From Flat to Three-Dimensional – Building a Ladder to Heaven through Reading

採訪／吳信惠、林敏雯 整理／林敏雯

供圖／天恩出版

Exclusive interview with Huai Chen Ting, President of Grace Publishing House

Once the core is solid, then talk about innovation.   

KRC: Grace Publishing was established in 1985, and by 2025, it will have been around for 40 years. Given the changes in the broader environment, have the original intentions and principles been adjusted over time? What are the guiding principles that have been upheld?

Ting: During a Taipei International Book Exhibition, a statement made by Chao Cheng-Min, the chairman of Times Publishing, left a deep impression on me.

He said, "Everyone knows that print publishing needs to transform. Times Publishing has tried various approaches in the past few years, including YouTube, podcasts, and even animation. But we can only do publishing. It's not that we can't do other things, but the results haven't been good, so we should just focus on publishing."

Since taking over Grace Publishing in 2017, my colleagues and I have also considered adjustments and innovations, aiming to push print publishing toward multimedia; we have tried YouTube and podcasts. However, something a startup entrepreneur said made me rethink what "pivot" innovation truly means. He said, just like drawing a circle with a compass, you need to have a fixed point first, then extend the other leg. Whether drawing a large or small circle, the other leg must always be fixed. In innovation and breakthroughs, the fixed point represents the core of the business or organization.

I thought: As a publisher, what is the core of Grace Publishing? Isn’t it original content? That is where resources should be invested. Once the core is stable, then extend the other leg and consider where to go next and how far to reach. When resources are limited, it’s essential to first focus on building a strong brand, so that when readers see "Grace," they have confidence in the content and quality.

As for multimedia, we currently do not have enough resources to continuously update it. I think that if we want to invest more in the future, why not leave it to a professional team for production and promotion? The Grace Publishing team can focus on words, conveying core values through clear and concise language that is more acceptable to modern readers. This is the area where I need to concentrate my efforts. The mediums used for promotion, whether multimedia or images, will be built upon the solid foundation of written content, expanding upwards and outwards.

I realized that regardless of the medium used, the focus is not on exposure, but on the "key moment"—when readers encounter "Grace", will they feel inspired to break through and make a change?

I continued to think: If content is the core, what values does Grace want to convey? I summarized three key areas: personal growth, intimate relationships, and deep faith. Personal growth is like *how-to* books, grounded in faith and driven by it. Intimate relationships are not limited to human connections but also include our relationship with God. Deep faith encompasses prayer, Bible interpretation, listening to God, prophetic words, healing, deliverance, and so on, expanding the breadth and depth of spiritual life. These three areas often overlap. For example, experiencing God's comfort and the restoration of life is about building intimate relationships with both people and God through deep faith.

With these three key areas, there is a clear basis for selecting content.

Having a good book is important, but a good market is also essential.  

KRC: In the age of online communities, people's reading habits have changed. Is there still a market for books?

Ting: Have you heard of "dopamine addiction"? It's when the body continuously and excessively secretes dopamine, often called the "happiness hormone," leading to addictive behavior. Activities like exercise, enjoying a view, or experiencing love can trigger dopamine release, but not frequently. Drugs can produce a rapid and large amount of dopamine, creating a sense of pleasure, but this is illegal. Recent research in neuroscience has found that browsing social media or watching short videos on your phone also triggers dopamine secretion. Although the amount is small, it's continuous. Over time, it can become the "drug" of addiction.

I believe reading could be a great way to "detox." By replacing phone use with reading, we distance ourselves from the "source of poison" and experience pleasure in a slower, more meaningful way.

The strength of multimedia communication lies in its efficiency. However, the information presented through text actually has a higher density and value, with stronger absorption and a greater ability to stimulate thought compared to multimedia. When digesting content, whether it's logical thinking or critical thinking, it provides more opportunities for exercise and development.

I often think about the impact of AI on publishing. I believe it can be a great tool, but it requires a clear understanding and careful use. When the steam engine and cars were introduced, how many people protested with strikes? Instead of resisting, why not learn to use them and have AI serve humanity? Rather than worrying about what AI can replace, why not focus on what humans have that AI cannot do? Instead of retreating because of AI’s rapid changes, why not focus on what remains unchanging?

Here are the needs I have observed that will not change: interpersonal communication and exchange; the ability to critique, think, and solve problems; leadership; and empathy. People need to interact with others, with things, and with God. So why not use reading as a medium to interact with the author's knowledge, experience, and values? Reading is like a conversation, where the process stimulates the brain to break through and adjust. The insights and emotions triggered from this interaction can then extend to influence how we interact with others and with God.

However, it's not just the content that moves people. A book is a complete product, and along with solid content, it requires intentional design, layout, and printing to ensure that the reader's visual and tactile experience is comfortable, allowing them to receive the text without any burden.

There are already translation tools, and perhaps soon there will be tools for proofreading and design. Does technology always do things better than humans? Does that mean we no longer need text and art editors? I believe technology needs humans to operate it. I often remind my team: We need to ensure that our readers feel the care and effort we put into our work.

KRC: So, how can we let readers know about the great content from Grace Publishing?

Ting: Simply relying on cover design is not enough. One of our approaches is to use a staircase model — breaking down the entire book's content into smaller steps and sharing them on platforms like Instagram, Facebook, and Threads to spark readers' interest and willingness to read and buy the book.

In the beginning, the steps involved simply cutting the text of the book into segments, pairing them with beautiful images, thinking that would be enough. However, since it's a staircase, the reader needs to feel a solid footing as they climb. Now, the content of each step is something my colleagues read, transformed by their own emotions, and then conveyed to the readers through words.

Readers need to read carefully, probably spending about a minute. But with valuable content, even just a minute is a precious moment of connection with the reader. I believe that by steadily building a strong foundation and ensuring consistent quality, readers will be willing to keep climbing.

其實不一定要讀完整本書才有收穫，常常讀完了一小段就有感動，就需要思考。我和天恩團隊的目標，是讓人覺得閱讀有價值。

As for the email newsletter (EDM), the content is longer, and readers will likely need five to ten minutes to finish reading. The content will focus on a specific theme and also include other related books, similar to a condensed newsletter or magazine, but still presented in a light, easy-to-read manner.

天恩的YouTube頻道(https://www.youtube.com/@天恩出版On the YouTube channel of Grace Publishing, by the end of 2024, 120 videos had already been uploaded. The main purpose of hosting "President Unboxes" is to share the essence of Grace Publishing’s books with more people, even offering a glimpse into our internal operations. Creating videos with good quality, rather than just simple "advertisements," actually takes a lot of time and effort. The marketing team leader at Grace Publishing, who previously worked in the advertising industry, often gives great advice and has provided me with much inspiration. I look forward to having more manpower involved in the future.

In the future, I hope to adjust the overall brand image, including making the website and book designs more lively, so that when readers go to bookstores, they can instantly recognize Grace Publishing’s works.

I sincerely hope that readers will think of Grace Publishing's books at every key moment, and that Grace Publishing's books will be there to help readers at those crucial times.

The team has discussed how to make book clubs a helpful tool in promoting Grace Publishing’s books. When publishing books, we could include discussion and reflection questions at the end of each chapter, such as those in *Kingdom* magazine editor-in-chief Rev. Andrew Su's past publication "True Love, True Home: Family is Heaven", as well as Coach Jacky Chen's series of articles published in the KRC Magazine, and the 2024 release "Finding Your Leadership". For suitable books, we could even create a book club guidebook.

Grace Publishing could also regularly host online book clubs or collaborate with groups already leading book clubs to recommend reading lists, such as the parent book club led by KRC advisory board member Elder Fred Lin and Coach Jacky Chen.

Through print media, one can also glimpse the vastness of God's kingdom.

KRC: In such a broad environment, what are your expectations for Grace Publishing, both for yourself and your colleagues?

Ting: Publishing is a slow-growing industry. It takes at least three months to produce a book, and feedback doesn’t come until at least three months, or even six months later. So, rather than chasing current trends, I believe publishing should focus on the unchanging values. In this ever-changing and rapidly evolving era, there’s a saying that helps us keep our focus: "keep changing, focus mission". The Bible says we should be transformed by the renewing of our minds, and the Holy Spirit helps us understand the truth, guiding us to adjust our thoughts, attitudes, and actions. This means focusing on the unchanging mission and truth amidst change.

Some people feel they can't keep up with the constantly evolving technology and give up before even starting. The truth is, it’s okay to be on a different pace as long as you begin. It’s like reading the same book—some people finish it in half a day, while others might take several weeks. Those who read quickly can wait for those who read more slowly. Not everyone needs to be on the same page at every moment.

As a publisher, Grace Publishing doesn't need to compete with others in speed. We change when necessary, but always remain faithful to our original mission.

The impact of books on people can certainly be both quick and slow. It's like communication between generations, where it often seems there’s a "gap in understanding." In reality, it's not necessarily a lack of understanding—just a difference in pace. Rather than arguing in the moment, it’s better to wait. After a few days or weeks, the other person will understand, accept it, and the relationship will remain intact.

The publishing industry is different from fields like technology or finance, where solutions to problems can be provided immediately. In a society where information is abundant, sometimes even overwhelming, it can be difficult for people to distinguish between what is true and what is false, with some even accepting falsehoods as truth. My team and I aim to build a brand that ensures credibility in both the stability of faith and the authenticity of content.

Grace Publishing has four aspects. The first is facing the readers, dedicated to creating content that helps them grow and transform, with spiritual and faith-based values.

The second aspect is facing the church, becoming a bridge that connects denominations. Grace Publishing is free from denominational constraints, so the books we publish cover everything from Pentecostalism to the gospel, as long as they can help readers experience life change and growth.

Next is facing other publishers, working together to establish a literary association that nurtures writers, fosters the exchange of resources, and promotes beautiful collaboration.

The fourth aspect is each team member facing themselves, reflecting on whether they are using their gifts and talents in the most effective way to glorify God. I believe that as long as we pursue things of value, God will personally bless us.

KRC: How would you encourage readers to start and continue reading?

Ting: It is undeniable that modern reading habits have changed, and it's not easy to quietly read through a whole book. I think the KRC Magazine may face a similar challenge: how to encourage readers to engage their brains and read these in-depth contents?

From the time my father founded Grace Publishing, and then I took over the management, growing up surrounded by books, I have deeply felt that reading is the best way for personal growth. Every time I read, it's like having a conversation with a wise person. What the author conveys is years of accumulated knowledge, even a lifetime of learning; what the reader receives in a few hours is the beauty of a person's life.

It is this passion that drives me and my team to be dedicated to publishing books that will have a meaningful impact on people's lives.

It’s not just because I’m the president of a publishing house that I advocate for the benefits of reading. The book "Peak: Secrets from the New Science of Expertise" (by Anders Ericsson and Robert Pool), published in 2017, opened my eyes.

In the past, people believed that talent was predetermined and that brain development stopped once it reached a certain point. This book, based on findings from neuroscience, argues that abilities can be trained. By providing the brain with specific stimuli (deliberate practice), neurons can extend their connections and form new neural pathways.

閱讀書籍的多元內容，就相當於刺激大腦：讀了關於人際溝通的書，讓一些神經元長出來；讀了信仰成長的書，讓另一些神經元長出來。當這些神經元彼此觸碰、連結，就是所謂的觸類旁通。許多有成就的人會提到，閱讀、寫作給了他們很大的幫助。閱讀是資訊的輸入；寫作是思想的輸出。在這一進一出之間，鍛鍊了人的邏輯、整理、創意、表達、感同身受……等等的能力。

When God created humanity, He gave us creativity and empathy. Aren’t these exactly what the current generation needs the most? Isn’t this the biggest difference between us and AI?

When many people in the text industry worry about being replaced by AI, what comes to my mind is that AI actually highlights the importance of words. Isn’t AI learning through words? Shouldn’t we, instead of just learning how to use AI, focus on using reading to grow personally and mastering this tool?

Returning to what was mentioned earlier— "keep changing, focus mission". I need to have the mindset of "keep changing", continually trying and evolving, because I know that God has a beautiful plan for this generation, and words certainly play a crucial role and hold an important place in it.

However, change is not just about making the printed books look good or ensuring many people see them. Another key focus is the mission: Do we have content that is good enough to benefit people, helping them to know God better and draw closer to Him?

AI and leadership coach Jacky Chen, who is familiar to the KRC readers, often says: "Use AI for Good; Use AI for God." I think the same can be said for publishing books: "Use words for good; Use words to glorify God."

My father's entrepreneurship was not just about establishing a publishing house, but about being called by God to make words "the hub through which God expands His kingdom." What I have taken on is not just a well-established business, but the vision of "building a ladder to God through reading."

Grace Publishing has not produced any large sets of books, but my team and I pour our hearts into publishing one great book after another, hoping to become the "lifelong reading stools" for our readers. A book is a flat medium, but once you open it, you are exposed to a multi-dimensional world. The stool may be small, but once you open the book, you see the vast kingdom of God.

Interviewee

Huai Chen Ting, President of Grace Publishing, is a publishing professional and tech enthusiast who loves reading. He enjoys learning but tends to get bored with the old and seeks the new. Although he has low sensitivity, he is an earnest learner in relationship development. He graduated from the Materials Science Institute at National Chiao Tung University (NCTU) and has worked as an engineer at Qualcomm and TSMC.