Perennial Seller
The Art of Making and Marketing Work that Lasts
(Sprache: Englisch)
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.
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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.
Klappentext zu „Perennial Seller “
The book that Inc. says "every entrepreneur should read" and an FT Book of the Month selection...How did the movie The Shawshank Redemption fail at the box office but go on to gross more than $100 million as a cult classic?
How did The 48 Laws of Power miss the bestseller lists for more than a decade and still sell more than a million copies?
How is Iron Maiden still filling stadiums worldwide without radio or TV exposure forty years after the band was founded?
Bestselling author and marketer Ryan Holiday calls such works and artists perennial sellers. How do they endure and thrive while most books, movies, songs, video games, and pieces of art disappear quickly after initial success? How can we create and market creative works that achieve longevity?
Holiday explores this mystery by drawing on his extensive experience working with businesses and creators such as Google, American Apparel, and the author John Grisham, as well as his interviews with the minds behind some of the greatest perennial sellers of our time. His fascinating examples include:
• Rick Rubin, producer for Adele, Jay-Z, and the Red Hot Chili Peppers, who teaches his artists to push past short-term thinking and root their work in long-term inspiration.
• Tim Ferriss, whose books have sold millions of copies, in part because he rigorously tests every element of his work to see what generates the strongest response.
• Seinfeld, which managed to capture both the essence of the nineties and timeless themes to become a modern classic.
• Harper Lee, who transformed a muddled manuscript into To Kill a Mockingbird with the help of the right editor and feedback.
• Winston Churchill, Stefan Zweig, and Lady Gaga, who each learned the essential tenets of building a platform of loyal, dedicated supporters.
Holiday reveals that the key to success for many perennial sellers is that their creators don't distinguish between the making and the marketing. The product's purpose and audience
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are in the creator's mind from day one. By thinking holistically about the relationship between their audience and their work, creators of all kinds improve the chances that their offerings will stand the test of time.
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The more books we read, the clearer it becomes that the true function of a writer is to produce a masterpiece and that no other task is of any consequence. Cyril ConnollyA few years ago I got into an argument with a friend. This person whose company I enjoy and whose work I respect had declared the following to aspiring creatives on Twitter: You should spend 20 percent of your time creating content and 80 percent of your time promoting it. This kind of thinking sounds right. Lines like that are easy to repeat at conferences and cocktail parties. It styles the speaker as part of some bold new breed of creator, not one of the old, stodgy dinosaurs. In its own way, it is inspiring too, saying: Don t overthink it; just get out there and hustle! There s only one problem: It s terrible advice. So terrible that I know the successful entrepreneur who said it could never have gotten to where he is if he d actually followed his own advice. He didn t have a large audience just because he was good at marketing his successful marketing was dependent on the fact that he had a great product. Not only was he a counter?example of that very line of thinking, I can t say I know too many people whose success was built by spending one fifth of their time creating and four fifths loudly hawking the work they ve just thrown together. While there are many different types of success in this world, and prioritizing marketing and sales over the product may lead to some of them, that is not how perennial success is created. The kind of important, lasting work we are striving for is different we re talking about making something that doesn t rely on hype or manipulative sales tactics. Because those methods ?aren t sustainable. And they do an injustice to great work. Even as someone who loves the challenge and creativity and rigor of marketing, I m alarmed
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at how many creators gloss over creating. They fritter away their time on Twitter and Facebook not killing time, but believing that they are building up followers to be the recipients of their unremarkable work. They have meticulously crafted brands and impeccable personae crafted through media training. They spend money on courses and read books on marketing to develop sales strategies for products they ?haven t even made yet. All this churn may feel productive, but to what end? To make something that will, eventually, disappear with the wind? Even the best admen will admit that, over the long term, all the marketing in the world won t matter if the product hasn t been made right. In fact, it s a classic measure once, cut twice scenario, in that the better your product is, the better your marketing will be. The worse it is, the more time you will have to spend marketing and the less effective every minute of that marketing will be. You can count on that. Promotion is not how things are made great only how they re 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.
The Work Is What Matters
The first step of any creator hoping for lasting success whether for ten years or ten centuries is to accept that hope has nothing to do with it. To be great, one must make great work, and making great work is incredibly hard. It must be our primary focus. We must set out, from the beginning, with complete and total commitment to the idea that our best chance of success starts during the creative process. The decisions and behaviors th
The Work Is What Matters
The first step of any creator hoping for lasting success whether for ten years or ten centuries is to accept that hope has nothing to do with it. To be great, one must make great work, and making great work is incredibly hard. It must be our primary focus. We must set out, from the beginning, with complete and total commitment to the idea that our best chance of success starts during the creative process. The decisions and behaviors th
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Autoren-Porträt von Ryan Holiday
Ryan Holiday
Bibliographische Angaben
- Autor: Ryan Holiday
- 2017, 256 Seiten, Maße: 14,4 x 21,3 cm, Gebunden, Englisch
- Verlag: Penguin US
- ISBN-10: 0143109014
- ISBN-13: 9780143109013
- Erscheinungsdatum: 18.07.2017
Sprache:
Englisch
Pressezitat
A Financial Times Book of the Month SelectionThe 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;
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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
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
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