#794: Brandon Sanderson on Building a Fiction Empire, Creating $40M+ Kickstarter Campaigns, Unbreakable Habits, The Art of World-Building, and The Science of Magic Systems
In this episode of The Tim Ferriss Show, author Brandon Sanderson shares his approach to writing fiction and worldbuilding. He discusses his process for crafting narrative structures and magic systems that enhance character development. Sanderson also delves into his early career challenges and breakthroughs, including his selection to complete Robert Jordan's acclaimed Wheel of Time series.
Additionally, Sanderson offers insights into Dragonsteel, his publishing company that leverages crowdfunding and direct sales to maximize creative and financial opportunities. The episode explores Sanderson's strategies for audience engagement and distribution, such as serialized releases and partnerships with publishers.
This is a preview of the Shortform summary of the Feb 5, 2025 episode of the The Tim Ferriss Show
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1-Page Summary
Sanderson's Writing Process and Worldbuilding
Brandon Sanderson devotes significant effort to narrative structure, employing a "promise, progress, payoff" story arc. Sanderson blends sci-fi and fantasy, exploring boundaries between science and magic. According to Sanderson, hard magic systems with limitations enhance character problem-solving.
Sanderson's three laws of magic:
- Reader satisfaction with conflict resolution using magic correlates with their understanding of the magic system.
- Constraints and limits of magic are more compelling than the scope of its power.
- Existing magic systems should be deepened rather than expanding with new, disconnected elements.
Beta readers and an editorial team help Sanderson identify issues by distilling their feedback. He prioritizes narrative vision over reactions when feedback conflicts with crucial story elements.
Sanderson's Early Career and Breakthroughs
Before selling his sixth novel "Elantris," Sanderson viewed his first five unpublished works as training, overcoming self-doubt and rejection. The Mistborn series, despite early struggles, became a hit after adjustments like a new cover and lower price point. Sanderson, admiring Robert Jordan's Wheel of Time, was selected by Jordan's widow to complete the acclaimed series, balancing preservation of Jordan's vision with his own creativity.
Sanderson's Publishing Company Dragonsteel
Recognizing shifts of power from publishers to creators, like during a dispute between Amazon and publishers, Sanderson chose to be "Amazon-proof." He began direct sales, crowdfunding, and expanded offerings like leather-bound books.
Dragonsteel evolved from a small team handling shipping and merchandise to a larger operation with specialized roles after their record-breaking $41 million Kickstarter success.
Audience Engagement and Distribution
Sanderson advocates serialized releases to build anticipation and gather feedback. He partners with Tor to expand reach while maintaining control over ebook/audiobook sales. A profit-sharing system and innovative use of crowdfunding demonstrate his focus on maximizing creative and financial opportunities.
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Actionables
- You can enhance your storytelling by creating a simple three-step outline for any presentations or reports you need to prepare, focusing on setting up a promise, showing progress, and delivering a payoff. For example, if you're presenting a business plan, start by outlining the promise (the goal or benefit), show progress (steps taken or milestones achieved), and end with the payoff (the results or future potential).
- When solving problems at work or in personal projects, deliberately set constraints for yourself to foster creativity. For instance, if you're planning an event with a limited budget, instead of viewing it as a limitation, use it as a creative challenge to come up with unique entertainment or decoration ideas that are cost-effective.
- If you're working on a creative project or developing a product, consider sharing your progress in stages with a small group of trusted peers or potential customers to gather feedback and build anticipation. This could be as simple as posting updates on social media or sending out samples to a select group and asking for their input, which can help refine your project and engage your audience.
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Sanderson's Writing Process and Worldbuilding Approach
Brandon Sanderson's novel writing process and approach to worldbuilding demonstrate a keen focus on narrative structure and the development of intricate magic systems, guided by his own established “laws” of magic.
Sanderson's Perspective On Crafting Narratives and Magic Systems
Sanderson, while popularly known as a world-builder, actually devotes most of his time to narratives. He enjoys blending the boundaries of science and magic and finds satisfaction in story arcs that effectively employ the "promise, progress, payoff" structure.
Merges Sci-fi and Fantasy to Explore Science and Magic Boundaries
Fascinated by the era of the scientific revolution, Sanderson delights in worlds where science fiction worldbuilding meets epic fantasy. His "cosmic universe" signifies his interest during a time when superstition became science. Such influences are evident in books like "Mistborn," set in a time analogous to Earth's pre-industrial revolution, a period rife with the clashing of science, fantasy, and superstition.
Satisfying Story Arc Resolutions: Promise, Progress, Payoff
The narrative structure Sanderson follows relies on a progression of "promise, progress, payoff," exemplified in character relationships that improve or unravel over time. He brings this same concept into his magic systems, where an understanding of the systems' scientific qualities must be built up over time to solve critical problems at the story's climax. Sanderson highlights that the best plot twists feel both surprising and inevitable, satisfying the promises made to readers throughout the narrative.
Hard Magic Systems Enhance Character Problem-Solving
In further exploring his narrative and worldbuilding, Sanderson reveals his preference for hard magic systems that act as a new branch of science. This approach demands that characters apply intellect to magic, thus enhancing problem-solving in the narrative. Sanderson aims to bring consistency to this system by treating magic as an undiscovered field of physics. His magic systems become complex puzzles for characters and readers alike, influencing both character development and plot.
Sanderson's Three Laws of Magic
The Author's Conflict Resolution Ability Is Proportional to the Reader's Understanding of the Magic System
Sanderson's first law emphasizes that the reader's satisfaction with the resolution of conflict using magic correlates with their understanding of the magic system. If the reader has been taken along the journey to comprehend the magic system, the resolution will be both plausible and gratifying.
Limits of Magic Are More Interesting Than Power
His second law articulates a fascination with the constraints of magic, viewing the limits and costs as far more compelling than the extent of the magic's power. Sanderson advocates that characters' weaknesses, and the limitations of their abilities, drive greater narrative intrigue than their strengths.
Expand On a Magic System Before Introducing New Elements to Maintain Consistency
Sanderson posits that deepening one's existing magic system is preferable to introducing numerous ill-connected elements. This doctrine led him to enhance the depth of his magic systems rather than expand them horizontally, yielding ...
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Sanderson's Writing Process and Worldbuilding Approach
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Counterarguments
- While Sanderson's "promise, progress, payoff" structure is effective, some critics argue that it can lead to predictable storytelling if not executed with enough creativity or variation.
- The emphasis on hard magic systems may not appeal to all readers or writers, as some prefer the mystery and flexibility of softer magic systems that leave more to the imagination.
- Sanderson's first law assumes that reader satisfaction is directly tied to understanding the magic system, but some readers may enjoy stories where magic is used more whimsically or inexplicably without detailed explanations.
- The second law's focus on limits over power might not resonate with readers who enjoy escapism through reading about characters with vast, unexplored powers.
- The approach of deepening existing magic systems rather than introducing new elements could be seen as limiting the potential diversity and richness of a fantasy world, as some readers and writers appreciate the introduction of new, unexpected elements that can surprise and delight.
- Relying heavily on beta reader feedback m ...
Actionables
- You can enhance your storytelling by creating a simple "magic system" for your daily problem-solving, where you define clear rules and limitations for your solutions. For instance, if you're trying to save money, establish a "magic system" by setting strict budgeting rules and tracking your "magical energy" (funds) to make it a game of strategic resource management.
- Develop a feedback loop with friends or colleagues to refine your projects or ideas, akin to using beta readers. Share your work with a small group and ask for specific feedback on areas you're trying to improve, like public speaking or cooking, then use their insights to make targeted adjustments while staying true to your vision.
- Apply the "promise, progress, payoff" struct ...
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Sanderson's Career: Early Struggles and Major Breakthroughs
Brandon Sanderson's journey as an author began with numerous rejections and self-doubt but eventually led to significant achievements, including the completion of Robert Jordan's acclaimed Wheel of Time series.
Sanderson's Shelved First Five Novels
Entrepreneurial Writer Raised by Accountant
Sanderson's discipline and entrepreneurial spirit can be traced back to his upbringing by a mother who graduated top of her accounting class and later had a successful career in the field. Though she had the chance to become a Certified Public Accountant (CPA) through a prestigious scholarship, she chose family time over career advancement when her children were young. This background likely informed Sanderson’s approach to writing as a business.
Six Unpublished Novels as "Weight Training" Before First Sale
Before achieving success, Sanderson completed 13 novels, with his turning point coming after the sale of his sixth, "Elantris." He viewed his first five unsold novels as "weight training for the mind," honing his craft without the pressures of publication. He persevered through the rejections and self-doubt that come with speculative submissions to publishers, maintaining faith in his work as he moved beyond early projects he 'parked' and never returned to.
Overcame Rejections and Self-Doubt, Breaking Through With Sixth Novel, Elantris
Sanderson's breakthrough came with "Elantris," which he sold after completing what he considered his “Way of Kings Prime.” Prior to its success, Sanderson lacked an agent and a clear knowledge of the publishing industry, but he approached his career with an entrepreneurial ethos, eventually overcoming the obstacles.
Sanderson's Breakthrough With the Mistborn Series
Sanderson’s Mistborn series is regarded as one of his most famous works. Despite early struggles such as sales not meeting expectations and a paperback cover that didn't resonate with his audience, Sanderson didn't give up. He and his agent negotiated with the publisher for a new cover, which, along with a lower price point, led to a successful relaunch. The fourth Mistborn book hit bestseller lists, marking a significant uptick in his career. The series gained new life in Taiwan and saw a resurgence of interest thanks to a market primed by series like The Hunger Games.
Sanderson's Completion of the Wheel of Time Series
Sanderson's Admiration for the Wheel of Time and Author Robert Jordan
Brandon Sanderson, a long-time fan of the Wheel of Time series, wrote about its deep significance to him on his website. The series was the best-selling epic fantasy of ...
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Sanderson's Career: Early Struggles and Major Breakthroughs
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Actionables
- Embrace the value of practice by writing daily, even if the work isn't meant for publication. Just as Sanderson viewed his initial novels as practice, you can improve your skills in any area by consistently working on them without the pressure of immediate success. Start a journal, blog, or a series of short stories to refine your writing, cooking, or any other skill, treating each attempt as a step towards mastery.
- Create a tribute to a professional you admire, which could lead to unexpected opportunities. Inspired by how Sanderson's tribute to Robert Jordan played a role in his selection to complete the Wheel of Time series, you can write a blog post, record a video, or create artwork honoring a figure in your field of interest. This not only helps you analyze what you admire in their work but also can serve as a portfolio piece that showcases your passion and understanding of the subject.
- Develop a personal project relaunch plan, learning from the Mistborn series ...
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Sanderson's Strategies For Building His Publishing Company
Brandon Sanderson's insightful actions and choices have shaped his success in the competitive field of publishing by understanding market dynamics and leveraging direct consumer engagement.
Sanderson's Choice to Be "Amazon-Proof" and Control His Publishing
Recognizing Power Shifts In Publishing With Amazon's Dominance
Sanderson recognized the risk of reliance on a single retailer like Amazon during a contract dispute between Amazon and McMillan around 2012-2014. Amazon's move to sell ebooks at low prices to push Kindle sales clashed with publishers' interests, leading to Sanderson's books being briefly unavailable for purchase. This highlighted the dangers of depending on one retailer and showcased the shift of market control from New York publishers to creators and platform owners. Sanderson's decision not to be exclusive to Amazon is part of his strategy to be "Amazon-proof."
Experimenting With Direct Sales, Crowdfunding, and Expanded Offerings
In response to the changing landscape, Sanderson moved towards a direct-to-consumer approach by looking at alternative business models such as those found in independent comic publishing. He experimented with upselling to merchandise and bundling ebooks and audiobooks with hardcovers, including selling leather-bound books directly to consumers at a reduced price point than traditionally charged. To gain momentum and engage his audience, Sanderson used a Kickstarter campaign, aiming to raise around seven to 10 million dollars but exceeding expectations with $41 million.
Evolution and Growth of Sanderson's Publishing Company, Dragonsteel
Humble Beginnings: A Small Team on Shipping, Merchandising, Publicity
Brandon Sanderson hired his first full-time employee, Becky, to handle shipping orders from his website, followed by an executive assistant and a merchandising person. He started selling leather-bound editions as a direct response to market demand, which began on a small scale but quickly grew.
Expansion Into Larger Facilities and Specialized Roles to Support Sanderson's Vision
As Sanderson’s publishing company, Dragonsteel, grew, they expanded into larger facilities and specialized roles, reflecting Sanderson's hands-on approach to creative development and his wife Emily's management of operations. They moved from a house used for shipping to scaling up after the success of their Kickstarter campaign, adapting to logistical challenges with large shipments and a growing product range.
Impact of Sanderson's Record-Breaking Kickstarter on Company Trajectory
The record-breaking Kickstarter campaign, which involved tiers offering racks and a year's subscription to Brandon Sanderson-themed items, had a substantial impact on the company's trajectory. This growth required hiring additional staff, obtaining more office space, and focusing more on logistics. The excitement around the reveal of four unexpected books during the campaign propelled Dragonsteel's development.
Sanderson's Audience Engagement and Distribution Experiments
Serialized Releases to Build Anticipation and Gather Feedback
Sanderson has been an advocate of serialized releases, a tactic he took from fellow writer Cory Doctorow. ...
Here’s what you’ll find in our full summary
Sanderson's Strategies For Building His Publishing Company
Additional Materials
Clarifications
- Brandon Sanderson's strategy to be "Amazon-proof" involves diversifying his distribution channels and not relying solely on Amazon for book sales. This approach helps him mitigate the risk of being heavily dependent on one retailer and gives him more control over his publishing business. By expanding into direct sales, crowdfunding, and offering unique products, Sanderson aims to reduce his vulnerability to any potential disruptions in the Amazon-dominated market. Sanderson's decision to be "Amazon-proof" reflects his proactive stance in adapting to the evolving dynamics of the publishing industry.
- Sanderson's profit-sharing system for ebooks and audiobooks involves a model where he shares a portion of the revenue generated from the sales of these digital formats with other parties involved in their creation, such as narrators, editors, and cover artists. This approach incentivizes and rewards all contributors based on the success of the digital products, fostering collaboration and potentially higher quality work. Sanderson's innovative use of this system has reportedly been successful in providing fair compensation to all involved while aligning incentives towards the success of the publications.
- Brandon Sanderson maintains control over financial and creative opportunities by utili ...
Counterarguments
- While Sanderson's strategy to be "Amazon-proof" is commendable, it may limit his books' visibility to a broader audience that primarily uses Amazo ...
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