Perennial Seller :The Art of Making and Marketing work that lasts - Ryan Holiday

 

We all know the works that have lasted the test of time. Works that have become classics and evergreen. Be it a book or a movie or a television series, work of art, inventions and creations, the one question often plaques our mind is that where these work just a matter of luck or was there something else behind the everlasting creations. What does it take to create something that lasts forever? “Perennial seller – The art of making and marketing work that lasts” authored by Ryan Holiday put some insightful light on the topic.

The book starts with an interesting introduction to the topic by giving examples of work that have been perennial success. Perennial success for the author is not the mere fact that the product is successful during its fist five years or during the initial release, perennial success here refers to the concept of continued success irrespective of change in time and taste. The reader then comes across some great examples that fit into the bracket of perennial success. Some of these, interestingly, may not be hugely successful during its initial years, but over the years these examples have found to experience continued success. The introduction chapter sets the tone of the topic and makes it intriguing for the reader to continue further.

The first part- “The Creative process”- From the mindset to the making of the logic concentrates on a single importation point- The Work is what matters. This portion would give the reader insights into the fact that to make great work one must concentrate on creating first. Like for an author to write a masterpiece, writing is the only activity that must of be utmost importance. Action is more important than just having an idea or plan for success. This portion explains the beautiful concept of creation and the satisfaction that gives the mind and the soul. One of the most important points discussed in this section is the debate about long term and short term. There are some great insights into this debate that tells us as to why creative people shouldn’t rush. The goal has to be from the long- term point of view. The importance of the concept of “drawdown” and its importance in the entire creative space is an absolute revelation. Drawdown in the perspective of the process of creativity is that period where one avoids doing any act on the creation and rather only think about the creation. In short, it’s a period of rest from the process of active creation but the thinking continues.  Good volume has been spent on the advantages of testing early and testing often and how it can help in the creation process.

The second part-“Positioning – From polishing to perfecting to packaging,” concentrates on the importance of  review and reworking. This, according to the book is one of the most common mistakes committed by creative minds that they often don’t ask questions to themselves about their own work.  Questions like “Why are we doing this?” “Who this is for?” “Who this is not for” “Who are you aiming for”. These questions more often than not, changes the course of the product which leads to testing and restarting. Reworking is the most important act to get positive replies to those questions.

The third part- “Marketing – From courting to Coverage, Pushing to Promotion” concentrates on the fact that no matter how much advertisement or promotion one does, Word of mouth would be the most important promotion that would take place. This part very insightfully explains that advertisement is not only the job of marketers, but also of the creators. The importance of the concept of “Free products” during the initial stages or initial years has been effectively discussed with some great examples from the past. In case free is not possible, then how discounting the price can help has been explained with some practical examples.

The fourth part- “Platform -From fans to friends and a full fledged career” explains the reader about the importance of a particular platform for every creation and why without a platform even great products sometime don’t last the test of time. It covers all aspects from networking, building a platform based on email lists, fan holding and the relationship that one has with its fan.

The last portion describes that luck will have its say but luck will only come into play when we have created what we wanted and have given everything in that creation process.

The book may seem to be suitable for creators in the creative field but the overall concepts and techniques remain the same no matter what one is creating. The book is full of actual on floor examples and this makes the reader introspect those products and creations in a different manner than one would have done if they would’ve not known about the insightful details of those creations.

“Perennial seller” by Ryan Holiday is a very productive read for anyone who wants to start on the journey a creating anything. This book would give the perfect start point and the important halts that a creator of products or services or anything should concentrate on in order to make a creation that lasts the test of time.