Couple Quits Jobs After Self-Published Puzzle Book Becomes Bestseller
A husband and wife team turned their kitchen-table idea into a publishing phenomenon, leading to bidding wars and significant financial success.
Liz Blackwell and Kevin Fray, a former primary school teacher and software engineer respectively, have seen their self-published puzzle book, "The Killer Isn't Alice," become a runaway success, prompting them to leave their day jobs and enter into lucrative publishing deals.
The couple's journey began in November 2025 when Blackwell proposed creating a puzzle book where solvers identify a murderer from a long list of names using clues. Fray developed a program to generate the complex puzzle, and they spent about a month creating it. In February, they uploaded the book to Amazon's self-publishing platform under the pseudonym 'Iris Starling,' listing it for £12.99.
Initially, they expected minimal interest and did not promote the book online. However, within weeks, orders surged unexpectedly. Social media videos from early solvers praising the book's addictive nature went viral, leading to thousands of sales. By April, "Alice" had sold over 20,000 copies, with many solvers emailing the couple from around the world to share their progress and satisfaction.
The book's popularity also attracted counterfeiters. Fray and Blackwell reported instances of photocopied versions and copycat books with incorrect puzzles, which caused distress to unsuspecting buyers. This issue highlighted the challenges of self-publishing without a major brand backing.
Amidst the surge in sales and the emergence of counterfeits, the couple was approached by WME, a prominent U.S. talent agency representing figures like Michelle and Barack Obama. WME pitched "Alice" to publishers, resulting in a 16-way auction in the UK, where Penguin acquired the rights, and a 12-way auction in the U.S., won by Little Brown.
Blackwell noted the publishers' eagerness to impress them during the bidding process, a stark contrast to their initial apprehension about their home office setting. The financial outcomes of these deals, combined with Amazon sales, allowed Fray and Blackwell to quit their jobs. By March, Blackwell had resigned, followed by Fray in April. The book has sold nearly 300,000 copies, and the proceeds from sales and book deals have exceeded their expectations.
Despite their newfound wealth, the couple remains grounded, consulting a financial advisor and maintaining their previous living situation, with the exception of hiring a weekly cleaner. They emphasize their desire to remain creative and happy without letting the success fundamentally change them.
Officially published by Penguin, "Alice" quickly became a bestseller, remaining on the list for multiple weeks. It has achieved significant sales figures, competing with established authors on bestseller charts.
Fray and Blackwell are already working on a sequel, "The Killer Isn't Beth," scheduled for release in March 2027. Blackwell also has a wealth of further puzzle ideas. They continue to be surprised and delighted by the success of "Alice," cherishing moments like seeing a stranger pick up their book in a store, unaware of its creators standing nearby.