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Learn the key ideas of the book by Ryan Holiday

Perennial Seller

The art of making and marketing products that last

In order to achieve long term success, an entrepreneur cannot simply rely on the usual "stroke of luck" or "being in the right place at the right time". Instead, for a product to become "perennial", a number of factors must be in place. In Perennial Seller, Ryan Holiday - American marketer and entrepreneur - offers us a practical guide on how to create and advertise our product. He provides useful tips that we can adapt to our business, no matter what the type.

Each additional day in the lifespan of our product will offer us a greater chance of turning it into a long-lasting one

Perennial Seller
Read in 15 min.
Listen in 19 min.

Many useful tips to:

  • Discover how to create a "perennial" product.
  • Help who know that being "in the right place at the right time " is not enough to be successful.
  • Understand the combination of factors that can help entrepreneurs improve their business.

The author of the book:

Ryan Holiday is a highly sought-after speaker and strategist and, author of bestsellers such as The Obstacle Is the Way, Ego Is the Enemy, Conspiracy, Trust me, I am Lying and other books about marketing, culture and the human condition. His works have been translated into more than thirty languages and have appeared all over, from the New York Times to Fast Company. Holiday is one of the main thinkers and writers of ancient philosophy and how to apply it in everyday life. He lives in Austin, Texas with his family.


What is a "perennial" creation

"People claim to want to do something that matters, yet they measure themselves against things that don’t, and track their progress not in years but in microseconds. They want to make something timeless, but they focus instead on immediate payoffs and instant gratification."

How does an author create something that is destined to last?

Every creative person would like to see their work be successful for years to come, to continue selling even when the projects have changed.

Yet, many fail at this. Many try to create "immortal" work but focus on immediate economic results and instant gratification, on what is trending when the work is being made.

In any sector, certain creations can be considered "perennial", which means they have been successful, and have had an increasing number of customers over time. These are the types of products we purchase several times, and that we recommend to others, even if they are no longer in vogue. They can be considered lasting, and they acquire value over the years. This is why they are called "perennial products".

Some of these will probably still exist in ten years, and they represent a phenomenon known in economics as the "Lindy effect", according to which every day something lasts, the chances that it will continue to last increase.

The longevity of a work is not just a matter of luck or genius. It's no coincidence. A "perennial" success is also the result of the right decisions, the right priorities and of course, the right product. There are too many things in common among "perennials" for luck to be the only success factor.


The key ideas of "Perennial Seller"

What is a "perennial" creation
How to make a “perennial" product
The essential aspects of a product’s positioning
How to reach an audience
Having a platform to make marketing work easier
The aspects that creators can control
Take-home message

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