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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 uitting 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 than 1 million copies worldwide These works Ryan Holiday calls Perennial Sellers They exist in every creative industry timel I have been working in publishing for over three decades and have become a little jaded when someone wants to explain the book business especially when giving advice on how to be successful at it And so I was surprised when I found myself nodding vigorously with everything Ryan Holiday says in PERENNIAL SELLER from how to conceive of the project to the role of the editor to how to think about and do marketing for the project I won't summarize his main points since there are so many but I will say this I will recommend this book to everyone especially my authors I suspect it will indeed become a perennial seller as it should Kleist in Thun 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 than 1 million copies worldwide These works Ryan Holiday calls Perennial Sellers They exist in every creative industry timel I have been working in publishing for over three decades and have become a little jaded when someone wants to explain the book business especially when giving advice on how to be successful at it And so I was surprised when I found myself nodding vigorously with everything Ryan Holiday says in PERENNIAL SELLER from how to conceive of the project to the role of the editor to how to think about and do marketing for the project I won't summarize his main points since there are so many but I will say this I will recommend this book to everyone especially my authors I suspect it will indeed become a perennial seller as it should

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Perennial Seller

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 Ryan Holiday’s latest book Perennial Seller — walks readers through Ryan’s views on what it takes to build a creative work that lasts It’s one part product and one part marketingHere’s my key takeaways from the book Most perennial sellers weren’t hits out of the gate when they launched While nailing a good launch is important when you have a long term view of how you market and grow your product the initial reaction by the market doesn’t always determine it’s long term success Take for example Avatar which is the most commercially successful box office movie ever — that no one ever uotes or remembers scenes from It definitely achieved success but not the long lasting impact and revenues that Star Wars created Unlike Avatar Star Wars wasn’t even #1 at the box office when it debuted in theatres Most “business experts” try to market their hacks and shortcuts to optimize for uick and obvious success They track their success in “microseconds” versus “years” Even though people want to do things that matter this short term thinking leads to them focusing on things that don’t Perennial sellers are products we recommend even if they are no longer trendy or brand new One example is Zildjian Cymbals If you look at any famous drummer you’ll see him using those cymbals on their drum kit The company has been around since 1623 making the same product Perennial sellers don’t just refuse to die they actually grow stronger with each passing day For example Ryan Holiday’s own book The Obstacle is the Way has grown in popularity since its initial launch many years ago especially once it got into the hands of head coaches in the NFL which led two years later to a huge feature in Sports Illustrated Another example is Ted Turner buying MGM’s film library which includes films like Gone with the Wind and smaller films like the Postman The library generates 100MM in revenues per year Another example is Michael Jackson who bought the rights to all of The Beatles music He arguably makes money from The Beatles library than from his own music Another example are the works of Shakespeare despite being available for free online it still sells hundreds of thousands of copies per year The first step in building a perennial seller is actually focusing on building a uality product or work of art The better your product the better your marketing will be Crappy products don’t survive Microsoft is a great example of how it’s perennial seller Microsoft Office continues to generate cash flows to this day while they’ve wasted billions on building and marketing products like Bing or the Zune To produce meaningful work you have to want to do so Unfortunately many people want the benefits of great work without enduring any of the difficulty involved Similarly outsourcing or having someone else work on your idea is never a path to building something that lasts “There’s no firm that can produce a timeless work of art on your behalf for a flat fee” A willingness to trade of something — time comfort easy money recognition — lies at the heart of every great work If it didn’t everyone would do it “Art is the kind of marathon where you cross the finish line and instead of getting a medal placed around your neck the volunteers roughly grab you by the shoulders and walk you over to the starting line of another marathon” What this really means is when creating meaningful work the job doesn’t just stop at creating it but it also extends into marketing and promoting the work to ensure it’s reached by and impacts as many people as possible You must be patient not only in creating you work but also viewing the success of the work with a very long term view If it means spending an extra 10 days now to perfect the product it won’t mean much 10 years later You should strive to create things that will be around at least for the next 10 years There’s something called the Lindy effect that if something’s been around for a long time the chances that it lasts for a longer time increases exponentially with age Because email has been around for 50 years there’s a high likelihood that it will continue to be here for another 50 years It’s sometimes better to draw inspiration from things that have lasted in other industries than focusing on what is popular in your own industry when thinking about building for the long term Creative ideas must be given space to develop But it also be developed incrementally bit by bit There is benefit to sitting and thinking but at some point you need to put things into market to see how people react to small pieces of it Continue to create and launch incrementally until your work begins to form itself “Mediocre ideas that contain buried with then them the seed of much better ideas” “A book should be an article before it’s a book and a dinner conversation before it’s an article See how things go before going all in” Define what you’re doing and not doing on a project Many creators want to be for everyone and as a result end up being for no one Sometimes it helps to pick out one person you know and create the product for that specific real individual Often “creating something for yourself” is an excuse ego in disguise for not thinking about your audience instead Non fiction work should be “very entertaining” or “extremely practical” uestions to answer before every project What does this teach? What does this solve? How am I entertaining? What am I giving? What re we offering? What are we sharing? Summarize what you’re working on in One sentence One Paragraph One PageIf you can’t do this clearly you’ll need to refine the idea further The Grateful Dead a band weren’t trying to be the best at anything; they were trying to be the only ones doing what they were doing Positioning is really important as we have to take this thing that means so much to us personal and prime it to mean something to other people too If you’re not amazing every facet you’re replaceable Feedback is important — but you must understand if you’re not taking it because it’s wrong or because you are afraid to do work One interesting test of ideas is the LA Car Test where songwriter Max Martin writer for Adele Bon Jovi etc plays an unreleased track while he drives up and down the LA Strip envisioning whether or not this song fits within the environment he hopes it will thrive in Are early users you’ve given prototypes to already addicted to their early versions of the product? Picking a “genre” for what you do is really important as it helps people pick and discover you from a world of options There is sometimes value in just restating other people’s ideas in a better way For example Malcolm Gladwell has made a career of popularizing other peoples academic works He creates value by just articulating their findings than the original researchers could It’s often easier to reach a smaller well defined group first WOW them then expand from there so long as you don’t alienate others You must avoid the trap of making this about you because you won’t be the one buying it Being better isn’t enough always as your customer may not even understand why it’s important that you’re better Often the best way is to give them or show them your product for free A good product is your best sales and marketing tool “If you can’t be first in a category setup a new category you can be first in” Knowing your PURPOSE of WHY you’re doing something is important as you need to know if you achieved it if you’re making decisions that jeopardize that mission and to ensure you turn down exciting distractions that might take you away from it Steve Jobs was successful because he didn’t think about what other people would do or what he should do he did what he felt was right for the company long term This is very similar to how my favourite coach Bill Belichick approached his work “No one cares about what you’ve made How can they care much about something they haven’t even experienced the benefits of yet? People are busy they have no idea why they should care about this thing No one is eagerly awaiting it A future pereniall seller is a creator who doesn’t believe he is god’s gift to the world bus instead thinks he has created something of value “Anything that reuires advertising to survive will on a long enough timeline cease to be economically feasible” Look up Cass Sunstien's study on why Star Wars was so successful Sometimes it’s better to wait before launching until you’re euipped to fight the battle A general would never go into a battle without knowing what he had at his disposal and if he knew he was under matched would not even think about pulling the trigger Even giving away free trials “Cost” the end user their time and mental energy If you’re new to the game giving things away for free may even be hard The right price for something is to be as cheap aspkossible without damaging the perception of your product Classics are classics because 1 it’s a good product and 2 it’s been consumed by a lot of people — the best way to do #2 is to make it as cheap as possible Think about how to make your audience look good instead of yourself Marc Ecko built his brand by sending influencers free stuff that he thought they would appreciate without asking for anything in return “I wasn’t asking for anything I was making offers” — Ryan Holiday on how he got to know reporters and celebrities at American Apparel “Be a person Be nice Think relationship first and transaction second” “Media outlets have trouble getting people to pay for their own product What makes you so sure they’re going to be able to convince their readers and viewers to buy yours?” “The hard work is finding the influencers of the influencers” When you “trade up the chain” and go from smaller publications to bigger publications over time it creates momentum for your work as opposed to a big flash of publicity and then nothing “The most newsworthy thing to do is usually the one you’re most afraid of” “Paying for media always seems easier than earning it” “Effectiveness was our metric not existence” “When you do something unsuspected it almost always does better than going dollar for dollar with major advertisers” You can deploy “earned media arbitrage” buy buying small media in once place then creating a story around that media buy to get it amplified in other news outlets Becoming a perennial seller reuires that you build a fan base before and after a project Ryan knew in 2008 that he wanted be a big author so nearly 10 years ago he created an email list where he sent people book recommendations knowing one day he would use that list to eventually sell his books He had a very long term view of things “You can pay for influence the way you can pay for sex but from what I understand neither is uite the same as when you get it the old fashioned way” On Networking; never dismiss anyone play the long game focus on pre VIPs Building an email list is an incredibly valuable asset to have More great work is often the best way to market yourself and your older works of art Robert Green’s saw his sales really grow after his 3rd book Luck also plays a huge factor in your success — you should strive to be within striking distance of your goal at all times and then hopefully luck pushes you over the finish line Links to check out wwwperennialsellercomgift or email at helloperennialsellercomHere’s some memorable uotes from other people uoted in the book that I enjoyed “Whom the gods wish to destroy they first call promising” “People who are thinking about things other than making the best product never make the best product” Phil Libin “The best way to increase a startups growth rate is to make the product so good people recommend it to their fiends” Paul Graham “Lots of people want to be the noun without doing the verb” Austin Kleon “Write on subjects in which you have enough interest on your own to see through all the stops starts hesitations and other impediments along the way” John McPhee “Focus on the things that don’t change” Jeff Bezos “Getting into action generates inspiration Don’t cop out waiting for inspiration to get you back into action It won’t” Robert Evans “Only is better than best” Srinivas Rao “If you are working on something original you will have to ram the idea down their throats” on being worried about someone stealing your idea “Platform is not a stepping stone IT’s the finish line” Casey Neistat “Be a boxer not a fencer” A boxers weapon is part of him alluding to what a platform is versus paying for media 人渣反派自救系统 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 Ryan Holiday’s latest book Perennial Seller — walks readers through Ryan’s views on what it takes to build a creative work that lasts It’s one part product and one part marketingHere’s my key takeaways from the book Most perennial sellers weren’t hits out of the gate when they launched While nailing a good launch is important when 55 you have a long term view of how Gespensterschiff / Planet des Untergangs / Die Augen der Betrachter. Star Trek you market and grow A Modest Proposal and Other Satires your product the initial reaction by the market doesn’t always determine it’s long term success Take for example Avatar which is the most commercially successful box office movie ever — that no one ever uotes or remembers scenes from It definitely achieved success but not the long lasting impact and revenues that Star Wars created Unlike Avatar Star Wars wasn’t even #1 at the box office when it debuted in theatres Most “business experts” try to market their hacks and shortcuts to optimize for uick and obvious success They track their success in “microseconds” versus “years” Even though people want to do things that matter this short term thinking leads to them focusing on things that don’t Perennial sellers are products we recommend even if they are no longer trendy or brand new One example is Zildjian Cymbals If Mondo Bizarro you look at any famous drummer GlafiraE: TOKYODOLL (TOKYODOLL Shashinshu) (Japanese Edition) you’ll see him using those cymbals on their drum kit The company has been around since 1623 making the same product Perennial sellers don’t just refuse to die they actually grow stronger with each passing day For example Ryan Holiday’s own book The Obstacle is the Way has grown in popularity since its initial launch many Thanking the Moon years ago especially once it got into the hands of head coaches in the NFL which led two Outcasts years later to a huge feature in Sports Illustrated Another example is Ted Turner buying MGM’s film library which includes films like Gone with the Wind and smaller films like the Postman The library generates 100MM in revenues per Lightning Rider (Alterations, year Another example is Michael Jackson who bought the rights to all of The Beatles music He arguably makes money from The Beatles library than from his own music Another example are the works of Shakespeare despite being available for free online it still sells hundreds of thousands of copies per Skymaze (Space Demons Trilogy, year The first step in building a perennial seller is actually focusing on building a uality product or work of art The better Watch Us! your product the better Florrie the Dummy Fairy your marketing will be Crappy products don’t survive Microsoft is a great example of how it’s perennial seller Microsoft Office continues to generate cash flows to this day while they’ve wasted billions on building and marketing products like Bing or the Zune To produce meaningful work Hatiku Di Harajuku you have to want to do so Unfortunately many people want the benefits of great work without enduring any of the difficulty involved Similarly outsourcing or having someone else work on Rough Custody your idea is never a path to building something that lasts “There’s no firm that can produce a timeless work of art on The Broken Eye (Lightbringer, your behalf for a flat fee” A willingness to trade of something — time comfort easy money recognition — lies at the heart of every great work If it didn’t everyone would do it “Art is the kind of marathon where Unsinkable you cross the finish line and instead of getting a medal placed around Simple Fountains your neck the volunteers roughly grab Down to Earth you by the shoulders and walk Zealot you over to the starting line of another marathon” What this really means is when creating meaningful work the job doesn’t just stop at creating it but it also extends into marketing and promoting the work to ensure it’s reached by and impacts as many people as possible You must be patient not only in creating American Drawings you work but also viewing the success of the work with a very long term view If it means spending an extra 10 days now to perfect the product it won’t mean much 10 Blush for Shame years later You should strive to create things that will be around at least for the next 10 Saltwater Moons years There’s something called the Lindy effect that if something’s been around for a long time the chances that it lasts for a longer time increases exponentially with age Because email has been around for 50 Hearing Heart years there’s a high likelihood that it will continue to be here for another 50 Doctor Who years It’s sometimes better to draw inspiration from things that have lasted in other industries than focusing on what is popular in Only Mostly Devastated your own industry when thinking about building for the long term Creative ideas must be given space to develop But it also be developed incrementally bit by bit There is benefit to sitting and thinking but at some point とんび [Tonbi] you need to put things into market to see how people react to small pieces of it Continue to create and launch incrementally until The Last Book About Italy your work begins to form itself “Mediocre ideas that contain buried with then them the seed of much better ideas” “A book should be an article before it’s a book and a dinner conversation before it’s an article See how things go before going all in” Define what Blind Space you’re doing and not doing on a project Many creators want to be for everyone and as a result end up being for no one Sometimes it helps to pick out one person Nightwebs you know and create the product for that specific real individual Often “creating something for In This Moment yourself” is an excuse ego in disguise for not thinking about Tim your audience instead Non fiction work should be “very entertaining” or “extremely practical” uestions to answer before every project What does this teach? What does this solve? How am I entertaining? What am I giving? What re we offering? What are we sharing? Summarize what The Complete Guide to Writing Fantasy you’re working on in One sentence One Paragraph One PageIf سنت و مدرنیته، ریشه یابی علل ناکامی اصلاحات و نوسازی سیاسی در ایران عصر قاجار you can’t do this clearly Emigracja you’ll need to refine the idea further The Grateful Dead a band weren’t trying to be the best at anything; they were trying to be the only ones doing what they were doing Positioning is really important as we have to take this thing that means so much to us personal and prime it to mean something to other people too If Imperfect Monster you’re not amazing every facet A Cold Death in Amsterdam (Lotte Meerman you’re replaceable Feedback is important — but Beat By Beat you must understand if Embrace the Heat you’re not taking it because it’s wrong or because The Devils Children you are afraid to do work One interesting test of ideas is the LA Car Test where songwriter Max Martin writer for Adele Bon Jovi etc plays an unreleased track while he drives up and down the LA Strip envisioning whether or not this song fits within the environment he hopes it will thrive in Are early users Breath of Life you’ve given prototypes to already addicted to their early versions of the product? Picking a “genre” for what Rashichakra you do is really important as it helps people pick and discover Krieg und Frieden you from a world of options There is sometimes value in just restating other people’s ideas in a better way For example Malcolm Gladwell has made a career of popularizing other peoples academic works He creates value by just articulating their findings than the original researchers could It’s often easier to reach a smaller well defined group first WOW them then expand from there so long as Clint you don’t alienate others You must avoid the trap of making this about Dont Drink and Hex (Hex and Sex, you because Sacrifice (Legacy, you won’t be the one buying it Being better isn’t enough always as Fascist Modernism your customer may not even understand why it’s important that Lessons in Submissive Speech you’re better Often the best way is to give them or show them On Protracted War your product for free A good product is Late Night Boyfriends your best sales and marketing tool “If The Theorists Mother you can’t be first in a category setup a new category Se7en Deadly SEALs: Season 1 you can be first in” Knowing Shibari You Can Use your PURPOSE of WHY The Ship That Flew you’re doing something is important as The Scio Syndrome you need to know if Trouble at Brayshaw High (Brayshaw, you achieved it if The New Silk Roads you’re making decisions that jeopardize that mission and to ensure Master of Stupidity you turn down exciting distractions that might take Where the Light Enters you away from it Steve Jobs was successful because he didn’t think about what other people would do or what he should do he did what he felt was right for the company long term This is very similar to how my favourite coach Bill Belichick approached his work “No one cares about what The Diet Starts On Monday you’ve made How can they care much about something they haven’t even experienced the benefits of The Anglo-Saxon World yet? People are busy they have no idea why they should care about this thing No one is eagerly awaiting it A future pereniall seller is a creator who doesn’t believe he is god’s gift to the world bus instead thinks he has created something of value “Anything that reuires advertising to survive will on a long enough timeline cease to be economically feasible” Look up Cass Sunstien's study on why Star Wars was so successful Sometimes it’s better to wait before launching until Voices from Chernobyl you’re euipped to fight the battle A general would never go into a battle without knowing what he had at his disposal and if he knew he was under matched would not even think about pulling the trigger Even giving away free trials “Cost” the end user their time and mental energy If The Marrying Type you’re new to the game giving things away for free may even be hard The right price for something is to be as cheap aspkossible without damaging the perception of Foul Up your product Classics are classics because 1 it’s a good product and 2 it’s been consumed by a lot of people — the best way to do #2 is to make it as cheap as possible Think about how to make The Crazy Crawler Crane And Other Very Short Truck Stories your audience look good instead of Pinch of Salt yourself Marc Ecko built his brand by sending influencers free stuff that he thought they would appreciate without asking for anything in return “I wasn’t asking for anything I was making offers” — Ryan Holiday on how he got to know reporters and celebrities at American Apparel “Be a person Be nice Think relationship first and transaction second” “Media outlets have trouble getting people to pay for their own product What makes Once a Catholic you so sure they’re going to be able to convince their readers and viewers to buy The Bully; いじめっ娘; Ijimekko yours?” “The hard work is finding the influencers of the influencers” When Scent of a Woman you “trade up the chain” and go from smaller publications to bigger publications over time it creates momentum for Trust your work as opposed to a big flash of publicity and then nothing “The most newsworthy thing to do is usually the one Shore Thing (Two of a Kind Diaries, you’re most afraid of” “Paying for media always seems easier than earning it” “Effectiveness was our metric not existence” “When Its a Twin Thing (Two of a Kind, you do something unsuspected it almost always does better than going dollar for dollar with major advertisers” You can deploy “earned media arbitrage” buy buying small media in once place then creating a story around that media buy to get it amplified in other news outlets Becoming a perennial seller reuires that Fifty Shades Shadier you build a fan base before and after a project Ryan knew in 2008 that he wanted be a big author so nearly 10 The DAM Book years ago he created an email list where he sent people book recommendations knowing one day he would use that list to eventually sell his books He had a very long term view of things “You can pay for influence the way Eric Ii you can pay for sex but from what I understand neither is uite the same as when Fiction Without Humanity you get it the old fashioned way” On Networking; never dismiss anyone play the long game focus on pre VIPs Building an email list is an incredibly valuable asset to have More great work is often the best way to market I Saw Her That Night yourself and Power & Choice (Iris Boys Book 2) your older works of art Robert Green’s saw his sales really grow after his 3rd book Luck also plays a huge factor in Design Guide For Wind Loads On Unclad Framed Building Structures During Construction your success — Havenstar you should strive to be within striking distance of God on the Rocks your goal at all times and then hopefully luck pushes Strike (Stronger, you over the finish line Links to check out wwwperennialsellercomgift or email at helloperennialsellercomHere’s some memorable uotes from other people uoted in the book that I enjoyed “Whom the gods wish to destroy they first call promising” “People who are thinking about things other than making the best product never make the best product” Phil Libin “The best way to increase a startups growth rate is to make the product so good people recommend it to their fiends” Paul Graham “Lots of people want to be the noun without doing the verb” Austin Kleon “Write on subjects in which Our Land Till We Die you have enough interest on Unbelievable! your own to see through all the stops starts hesitations and other impediments along the way” John McPhee “Focus on the things that don’t change” Jeff Bezos “Getting into action generates inspiration Don’t cop out waiting for inspiration to get Ouran High School Host Club, Vol. 4 (Ouran High School Host Club, you back into action It won’t” Robert Evans “Only is better than best” Srinivas Rao “If The Demonologist you are working on something original The Girl with the Dragon Tattoo (Millennium, you will have to ram the idea down their throats” on being worried about someone stealing Chickenhawk your idea “Platform is not a stepping stone IT’s the finish line” Casey Neistat “Be a boxer not a fencer” A boxers weapon is part of him alluding to what a platform is versus paying for media

Download Ù PDF, eBook or Kindle ePUB free ✓ Ryan Holiday

Ess 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 It's fine I enjoy Ryan's storytelling style and like his approach in general I feel that's where it remains though being very general even though the book is filled with examples and stories I'm missing something and as holiday uotes Neil gaiman your reader is most often right if he feels a work lacks something I wouldn't really recommend this book to be honest even though it's all right I wouldn't know what to recommend it for


10 thoughts on “Perennial Seller

  1. says:

    Ryan Holiday’s latest book Perennial Seller — walks readers through Ryan’s views on what it takes to build a creative work that lasts It’s one part product and one part marketingHere’s my key takeaways from the book Most perennial sellers weren’t hits out of the gate when they launched While nailing a good launch is important when you have a long term view of how you market and grow your product the initial reaction by the market doesn’t always determine it’s long term success Take for example Avatar which is the most commercially successful box office movie ever — that no one ever uotes or remembers scenes from It definitely achieved success but not the long lasting impact and revenues that Star Wars created Unlike Avatar Star Wars wasn’t even #1 at the box office when it debuted in theatres Most “business experts” try to market their hacks and shortcuts to optimize for uick and obvious success They track their success in “microseconds” versus “years” Even though people want to do things that matter this short term thinking leads to them focusing on things that don’t Perennial sellers are products we recommend even if they are no longer trendy or brand new One example is Zildjian Cymbals If you look at any famous drummer you’ll see him using those cymbals on their drum kit The company has been around since 1623 making the same product Perennial sellers don’t just refuse to die they actually grow stronger with each passing day For example Ryan Holiday’s own book The Obstacle is the Way has grown in popularity since its initial launch many years ago especially once it got into the hands of head coaches in the NFL which led two years later to a huge feature in Sports Illustrated Another example is Ted Turner buying MGM’s film library which includes films like Gone with the Wind and smaller films like the Postman The library generates 100MM in revenues per year Another example is Michael Jackson who bought the rights to all of The Beatles music He arguably makes money from The Beatles library than from his own music Another example are the works of Shakespeare despite being available for free online it still sells hundreds of thousands of copies per year The first step in building a perennial seller is actually focusing on building a uality product or work of art The better your product the better your marketing will be Crappy products don’t survive Microsoft is a great example of how it’s perennial seller Microsoft Office continues to generate cash flows to this day while they’ve wasted billions on building and marketing products like Bing or the Zune To produce meaningful work you have to want to do so Unfortunately many people want the benefits of great work without enduring any of the difficulty involved Similarly outsourcing or having someone else work on your idea is never a path to building something that lasts “There’s no firm that can produce a timeless work of art on your behalf for a flat fee” A willingness to trade of something — time comfort easy money recognition — lies at the heart of every great work If it didn’t everyone would do it “Art is the kind of marathon where you cross the finish line and instead of getting a medal placed around your neck the volunteers roughly grab you by the shoulders and walk you over to the starting line of another marathon” What this really means is when creating meaningful work the job doesn’t just stop at creating it but it also extends into marketing and promoting the work to ensure it’s reached by and impacts as many people as possible You must be patient not only in creating you work but also viewing the success of the work with a very long term view If it means spending an extra 10 days now to perfect the product it won’t mean much 10 years later You should strive to create things that will be around at least for the next 10 years There’s something called the Lindy effect that if something’s been around for a long time the chances that it lasts for a longer time increases exponentially with age Because email has been around for 50 years there’s a high likelihood that it will continue to be here for another 50 years It’s sometimes better to draw inspiration from things that have lasted in other industries than focusing on what is popular in your own industry when thinking about building for the long term Creative ideas must be given space to develop But it also be developed incrementally bit by bit There is benefit to sitting and thinking but at some point you need to put things into market to see how people react to small pieces of it Continue to create and launch incrementally until your work begins to form itself “Mediocre ideas that contain buried with then them the seed of much better ideas” “A book should be an article before it’s a book and a dinner conversation before it’s an article See how things go before going all in” Define what you’re doing and not doing on a project Many creators want to be for everyone and as a result end up being for no one Sometimes it helps to pick out one person you know and create the product for that specific real individual Often “creating something for yourself” is an excuse ego in disguise for not thinking about your audience instead Non fiction work should be “very entertaining” or “extremely practical” uestions to answer before every project What does this teach? What does this solve? How am I entertaining? What am I giving? What re we offering? What are we sharing? Summarize what you’re working on in One sentence One Paragraph One PageIf you can’t do this clearly you’ll need to refine the idea further The Grateful Dead a band weren’t trying to be the best at anything; they were trying to be the only ones doing what they were doing Positioning is really important as we have to take this thing that means so much to us personal and prime it to mean something to other people too If you’re not amazing every facet you’re replaceable Feedback is important — but you must understand if you’re not taking it because it’s wrong or because you are afraid to do work One interesting test of ideas is the LA Car Test where songwriter Max Martin writer for Adele Bon Jovi etc plays an unreleased track while he drives up and down the LA Strip envisioning whether or not this song fits within the environment he hopes it will thrive in Are early users you’ve given prototypes to already addicted to their early versions of the product? Picking a “genre” for what you do is really important as it helps people pick and discover you from a world of options There is sometimes value in just restating other people’s ideas in a better way For example Malcolm Gladwell has made a career of popularizing other peoples academic works He creates value by just articulating their findings than the original researchers could It’s often easier to reach a smaller well defined group first WOW them then expand from there so long as you don’t alienate others You must avoid the trap of making this about you because you won’t be the one buying it Being better isn’t enough always as your customer may not even understand why it’s important that you’re better Often the best way is to give them or show them your product for free A good product is your best sales and marketing tool “If you can’t be first in a category setup a new category you can be first in” Knowing your PURPOSE of WHY you’re doing something is important as you need to know if you achieved it if you’re making decisions that jeopardize that mission and to ensure you turn down exciting distractions that might take you away from it Steve Jobs was successful because he didn’t think about what other people would do or what he should do he did what he felt was right for the company long term This is very similar to how my favourite coach Bill Belichick approached his work “No one cares about what you’ve made How can they care much about something they haven’t even experienced the benefits of yet? People are busy they have no idea why they should care about this thing No one is eagerly awaiting it A future pereniall seller is a creator who doesn’t believe he is god’s gift to the world bus instead thinks he has created something of value “Anything that reuires advertising to survive will on a long enough timeline cease to be economically feasible” Look up Cass Sunstien's study on why Star Wars was so successful Sometimes it’s better to wait before launching until you’re euipped to fight the battle A general would never go into a battle without knowing what he had at his disposal and if he knew he was under matched would not even think about pulling the trigger Even giving away free trials “Cost” the end user their time and mental energy If you’re new to the game giving things away for free may even be hard The right price for something is to be as cheap aspkossible without damaging the perception of your product Classics are classics because 1 it’s a good product and 2 it’s been consumed by a lot of people — the best way to do #2 is to make it as cheap as possible Think about how to make your audience look good instead of yourself Marc Ecko built his brand by sending influencers free stuff that he thought they would appreciate without asking for anything in return “I wasn’t asking for anything I was making offers” — Ryan Holiday on how he got to know reporters and celebrities at American Apparel “Be a person Be nice Think relationship first and transaction second” “Media outlets have trouble getting people to pay for their own product What makes you so sure they’re going to be able to convince their readers and viewers to buy yours?” “The hard work is finding the influencers of the influencers” When you “trade up the chain” and go from smaller publications to bigger publications over time it creates momentum for your work as opposed to a big flash of publicity and then nothing “The most newsworthy thing to do is usually the one you’re most afraid of” “Paying for media always seems easier than earning it” “Effectiveness was our metric not existence” “When you do something unsuspected it almost always does better than going dollar for dollar with major advertisers” You can deploy “earned media arbitrage” buy buying small media in once place then creating a story around that media buy to get it amplified in other news outlets Becoming a perennial seller reuires that you build a fan base before and after a project Ryan knew in 2008 that he wanted be a big author so nearly 10 years ago he created an email list where he sent people book recommendations knowing one day he would use that list to eventually sell his books He had a very long term view of things “You can pay for influence the way you can pay for sex but from what I understand neither is uite the same as when you get it the old fashioned way” On Networking; never dismiss anyone play the long game focus on pre VIPs Building an email list is an incredibly valuable asset to have More great work is often the best way to market yourself and your older works of art Robert Green’s saw his sales really grow after his 3rd book Luck also plays a huge factor in your success — you should strive to be within striking distance of your goal at all times and then hopefully luck pushes you over the finish line Links to check out wwwperennialsellercomgift or email at helloperennialsellercomHere’s some memorable uotes from other people uoted in the book that I enjoyed “Whom the gods wish to destroy they first call promising” “People who are thinking about things other than making the best product never make the best product” Phil Libin “The best way to increase a startups growth rate is to make the product so good people recommend it to their fiends” Paul Graham “Lots of people want to be the noun without doing the verb” Austin Kleon “Write on subjects in which you have enough interest on your own to see through all the stops starts hesitations and other impediments along the way” John McPhee “Focus on the things that don’t change” Jeff Bezos “Getting into action generates inspiration Don’t cop out waiting for inspiration to get you back into action It won’t” Robert Evans “Only is better than best” Srinivas Rao “If you are working on something original you will have to ram the idea down their throats” on being worried about someone stealing your idea “Platform is not a stepping stone IT’s the finish line” Casey Neistat “Be a boxer not a fencer” A boxers weapon is part of him alluding to what a platform is versus paying for media


  2. says:

    Just because you've created something doesn't mean someone will want itWhether it's a book art music or some other product of your imagination your job is to make others want it Some will be satisfied with a uick payoff and move on to another project In this book Ryan Holiday offers strategies for making your creation a lasting a perennial seller a project with an unlimited lifetime of reward His blueprint is practical and filled with examples of artists in many fields who have achieved this kind of successHe emphasizes from the start it isn't easy It takes work lots of hard work and dedication to the processMany self help books raise false expectations Holiday is frank in saying you can do everything right and still fail There's that little thing called luck that's a factor in every enterprise Still do everything right and it's likely luck will follow You can't succeed without tryingHoliday divides his blueprint into four parts the creative process positioning marketing and platform All are essential if you want to achieve the goal of creating a perennial seller Follow the process and you'll have a product people will care about and wantReading this book will inspire you It's a worthy addition to any creative person's book shelves


  3. says:

    This is one of those books that's a brilliant condensation of wisdom pertaining to X thing in this case see the subtitle for the value of X The use you get out of it will be proportional to how few books you've read on surrounding topics I've probably got it covered 710 so my reactions were mostly along the lines of oh that's a good reminder However if you are a creative person who wants to get a good bullshit free understanding the commercialmarketing aspects of art you should get this book at once It may be the only one you'll needNeistat was expressing a truth every creator learns one that is all the essential in an online world where things can be shared with the click of a button Ideas are cheap Anyone can have one There are millions of notebooks and Evernote folders packed with ideas floating out there in the digital ether or languishing on dusty bookshelves The difference between a great work and an idea for a great work is all the sweat time effort and agony that go into engaging that idea and turning it into something real That difference is not trivial If great work were easy to produce a lot people would do it


  4. says:

    In one part of Perennial Seller Ryan Holiday shares advice he got from an unnamed successful author who said that the key to success in non fiction is to be “very entertaining” or “extremely practical” Holiday definitely chose plan BPerennial Seller is full of practical timeless advice It's well written flows smoothly and is easy to digest While there are no groundbreaking new strategies here what’s new to me at least is its argument to shift to a longer term focus Perennial Seller reinforced in me the importance of planning for the long haul instead of shooting for short term rewards I found this to be compelling and much needed advice and is why I wholeheartedly recommend it to any creator The problem is the idea of being a “perennial seller” isn’t sexy and the book doesn't do it many favors The cover is sexy though Changing people’s horizons from short to long term to want to create a perennial seller instead of a viral hit is hard As the Heath brothers outline in their book Switch to make such a change you need to “direct the rider” appeal to the rational brain and “motivate the elephant” inspire the heart Perennial Seller does a great job of the former but not the latter It didn’t make me jump out of my seat to sit back down and create my own perennial seller Again I found the book to be highly practical and well worth the read And hopefully it embeds the term “perennial seller” within the popular vernacular to join or replace terms like “smash hit” and “viral sensation” I doubt it will though until it gets sexier


  5. says:

    I have been working in publishing for over three decades and have become a little jaded when someone wants to explain the book business especially when giving advice on how to be successful at it And so I was surprised when I found myself nodding vigorously with everything Ryan Holiday says in PERENNIAL SELLER from how to conceive of the project to the role of the editor to how to think about and do marketing for the project I won't summarize his main points since there are so many but I will say this I will recommend this book to everyone especially my authors I suspect it will indeed become a perennial seller as it should


  6. says:

    Get These Insights about How to Make a Book Which is DifferentEvery day thousands of new books enter the market Which books become continual sellers? Bestselling author Ryan Holiday has studied these details with his own books and with other books PERENNIAL SELLER is loaded with the details for every author or would be author to read Ryan has a keen sense of what it takes to create an excellent book and each of his sections includes gems of information for the writer While many writers believe their key failure is in the marketing areas Ryan writes in the opening pages “Promotion is not how things are made great—only how they are heard about Which is why this book will not start with marketing but with the mindset and effort that must go into the creative process—the most important part of creating a perennial seller” Page 19Also for those writers who believe they can uickly crank out such a book Ryan cautions “Creating something that lives—that can change the world and continue doing so for decades—reuires not just a reverence for the craft and a respect for the medium but real patience for the process itself Page 29 30No matter who you are working with to get the book out there Ryan is realistic in PERENNIAL SELLER encouraging the writer to take their own responsibility rather than feel like they can delegate it to someone else In the section on positioning he writes a section called “You’re the CEO” saying “If the first step in the process is coming to terms with the fact that no one is coming to save you—there’s no one to take this thing off your hands and champion it the rest of the way home—then the second is realizing that the person who is going to need to step up is you” Page 67Whether you are brand new to publishing or a seasoned writer with multiple bestsellers you will gain insights reading PERENNIAL SELLER I found the book engaging and valuable—in fact maybe a book that I will read multiple times unusual for me I highly recommend this title


  7. says:

    It's fine I enjoy Ryan's storytelling style and like his approach in general I feel that's where it remains though being very general even though the book is filled with examples and stories I'm missing something and as holiday uotes Neil gaiman your reader is most often right if he feels a work lacks something I wouldn't really recommend this book to be honest even though it's all right I wouldn't know what to recommend it for


  8. says:

    They are the kind of art or products that we return to than once that we recommend to others even if they're no longer trendy or brand new In this way they are timeless dependable resources and unsung moneymakers paying like annuities to their owners Like gold or land they increase in value over time because they are always of value to someone somewhereThis is not a typical marketing tactic book that you're looking for If you're looking for a marketing book or any tactic to sell your mediocre ideas or products to your customer I advise you skip this book as there's no any deductive or easy formula guideline to help you promote your mediocre ideas This is a book to cultivate our mindset discipline and creativity to become a perennial seller I remember I read a book by Nassim Taleb in Antifragile he describes If a book has been in print for forty years I can expect it to be in print for another fifty years They are the examples of a phenomenon known in economics as the Lindy EffectDuring this digital era and exponential growth of social media and the numerous contents buzz on the internet The lifespan of the product consuming is getting shorter than ever People's attention is getting constraint And this makes me wonder how do we create something that can be able to last longer than those viral content on the internet or the product offering by those new ventures on the market The title of Perennial Seller attracted my attention and interest and it turns out I uite enjoy reading it The book distinguishes into four parts Part I Creative Process Part II Positioning Part III Marketing at last Part IV Platform I personally think Part I is not even satisfied my curiosity and thirst to know about thinking creatively in my opinion I rather prefer Todd Henry's Accidental Creative But no doubt this is a book that not only meant for business but anyone who is the creator In the purest form every entrepreneur designer journalist producer filmmaker comedian blogger actor investor anyone doing any kind of creative work Ryan advocates people to think like an artist challenge ourselves and our work to thrive further and to create successful masterpieces to the world make an impact on the society put a mark into the world To become a perennial seller


  9. says:

    I believe uite strongly that Perennial Seller wil not be in fact a Perennial Seller I am a big fan of Ryan Holiday's work and enjoyed all his other books most notably his work on Stoicism; Ego is the Enemy and The Obstacle is the Way This book felt a whole different level of uality In sheer defiance of his own advice in this very book the writing felt rushed and without substance Creation for the sake of creation The entire time while reading this I imagined a Holiday pushed by publicists trying to reach the prior agreed number of pages Gone are the insightful stories and uotes Instead it comes across preachy and pedantic I hope this book was only what I believe it was; a forced attempt at another marketing book he had to sueeze out for publicity reasons I hope that he goes back to focusing on writing stories he truly cares about


  10. says:

    How has it taken me so long to read this? Ryan Holiday’s ‘The Obstacle Is The Way’ has become my bible on how to approach life I didn’t think he’d be able to produce another book that so shook me to my core but wow He teeters on being contradictory every now and then but overall this was extremely inspiring with lots of practical advice


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