Chicken Soup for the Soul: Origin, Rejection & Rule of Five

The ubiquitous Chicken Soup for the Soul series, a staple in waiting rooms and bookstores worldwide, originated from a simple observation by its co-creator, Jack Canfield. As a high school teacher, Canfield noticed that students were far more engaged by stories—whether about historical figures, personal anecdotes, or articles from magazines like Jet or Ebony—than by historical facts. This insight led him to incorporate storytelling into his workshops for teachers on self-esteem and motivation.

The Spark of an Idea

Canfield's workshops often featured inspiring stories. One day, after recounting a tale about a Girl Scout who sold an extraordinary 3,328 boxes of cookies in a single year, an attendee asked if the story was available in a book, noting her daughter needed to hear it. This question, repeated by approximately four people a day over two months, planted the seed for Chicken Soup for the Soul.

During a flight from Boston to Los Angeles, Canfield began listing all the stories he knew. He compiled about 70 stories, ranging from tales about dogs and Girl Scouts to personal experiences. Recognizing the potential for a book, he committed to writing two stories per week, aiming for a collection of over 100 stories within a year.

A Partnership Forged

About five or six stories into his writing process, Canfield had breakfast with Mark Victor Hansen, who would become his co-author. Hansen, a prominent figure in the human potential movement, suggested he help finish the book. Initially hesitant, Canfield, who had already written a significant portion, questioned the justification for a co-author. Hansen's persuasive arguments included:

• Shared Stories: Hansen claimed some of the stories Canfield was telling were originally his.
• Sales Acumen: Hansen asserted he was a superior salesperson and would be the "upfront voice person."

Canfield challenged Hansen to contribute 30 more stories, which Hansen successfully did. This collaboration proved to be a "marriage made in heaven," with Hansen excelling at promotion. Canfield recounted an instance at a B. Dalton bookstore signing where Hansen, seeing no attendees, walked through the mall loudly proclaiming the presence of "amazing authors" and "the best book in the world," drawing in about 40 people. Canfield, being shyer, admitted he couldn't have done that himself.

Overcoming Rejection and Proving the Concept

Despite the compelling content, the manuscript faced significant hurdles. It was rejected by 144 publishers over more than a year. Canfield noted that while many rejected ideas are genuinely bad, Chicken Soup for the Soul was different. He had rigorously tested the stories in his classes and workshops, consistently receiving positive feedback and requests for a book version. The stories were "signature stories"—tear-jerkers, inspirational anecdotes, and humorous tales that resonated deeply with audiences.

Canfield observed that the New York publishing world often seeks copies of existing successes, making it difficult for radically new concepts to gain traction. Chicken Soup for the Soul was unique because, unlike previous collections of short, fictional stories that failed to engage readers, these were categorized by universal human experiences such as love, overcoming obstacles, and grief. This thematic organization allowed readers to connect deeply with the content. Canfield and Hansen were so confident in their material that they were prepared to self-publish if necessary, though Canfield preferred to focus on speaking and writing rather than publishing.

The Breakthrough and the "Rule of Five"

The turning point came at the American Booksellers Association (ABA) convention. After days of rejections, a new employee from a publishing house finally agreed to read the manuscript. They loved it and offered to publish. When asked about projected sales, the publisher estimated 20,000 copies "if you're lucky." Canfield, however, boldly declared their goal was to sell 1.5 million copies in a year and a half. The employee laughed, but 18 months later, they had sold 1.3 million copies.

Achieving such massive sales required immense effort and a strategic approach. Canfield and Hansen adopted what they called the "rule of five," inspired by the author of The Road Less Traveled, who conducted five interviews a day for a year. They consulted with best-selling authors like John Gray (Men Are from Mars, Women Are from Venus) and Ken Blanchard (The One Minute Manager), who all advised maximizing interviews and public appearances.

Their "rule of five" involved:

• Daily Action: Inspired by a psychic's advice to take five "swipes" at a tree daily, they committed to consistent, targeted efforts.
• Post-It System: They bought a book on selling a million copies, extracted every idea, and put each on a Post-it note. Their office walls were covered with these notes, and daily, they would either perform an action five times or tackle five different actions.
• Broad Outreach: They called churches to offer talks, contacted military PXs to stock their book, and reached out to book distributors.
• Relentless Promotion: They gave talks at churches, signed books in parking lots, spoke at every possible conference, and did radio shows at all hours, including 2 AM, hoping to reach even a single listener who might spread the word.

The Impact of Success

Chicken Soup for the Soul was released in 1993, when Canfield was 49 years old. The book's success dramatically changed his life. Beyond the material benefits like a better house and car, the overwhelming affirmation from the world validated his passion and intuition. It confirmed that his work was needed and that he could make a living doing what he loved. Canfield referenced the Japanese concept of "ikigai," where passion, skill, societal need, and financial viability converge. For him, the success of Chicken Soup for the Soul was a profound confirmation that his purpose aligned with all four elements.