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Perennial Seller

The Art of Making and Marketing Work That Lasts

By Ryan Holiday

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Format: Hardcover, 272 pages
Published In: United States, 18 July 2017
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.

About the Author

RYAN HOLIDAY is the bestselling author of Trust Me, I'm Lying; The Obstacle Is the Way; Ego Is the Enemy; and other books about marketing, culture, and the human condition. His work has been translated into twenty-eight languages and has appeared everywhere from the Columbia Journalism Review to Fast Company. His company, Brass Check, has advised companies such as Google, TASER, and Complex, as well as multiplatinum musicians and some of the biggest authors in the world. He lives in Austin, Texas.

Reviews

A Financial Times Book of the Month Selection The book may find a cult following on Madison Avenue the same way his work on stoic philosophy, "The Obstacle is the Way," did in the NFL. --Steve Rubel in AdvertisingAge "How to create lasting success in a world of flash-in-the-pan hits and how to extend the proverbial 15 minutes of fame to a decade or even a century." --The Financial Times "The book every entrepreneur should read this year."--Jeff Haden, Inc. "Every artist aspires to create timeless, lasting work and this book is astudy on what it takes to do just that. Ryan Holiday has written a brilliant, inspiring guide to ignoring the trends of the day to focus on what matters and what will lead to real impact. If you want to write, produce, or build something amazing, read this book."--JAMES FREY, bestselling author of A Million Little Pieces and Bright Shiny Morning "As a showrunner or any kind of artist, you have to know when to stick to your guns and trust your gut, when and whom to ask for help, and how to define and lean into your brand. This book gets to the core of each of those elements in an attempt to help creatives be successful for along time." --DAVID ZUCKERMAN, television writer and cocreator of Family Guy, American Dad, and Wilfred "My first book took five years for it to become a bestseller. It sells more now than it did ten years ago. You won't find a better guide to create something that lasts than Perennial Seller! Ryan Holiday is one of the great marketing minds of our time!"--JON GORDON, bestselling author of The Energy Bus "Ideas are a dime a dozen, but those who put them into practice are priceless. [In Perennial Seller], Ryan shows you how to become one of "those" through his simple and cutthroat strategy for what it takes to be a successful creative in the modern world. This book couldn't be more timely!" --JAKE UDELL, founder of TH3RD BRAIN; manager of Grace VanderWaal, Gallant, ZHU, and Krewella "In an era of disposable hot takes, Ryan's writing blends thoughtful and thorough contrarianism with delicious anecdotes to back it up. Perennial Seller continues that tradition."--RICKY VAN VEEN, cofounder CollegeHumor and Vimeo, head of global creative strategy at Facebook "I said this about Ryan Holiday's last book, but I'll say this now about this book. This is his best book. This will be a perennial seller. Everything in here is so true and it is a guide to creativity in the real world."--JAMES ALTUCHER, author of Choose Yourself "Ryan Holiday is more than a marketing genius--he is an extraordinary thinker whose instincts deliver him deep into the human condition. I've been lucky to work with Ryan, and his goal is unwavering--to help creators make work that lasts. Perennial Seller is the perfect distillation of his ideas, and that rarest of gifts--a road map to success and an insight into life."--ROBERT KURSON, New York Times bestselling author of Shadow Divers "Autodidact extraordinaire Ryan Holiday strips away the ridiculous obsession with contemporary bestsellerdom and gets to the heart and soul of individual genius, creating timeless classics that change people's lives year after year after year. For those of us who wish to summon the courage and forgo instant validation in favor of deep and original creation, this book offers not just the Why, but the How. A must-read for creators of all persuasions."--SHAWN COYNE, cofounder of Black Irish Books, author of The Story Grid: What Good Editors Know"Fashion, like most industries, is all about what's popular right now, yet at the same time the best designers and creators aspire to make and sell things that will last more than just a single season. Holiday's new book is the ultimate road map to making your work and your message stick."--AYA KANAI, chief fashion director for Cosmopolitan, Seventeen, Redbook, and Woman's Day "At this moment, it's easy to think of music as no more than ephemeral content. For this reason, it's more important than ever to make work that stands the test of time. This book is a complete and current handbook for writing classics. Perennial Seller clears a path through the noise. If you are interested in creating work that stands the test of time, then Perennial Seller is a must-read."--JUSTIN BORETA, The Glitch Mob "Every artist who wants to create a thriving career that outlasts fads, trends, and technologies needs to read this book. It's a formula for becoming a classic and legendary."--MICHAEL RAPINO, CEO and president, Live Nation "Every artist aspires to create timeless, lasting work and this book is astudy on what it takes to do just that. Ryan Holiday has written a brilliant, inspiring guide to ignoring the trends of the day to focus on what matters and what will lead to real impact. If you want to write, produce, or build something amazing, read this book."--JAMES FREY, bestselling author of A Million Little Pieces and Bright Shiny Morning "As a showrunner or any kind of artist, you have to know when to stick to your guns and trust your gut, when and whom to ask for help, and how to define and lean into your brand. This book gets to the core of each of those elements in an attempt to help creatives be successful for along time." --DAVID ZUCKERMAN, television writer and cocreator of Family Guy, American Dad, and Wilfred "My first book took five years for it to become a bestseller. It sells more now than it did ten years ago. You won't find a better guide to create something that lasts than Perennial Seller! Ryan Holiday is one of the great marketing minds of our time!"--JON GORDON, bestselling author of The Energy Bus "Ideas are a dime a dozen, but those who put them into practice are priceless. [In Perennial Seller], Ryan shows you how to become one of "those" through his simple and cutthroat strategy for what it takes to be a successful creative in the modern world. This book couldn't be more timely!" --JAKE UDELL, founder of TH3RD BRAIN; manager of Grace VanderWaal, Gallant, ZHU, and Krewella "In an era of disposable hot takes, Ryan's writing blends thoughtful and thorough contrarianism with delicious anecdotes to back it up. Perennial Seller continues that tradition."--RICKY VAN VEEN, cofounder CollegeHumor and Vimeo, head of global creative strategy at Facebook "I said this about Ryan Holiday's last book, but I'll say this now about this book. This is his best book. This will be a perennial seller. Everything in here is so true and it is a guide to creativity in the real world."--JAMES ALTUCHER, author of Choose Yourself "Ryan Holiday is more than a marketing genius--he is an extraordinary thinker whose instincts deliver him deep into the human condition. I've been lucky to work with Ryan, and his goal is unwavering--to help creators make work that lasts. Perennial Seller is the perfect distillation of his ideas, and that rarest of gifts--a road map to success and an insight into life."--ROBERT KURSON, New York Times bestselling author of Shadow Divers "Autodidact extraordinaire Ryan Holiday strips away the ridiculous obsession with contemporary bestsellerdom and gets to the heart and soul of individual genius, creating timeless classics that change people's lives year after year after year. For those of us who wish to summon the courage and forgo instant validation in favor of deep and original creation, this book offers not just the Why, but the How. A must-read for creators of all persuasions."--SHAWN COYNE, cofounder of Black Irish Books, author of The Story Grid: What Good Editors Know"Fashion, like most industries, is all about what's popular right now, yet at the same time the best designers and creators aspire to make and sell things that will last more than just a single season. Holiday's new book is the ultimate road map to making your work and your message stick."--AYA KANAI, chief fashion director for Cosmopolitan, Seventeen, Redbook, and Woman's Day "At this moment, it's easy to think of music as no more than ephemeral content. For this reason, it's more important than ever to make work that stands the test of time. This book is a complete and current handbook for writing classics. Perennial Seller clears a path through the noise. If you are interested in creating work that stands the test of time, then Perennial Seller is a must-read."--JUSTIN BORETA, The Glitch Mob "Every artist who wants to create a thriving career that outlasts fads, trends, and technologies needs to read this book. It's a formula for becoming a classic and legendary."--MICHAEL RAPINO, CEO and president, Live Nation "A guide to creativity in the real world."--JAMES ALTUCHER, author of Choose Yourself "The best designers and creators aspire to make and sell things that will last more than just a single season. Holiday's new book is the ultimate road map to making your work and your message stick."--AYA KANAI, chief fashion director for Cosmopolitan, Seventeen, Redbook, and Woman's Day "Every artist who wants to create a thriving career that outlasts fads, trends, and technologies needs to read this book. It's a formula for becoming a classic and legendary."--MICHAEL RAPINO, CEO and president, Live Nation

EAN: 9780143109013
ISBN: 0143109014
Publisher: Portfolio
Dimensions: 20.96 x 13.97 x 1.6 centimetres (0.34 kg)
Age Range: 15+ years
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