Ralph Zuranski: Hi, this is Ralph
Zuranski, and I’m on the phone with David Hancock. He is
a book publisher of business and self-help books. David,
how are you doing today?
David Hancock: Absolutely
incredible. How are you, Ralph?
Ralph Zuranski: Good. What is the
name of your company, and what exactly is it that you
do?
David Hancock: It’s Morgan James
Publishing. We are actually a traditional book
publisher. We take that spoken word, wrap it up into a
book format, and then get it out there to the world,
whether it’s to gain credibility in their market or just
to get what they have to say out there. We try to work
with them to get it done.
Ralph Zuranski: You’re one of the
publishers where you don’t have to put up $20,000 to
have a million copies made. You basically print one at a
time or however many quantities the person needs, and
the price is the same. Is that true?
David Hancock: That’s right. Our
market is basically that we make money when we sell
books to the consumer out there at the bookstores. When
we get passionate about a certain book or a title, we’ll
do it one at a time if we need to. We’ll do it in mass
quantities if we need to. We accommodate the market, but
it doesn’t affect the author in any way, which is really
unique right now.
Ralph Zuranski: One of the things
with publishers is a lot of times they publish the book,
but they don’t do any marketing. Do you do marketing
with the titles that you publish?
David Hancock: Yes, we sure do. We
have to because that’s actually how we survive, by the
book sales. When I say book sales, we don’t try to sell
the authors as many copies of their books as they
physically can afford. We try to sell the copies of
their books to the people who really need to get it in
their hands, so we have to.
David Hancock: I know there are
some publishers out there who would do marketing but not
publishing, and publishing but not marketing. I think we
have a good mix of them both. We’ll consider publishing
it. We’ll get it just right, and we’ll get it out there
to the world.
Ralph Zuranski: Is it true that
when you sell books to Barnes and Noble and some of the
other big companies that if they don’t sell the books,
they can just return them and get a refund?
David Hancock: That’s right. Again,
that’s kind of unique for a small publisher. But, it was
just a decision that we made and what we needed to do.
We put faith in our books, and if the consumer doesn’t
like it, we don’t want them to keep it. So, that’s true
and it’s important to us to stay that way.
Ralph Zuranski: That’s really
great. I know the first time I ever heard you speak was
at Ray Perry’s Entrepreneur Days Seminar down in Dallas.
I was really impressed with the things you had to say
and just how important it is for people to gain
credibility with having their own book about what their
particular topic is. How important is that to have their
own book?
David Hancock: I think it’s very
important. In fact, how I got into the publishing
business is I was a long-term mortgage banker forever,
and I plateaued. I had gotten to a point where my
income, my business and everything was just staying
level, but I was ambitious enough to know that I needed
to be a little bit more.
David Hancock: So, I started to go
to all the seminars. I went to everything I could to
learn how I could become that celebrity in the market,
how I could become better at what I’m doing. One of the
things I learned was I needed to establish myself as an
expert in my field. I needed to have credibility. I
could go around all day long patting myself on the back
saying, “I’m wonderful, I’m wonderful. Do business with
me.”
David Hancock: But, the fact of
having someone else say that I was wonderful stuck with
me. Somebody told me I need to write a book, get it
published and then I would have that third party
validation of someone else saying that I was wonderful.
It turned out writing the book was the easy part.
Getting it published was an absolute beast, but we can
talk about that later. It was horrible.
David Hancock: Once I did get it
published and out there, I used it as a business card,
and it doubled my income. It literally doubled my income
that same year. The only thing I did differently was to
establish to the public that I was an expert in the
field. At first, it may have all been perception, but it
became reality.
David Hancock: So, I took that
concept of publishing being horrible and wanting to
change that, and the fact that it made such a difference
in my life. It’s one of the things that I love to get
involved in and I really promote professionals to help
them get the exact same thing I did. It was something so
simple, when you took out the horrible experience, and
it worked so well.
Ralph Zuranski: When I heard you
speak, I knew you had a high level of integrity and that
you produced quality service for a lot of people who
needed help in publishing their books. So, I wanted to
do the Heroes interview with you. The
first question I want to ask you, David, is what is your
definition of heroism?
David Hancock: I think it’s
probably big, it’s huge. It’s more than just having
courage, being brave, or saving someone’s life. I think
it’s having enough courage to do something that most
won’t. In fact, you’re not just saving someone’s life,
but making a difference in someone’s life, whereas that
can actually be what saves them. So, it’s not physically
having to save their lives from a bullet, but actually
saving their life by giving them an opportunity to do
more with their lives.
Ralph Zuranski: Did you ever create
a secret hero in your mind that helped you deal with
life’s difficulties?
David Hancock: No, not really. I’ve
always looked to God for strength and guidance no matter
what I did, even when things got rough. But, it would
probably just have to be God and my parents, of course.
Ralph Zuranski: What is your
perspective on goodness, ethics and moral behavior? I
know you’ve been to a lot of the conferences, as have I.
You see a lot of people up there pitching products that
really aren’t worth the money they’re asking. What is
your perspective on goodness, ethics and moral behavior?
David Hancock: I actually really
believe it’s essential in my success. It’s not something
that I sit around and think about all day long, because
it just comes naturally for me. I have to do and treat
others the same way that I would want to be treated.
This is reflected in all my decisions, not just my
personal life, but my business life, which, of course,
is often intertwined because Morgan James Publishing is
actually named after my kids. But, it’s just who I am.
David Hancock: I have always just
wanted to be treated a certain way, and I always expect
that I would treat other people in the same way. So,
it’s very, very important whether it’s financial, good
or bad, ethics or morals. I have to treat them the way I
would be expected to be treated.
Ralph Zuranski: David, what are
your principles you’re willing to sacrifice your life
for?
David Hancock: Have you got time
for all that?
Ralph Zuranski: Sure, as long as
you want.
David Hancock: I guess if I would
have to name one or two it would have to be, obviously,
freedom of religion and speech. They’d have to be on the
top. You’ve got to be able to feel strong with what you
believe enough to tell everybody and get the word out,
but also have the belief to back it.
Ralph Zuranski: That’s so true.
When was the first point in your life and how did you
change you life after you won a victory over all
obstacles?
David Hancock: It would probably
have to be when I was in my early 20’s. I had just
gotten married, literally two months earlier, and I had
a crippling back injury. Two and a half years of pain
and surgery, being in a body cast, and the fact that I
couldn’t even support my new bride any longer was
really, really tough. I had just gotten married, I was
21 years old, and I had a lot of pride at that point.
Not being able to support the family and not being able
to get off the couch was tough.
David Hancock: But, I just
literally had to put my faith in God and move on. It
made me change my careers. It ended up bringing me into
the publishing business. When I look back on it, it
probably was the best thing that ever happened to me.
Ralph Zuranski: That is amazing,
turning lemons into lemonade. Do you have a dream or
vision that sets the course of your life?
David Hancock: Oh, sure. I think we
all do whether we know it or not. Mine is just to live
right and try to help others. I try to live by example.
I’ve been taught that way and it has just stuck with me.
Ralph Zuranski: Do you take a
positive view of the setbacks, misfortunes and mistakes?
David Hancock: Absolutely. I am
hopeful that God guides my footsteps, so even the
setbacks and mistakes happen for a reason. The things I
learn from them make me better in what I do and when I
get through it. It’s not that I actually like to get
those mistakes, but they happen.
Ralph Zuranski: Are you an
optimist?
David Hancock: Of course! No matter
what situation I’m in, I’m still doing absolutely
incredible. I think I may have said that when you asked
me how I was doing, but most people don’t really care
how I’m doing. But, if I started saying, “Well, I’m
horrible. I think things are going to be terrible. I
think the world’s going to end tomorrow,” all that does
is just bring negativity. So, I’m always optimistic; I’m
always positive. I’m always happy. I’m always the same
way. It helps me, and I think it’s important that if I
stay that way, others start to feel the same way. It’s
contagious.
Ralph Zuranski: Do you feel that it
takes courage to pursue new ideas?
David Hancock: Oh, absolutely. In
fact, I try to do it every day. You really have to do it
every day. Otherwise, you just get stagnant and stale.
Ralph Zuranski: Many people when
they change their lives and go into pursuit of their
dreams, it brings a lot of discomfort because people in
their lives don’t really want them to change. Do you
think it’s important for people to realize that if they
do change themselves for the better that a lot of people
are going to give them a difficult time because they
don’t want to change?
David Hancock: Yes, it’s true.
That’s the same factor of people just getting into a
comfort zone and not being willing to step out of it,
whether it’s to make themselves better or try to help
others get better. I don’t seek out discomfort and I
don’t always try to say, “Hey, you’re going to be really
uncomfortable if you step out and do it.” But, I
encourage it; I think it’s very important.
Ralph Zuranski: How important is it
to believe in your dreams so they’ll become reality?
David Hancock: I believe it’s very
important. I live by it. I just read Matthew 7. I’ve
always thought if you ask you shall receive, which is
the way I look at the dreams, hopes and ideas.
Ralph Zuranski: That’s so true.
Everybody experiences doubts and fears – fears of
success, fears of failure, fears of injury, fears of
rejection. How do you overcome your doubts and fears?
David Hancock: Well, I just don’t
have them. Actually, I do, but I try not to dwell on
them. If I have a doubt, I just set it aside. If I don’t
dwell on it, it goes away.
Ralph Zuranski: Is there anybody
other than God that gives you the willpower to change
things in your life for the better?
David Hancock: Yes, it would have
to probably be my kids, my wife and my parents. They’ve
always encouraged me. I’ve always seen them. They give
me many, many reasons to live and do well.
Ralph Zuranski: Do you think that
it’s important to forgive those who upset, offend and
oppose you?
David Hancock: I absolutely do.
It’s very difficult to offend me or get me upset, but I
do. I can’t expect others to forgive me if I can’t
forgive them.
Ralph Zuranski: In business a lot
of times, there are situations that arise where somebody
screws you over, and it’s easy to forgive them a lot of
times for what they did. But, there’s a certain amount
of accountability as far as calling people to task for
what they’ve done. Do you feel that it’s important to
hold people accountable for the wrong things they do?
David Hancock: I do. It’s always
tough to talk about, but being raised in a small
Christian school and having a small family to grow up
in, I’ve always been held accountable for my faults.
It’s part of who I am and what I teach my kids. But, it
also is a part of the business world. We all take
actions and for every action there is a reaction. So, I
do think it’s important that if accountability needs to
be placed, we need to stand up and take credit for it.
Ralph Zuranski: Do you experience
service to others as a joy?
David Hancock: Oh, yes! I
absolutely love helping others. I really, really enjoy
it. The more I help the better I feel. That might be a
cliché, but the truth is I really get a lot of
satisfaction out of helping others.
Ralph Zuranski: What price has the
power of prayer had on your life?
David Hancock: I guess it’s
difficult to answer because I wouldn’t consider it
having a price. It’s just always there. It’s a part of
who I am. It just is there, so I would assume it’s the
largest price – it’s me.
Ralph Zuranski: How important is it
to maintain a sense of humor in the face of serious
problems?
David Hancock: I have to have it.
Humor is just built in for me. It helps me get through.
I once spoke to a group a little bit larger than I had
spoken to before. I was very, very intimidated. I was
unsure of the audience. The topic I was roughly familiar
with, but I was scared to death. When I was done, people
actually came up to me and told me how good it was and
how funny it was. Imagine my surprise, because I wasn’t
trying to be anything but alive at the time. So,
evidently it’s very important.
Ralph Zuranski: Who are the heroes
in your life?
David Hancock: It’s hard to put a
name to anything, but they’d probably have to be my
parents, my bride and my kids because they put up with
me. But, if I wanted to split it out a little bit more
than that, it would have to be others who strive to do
and live right, because I get a lot of encouragement and
power for what I do by seeing others living their lives
right, running their businesses right, and doing their
things right.
David Hancock: I think it takes a
lot of courage to share it with the world. So, those
would be the heroes for me.
Ralph Zuranski: Why are heroes so
important in the lives of young people?
David Hancock: Young people are so
impressionable. Even as my kids grow up and my brothers’
and sisters’ kids grow up, I see they’re always looking
to someone else. They’re looking for something else.
They’re looking for something in someone else. If they
can relate to somebody, trust somebody and emulate
somebody to develop their own selves, I think it’s very
important.
David Hancock: They do it whether
they’re trying to or not. That’s a part of human nature.
If we can give them somebody to point to or who can make
a difference in their lives, I think it’s very, very
important.
Ralph Zuranski: Who do you think
are the heroes today who are not getting the recognition
they deserve?
David Hancock: That one we would
probably have to skip because I hadn’t gotten to that
one yet. I don’t know.
Ralph Zuranski: How do people
become heroes?
David Hancock: I don’t think it’s
something you can just do. I think it’s something you
must be or try to be. You can be a hero by living right,
stepping out and making a difference to those that need
to be made. Again, whether it’s saving someone’s life
physically or otherwise, it’s making a difference in
someone’s life. It’s getting out of your comfort zone to
help somebody. That’s how you become a hero. I think if
you step out, do something you know is right, and do
things that others are afraid to do, inevitably I think
you can become a hero.
Ralph Zuranski: A lot of the heroes
I’ve interviewed so far feel that entrepreneurs are the
true heroes of society because they create jobs,
overcome their fears and try new things, and they work
hard to provide a degree of excellence that ultimately
rewards them financially when their service matches the
needs of the clients they serve. How does it feel to be
recognized as an internet hero?
David Hancock: I tell you that I’m
absolutely honored. I’m humbled, grateful and
appreciative. I hope if you ever tell anybody about
this… It’s truly a humbling and honoring experience. I
was surprised and amazed that you had even considered
me, so it’s exciting. I’m very proud to be here.
Ralph Zuranski: How are you working
to make the world a better place?
David Hancock: There are a lot of
things I like to do, from even doing some youth missions
as a kid. I’ve always tried to do things for others.
I’ve always tried to worry about more things than just
me or my family. Some of the things I like to do and
some things that we as a company are trying to do is
work with organizations like Habitat for Humanity.
David Hancock: Right now, a piece
of every one of our books gets donated to the Habitat
for Humanity Peninsula. We’re a building partner. So,
with everything we do, we try to improve the lives of
others. It’s something small, but it certainly can make
a difference.
David Hancock: We also like to
throw out different ways we might help to create jobs in
disadvantaged areas. Those things are important to me,
because someone had ultimately given me an opportunity
to get into a line of work that I didn’t have any
experience getting into at the time. So, I’ve always had
that stick with me.
David Hancock: If I can go out and
make a difference in someone’s life, help them get a
decent home to live in or give them a job in an area
where nobody has any jobs, that’s incredibly rewarding.
That’s something I’m striving in doing right now.
Ralph Zuranski: Do you have any
good solutions to the problems facing society today,
especially racism, spousal abuse and violence among
young people?
David Hancock: I think the violence
among young people is getting elevated way too much.
Again, I’m all for free speech and expression, but
there’s a point when our children need not see things
and need not be exposed to things. They just need to see
love and they need to be loved. As far as racism, it
just makes me mad. God created us all equal, and again,
it’s where you are, who you are and how you were brought
up.
David Hancock: But, oftentimes,
it’s a decision you make in your mind to not make it an
issue. I think you have to make the decision – it’s just
not an issue. As far as the spousal abuse, I’m still
married to my first wife and probably will always be
married to my first wife because I’ll only have one
wife. I love her dearly and she’s a part of my life. I
hope others who may be struggling in their relationships
can see that it can be done and to avoid that hate and
anger that can build up amongst spouses.
Ralph Zuranski: If you had three
wishes for your life and the world that would come true
instantly, what would they be?
David Hancock: I hate to do the
beauty pageant things – world hunger and all that kind
of stuff. If I had an opportunity to just do more of
what I enjoy, I’d like to have enough cash to eliminate
some issues. Build more houses for those who don’t have
the money to live in decent housing. I’d like to be able
to get food to the areas that don’t have them, or help
people in situations to help them realize they may have
been in this situation because of their activities or
their actions. It’s part of that case and effect.
I think that’s two of them and I can’t think of
a third.
Ralph Zuranski: What do you think
about the In Search of Heroes program and its impact on
youth, parents and business people?
David Hancock: I think it’s
incredible. I think the fact that the In Search of
Heroes program reaches beyond just a targeted niche of
this one group over another, I think it’s going to be
huge. It’s something I think the parents can share with
their kids. It’s something business people can share
with their employees. I think it’s something the youth
can share among each other.
David Hancock: I think it’s
incredible. I’m very, very excited about it and have
been. Again, I’m honored to even be a part of it.
Ralph Zuranski: What are the things
parents can do that will help their children realize
they too can be heroes and make a positive impact on the
lives of others?
David Hancock: I really think if we
as parents just spend more time with our kids teaching
them the fact that our actions have consequences, and
that if we try to treat others with respect, and we can
try to be someone, we can become heroes.
Ralph Zuranski: That’s so true.
David, I really appreciate your time. I know how busy
you are. Once I get ready to publish the In Search of
Heroes book, I definitely want you to publish it. I
wanted to see if you have any parting advice for young
people listening to this interview.
David Hancock: I do. I’d like for
the young people who are listening to this interview to
know that no matter what situation they’re in, they have
a choice to accept it or not. No matter how bad things
might be getting, I think you have an opportunity to
step out and make it better. It can be tough. Grab a
friend, grab someone who’s a hero close to you, and just
move on.
Ralph Zuranski: That’s really good
advice. Again, I really appreciate your time and your
wisdom that you’ve shared with us today.
David Hancock: I appreciate the
opportunity, Ralph. I’ve really enjoyed it.
Ralph Zuranski: Thanks again,
David.
