You meet Adam Witty, and it's hard not to draw connections to two of the great names in technology: Steve Jobs and Bill Gates. Certainly those are big shoes to fill.
But Adam is 6'6" and an innovator, so it's easy enough.
Like Jobs', Adam's start up, Advantage Media Group, has been a great success. The business was born after college in his spare bedroom on James Island and has grown to a two-story office downtown. They will publish 120 more books by the end of the year. The goal is to have published 1,000 books by the end of 2018--their 5-year plan. Adam himself has published three.
"We certainly have a lot of fun in our industry, the publishing industry, which is a very stayed, stale, unprogressive industry."
Advantage isn't a publishing company though; it's a marketing company who knows a thing or two about publishing. It gives niche content a place. Adam explains, "If I live in the South Carolina lowcountry, and I'm into organic gardening, you could write a book on organic gardening in the lowcountry of South Carolina, and I, as a reader, could access it. Whereas 15 years ago, that could never happen, because an editor would say there weren't enough people to buy the book to make it worthwhile."
All of their books are business-centric, self-improvement, motivational. They'll grow with programs like Talk Your Book, which allows authors to dedicate 10 hours of time talking with an editor and for a book to emerge after that process.
Adam looks to technology to continually find a better way, to innovate his business:
"Technology is an accelerator of business, and then technology is also a product and service available for the consumer in a business. For our business, technology has accelerated publishing in that you can now print books on-demand."
Adam and Advantage plan to keep learning, to keep getting better.
"Our progress as mankind is based on the education of the species, and I would argue that our job as a publisher is to give authors a microphone to share their knowledge with the world, to better people."
Words by: Elizabeth Bowers
Photography by: Karson Photography