Perennial Seller

A great product isn’t enough. You must ensure it thrives in a noisy, demanding world.

1. Ideas Aren’t Enough – Creativity Demands Action

An idea, no matter how brilliant, holds little value if it isn’t executed. Many people dream of writing a book, starting a company, or creating art, but most fail to act. Success, especially in creative fields, starts with doing the work, not just imagining it.

Ryan Holiday explains that even promising companies like Microsoft have learned this lesson the hard way. Their MP3 player, Zune, failed miserably because the effort to make it stand out wasn’t there. In contrast, Microsoft Office became a long-term hit because of continuous hard work and improvements.

The process begins with taking actual steps. Holiday mentions how comedian Sarah Silverman advises aspiring creators to stop waiting for ideal conditions and simply start creating. Without harnessing creativity through action, even the best ideas will fade into oblivion.

Examples

• Microsoft Office's 25-year evolution stems from consistent effort.
• Comedian Sarah Silverman encourages creators to create without hesitation.
• Aspiring writers often talk about books they haven’t written, stuck at the idea stage.

2. Purpose Fuels Perseverance

Success in creative fields isn’t fun and games—it needs serious motivation. Purpose is key. Without it, challenges can become overwhelming. A strong mission gives creators the stamina to push through rejection and setbacks.

For instance, Holiday discusses writers who keep submitting work despite rejections because they are driven by the need to share their message. Similarly, athletes often choose rigorous training over leisure, knowing their passion demands sacrifice.

Determined creators like authors or musicians devote countless hours to their craft, not because it's easy, but because their sense of purpose outweighs short-term discomfort. Purpose acts as a shield when challenges arise.

Examples

• Writers with a mission persist through endless rejection.
• Athletes choose gym workouts over relaxing with friends because their goals matter more.
• Artists often sacrifice personal time to refine their creations.

3. Creators Must Wear Many Hats

Creating something timeless requires more than skill in your craft. Today’s successful creatives need to be their own CEO—taking charge of marketing, strategy, and presentation alongside creating.

Holiday points out that established authors often act as their own marketers. For example, Ian McEwan sees himself as both a writer and his own salesperson. The competitive landscape means creators must step beyond their artistic passions and make strategic decisions.

An essential part of this process is editing. Harper Lee’s iconic novel “To Kill a Mockingbird” became the masterpiece we know today only after her editor pushed for significant revisions. Finding someone to critique your work honestly can make the difference between mediocrity and excellence.

Examples

• Ian McEwan balances being both an author and a marketer.
• Harper Lee’s editor reshaped “To Kill a Mockingbird” into a timeless work.
• Musicians can learn from sound engineers’ critiques to perfect their recordings.

4. The Importance of Testing

Before your work can find its audience, it must undergo thorough testing. Refining your creation ensures it meets its purpose and resonates with people. Perfecting a product isn’t optional if you want it to last.

Holiday shares Max Martin’s approach to creating hit pop songs: the “LA Car Test.” Martin plays songs in his car on the highway to gauge their impact on a listener. Similarly, testing forces creators to evaluate their work’s ability to achieve its goals.

Using the One Sentence, One Paragraph, One Page exercise, creators simplify and clarify their core ideas. This refinement ensures consistency and gives the project a clear identity that resonates with audiences.

Examples

• Max Martin tests songs by listening to them in his car while driving.
• Refining projects through the One Sentence, One Paragraph, One Page approach.
• An autobiography blending fact and fiction might need clarity after testing.

5. Marketing is Your Responsibility

You can’t depend on others to promote the work you’ve poured your heart into. Creators need to become marketers, ensuring the world knows why their product matters. Holiday reveals that nobody else will care as much as you.

This was demonstrated when one of Holiday’s clients hesitated to promote his product on podcasts. When convinced to push forward with humility, the exposure paid off. McEwan similarly calls himself a “salesperson” for his books, recognizing the importance of self-driven promotion.

Whether through innovative podcast campaigns or face-to-face events, creators must actively champion their work to build an audience.

Examples

• Holiday’s client successfully marketed his product through podcast appearances.
• Ian McEwan embraces his role as a “salesperson” for his books.
• Creatives risk anonymity if they wait for others to market on their behalf.

6. Word of Mouth is Irreplaceable

Word-of-mouth recommendations can make or break a creator’s success. It’s one of the most effective ways to influence purchasing decisions, often carrying more weight than traditional advertising.

Holiday highlights Steven Pressfield’s self-published book, “The Warrior Ethos.” By distributing 18,000 copies to military contacts, he created a buzz that sustained long-term sales. Studies show that a trusted friend’s endorsement can multiply purchasing likelihood up to fifty-fold.

Marketing strategies that spark conversations and genuine enthusiasm—especially through social media—are most likely to elevate creators above the crowd.

Examples

• Steven Pressfield’s marketing of “The Warrior Ethos” through personal distribution.
• McKinsey research proves word of mouth influences 20-50% of purchases.
• Social media amplifies recommendations, increasing product visibility.

7. Build a Platform for Longevity

Success with one creative project isn’t enough for a long-term legacy. Creators need platforms to maintain public interest, ensuring independence as their own brand evolves.

Holiday explains how Winston Churchill used his writing as a platform during his political exile. Similarly, Casey Neistat’s YouTube channel became his ticket to self-reliance, earning millions of followers without relying on traditional broadcast networks.

Platforms empower creators to define their public presence and break free from external restrictions, allowing complete artistic and financial control over their work.

Examples

• Winston Churchill built influence through articles and books outside of politics.
• Casey Neistat created freedom through his independent YouTube platform.
• Platforms keep creators in direct connection with loyal fans.

8. Build an Email List for Resilience

A mailing list creates a direct link with your audience, bypassing industry gatekeepers. By building an email list, you safeguard against shifts in media interests or market trends.

Holiday showcases how the band Iron Maiden stayed popular despite heavy metal’s decline. Their mailing list kept them connected with fans and enabled them to sell out concerts for decades. Even creators without a finished product can begin building their audience.

By engaging early supporters with newsletters or small updates, you create a base of dedicated fans ready to support your work from day one.

Examples

• Iron Maiden maintained their audience through email, ensuring relevance.
• Holiday pre-emptively built a 5,000-subscriber list before launching his first book.
• An email list creates independence, sidestepping media control.

9. Hard Work Pays Off

Ryan Holiday emphasizes that thriving as a creator means making sacrifices and embracing relentless effort. Every step, from creation to marketing, requires dedication.

Successful creators don’t just produce quality work; they refine it, promote it, and turn it into a lasting legacy. This multi-faceted approach is what separates fleeting successes from enduring greatness. Those willing to hustle can achieve their dreams.

Holiday provides countless examples that show how combining passion with persistence is the core formula for creating work that lasts.

Examples

• Harper Lee revised and refined work tirelessly for excellence.
• Churchill wrote prolifically during political exile to remain influential.
• Casey Neistat stayed consistent on YouTube, building a loyal viewership.

Takeaways

1. Start building your audience before your product is complete. Use newsletters or updates to create interest early.
2. Test and refine your work thoroughly to ensure your creation aligns with your original goals and audience expectations.
3. Embrace marketing as part of the creative journey. Promote your work authentically to highlight its significance.