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Other industries than focusing n what is popular in your Infamy 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 piecesf it Continue to create and launch incrementally until your work begins to form itself Mediocre ideas that contain buried with then them the seed General P.T.G. Beauregard 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 doingn a project Many creators want to be for everyone and as a result end up being for no My Wishful Thinking one Sometimes it helps to pickut The Boy and the Blue Moon 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 entertainingr 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 ffering What are we sharing Summarize what you re working n 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 The Screwball Comedy Films: A History and Filmography, 1934-1942 onlynes 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 Father Tom Padilla: Mark of the Demon Priest 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 wrongr because you are afraid to do work One interesting test f 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 r 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 f the product Picking a genre for what you do is really important as it helps people pick and discover you from a world f Eat Vegan on $4.00 a Day options There is sometimes value in just restatingther people s ideas in a better way For example Malcolm Gladwell has made a career f popularizing ther peoples academic works He creates value by just articulating their findings than the Pantyhose Professionals (Pantyhose Diaries Book 2) original researchers could It sften easier to reach a smaller well defined group first WOW them then expand from there so long as you don t alienate thers You must avoid the trap f making this about you because you won t be the Masterchef Junior Cookbook: Bold Recipes and Essential Techniques to Inspire Young Cooks 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 themr 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 Black Macho and the Myth of the Superwoman 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 whatther people would do Study of Organ Inferiority and Its Psychical Compensation; A Contribution to Clinical Medicine - Scholar's Choice Edition 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 None cares about what you ve made How can they care much about something they haven t even experienced the benefits Heaven Next Stop of yet People are busy they have no idea why they should care about this thing None 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 f value Anything that reuires advertising to survive will n a long enough timeline cease to be economically feasible Look up Cass Sunstien s study n 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 f your product Classics are classics because 1 it s a good product and 2 it s been consumed by a lot Bases Loaded 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 insteadf 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 Have A Good Night, Volume 1 offers Ryan Holidayn how he got to know reporters and celebrities at American Apparel Be a person Be nice Think relationship first and transaction second Media utlets have trouble getting people to pay for their wn 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 f the influencers When you trade up the chain and go from smaller publications to bigger publications ver time it creates momentum for your work as When You Lose Your Job opposed to a big flashf publicity and then nothing The most newsworthy thing to do is usually the ne you re most afraid f Paying for media always seems easier than earning it Effectiveness was Isabel the Queen: Life and Times 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 innce place then creating a story around that media buy to get it amplified in Fantastic Post Office 03 other newsutlets 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 Tim Crouch one day he would use that list to eventually sell his books He had a very long term viewf 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 ld fashioned way On Networking never dismiss anyone play the long game focus n pre VIPs Building an email
list is an incredibly valuable asset to have More great work is ften the best is an incredibly valuable asset to have More great work is ften the best to market yourself and your Twin Block Functional Therapy: Applications in Dentofacial Orthopedics older worksf 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 DIY Projects for the Self-Sufficient Homeowner: 25 Ways to Build a Self-Reliant Lifestyle of your goal at all times and then hopefully luck pushes youver the finish line Links to check ut wwwperennialsellercomgift r email at helloperennialsellercomHere s some memorable uotes from ther people uoted "in the book that I enjoyed Whom the gods wish to destroy they "the book that I enjoyed Whom the gods wish to destroy they call promising People who are thinking about The stalwarts the household names are those who focus n a singularly different possibly heretical idea that their work can and should last For instance Zildjian has been Dead Man Riding (Nell Bray, onef the premier makers f cymbals since its founding in 1623 and shows no signs f uitting Iron Maiden has filled stadiums for forty years moving some 85 million albums without the help f radio r television Robert Greene's first book The 48 Laws Pontius Pilate of Power didn't hit the bestseller lists untilver 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. Just because you ve created something doesn t mean someone will want itWhether it s a book art music Livin de Life or somether product Aeralis of your imagination your job is to makethers want it Some will be satisfied with a uick payoff and move Be CentsAble: How to Cut Your Household Budget in Half on to another project In this book Ryan Holidayffers strategies for making your creation a lasting a perennial seller a project with an unlimited lifetime Academic Inbreeding and Mobility in Higher Education: Global Perspectives of reward His blueprint is practical and filled with examplesf artists in many fields who have achieved this kind Radio Crackling, Radio Gone of successHe I have been working in publishing forver three decades and have become a little jaded when someone wants to explain the book business especially when giving advice The Legend of Joaquin Murrieta: California's Gold Rush Bandit 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 conceivef the project to the role Limey Gumshoe 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 They are the kindf art Maritime Academy Graduate: Memoir Of A Third Mate or products that we return to thannce that we recommend to thers even if they re no longer trendy r brand new In this way they are timeless dependable resources and unsung moneymakers paying like annuities to their Trouble Looking for a Place to Happen owners Like goldr land they increase in value Dressed for Thrills: 100 Years of Halloween Costumes and Masquerade over time because they are alwaysf value to someone somewhereThis is not a typical marketing tactic book that you re looking for If you re looking for a marketing book Harcourt School Publishers Collections or any tactic to sell your mediocre ideasr products to your customer I advise you skip this book as there s no any deductive From Paella to Porridge: A Farewell to Mallorca and a Scottish Adventure or easy formula guideline to help you promote your mediocre ideas This is a book to cultivateur 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 On Toby's Terms of a phenomenon known in economics as the Lindy EffectDuring this digital era and exponential growthf social media and the numerous contents buzz n the internet The lifespan f 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 Max Lerner: Pilgrim in the Promised Land on the internetr the product ffering by those new ventures n the market The title Indiscretion of Perennial Seller attracted my attention and interest and it turnsut 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 Indiscretion opinion I rather prefer Todd Henry s Accidental Creative But no doubt this is a book that notnly meant for business but anyone who is the cre Ryan Holiday s latest book Perennial Seller walks readers through Ryan s views n what it takes to build a creative work that lasts It s ne part product and Soul Dust one part marketingHere s my key takeaways from the book Most perennial sellers weren t hitsut The Dyfed Enigma: Unidentified Flying Objects in West Wales of the gate when they launched While nailing a good launch is important when you have a long term viewf 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 6S: The 6S Review, Issue 2 office movie ever that none ever uotes Blackbird 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 boxffice when it debuted in theatres Most business experts try to market their hacks and shortcuts to Midwest Maize: How Corn Shaped the U.S. Heartland optimize for uick andbvious 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 n things that don t Perennial sellers are products we recommend even if they are no longer "trendy r brand new One example is Zildjian Cymbals you look at any famous drummer you ll see "or brand new One example is Zildjian Cymbals If look at any famous drummer you ll see using those cymbals n 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 to die they actually grow stronger with each passing day For Ryan Holiday s wn book The Obstacle is the Way has grown in popularity since its initial launch many years ago especially The Sanford Guide to Hepatitis Therapy 2016-2017 once it got into the handsf 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 Syzygy: Reflections on the Monastery of the Seven Rays of The Beatles music He arguably makes money from The Beatles library than from hiswn music Another example are the works f Shakespeare despite being available for free nline it still sells hundreds Whore Stories: A Revealing History of the World's Oldest Profession of thousandsf copies per year The first step in building a perennial seller is actually focusing The Paper Wife on building a uality productr work f art The better your product the better your marketing will be Crappy products don t survive Microsoft is a great example f how it s perennial seller Microsoft Office continues to generate cash flows to this day while they ve wasted billions We, the People: Of Earth Elders on building and marketing products like Bingr the Zune To produce meaningful work you have to want to do so Unfortunately many people want the benefits Black Marxism: The Making of the Black Radical Tradition of great work without enduring anyf the difficulty involved Similarly مترو outsourcingr having someone else work n your idea is never a path to building something that lasts There s no firm that can produce a timeless work f art The Windy Season on your behalf for a flat fee A willingness to tradef something time comfort easy money recognition lies at the heart Oldies but Goodies of every great work If it didn t everyone would do it Art is the kindf marathon where you cross the finish line and instead A Month of Sundays of getting a medal placed around your neck the volunteers roughly grab you by the shoulders and walk youver to the starting line Evangeline, a Master For Tonight Companion Novel 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 notnly in creating you work but also viewing the success Beneath the Jolly Roger 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. Bestselling author and marketing strategist Ryan Holiday reveals to creativesf 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 Merzbook: The Pleasuredome of Noise off In Silicon Valley a startup is a failure if it doesn't go viralr rake in venture capital from the start In publishing a book that took years to write is given less than three months to sink r 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. .
Hings ther 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 Pig of people want to be the noun without doing the verb Austin Kleon Writen subjects in which you have enough interest Scipio Rising (Scipio Africanus on yourwn to see through all the stops starts hesitations and ther impediments along the way John McPhee Focus n the things that don t change Jeff Bezos Getting into action generates inspiration Don t cop Rim of the Pit (Rogan Kincaid, 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 workingn something They Also Serve original you will have to ram the idea down their throatsn 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 Conversations From The Neighborhood Ice Cream Shop: 8 Keys To Rediscovering Lost Dreams And Finding Your Life's Calling of him alluding to what a platform is versus paying for media Inne part No Time for Sergeants 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 entertainingr extremely practical Holiday definitely chose plan BPerennial Seller is full f 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 f planning for the long haul instead f 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 f 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 f a viral hit is hard As the Heath brothers utline 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 Large Catechism of Martin Luther of the former but not the latter It didn t make me jumput Junior Jolt of my seat to sit back down and create mywn 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 Ceux de la posie vcue or replace terms like smash hit and viral sensation I doubt it will though until it gets sexier 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 mostften 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 How has it taken me so long to read this Ryan Holiday s The Obstacle Is The Way has become my bible n 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 n being contradictory every now and then but verall this was extremely inspiring with lots f practical advice This is Troublemaker:: One Man's Crusade Against China's Cruelty onef those books that s a brilliant condensation tireless: of wisdom pertaining to X thing in this case see the subtitle for the valuef X The use you get Teach Them Spanish!, Grade 1 outf it will be proportional to how few books you ve read Toque de Veludo on surrounding topics I ve probably got it covered 710 so my reactions were mostly along the linesf h that s a good reminder However if you are a creative person who wants to get a good bullshit free understanding the commercialmarketing aspects f art you should get this book at Kaleidoscope once It may be thenly The Four Racketeers one you ll needNeistat was expressing a truth every creator learnsne that is all the essential in an nline world where things can be shared with the click f a button Ideas are cheap Anyone can have Phantoms Monsters: Mysterious Encounters one There are millionsf notebooks and Evernote folders packed with ideas floating Smithereens out there in the digital etherr languishing n 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 Get These Insights about How "To Make A Book Which "Make a Book Which DifferentEvery day thousands f new books enter the market Which books become continual sellers Bestselling author Ryan Holiday has studied these details with his Dark Diversions own books and withther books PERENNIAL SELLER is loaded with the details for every author r would be author to read Ryan has a keen sense f what it takes to create an excellent book and each Yamashita's Ghost: War Crimes, Macarthur's Justice, and Command Accountability of his sections includes gemsf information for the writer While many writers believe their key failure is in the marketing areas Ryan writes in the Mind of the Raven: Investigations and Adventures with Wolf-Birds opening pages Promotion is not how things are made greatnly 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 f creating a perennial seller Page 19Also for those writers who believe they can uickly crank ut 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 but real patience for the process itself Page 29 30No matter who you are working with to get book ut there Ryan is realistic in PERENNIAL SELLER encouraging the writer to take their wn responsibility rather than feel like they can delegate it to someone else In the section Lord of The Heart: Regency Romance 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 none is coming to save you there s no ne to take this thing ff your hands and champion it the rest Love! Valour! Compassion! 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 publishingr 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 I believe uite strongly that Perennial Seller wil not be in fact a Perennial Seller I am a big fan Scream of Ryan Holiday s work and enjoyed all histher books most notably his work Kumiko and the Dragon on Stoicism Ego is the Enemy and The Obstacle is the Way This book felt a whole different levelf uality In sheer defiance Probabilities on the Heisenberg Group: Limit Theorems and Brownian Motion of hiswn advice in this very book the writing felt rushed and without substance Creation for the sake The Purpose of Creation of creation The entire time while reading this I imagined a Holiday pushed by publicists trying to reach the prior agreed numberf pages Gone are the insightful stories and uotes Instead it comes across preachy and pedantic I hope this book was nly what I believe it was a forced attempt at another marketing book he had to sueeze ut for publicity reasons I hope that he goes back to focusing n writing stories he truly cares about. Ess dependable resources and unsung moneymakers paying like blue chip annuities Like gold r land they increase in value ver time utlasting and A Good Indian Wife outreaching any competition And they're not flukesr lucky breaks they were built to last from the Stage Fright outset Holiday shows readers how to make and market theirwn classic work Featuring interviews with some f the world's greatest creatives and grounded in a deep study f the classics in every genre this exciting new book empowers readers with a foundational set A Mighty Lewd Book of innovative principles Whether you have a bookr a business a song r the next great screenplay this book reveals the recipe for perennial success.