Perennial seller : the art of making and marketing work that lasts / Ryan Holiday, founder of Brass Check.

Includes bibliographical references and index.

The creative process: from the mindset to the making to the magic -- Positioning: from polishing to perfecting to packaging -- Marketing: from courting to coverage, pushing to promotion -- Platform: from fans to friends and a full-fledged career -- Conclusion: what's luck got to do with it?

"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. 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." --