- Hardcover: 256 pages
- Publisher: Portfolio (July 18, 2017)
- Language: English
- ISBN-10: 0143109014
- ISBN-13: 978-0143109013
- Product Dimensions: 5.8 x 0.9 x 8.7 inches
- Shipping Weight: 12 ounces (View shipping rates and policies)
- Average Customer Review: 60 customer reviews
- Amazon Best Sellers Rank: #4,197 in Books (See Top 100 in Books)
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Perennial Seller: The Art of Making and Marketing Work that Lasts Hardcover – July 18, 2017
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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
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.
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Top customer reviews
This book is a must read for anyone involved in not only creative work, but whoever wants to build an idea that endures.
The first section of the book starts out talking about creating your work, whether books, art, or a business, that people want to engage. It forces you to that answer core questions about the customer and what they want and need from you (and yes, those questions are included with examples). It talks about the necessity of creating real work, really good work, not just good enough or giving your self an opportunity to update later or make it better in a post sale revision. Ryan peels away the layers of excuses all authors, speakers, and business people make. He takes directly on the notion that good enough is a good start or that if you first version isn't embarrassing you probably waited too long to launch. This book starts with the customer, reader, viewer in mind and builds around that premise. It also gives you permission to create exceptionally good work.
If you are a writer or artist who has a published work but the publisher did nothing to promote it this book as the answer why ... and exactly what to do about it.
The second section of the book is about marketing and hustling and reminding you that marketing is part of the creative process and something everyone must do if they hope to become something worth a customers time. Ryan breaks down core marketing methods for getting the word out, he talks about Public Relations, List Building, and Connecting but doesn't give you a litany of tactics to be regurgitated by rote and ticked off to say you've done them.
And that is what will make this book a perennial seller.
Rather than give you a list of tactics that will without doubt be outdated in months or at best a few years, he teaches you the core tenants of marketing and customer service, strong emphasis on service. He lays out through brilliant examples that you'd have never considered would have applicability to your art or business (Iron Maiden anyone) and shows how these people have build enduring living legacies and how some legacies when not properly cared for will stop serving you and serve others better (one of his examples is Michael Jackson buying the whole Beatles catalog because he believe more in their music than they did and in death earns millions from that catalog).
I've been writing and selling books, products, services and ideas for years and this is the first book that is so yellow from highlighting that a quick glance would make you wonder if a child marked it up indiscriminately. It is packed with marginalia from both inspired ideas (oh, he takes on your love of ideas too in section one, it is painful but honest and useful) and opportunities to keep my books alive.
At the end of the day this book reminded me of four important things:
1. Make your best work always, don't settle for good enough.
2. Create the work for you fans and never forget that no matter how long your work has been in print it's brand new to the person seeing it for the first time.
3. Never stop marketing your work because marketing is integral to good art and good business. Combine that with a connected with you experience for the consumer.
4. Never stop promoting and working to get more people to discover your work, no one else will do it for you and your fans will love you for it.
This book is a must read for everyone who creates something that deserves a loyal following and who is willing to work tirelessly to get that work into their hands. This book will be my go to book for clients, artist friends, and people who dream of creating art someday.
Holiday is an exception to that rule, and everything he has written so far is always original and in his distinct voice. For this book in particular, I have read a lot in the genre of book creation/marketing. I helped run a small publishing company at one point and for part of my learning, I bought and read as many books on the business of books as I could. While Perennial Seller is not focused exclusively on books, authors will find more here that is useful than other creatives. Of all the books I have read on writing, this one stands out as my top recommendation moving forward. It succinctly covers Creation, Positioning, Marketing, and Platform and wastes no space in doing so. Some highlights include:
"While many dream perennial-selling dreams, they think that the wanting–instead of the work–is what matters."
"The difference between a great work and an idea for a great work is all the seat, time, effort, and agony that go into engaging that idea and turning it into something real. That difference is not trivial."
The two best things to focus on as a nonfiction writer are enjoyability and utility.
"At a very basic level, if you're not amazing in every facet, you're replaceable. To publishers, studios, investors, and customers alike."
The one sentence, one paragraph, one page exercise to make your product clear is invaluable.
". . . nothing has sunk more creators and caused more unhappiness than this: our inherently human tendency to pursue a strategy aimed at accomplishing one goal while simultaneously expecting to achieve other goals we've specifically deprioritized."
Only one thing matters in marketing: word of mouth.
Bottom line: This is an extremely practical and enjoyable book, both original and drawing on the wisdom of many other creatives. If you are at the idea stage and haven't been able to break through to do the work, buy this book. Reading it gave me the push I needed to start working on other things that have been in the idea stage for too long. Highly Recommended.
Most recent customer reviews
If you're a total beginner looking for direction in getting started, this book is perfect for you.Read more