CEO School

Why Your Story Matters More Than Algorithms with Deepika Sandhu

January 12, 2026

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  • The value of a book lies in its impact and ability to create "soul sparks," not in the author's social media follower count, which traditional publishing often prioritizes. 
  • Hybrid publishing models, like Soul Sparks Press, offer an alternative to traditional publishing by focusing on impact over sales metrics and providing comprehensive author support without taking royalties. 
  • Writing a book, even with professional support like "angel writing," is a healing process that allows authors to re-examine their lives and uncover deeper truths beneath their initial intended story. 

Segments

Introduction and Guest Context
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(00:00:00)
  • Key Takeaway: Deepika Sandhu founded Soul Sparks Press to publish inspirational stories, challenging traditional publishing barriers.
  • Summary: Deepika Sandhu is the founder of Soul Sparks Press, a hybrid publishing house focused on inspirational stories. The host emphasizes that Sandhu’s mission is to ensure powerful stories are shared without requiring authors to have large social media followings. Soul Sparks Press is described as a fast-growing entity signing authors frequently.
Origin of Soul Sparks Press
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(00:03:09)
  • Key Takeaway: Soul Sparks Press originated after the success of Sandhu’s award-winning self-published book, ‘Hello Universe, It’s Me.’
  • Summary: Sandhu’s personal journey involved pursuing economics after feeling journalism was impractical, but writing remained a constant passion. Her book, written during a personal awakening at age 40, won six awards and opened many doors. The publishing house began when a friend, reality TV star Eric Bigger, asked her to co-write his book.
Author Story Worthiness
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(00:08:44)
  • Key Takeaway: An author’s follower count should never prevent them from writing and publishing a book because impact is more valuable than initial reach.
  • Summary: Traditional publishers create high barriers to entry, often requiring large social media followings for investment return. Sandhu prioritizes impact, aiming to create ‘soul sparks’ globally, regardless of an author’s current audience size. Her own self-published book, started with only 300 followers, led to significant opportunities like a TV show and book tours.
Publishing Model Comparison
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(00:17:23)
  • Key Takeaway: Hybrid publishers like Soul Sparks Press offer a middle ground, often foregoing royalties in exchange for authors paying for services, contrasting with traditional models that take royalties and offer limited marketing support.
  • Summary: There are three main publishing paths: self-publishing, traditional publishing (which involves rigorous selection, agents, and royalty sharing), and hybrid publishing. Soul Sparks Press operates as a hybrid model where they do not take royalties, allowing authors to retain the full benefit of their art’s success. Many authors with traditional deals seek hybrid publishers for superior marketing and launch support.
Writing Support and Ghostwriting
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(00:25:06)
  • Key Takeaway: First-time authors can successfully write books by treating writing as a muscle to be flexed, and professional support should be termed ‘angel writing’ rather than ‘ghost writing.’
  • Summary: Ninety percent of Soul Sparks Press authors are first-time writers who are coached to develop their writing skills. The process involves extracting the story, which often leads to deeper healing and the emergence of the true narrative. The term ‘angel writing’ is used for collaborators who interview the author to capture their authentic voice and story underneath the surface story.
AI in Book Creation
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(00:31:48)
  • Key Takeaway: AI should be used as a brainstorming tool, similar to spellcheck, but it cannot replace the authentic human truth required to create a soul-sparking book.
  • Summary: AI is expected to become integrated into the writing and publishing process, but it cannot capture the essence of authentic lived experiences. Using AI to write the entire book will result in an artificial feeling that lacks the necessary human connection. Human authors must provide their real words and insights for the book to resonate deeply.
Deepika Sandhu’s Unique Position
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(00:33:43)
  • Key Takeaway: Soul Sparks Press is one of the few South Asian-owned publishing houses in the US, exclusively focused on inspirational genres, and operates with an all-female team.
  • Summary: Deepika Sandhu proudly notes that Soul Sparks Press is a pioneering South Asian-owned publishing house in the inspirational genre space. The company is entirely female-led and claims to be the fastest-growing publishing house in North America currently. They are dedicated to helping authors leave a lasting legacy through their stories.