Mel Rosenberg

Host Richard Lucas sits down with his close friend Mel Rosenberg—scientist, entrepreneur, inventor, TEDx organiser, professor, New Books Network host, and children's author—for a wide-ranging conversation on the entrepreneurial mindset, persistence, and finding fulfillment beyond financial success. Mel shares the remarkable story of how his first children's book, Emily Saw a Door, was published by Penguin Random House after decades of rejection of dozens of manuscripts, and reflects on his journey from microbiologist to TED-Ed animation author, to founder and host of the New Books Network's Children's Literature Channel.

The Entrepreneurial Mindset

• "Thinking between boxes": Mel's concept that true innovation comes from combining disparate ideas—not just thinking "inside" or "outside" the box, but finding unexpected connections between them.
• Persistence as stubbornness: Mel describes himself as a "stubborn scientist, stubborn entrepreneur, stubborn writer" who accumulated hundreds of rejections over his career but never gave up.
• Curiosity, doubt, and observation: A framework for innovation suggested by Dr. Alon Amit, in Mel’s case, rooted in questioning authority from a young age (e.g., refusing to write with his right hand in kindergarten, questioning why two Peter Pan books had different illustrations).

Redefining Success

• The 99.9% success rate: Mel's TEDx talk argues that since only ~0.1% of startups achieve major financial success, entrepreneurs should measure success by learning, growth, and enjoyment of the process rather than money alone.
• The "toothbrush test": Richard's framework for personal success—if you can look forward to your day while brushing your teeth in the morning and feel content with your day while brushing at night, you're succeeding regardless of societal metrics.
• TED-Ed vs. financial success: Mel notes that his TED-Ed animations (now viewed by 15 million people) earned him only $250 in Amazon gift cards, yet represent perhaps his greatest professional achievement—highlighting how social norms wrongly equate success only with wealth.

The Power of Listening & Hosting

• Interviewing as "tikkun": Mel describes his work with the New Books Network as a form of self-improvement and service—helping others find their voice while training himself to be a better listener after decades as a talkative professor.
• "Don't suck up all the oxygen": A lesson from Mel's mentor Yossi Vardi about leaving room for others to express themselves.
• The rule of one minute: Richard's technique for better conversations—self-regulating to speak no more than a minute at a time and empowering others to do the same.

The Emily Story

• After 50 years of aspiring to be a children's author, sending out dozens of manuscripts, and receiving hundreds upon hundreds of rejections, Mel's book Emily Saw a Door was published by Penguin Random House in 2025.
• The book—a story about inclusion and acceptance where a girl creates her own door after being rejected by others—resonated deeply in Israel (50,000 copies distributed to second graders, by Sifriat Pijama) before finding international success.
• Mel emphasizes the critical contributions of illustrator Orit Magia, and editor Annie Kelley, the editor from PRH who opened the door for Emily worldwide.

New Books Network & TED Connections

• Richard and Mel met at TED Global in Edinburgh, bonding over their shared passion for TED-Ed and entrepreneurship.
• Mel founded the Children's Literature Channel on the New Books Network, conducting 200+ interviews over five years with authors, illustrators, and publishers.
• They discuss how both TEDx and NBN provide "superpowers"—enabling ordinary people to access extraordinary networks and amplify important ideas.

Overcoming Fear

• Learning to bark: Mel's entrepreneurship teaching exercise (and first TEDx talk) based on Yossi Vardi's insight that the main barrier to success is fear of appearing ridiculous.
• Both speakers share stories of failure, rejection, and bankruptcy—arguing that admitting fallibility builds credibility and that resilience in the face of ridicule is essential for innovation.

Links & Resources:

TED-Ed Lessons by Richard Lucas

• Lessons from when Ray Kroc sees the first McDonald's
• Lessons in entrepreneurship from The Wolf of Wall Street
• A lesson in entrepreneurship from The Shawshank Redemption

TED-Ed Animations by Mel Rosenberg

• What causes bad breath? 
• What causes body odor? 
• What causes cavities?

Talks & Performances

• Mel Rosenberg: We Shall Overcome (Pandemic Version)
• How to be 99% successful in your new venture | Mel Rosenberg | TEDxKazimierzSalon
• Richard Lucas: To change the world, start with yourself
• Mark McKergow TEDxKazimierz talk on Host Leadership

Books & Publishing

• Emily saw a door
• Gaby Cabezut, The Seymour Agency — Mel's literary agent for children's literature
• Liza Royce Literary Agency — Originally sold Emily Saw a Door rights to Penguin Random House
• The King who wasn’t tall enough - Mel Rosenberg dedicated to RIchard Lucas

Organizations

• New Books Network
• Children’s Literature Channel on the New Books Network
• Ourboox — Mel's self-publishing platform
• CAMentrepreneurs

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