Case Studies


StrengthsFinder 2.0

Tom Rath

Gallup Press

Media Highlights: #1 Wall Street Journal bestseller, #1 Financial Times bestseller, BusinessWeek bestseller, USA Today bestseller, reviewed in The New York Times and Financial Times, covered in The Washington Post, The Wall Street Journal, The Associated Press, Sirius XM Satellite Radio, BBC, and dozens of online outlets.

Overview: StrengthsFinder 2.0 was the follow-up to the bestselling Gallup title, Now, Discover Your Strengths, which we also promoted. The bar for success was high—and was met, as the book became the most successful business book worldwide, according to The Economist, hit #1 on the WSJ bestseller list, and was the only book to remain in the Amazon Top 10 bestseller list every year for the decade after its release. Gallup Press remained a retainer client for over a dozen years before shifting their publishing model, and we have continued to partner with Tom Rath in the years following with the release of five subsequent titles. Throughout our nearly 20-year relationship with Tom, we have seen his books go on to sell over 10 million copies and make hundreds of appearances on bestseller lists.

The team at Cave Henricks has been an essential strategic partner for every book project I have worked on over the last decade. They are a great collaborative team, are very connected with business media and thought leaders, and have helped the projects that I have worked on to reach a much wider audience.

Tom Rath, New York Times and Wall Street Journal bestselling author of StrengthsFinder 2.0


Conscious Leadership

Elevating Humanity Through Business

John Mackey, Whole Foods cofounder and CEO


Media Highlights:Wall Street Journal bestseller, The New York Times, The Wall Street Journal, Financial Times, USA Today, Fortune, Inc., Entrepreneur, Bloomberg Businessweek, Barron’s, Chief Executive, Insider (formerly Business Insider), CNBC-TV, Fox Business, CNN-TV, The Joe Rogan Experience, The James Altucher Show, Freakonomics Radio, and Big Think, among others.

Overview: John Mackey came to us for the launch of Conscious Leadership. He had used a different PR firm for the launch of Conscious Capitalism and was looking for a collaborative partner to work with him for this launch. The book published in Fall of 2020, when the news cycle was dominated by coverage of both the pandemic and the US Presidential election. We worked closely with Mackey to adjust to the news cycle, ensuring the book thrived in the difficult news environment. The result was countless top-tier media hits and a Wall Street Journal bestseller.

“I give top marks to Cave Henricks for their work on the launch of my book, Conscious Leadership. They took the time to truly understand my message, knew exactly how and who to approach with it, and landed impactful coverage across the board. A top-notch team full of seasoned players. I will use them again.”

John Mackey, cofounder and CEO of Whole Foods; Wall Street Journal bestselling author of Conscious Leadership


The One Thing

The Surprisingly Simple Truth Behind Extraordinary Results

Gary Keller, Keller Williams Realty cofounder, and Jay Papasan


Media Highlights: #1 Wall Street Journal bestseller, New York Times bestseller, USA Today bestseller, Forbes (multiple times), Entrepreneur, Investor’s Business Daily, Quartz, Lifehacker, Yahoo!Finance, CNN, CNBC (multiple times), and several top business blogs.

Overview: Keller Williams cofounder Gary Keller came to us having written previous books for the real estate industry but looking to crossover into the mainstream market with The One Thing. To achieve that goal, we worked closely with Gary and Jay to secure impactful media coverage in the general interest and general business spaces. Since launching, the book has made over 500 appearances on national bestseller lists and sold over 2 million copies.


When More Is Not Better

Overcoming America's Obsession with Economic Efficiency

Roger L. Martin, #1 Thinkers50 management thinker (2017)


Media Highlights: Financial Times (three times, including a review and profile), The Wall Street Journal (twice), The Washington Post, Fast Company, Bloomberg Opinion, Barron’s, Forbes, strategy + business, Strategy & Leadership, Chief Executive, Quartz, Inc., Bloomberg Businessweek, C-SPAN’s “Book TV,” MarketWatch, Adam Grant, HBR IdeaCast, What’s Next! with Tiffani Bova, Disrupt Yourself with Whitney Johnson, and was listed as one of the best books of the year by Financial Times, Inc., and Next Big Idea Club. The book also earned the distinction of Best Leadership & Strategy Book of 2020 by Porchlight Books.

Overview: Roger Martin came to us from another firm looking this time for a collaborative, strategic partner for the launch of his book When More is Not Better. We worked closely with Roger to understand his top media goals for the launch and strategically pitched his expertise and insights to land those top goals, tweaking our approach as needed as the pandemic unfolded. Through our collaboration, persistence, and ability to adjust to the most challenging new cycle in recent history—and of course Martin’s brilliant insights and ability to adjust alongside us—we were able to secure his top goals.

“The Cave Henricks team did a lovely job on the launch of When More is Not Better. They are knowledgeable, diligent, organized, creative and, importantly, a pleasure to work with. They are already signed up to do my next book!”

Roger Martin, Thinkers50 #1 Management Thinker (2017); author of When More is Not Better

3D Book Jacket_THE FIX

The Fix

Overcome the Invisible Barriers That Are Holding Women Back at Work

Michelle P. King, former Netflix Director of Inclusion


Media Highlights: The Economist, Financial Times, Inc., Harvard Business Review, Fast Company, Fortune, Working Mother, The Boston Globe, Salon, Business Insider,, CNN Business, Thrive Global, LinkedIn, Yahoo! Finance, Cheddar, Bloomberg TV’s “Bloomberg Technology,” prominent podcasts such as Harvard Business Review’s “Dear HBR” and “HBR IdeaCast,” and several events at venues such as The Wing, Ellevate, Politics & Prose, SXSW, The Geena Davis Institute on Gender in Media, and others.

Overview: Netflix Director of Inclusion and former head of UN Women’s Global Innovation Coalition for Change Michelle King hired us for the launch of her book, The Fix. Beyond top-tier media placements, Michelle was particularly interested in securing prestige events, which boost author and book visibility and drive book buys. Drawing on our established relationships with event coordinators across the country—both for high-level conferences and in corporate settings at major organizations—we secured over 25 events in addition to coverage in key media outlets.

“The Cave Henricks team supported me as a first-time author to make my book launch a real success. They have the connections, industry knowledge, and influence within the business community to ensure authors have the platform they need. The team worked hard to secure comprehensive media coverage and events, which really made a difference. I really enjoyed working with Cave Henricks, and I could not have done it without them!”

Michelle King, former Director of Inclusion, Netflix; author of The Fix


The Innovation Stack

Building an Unbeatable Business One Crazy Idea at a Time

Jim McKelvey, Square cofounder


Media Highlights: The Wall Street Journal, Financial Times, The Economist, Inc., Business Insider, LinkedIn, Entrepreneur, Forbes, Fast Company, CNN Business, Harvard Business Review, Yahoo! Finance, MarketWatch, NPR’s “1A,” Bloomberg Radio (multiple times), Bloomberg TV’s “Bloomberg Technology,” and “Bloomberg Surveillance,” CNBC TV’s “The Exchange” (multiple times), Fox Business TV’s “Varney & Co.,” The Next Big Idea Club (curated by Adam Grant, Dan Pink, Susan Cain, and Malcolm Gladwell), top podcasts in the business space, including The James Altucher Show (multiple times), The Prof G Show with Scott Galloway, and numerous events at venues such as LIVE Talks LA, Politics & Prose, CNBC’s Technology Executive Council, Fortune’s Brainstorm Tech Conference, INBOUND, Columbia Business School, General Assembly, YPO, and others.

Overview: Square cofounder Jim McKelvey’s book launched the week the pandemic hit. Broadcast interviews were pushed as studios closed their doors, and the news cycle became completely dominated by coverage of the pandemic. We had to act quickly to adjust our messaging and find a road in for this important book in a world that had been turned upside down.

We went back to the drawing board on our in-depth media strategy and looked at the campaign through a new lens; of critical importance would be tying Jim’s insights to entrepreneurs and businesses operating in pandemic times—and looking to a post-pandemic world. We worked closely with Jim to think through this framing, suss out his advice on the topic, and seize every opportunity for him to weigh in.

“Cave Henricks is my solution for PR. They get me great connections every week and have been flexible and creative during the pandemic. I enthusiastically recommend the whole Cave Henricks team.”

Jim McKelvey, cofounder of Square; author of The Innovation Stack

Jack Straight From the Gut


Straight from the Gut

Jack Welch, Former Chairman and CEO of General Electric


Media Highlights: #1 on national bestseller lists, including the New York Times, Wall Street Journal, Publishers Weekly, and BusinessWeek lists, extensive feature coverage and reviews in national publications, including The New York Times, BusinessWeek, Harvard Business Review, Newsday, USA Today, and Financial Observer, interviews on NBC-TV’s “The Today Show,” C-SPAN, and a two-part interview for “The Charlie Rose Show,” as well as dozens of local radio, television, and newspapers across the country.

Overview: Despite launching on the morning of September 11, 2001, Jack became the ultimate business must-read of the decade. We worked with Jack and his team to navigate the shifting pieces of the campaign and find our footing in the wake of the national tragedy. We were able to secure significant top-tier coverage for the book, and organized a national media tour as Jack visited major business schools around the country. Today, there are over 1 million copies of the book in print.