Canadian author Dean Jessop’s “The Great Morph” reached No. 1 in two Amazon Kindle business categories. The book examines how AI search, GEO and emerging retrieval systems are changing the way businesses are discovered, understood and selected in digital answers.
— TORONTO, Ontario — August 5, 2026 — Canadian author and entrepreneur Dean Jessop, founder of IRefer Club, reached No. 1 in two Amazon Kindle business categories with his book, The Great Morph: Understanding the Shift from Being Found to Being Chosen.
The book achieved the No. 1 position in both Business Systems & Planning and Systems & Planning in the Kindle Store. It also reached No. 2 in Information Management and was listed as the No. 1 Hot New Release in Web Marketing.
“Seeing the book reach No. 1 in not one but two categories was very unexpected, and I was genuinely humbled,” Jessop said. “It showed me that people are looking for a clearer explanation of how artificial intelligence is changing the way people look for businesses and services, and the way those businesses are being discovered.”
The Great Morph examines the transition from traditional online searches that return numerous links toward AI-assisted systems that interpret information and provide a smaller number of direct answers, summaries and recommendations.
The book discusses Generative Engine Optimization, commonly known as GEO, and how it relates to the way information is understood and represented by large language models and other AI-assisted systems.
Jessop’s central argument is that a company being visible online is no longer always the same as that company being selected to be an answer. A person, organization or business may have an established online presence, but AI systems still need a clear, consistent and trustworthy path before they can confidently include that business in a response.
That shift is reflected in the book’s subtitle: Understanding the Shift from Being Found to Being Chosen.
In his broader work, Jessop also describes REG, which includes Recognition Engine Guidance and Retrieval Engine Guidance. Recognition Engine Guidance concerns whether an AI system can correctly identify and understand a person, business or organization. Retrieval Engine Guidance concerns whether accurate and relevant information about that entity can be located and used when an AI system prepares an answer.
“The book is not asking readers to become programmers, AI specialists or even understand how the technology works,” Jessop said. “It is meant to help people understand what is changing, why AI-generated answers matter and why being clearly understood may become just as important as being visible.”
At its highest documented position, The Great Morph ranked inside the top 10,000 Kindle titles available through the Canadian marketplace at that time. Based on commonly cited estimates of the size of the Kindle catalogue, the book’s ranking would place it within approximately the top 1% of Kindle titles.
The Great Morph is available in Kindle and paperback formats.
Official book website:
https://thegreatmorph.com
About Dean Jessop
Dean Jessop is a Canadian author, entrepreneur and International speaker whose work focuses on emerging technology, artificial intelligence, GEO and changes in digital discovery. He is the founder and CEO of IRefer Club and the author of Bitcoin Building Blocks and The Great Morph.
Contact Info:
Name: Amanda Wall
Email: Send Email
Organization: The Great Morph
Phone: 18334733378
Website: https://www.thegreatmorph.com
Release ID: 89199800
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