Redefining "Failure" as an Author

With the end of the year fast approaching, many authors (myself included) are looking ahead to the goals we have for 2026.

And if you have a book coming out next year, you may have had some version of this thought:

"I really hope this book doesn't fail."

While I get where this worry comes from, I think it's time we redefine failure as authors. 

You've Already Beaten the Odds

A statistic that one of my coaches often quotes goes like this:

In North America, 80% of people say they want to publish a book someday. 

Only 0.01 percent of them will. 

Now, I don't know if that percentage (which is already teeny tiny!) includes self-publishing or if that only includes the authors published by traditional publishing houses, but either way, you are part of a minuscule percentage of people who actually become authors. 

However... when you start hanging out with lots of other authors online - including in debut groups - it can feel like everyone has a book deal. 

Not so, my friend.

We are a very small minority of the people who want to write and publish books. The fact that we're here AT ALL is proof that we have a level of persistence, commitment, and resilience that goes above and beyond the average.

Now yes, the vast majority of us have goals for our books beyond them simply existing, but we cannot skip the fact that EXISTENCE in and of itself is already a major win.

So before we even get to talking about failure, take a minute to give yourself credit for how far you've already come. 

You're like an athlete who not only went pro, but made it to the Olympics. Whether or not you take home a gold medal, you're still a badass for even getting to go. Don't let yourself forget that.

 
Defining Success

I see so many authors - especially debuts - define success for their books as achieving the milestones that a tiny portion of authors achieve. I call this "1% success metrics", but full disclosure: I have no idea what the actual data is because, well, publishing seems to be allergic to data.

Authors often withhold feelings of success unless they get those 1% metrics: bestseller lists, movie deals, a bazillion translation deals, and (perhaps the least helpful metric of them all) "engagement on social media." (Why that particular metric sucks is a post for another day.) 

Instead of focusing on those 1% success metrics, I often advise authors to consider the following:

• Does the book exist in the world? Success.
• Do you love how the story turned out? Success.
• Does the book say what you meant for it to say? Success.
• Did a single stranger tell you that they loved the book? Success.  

It's like I said above: you made it to the freaking Olympics! Are you really going to call yourself a failure if you don't win a medal? You're competing against the best of the best of the publishing world. Don't shit on yourself for not taking home the gold! 

If you want even more ideas of what success can look like, I interviewed Susan Dennard about this very topic (including how to redefine success without falling into the "just be grateful" trap). You can listen to that episode here.

 
Looking for Signs of Career Safety

Let's assume for a minute that you're on board with the idea that--as a baseline--your book is successful merely because it exists and you're proud of the story you've told. 

But what about goals? 

What about the longevity of your career?

Can't a book still "fail" and then your publisher hates you and your career is over forever???

Here's the thing about publishing: there is no metric of success that will protect you from the whims of capitalism. 

Earning out your advance does not guarantee another deal with your current publisher. (My debut has earned 4x its initial advance, my sequel has earned 2x its advance, and yet my publisher still cancelled my 4th book.)

Hitting a bestseller list also doesn't guarantee another book deal. (This isn't my story, but I've heard it at least twice from others in the past 12 months.)

And also ... NOT earning out your advance doesn't mean you won't get another deal. Tons of authors never or rarely earn out their advances yet continue to get book deals from their publisher.
 
While I know this is immensely frustrating, there truly is no metric you can look to as proof that your publisher will buy another book from you.

This industry is far too weird for that. 

The only thing that can guarantee that you publish another book is your ability to keep writing through all the publishing ups and downs and your willingness to pivot when something doesn't work. 

Is it Failure... Or Simply Disappointment

Having said all of that, it is also true that a book can fail to reach the expectations or goals you set for it.

And listen, I love a big goal. In fact, I have some big goals for my adult debut With All My Haunted Heart, which comes out September 8, 2026.

I think the book has the potential to hit the USA Today bestseller list. The story is amazing. The initial cover sketches are PHENOMENAL, and Berkley as a publisher does a pretty damn good job of getting their titles on that list. 

But if it doesn't list (which is one of those 1% success metrics I mentioned before), that doesn't mean my book is a failure. 

And hell, even if it sells fewer copies than my YA titles did, it still wouldn't be a failure. 

In fact, I've decided it's impossible for that book to be a failure, because I am so freaking proud of how the STORY turned out. 

It can fail to meet expectations, but it cannot BE a failure. 

Will I be disappointed if the book only sells 400 copies in the first year? Yes. Absolutely. That would suck for a book with this advance size. 

But calling the book (or worse, calling myself) a failure isn't true or helpful. 

Feeling disappointed is normal.

It's also something we can prepare for emotionally, so it won't derail our ability to write new books. 

And it's actually much more accurate than calling yourself a failure.

Tiered Goals (& Tiered Disappointment)

As you approach your next book release, instead of creating binary "success/failure" metrics for yourself, I recommend setting tiers of goals for your book and understanding the emotional impacts of each. 

I've included examples of a 3-tier system below - but please note that these are not meant to be prescriptive. Your personal tiers for any given book may look very different.

They're also all external/industry-based goals - the internal work of loving the story and choosing to be proud of the book no matter what happens is the foundation that comes before this.

Tier 1: Pie in the Sky "Would Be Super Cool If" Goals

These are your big reach goals. The things that are fairly unlikely to happen but would be super freaking cool if they did. 

Because you know they're quite a reach, there's little-to-no sense of disappointment if they don't happen. These are the "cherry on top" types of goals.

Some examples here might include:

• Earning out in X months 
• Getting Y translation deals 
• HItting a bestseller list
• Having your book optioned for TV/Film 
• Receiving a starred review 

Tier 2: Your "Real" Goals

While each tier is technically "real," these are the goals that feel genuinely possible, even if your logical brain knows they're not within your control.

Because they feel within the realm of possibility, if you don't achieve these goals, you are likely to feel mild-to-moderate disappointment. And that disappointment will require intentional processing and self-care. 

Some examples here might include:

• Selling X copies in your first week/month/year
• Earning royalties within Y years 
• Hitting a bestseller list might go here (especially if you've hit one before)
• Getting at least one translation deal 

Tier 3: Bare Minimum Goals

Finally, we have the bare minimum goals. These are the ones where, if you don't achieve them, you will feel major disappointment. You might even go into a bit of despair about the future of your career.

And look, disappointment doesn't feel good. It's not a fun emotion.

But when you know to expect it, you can build yourself a soft place to land emotionally. You can be prepared to process that disappointment instead of letting it fester and destroy your ability to write.

Some examples here might include:

• Selling X copies in your opening week / first year 
• Having B&N actually stock your book 
• Hearing from at least 1 reader who loved the book before the end of release week
• Receiving at least one trade review that has a decent pull quote 

If your book doesn't achieve any of your "bare minimum" goals, it's okay to feel deeply disappointed. It's not dramatic to cry or feel moments of despair about your career. 

Yet your book not achieving those things doesn't make you, or your book, a failure. Yes, it's deeply disappointing. Yes, it hurts. Yes, it sucks. 

AND your career is ultimately in your hands. In whether you're willing to pick yourself up. In your ability to maintain the love and pride you have in the story you wrote. In your willingness to write something new.

You are capable of feeling disappointment, of processing it, and finding your way forward again. 

Final Thoughts

We often conflate the ideas of failure and disappointment in publishing.

Yet it's important that we separate them, because the solution for each is wildly different. The problem we're solving with each is unique. 

Failure is something you ARE. 

Disappointment is something you FEEL. 

It is much easier to solve for a feeling (by processing that emotion) than it is to figure out how to fix something you (falsely) believe is fundamentally broken about you.

I encourage you to remove failure as a possibility. YOU cannot be a failure. Your books cannot BE failures. 

You CAN be disappointed by the publishing process and how your book is received, but that is something you have the power and agency to work on.

And remember, you are more than any one book.

Happy writing,
Isabel 

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