough effort, and everything takes effort,” he said. “So choose the thing you’ll be glad to pour your energy into every day.”
It is the same mindset that guided him two decades ago when he taught himself copywriting on a public library computer. Back then, he was fighting to survive.
Now, that determination fuels a business built on the belief that a well-written book can outlast its creator and keep generating powerful results.
Just ask Delta.
