IBG 28 – Joanna Penn – From Corporate Job to Best Selling Author

When Joanna Penn was laid off from her job as a business consultant during the height of the financial crisis, she made the decision to never again let one company control all her income. Though she was able to secure another job in the same field relatively quickly, Joanna initiated a side hustle and self-published her first book, Career Change.

By 2011, Joanna was able to get rid of the golden handcuffs for good and pursue writing full-time. Today, she is a New York Times and USA Today bestselling author, writing thrillers under the name J.F. Penn. She also writes inspirational non-fiction for authors, and her website, TheCreativePenn.com, is regularly voted one of the top 10 sites for writers and self-publishers. Joanna is a professional speaker as well, and she was voted as one of The Guardian Top 100 Creative Professionals of 2013.

To date, Joanna has written 21 books and sold over 500,000 copies in 84 countries and five languages. She runs a small publishing company, Curl Up Press, with her husband in Bath, England. Today she shares the advantages of creating intellectual property assets to generate income long-term, the necessity of outsourcing to scale your business, and her introverted approach to book launch and promotion. Listen and learn how to generate multiple revenue streams and leave a legacy of your own!

In this episode you’ll learn…

  • How Joanna generates income via five diverse income streams.
  • Why she focuses on intellectual property assets to make money long-term.
  • How to outsource in order to grow.
  • How an introvert’s ability to enjoy hours and hours in her own head lends itself to writing.
  • Her introverted approach to book launch and promotion.
  • How to think of ‘extrovert’ as a verb.
  • Her hesitance to engage in phone conversations.
  • When she made the choice to never again let one company control all her income.
  • The necessity of self-care.
  • How she manages her daily schedule.
  • Her recommendations for writing software.

Other links and resources mentioned in this episode:





Career Change by Joanna Penn



Google Calendar



The Success Principles – 10th Anniversary Edition: How to Get from Where You Are to Where You Want to Be by Jack Canfield and Janet Switzer

The Successful Author Mindset by Joanna Penn

Joanna’s Books

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About the Author Sarah Santacroce

I’ve started this community because I saw introverts with successful online businesses all around me, and I thought it was time to let the world know that introverts have a magic touch when it comes to business, especially an online business. I also wanted to create a safe sanctuary for us introverts to hang out, and be ourselves, in our own gentle and quiet way. I hope you will join us on this journey.

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