Ryan Levesque talked about "How to self-publish your way to #1 on the Amazon & USA Today national bestseller lists (and how I've generated $100 million with this formula)".
His book, Ask, has turned into a business. It started out in his mind as a small book in which he'd give away a part of his methodology, but he ended up giving all the information away in the book. Why the complete shift? Because of a life-threatening health situation he experienced. As a survivor, Ryan decided that his legacy would be to reveal to the marketing world his secret family recipe.