Perennial Seller

The Art of Making and Marketing Work That Lasts

By: Ryan Holiday

Narrated by: Ryan Holiday

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 best-seller 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 40 years after the band was founded?

Best-selling 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 '90s and timeless themes to become a modern classic.
• Harper Lee, who transformed a muddled manuscript into To Kill a Mockingbird with the help of the right editor and feedback.
• Winston Churchill, Stefan Zweig, and Lady Gaga, who each learned the essential tenets of building a platform of loyal, dedicated supporters.

Holiday reveals that the key to success for many perennial sellers is that their creators don't distinguish between the making and the marketing. The product's purpose and audience are in the creator's mind from day one. By thinking holistically about the relationship between their audience and their work, creators of all kinds improve the chances that their offerings will stand the test of time.

©2017 Ryan Holiday (P)2017 Penguin Audio

Critic 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 Advertising Age)

"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 Marketing: War of Art

This book beings the reader into the story, imagining yourself on a journey through the creative world, taking on challenges, persevering, and looking towards meaning and purpose, instead of quick rewards and immediate likeability. Choosing the long game, a life path of excruciating pain, extensive editing, and endless creative pursuits. All in service to exhausting the grand potential the individual has as their gift to the world. Will be overjoyed to share this with colleagues and friends to share Ryan's inspiring work, in hope's to share that same inspiration with others.

wow, exactly what I needed to hear

perfect timing as I was get to g caught up in the normal internet marketing world advice, this helped guide me down the right path to think about creating deeper content

As good as a business and life book as I've ever

This was so good I just started to listen to it again. Excellent, practical information from a master practitioner

Excellent work!

The author deconstructs the whole idea and misconception about making and marketing work that lasts (perennial), peeling off every wrongful layer of assumption, from its conception until marketing of any endeavor. Very enlightening and applicable to every field.

Just what I needed

As always, invaluable information. Straightforward delivery. Clean and clear. I’ll buy what he’s selling. I heart him.

Helpful for creators

This book was excellent. I’ve read it twice. Need the reminders to stop waiting for a miracle and get back to work.

Another success from Ryan Holiday

I listened to this book because Ryan Holiday wrote it. He consistently delivers value and his books will truly stand the test of time.

So powerful I'm listening again

Rich with information. Dense with the author's use of real life stories to illustrate his points. I'm immediately starting again, the better to absorb the significant points. If you are a creator of any stripe, Perennial Seller is required reading -- or in my case, listening :-)

Great, insightful read

I thought Ryan did an incredible job breaking down the writing process and exposing all of the hard work and dedication that it takes, without making it seem dire or impossible to accomplish. The anecdotes were well chosen and timely, and his lived experiences were engaging! Loved the book. It makes me feel like getting up and putting my fingers back on the keyboard.

thoroughly enjoyed

Ryan Holiday is a great writer and orator. I thoroughly enjoyed the book and will make sure to read and listen to more of his work.