Former Army Ranger and cult figure Mat Best just released his book, “Thank You For My Service,” and celebrated the launch with one of his iconic viral videos.
Best’s viral social media content has amassed a cult following with more than 1.6 million people on Facebook; 1 million followers on YouTube; and more than 736,000 followers on Instagram. He also founded several companies, made a full-length movie and serves as Vice President of veteran-owned Black Rifle Coffee Company in addition to other business ventures.
In the video, Best advises his new book is “not your typical military book” while explaining its contents in his signature comedic style video. Watch it below:
“It was a very rewarding experience because I’ve had the ability and opportunity to share a little more of my story and go a little more in-depth than you can just from the internet,” Best told American Military News of his experience writing the book – a three year process that included a 17-month Department of Defense review.
Best is a former Army Ranger with five deployments to Iraq and Afghanistan. He later served overseas as a CIA contractor before delving into business and social media.
The book spotlights his military career and also delves into his transition to civilian life.
“I really wanted to write this and share about my military experience and make people laugh and make them understand military culture, but then also talk about my transition out of the military, going through some dark times in my life, and really having the support system that rallied around me to get me back on my feet and go on to be a contractor and successful in business,” Best explained.
“I didn’t really write this just to write a book. I think that I have a powerful message and my experiences might help give civilians and veterans alike a little more perspective on either the military community and/or what they’re going through in their own life,” Best explained.
“I felt I had a very unique opportunity here to use my sense of humor and my storytelling to give it a lot more visceral understanding of war and my experiences in the military, and also told in a sarcastic and fun voice,” Best said. “I don’t think it’s really ever been done before.”
So far, readers have received his book positively.
“We’re already getting the feedback from people who are loving the book. It’s great and really humbling to hear that,” Best said.
And it’s available on audio.
“For the people like me who are knuckle draggers — because I’m a dumb grunt myself — I read my whole audiobook myself,” Best said. “I did it in a really fun way where I pretended I was telling a story to 20 of my friends in a room, so it’s very engaging.”
Best is attending book signings at civilian stores and military bases around the country, where turnout has already surpassed estimates.
On Wednesday, he’ll be at Fort Bragg, N.C. The next day, he’s flying to Washington to sign at Joint Base Lewis-McChord. Then on Saturday, he’ll be signing at Fort Hood. His Facebook page lists a full schedule of his upcoming events.