Contents -- Acknowledgements -- Introduction -- Chapter 1 Finding the 'Right Reader' -- Chapter 2 'Just Like You': Fame, Narcissism and the Self-Fulfilling Prophesy of A Heartbreaking Work of Staggering Genius -- Chapter 3 Mistakes He Knew He Was Making -- Chapter 4 A Publisher's Progress: You Shall Know Our Velocity and the McSweeney's Publishing Model -- Chapter 5 The Optimist -- Notes -- Works Cited -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Y -- Z.