Jonathan Stanley promoted his book, “Purposeful Performance: The Secret Mix of Connecting, Leading, and Succeeding,” at a Barnes & Noble book signing where only 10 to 15 people engaged with him. However, a video posted to TikTok by a Pennsylvania-based mom, Taylor Dinelli, dramatically expanded his audience. Dinelli’s video, inspired by her four-year-old daughter Ella’s dream of becoming an author, showcased Stanley at his book signing and garnered over 70 million views. As a result, Stanley’s self-published book, released in August 2024, soared to No. 1 in Amazon’s Strategic Management section and No. 4 in the overall Business category.
Despite initial low engagement at the signing, Stanley remained undeterred and even posted on LinkedIn about the young girl’s courage to approach him. He was unaware that Dinelli’s video was going viral at the same time. Stanley expressed gratitude to the young girl and promised to be the first to buy her book when she publishes one.
In response to the unexpected surge of interest, Stanley started a TikTok account, amassing over 670,000 followers in two days. He’s received thousands of messages filled with encouragement, hope, and