Perennial Seller : The Art of Making and Marketing Work That Lasts

The book that Inc. says "every entrepreneur should read" and an FT Book of the Month selection... How did the movie The Shawshank Redemption fail at the box office but go on to gross more than $100 million as a cult classic? How did The 48 Laws of Power miss the bestseller lists for more than a decade and still sell more than a million copies? How is Iron Maiden still filling stadiums worldwide without radio or TV exposure forty years after the band was founded? Bestselling author and marketer Ryan Holiday calls such works and artists perennial sellers. How do they endure and thrive while most books, movies, songs, video games, and pieces of art disappear quickly after initial success? How can we create and market creative works that achieve longevity? Holiday explores this mystery by drawing on his extensive experience working with businesses and creators such as Google, American Apparel, and the author John Grisham, as well as his interviews with the minds behind some of the greatest perennial sellers of our time. His fascinating examples include: • Rick Rubin, producer for Adele, Jay-Z, and the Red Hot Chili Peppers, who teaches his artists to push past short-term thinking and root their work in long-term inspiration. • Tim Ferriss, whose books have sold millions of copies, in part because he rigorously tests every element of his work to see what generates the strongest response. • Seinfeld, which managed to capture both the essence of the nineties and timeless themes to become a modern classic. • Harper Lee, who transformed a muddled manuscript into To Kill a Mockingbird with the help of the right editor and feedback. • Winston Churchill, Stefan Zweig, and Lady Gaga, who each learned the essential tenets of building a platform of loyal, dedicated supporters. Holiday reveals that the key to success for many perennial sellers is that their creators don’t distinguish between the making and the marketing. The product’s purpose and audience are in the creator’s mind from day one. By thinking holistically about the relationship between their audience and their work, creators of all kinds improve the chances that their offerings will stand the test of time. Explores How Some Works And Artists Achieve Longevity When Most Disappear After Initial Success.,how Did The Movie The Shawshank Redemption Fail At The Box Office But Go On To Gross More Than $100 Million As A Cult Classic? How Did The 48 Laws Of Power Miss The Bestseller Lists For More Than A Decade And Still Sell More Than A Million Copies? How Is Iron Maiden Still Filling Stadiums Worldwide Without Radio Or Tv Exposure Forty Years After The Band Was Founded? Bestselling Author And Marketer Ryan Holiday Calls Such Works And Artists Perennial Sellers. How Do They Endure And Thrive While Most Books, Movies, Songs, Video Games, And Pieces Of Art Disappear Quickly After Initial Success? How Can We Create And Market Creative Works That Achieve Longevity? Holiday Explores This Mystery By Drawing On His Extensive Experience Working With Businesses And Creators Such As Google, American Apparel, And The Author John Grisham, As Well As His Interviews With The Minds Behind Some Of The Greatest Perennial Sellers Of Our Time. His Fascinating Examples Include: Rick Rubin, Producer For Adele, Jay-z, And The Red Hot Chili Peppers, Who Teaches His Artists To Push Past Short-term Thinking And Root Their Work In Long-term Inspiration; Tim Ferriss, Whose Books Have Sold Millions Of Copies, In Part Because He Rigorously Tests Every Element Of His Work To See What Generates The Strongest Response; Seinfeld, Which Managed To Capture Both The Essence Of The Nineties And Timeless Themes To Become A Modern Classic; Harper Lee, Who Transformed A Muddled Manuscript Into To Kill A Mockingbird With The Help Of The Right Editor And Feedback; Winston Churchill, Stefan Zweig, And Lady Gaga, Who Each Learned The Essential Tenets Of Building A Platform Of Loyal, Dedicated Supporters. Holiday Reveals That The Key To Success For Many Perennial Sellers Is That Their Creators Don't Distinguish Between The Making And The Marketing. The Product's Purpose And Audience Are In The Creator's Mind From Day One. By Thinking Holistically About The Relationship Between Their Audience And Their Work, Creators Of All Kinds Improve The Chances That Their Offerings Will Stand The Test Of Time.--jacket.,bestselling Author And Marketer Ryan Holiday Calls Certain Works And Artists Perennial Sellers. How Do They Endure And Thrive While Most Books, Movies, Songs, Video Games, And Pieces Of Art Disappear Quickly After Initial Success? How Can We Create And Market Creative Works That Achieve Longevity? Holiday Explores This Mystery By Drawing On His Extensive Experience Working With Successful Businesses And Creators, As Well As Interviews With The Minds Behind Some Of The Greatest Perennial Sellers Of Our Time. Holiday Reveals That The Key To Success For Many Perennial Sellers Is That Their Creators Don't Distinguish Between The Making And The Marketing. The Product's Purpose And Audience Are In The Creator's Mind From Day One. By Thinking Holistically About The Relationship Between Their Audience And Their Work, Creators Of All Kinds Improve The Chances That Their Offerings Will Stand The Test Of Time. --adapted From Jacket. "How did the movie The Shawshank Redemption fail at the box office but go on to gross more than $100 million as a cult classic? How did The 48 Laws of Power miss the bestseller lists for more than a decade and still sell more than a million copies? How is Iron Maiden still filling stadiums worldwide without radio or TV exposure forty years after the band was founded? Bestselling author and marketer Ryan Holiday calls such works and artists perennial sellers. How do they endure and thrive while most books, movies, songs, video games, and pieces of art disappear quickly after initial success? How can we create and market creative works that achieve longevity? Holiday explores this mystery by drawing on his extensive experience working with businesses and creators such as Google, American Apparel, and the author John Grisham, as well as his interviews with the minds behind some of the greatest perennial sellers of our time. His fascinating examples include: Rick Rubin, producer for Adele, Jay-Z, and the Red Hot Chili Peppers, who teaches his artists to push past short-term thinking and root their work in long-term inspiration; Tim Ferriss, whose books have sold millions of copies, in part because he rigorously tests every element of his work to see what generates the strongest response; Seinfeld, which managed to capture both the essence of the nineties and timeless themes to become a modern classic; Harper Lee, who transformed a muddled manuscript into To Kill a Mockingbird with the help of the right editor and feedback; Winston Churchill, Stefan Zweig, and Lady Gaga, who each learned the essential tenets of building a platform of loyal, dedicated supporters. Holiday reveals that the key to success for many perennial sellers is that their creators don't distinguish between the making and the marketing. The product's purpose and audience are in the creator's mind from day one. By thinking holistically about the relationship between their audience and their work, creators of all kinds improve the chances that their offerings will stand the test of time." -- Jaquette Bestselling author and marketing strategist Ryan Holiday reveals to creatives of all stripes -- authors, entrepreneurs, musicians, filmmakers, fine artists--how a classic work is made and marketed. In Hollywood, a movie is given a single weekend to succeed before being written off. In Silicon Valley, a startup is a failure if it doesn't go viral or rake in venture capital from the start. In publishing, a book that took years to write is given less than three months to sink or swim. These brutally shortsighted attitudes have choked the world with instructions for engineering a flash-in-the-pan and littered the media landscape with fads and flops. Meanwhile, the greats, the stalwarts, the household names, are those who focus on a singularly different, possibly heretical, idea: that their work can and should last. For instance, Zildjian has been one of the premier makers of cymbals since its founding in 1623--and shows no signs of quitting. Iron Maiden has filled stadiums for forty years, moving some 85 million albums without the help of radio or television. Robert Greene's first book, The 48 Laws of Power , didn't hit the bestseller lists until over a decade after it was first released, and since then has sold more than 1 million copies worldwide. These works Ryan Holiday calls Perennial Sellers. They exist in every creative industry--timeless, dependable resources and unsung moneymakers, paying like blue chip annuities. Like gold or land, they increase in value over time, outlasting and outreaching any competition. And they're not flukes or lucky breaks--they were built to last from the outset. Holiday shows readers how to make and market their own classic work. Featuring interviews with some of the world's greatest creatives, and grounded in a deep study of the classics in every genre, this exciting new book empowers readers with a foundational set of innovative principles. Whether you have a book or a business, a song or the next great screenplay, this book reveals the recipe for perennial success. The creative process: from the mindset to the making to the magic Positioning: from polishing to perfecting to packaging Marketing: from courting to coverage, pushing to promotion Platform: from fans to friends and a full-fledged career Conclusion: what's luck got to do with it?