Hollis Carter's webinar was about "Building a Successful Backend to your Book: Lessons from The Godfather of the Kindle Revolution".
Hollis has been interested in e-marketing for 10 years and started a business to have freedom. He began by picking niches, attracting followers, finding leaders in those niches and helping them send out their message. I should add that he was also writing books and selling them on his website, thus, building his email list and following.
At a certain point he felt that competing with Google for traffic was a losing battle. However, he noticed that not many people were on Amazon, so he thought of making his books Kindle books. But there was a hurdle he had to overcome.