How The Elf on the Shelf Became an Empire (Ep. 11 with Chanda Bell)

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Episode Details

In a special holiday episode of The Joy of Leadership Podcast, Dr. James Taylor sits down with Chanda Bell, who co-authored The Elf on the Shelf book, which is the fourth-best selling children’s book of all time. She shares how her family turned a simple Christmas tradition into a worldwide phenomenon, the early struggles of self publishing the book, the future of The Lumistella Company, and how she incorporates faith into her company.

Episode Breakdown

• (0:00) Introduction
• (0:38) A look back to the inception of The Elf on the Shelf
• (4:14) The struggles of publishing the original book
• (7:58) Going all in on self publishing
• (9:35) Hot off the press - selling one copy at a time
• (12:18) Turning a book into a business
• (16:25) The first big breakthrough thanks to Jennifer Garner 
• (18:48) Living out the mission, vision, and purpose of The Lumistella Company
• (26:39) Building partnerships and looking to the future
• (35:12) Incorporating faith into her leadership role
• (40:47) How The Lumistella Company uses its platform to give back
• (45:46) How the Macy’s Thanksgiving Day Parade balloon came to be

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