Bestselling author Sam Demma is one of the most in-demand keynote speakers today. His first book, Empty Your Backpack, is a simple yet powerful self-help guide to happiness, growth, and self-belief. His newest book, Be Someone’s Taco, is a children’s picture book on kindness and empathy.
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Demma has delivered nearly 700 performances across Canada, the United States, and Kenya. He delivered two TEDx talks, co-founded PickWaste—an organization that mobilized volunteers to pick up over 3,000 bags of litter—and was awarded the prestigious Queen's Platinum Jubilee Award for his national contributions. In his spare time, you can find him reading books, dancing the bachata, or travelling the world with his giant red backpack.
We talked with Demma about the challenges of translating his speeches into a book, the biggest thief of happiness, and how a simple taco emoji inspired his latest book.
What initially drew you to the personal growth and motivational speaking space?
As a high school student, I dreamed of playing professional soccer. I took it very seriously and always wanted a home gym so I could train more often, earn a scholarship, and bring that dream to life. To raise money for gym equipment, I started cutting my neighbors’ grass and flipping items on Kijiji, a local online marketplace similar to Facebook Marketplace.
Eventually, I found a listing from a man named Dave who was closing his gym. While loading equipment into my dad’s pickup truck, he asked if I liked to read. Jokingly, I said, “If it’s not assigned in English class, I’m not reading it.” Big mistake! Before I left, he handed me a copy of Think and Grow Rich. That book, along with many others I later picked up from a thrift store, opened my eyes to personal growth and ultimately led me into motivational speaking.
You’ve spoken at countless events to diverse audiences. What has been your favorite speaking experience so far, and why?
The most meaningful part of speaking is the relationships that come from it. There’s a family in Tupperville, Ontario, who I met after speaking at their kids’ school, and they now call me “Cousin Sam.” They host me whenever I’m in town, and I consider them family. Connections like that are why I love what I do.
If I had to pick a standout experience, it would be our tour in Kenya two summers ago. We delivered 21 speeches across the country, and the people, food, and culture left an unforgettable mark on me. I can’t wait to return someday.
What challenges or surprises arose from translating a keynote speech into book form?
On stage, you can use facial expressions, tone, and eye contact to connect with people and ensure they’re truly absorbing your message. In a book, you only have words, so creating the same emotional and visceral experience is a challenge.
Building a supportive team, having pre-readers give feedback, and keeping a daily journaling habit have all helped. The biggest surprise was realizing how many people we could reach through the book. I’ve received messages from readers all over the world, including one from a new mother in Switzerland, a country I’ve never even visited.
You have a huge following on social media! How do you connect with fans and readers there, and what role does their feedback play in your creative process?
Connecting with people is one of my favorite parts of what I do. Many authors and speakers have agencies that manage their inboxes, but that’s something I may never delegate. I love people, their stories, and the conversations we share.
I personally answer all my direct messages and regularly post updates about creative projects. Sometimes, I even run polls to let my audience help shape decisions. Some of my best ideas have come from collaborating with our community. If anyone wants to join our corner of the internet, send me a DM on Instagram with the word INGRAM and I’ll know you came from here!
Your book Empty Your Backpack has been wildly popular and received incredibly high praise from readers and reviewers. How did the backpack metaphor come about, and why do you think it resonates so strongly with your audience?
It started with a conversation I had with a student on Instagram. He told me he wanted 50,000 followers. When I asked why, he said that if he had that many, kids would stop bullying him. It broke my heart.
Afterward, I reflected on how he was letting others’ words and actions weigh him down, just like I’ve done at times in my own life. I began picturing how long he had been “carrying” those thoughts, and the image of a backpack came to mind since every student has one. I realized that if you carry a lot of negative thoughts, your “backpack” must feel heavy.
That’s when the “backpack of beliefs” was born. It resonates because we’ve all, at some point, let others’ opinions affect us. Everyone has a backpack, and my mission is to help people talk about theirs and work toward lightening it.
What do you think is the most prevalent idea or facet of culture that’s robbing people of happiness and self-belief? How should we work to combat that?
The biggest thief of happiness is one word: more.
Recently, I met an elderly gentleman named Shamus at an airport. He told me he was visiting his 90th country after 50 years in business. When I asked what advice he’d give a 26-year-old, he said, “I spent my life accumulating things and wealth, and gave myself permission too late to play a different game. You can’t take things with you, so spend your time making memories with people you love.”
I think many of us, myself included, are always chasing more—more success, followers, or stuff—even when we already have enough. It stops us from appreciating what’s here now. I don’t have all the answers for how to fix that, but I’m working on it myself. Open to suggestions if you’re reading this. 😊
Learn how to let go of your limiting beliefs and lighten your load with
Tell us about your adorable children’s book Be Someone’s Taco. How did that idea and partnership come about?
The idea for Be Someone’s Taco came from a small but meaningful moment in my life. A few years ago, a good friend of mine was going through a really tough time. One night, I saw a post he made on social media that said, “My vote for dinner is #tacos.” I decided to order a taco dinner for him and his wife, just to brighten their day a little. Later that night, he called me in tears to say thank you. It wasn’t really about the food; it was about the reminder that someone cared.
The next morning, I woke up to a text from him filled with 500 taco emojis. That moment stuck with me. It reminded me how small gestures can make a huge impact. The moment it became a story was when Andrew called me later that year to gift me a bright yellow, smiling taco logo with the phrase on top. During the pandemic, I began telling the story, and elementary teachers kept telling me, over and over, that it would make a perfect children's book. After a few months, it finally sank in.
I first came across Paul and Miranda Fair when they worked on my friend Shawn Kanungo’s book The Bold Ones. I was really impressed by their creativity and their background in children’s entertainment from their time at Disneyland, where they spent years bringing joy to kids. I reached out to share the idea for Be Someone’s Taco, and they immediately connected with it. We decided to partner on the project, and the collaboration felt effortless from the start. Their experience as parents also helped us ensure the story really resonated with kids, making the whole process even more meaningful. They helped source the illustrator, editor and entire book team, and I brought the story and the marketing.
How did you know that the right format for this message was a picture book with an early childhood audience?
I knew right away that Be Someone’s Taco needed to be a children’s picture book because the heart of the message is about kindness, empathy, and small acts that make a big difference. They are all ideas worth learning about at a young age. The original story about sending tacos to my friend was simple, fun, and easy to visualize, which made it perfect for kids. Unlike Empty Your Backpack, which speaks to teens and adults about self-belief and personal growth, this story felt like an opportunity to plant those same seeds earlier.
A picture book allows me to share an important message in a playful, visual way, with illustrations that bring the emotion and meaning to life. As a company, we also have a vision to create books for every age range of a person's life, so bringing a kids' book to life just made sense. Not to mention, what kid doesn't love tacos?!
Give the gift of empathy or kindness with Sam’s children’s book Be Someone’s Taco
What’s been your favorite part of becoming an indie author and working with IngramSpark?
My favorite part of being an indie author has been assembling my book team. I’ve built amazing relationships with editors, designers, and marketers. It’s such a fun and collaborative process.
Working with IngramSpark has been incredible. Your team genuinely cares about authors’ success, and the process was straightforward, easy, and well-supported. Customer service is always eager to help, and I’m so grateful for that.
Is there an author or speaker who inspired your own style?
Jim Rohn. His YouTube lectures and books have been a constant source of inspiration and guidance in my life.
What are you looking forward to next?
Public ticketed shows and a new book! Our long-term vision is to fill stadiums with families who come to laugh, learn, and leave with renewed hope. Our first ticketed show is in Calgary, Alberta, on November 12th, and there are many more to come. Another book is already in the works, though I’ll keep the details secret for now.
What is the key idea you want your audience to take away from your work?
A few reminders:
Your circumstances only determine where you begin, but your beliefs and actions determine where you finish. You’re capable of doing great things. As you pursue them, treat others with love, compassion, and kindness.
The world doesn’t need more experts; it needs more humans who care about one another. Remember, you’re not alone, and it’s okay to ask for help.
How can people book you to speak at their events?
Just ask! Reach out through our website with your event details and we’ll see how we can help. If I’m unavailable, I’ll connect you with someone who is. Consider our team a resource for your success.
