Everyone knows that New Yorker writer and Tipping Point author Malcolm Gladwell is an expert self-promoter. He's rolled out quite the campaign for his latest book, Outliers : webcasts, doing TV appearances on the CBS Evening News, CNN and the Colbert Report , speaking everywhere, etc. But we just saw a television ad for his book on MSNBC, which is unusual for nonficton—the only other TV ads for books we can think of are for potboiler novels, not books by "counterintuitive pop business theorists ." Remember, most authors are lucky to get the promotion budget for a five-city book tour at most —and forget about a fun release party. Click to watch one more reason to start creating "You the Brand"!