12/10/2012 05:28 pm ET Updated Dec 06, 2017

Video: Watch Guy Kawasaki Go APE on Publishing

What happens when you are fortunate enough to have a book published, but when you get a 500 unit ebook order, your publisher cannot fulfill the order? Seems plausible that it could happen to a no-name author or a self-published author, but not Guy Kawasaki...

But that's exactly what happend and that experience led him to a head-scratching moment where he found himself quoting his late, great friend Steve Jobs... "There has to be a better way." That way is what he and co-author Shawn Welch call "artisanal publishing," and they've condensed that knowledge into a new book, APE: Author, Publisher, Entrepreneur - How to Publish Your Book.

"It used to mean something when you had a book published by one of the big six publishers in New York, but not anymore," Kawasaki said. "Self-publishing does not mean 'vanity publishing' anymore, and technology has made the process more democratizing."

Kawasaki and Welch began studying every aspect of self-publishing and what a perspective author needs to successfully execute in order to write, publish, and entrepreneurially market a book. He suggests that the author has to become what he refers to as an APE: author, publisher, and entrepreneur and that the author must not attempt each role serially, but concurrently in order to have a successful launch.

In this informative interview, you'll also hear why Kawasaki, who wrote The Macintosh Way, decided to forgo using Apple's iBooks Author and opted for Kindle Direct Publishing via