*Albert Einstein, Time’s Man of the 20th Century, is still a big selling topic—evidenced by Walter Isaacson’s huge best-seller (600K Bookscan) among other books on all aspects of his life--his science, his religion (or lack), his time in Germany, his politics, his loves, his teaching, his time in the US, etc, etc.. Even books on more technical aspects of Einstein’s science do comparatively well.

*This book is the kind of history that touches on two areas Lyons does well with—related to the World Wars and an historical icon in Einstein.

*The rivalry aspect b/w the two scientists gives the book a compelling narrative framework; the story also explores history, religion, science, nationalism and military history in a narrative framework.

*Authors are scientists primarily, which gives them a unique angle to their approach. They can delve deeper into the science but also have the prose skills to make the story engaging for a general audience. Having one be American and two be German adds another interesting, nationalistic, layer to the authorship.

·Galley giveaway in Goodreads First Reads program to generate early consumer reviews
·Email marketing campaigns to history audience
·National media outreach, including advance readers copies for long-leads
·Target science and history pubs, as well as general interest (NYT, NPR, etc.)