How a Self-Published Book Became a Best-seller: CCA and B Chief Operating Officer Christa Pitts explains how "The Elf on the Shelf" went from a publishing-house reject to a multimillion-dollar success story.

By Heather Fletcher

Extra: How are you thriving despite those challenges?
Pitts: The biggest key to survival is focus. Don't try to be everything to everyone. Too many small publishers have a "throw anything out and see what sticks" mentality, which can be detrimental in building your base. It will eat your capital and damage your reputation. Know your target client, know your niche, and believe in what you are doing. The rest will take care of itself.