Take a group of emerging writers, put them in a bar and watch the crowds roll in. “Whenever I would see a band in a bar, I’d be amazed that the place would be packed even if the band was terrible. So I started to think, what if we brought book writers and readers together in places other than bookstores. Of course, we didn’t invent this — Allen Ginsburg did this years ago in bars in New York. But we also wanted to take books to where the people are since they weren’t coming to bookstores. And we wanted to try to make writers of literature as cool as rock stars.”