Nadim Sadek · Mensch Publishing · Forbes Books
Shimmer,
don’t Shake
The book that told publishing the truth about AI, before AI told everyone else.
Published globally by Forbes Books. Translated into more than 10 languages.
The first book to map how Allied Intelligence could transform the publishing industry.
What this book argues
Three interlocking failures have defined the industry for decades. This book is about solving all three at once.
Authors who write brilliantly and remain invisible. Readers who want to read voraciously and cannot find what they need. Publishers who sit atop extraordinary catalogues and cannot unlock the value buried in them. These are not separate problems. They are the same problem, seen from three different vantage points.
Shimmer, don’t Shake makes a specific and grounded argument: that Allied Intelligence, applied with genuine understanding of how readers think and feel, can do what traditional marketing never could. The book begins not with technology but with psychology: the emotional register of a book, the mood of a reader, and what happens when those two things are brought into genuine alignment.
What you’ll find inside
What readers are saying
‘Makes an inspiring case that AI and publishing can evolve together in wondrous symbiosis. You get the sense he wants publishing professionals to feel hopeful about AI’s potential, not threatened.’
Brooke Dobson · Amazon USA‘Its use of System 1 and System 2 thinking as a lens for understanding human psychology is a central strength. AI does not replace creativity. When used intentionally, it enhances it.’
Samantha Lever · Amazon UK‘Critically important right now, for all of us in book publishing. Very clear, consumable and of a length that suits the content. Not a page wasted.’
Peter Soer · Amazon UK‘A must-read for anyone wanting to thrive in publishing’s next chapter. A well balanced exploration that left me feeling proud of the resilience and innovation that’s always existed within publishing.’
Sasha N. · Amazon UK‘A brilliant summary of AI and publishing’s convergence. A really refreshing reminder of how innovative and bold publishing has been and can be.’
James Mitchell · Amazon UK‘Smart, concise and lucid. A really helpful primer for those who operate within or adjacent to the Publishing industry. Fair and balanced.’
Mrs Henrietta R Jones · Amazon UK‘A brisk, non-alarmist read on how AI is a powerful collaborator in publishing. A refreshing change from typical alarmism. Truly a must read.’
Brittany Pinney · Amazon USA‘An insightful and comprehensive deep-dive. Nadim cuts through the noise with a conversational tone and good humour. Balanced but optimistic, an essential primer.’
Will · Amazon UKAbout the author
Nadim Sadek is Founder & CEO of Shimmr AI, delivering autonomous advertising for book sales. Working with over 200 publishers worldwide, including the Big 5 who’ve validated it as globally-scalable AI technology, Shimmr won AI Startup of the Year in London, Startup of the Year in Frankfurt, and Startup of the Year at Futurebook 2025.
A published author, Nadim wrote Shimmer, don’t Shake (Mensch, 2023) and Quiver, don’t Quake (Mensch, 2025, described by The New Publishing Standard as ‘the Most Important Book Publishing Professionals Will Read This Decade’). His forthcoming Tales from a Faraway Land comprises ten children’s books, published by Wonder House. He writes a monthly column for The Bookseller and delivers global AI thought-leadership talks. Two of his books have been translated into more than 10 languages.
Half-Irish and half-Egyptian, Nadim grew up around the world, living in Africa, Asia, Europe and the Caribbean. He trained as a psychologist at Trinity College Dublin, founded global market research firms (Sadek Wynberg Research, acquired by WPP), a whiskey, food and music business on an Irish island, and an AI brand-management platform. He manages Warner-signed artist Shaefri and presents motorcycle reviews on Boss Bikes Club.
Explore Nadim’s work, thinking, and forthcoming books →
Also by Nadim Sadek: Quiver, don’t Quake: How Creativity Can Embrace AI
The shimmer has always been there. The tools to reveal it, at last, are too.
Available in paperback, Kindle and audiobook.