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Summary [ Perennial Seller epub ] ✓ Ryan Holiday – TXT, Kindle & PDF Read

  • Hardcover
  • 256
  • Perennial Seller
  • Ryan Holiday
  • English
  • 06 June 2018
  • 9780143109013

Ryan Holiday ´ 9 DOWNLOAD

DOWNLOAD Perennial Seller 109 SUMMARY Ø E-book, or Kindle E-pub ´ Ryan Holiday Ryan Holiday ´ 9 DOWNLOAD Ess dependable resources and unsung moneymakers paying like blue chip annuities Like gold or land they increase in value over time outlasting and outreaching any competition And they're not flukes or lucky breaks they were built to last from the outset Holiday shows readers how to make and market their own classic work Featuring interviews with some of the world's greatest creatives and grounded in a deep study of the classics in every genre this exciting new book empowers readers with a foundational set of innovative principles Whether you have a book or a business a song or the next great screenplay this book reveals the recipe for perennial success. I believe uite strongly that Perennial Seller wil not be in fact a Perennial Seller I am a big fan of Ryan Holiday s work and enjoyed all his other books most notably his work on Stoicism Ego is the Enemy and The Obstacle is the Way This book felt a whole different level of uality In sheer defiance of his own advice in this very book the writing felt rushed and without substance Creation for the sake of creation The entire time while reading this I imagined a Holiday pushed by publicists trying to reach the prior agreed number of pages Gone are the insightful stories and uotes Instead it comes across preachy and pedantic I hope this book was only what I believe it was a forced attempt at another marketing book he had to sueeze out for publicity reasons I hope that he goes back to focusing on writing stories he truly cares about

REVIEW Perennial SellerPerennial Seller

DOWNLOAD Perennial Seller 109 SUMMARY Ø E-book, or Kindle E-pub ´ Ryan Holiday Ryan Holiday ´ 9 DOWNLOAD The stalwarts the household names are those who focus on a singularly different possibly heretical idea that their work can and should last For instance Zildjian has been one of the premier makers of cymbals since its founding in 1623 and shows no signs of uitting Iron Maiden has filled stadiums for forty years moving some 85 million albums without the help of radio or television Robert Greene's first book The 48 Laws of Power didn't hit the bestseller lists until over a decade after it was first released and since then has sold than 1 million copies worldwide These works Ryan Holiday calls Perennial Sellers They exist in every creative industry timel. Get These Insights about How to Make a Book Which is DifferentEvery day thousands of new books enter the market Which books become continual sellers Bestselling author Ryan Holiday has studied these details with his own books and with other books PERENNIAL SELLER is loaded with the details for every author or would be author to read Ryan has a keen sense of what it takes to create an excellent book and each of his sections includes gems of information for the writer While many writers believe their key failure is in the marketing areas Ryan writes in the opening pages Promotion is not how things are made great only how they are heard about Which is why this book will not start with marketing but with the mindset and effort that must go into the creative process the most important part of creating a perennial seller Page 19Also for those writers who believe they can uickly crank out such a book Ryan cautions Creating something that lives that can change the world and continue doing so for decades reuires not just a reverence for the craft and a respect for the medium but real patience for the process itself Page 29 30No matter who you are working with to get the book out there Ryan is realistic in PERENNIAL SELLER encouraging the writer to take their own responsibility rather than feel like they can delegate it to someone else In the section on positioning he writes a section called You re the CEO saying If the first step in the process is coming to terms with the fact that no one is coming to save you there s no one to take this thing off your hands and champion it the rest of the way home then the second is realizing that the person who is going to need to step up is you Page 67Whether you are brand new to publishing or a seasoned writer with multiple bestsellers you will gain insights reading PERENNIAL SELLER I found the book engaging and valuable in fact maybe a book that I will read multiple times unusual for me I highly recommend this title

SUMMARY Ø E-book, or Kindle E-pub ´ Ryan Holiday

DOWNLOAD Perennial Seller 109 SUMMARY Ø E-book, or Kindle E-pub ´ Ryan Holiday Ryan Holiday ´ 9 DOWNLOAD Bestselling author and marketing strategist Ryan Holiday reveals to creatives of all stripes authors entrepreneurs musicians filmmakers fine artists how a classic work is made and marketed In Hollywood a movie is given a single weekend to succeed before being written off In Silicon Valley a startup is a failure if it doesn't go viral or rake in venture capital from the start In publishing a book that took years to write is given less than three months to sink or swim These brutally shortsighted attitudes have choked the world with instructions for engineering a flash in the pan and littered the media landscape with fads and flops Meanwhile the greats. Ryan Holiday s latest book Perennial Seller walks readers through Ryan s views on what it takes to build a creative work that lasts It s one part product and one part marketingHere s my key takeaways from the book Most perennial sellers weren t hits out of the gate when they launched While nailing a good launch is important when you have a long term view of how you market and grow your product the initial reaction by the market doesn t always determine it s long term success Take for example Avatar which is the most commercially successful box office movie ever that no one ever uotes or remembers scenes from It definitely achieved success but not the long lasting impact and revenues that Star Wars created Unlike Avatar Star Wars wasn t even 1 at the box office when it debuted in theatres Most business experts try to market their hacks and shortcuts to optimize for uick and obvious success They track their success in microseconds versus years Even though people want to do things that matter this short term thinking leads to them focusing on things that don t Perennial sellers are products we recommend even if they are no longer trendy or brand new One example is Zildjian Cymbals If you look at any famous drummer you ll see him using those cymbals on their drum kit The company has been around since 1623 making the same product Perennial sellers don t just refuse to die they actually grow stronger with each passing day For example Ryan Holiday s own book The Obstacle is the Way has grown in popularity since its initial launch many years ago especially once it got into the hands of head coaches in the NFL which led two years later to a huge feature in Sports Illustrated Another example is Ted Turner buying MGM s film library which includes films like Gone with the Wind and smaller films like the Postman The library generates 100MM in revenues per year Another example is Michael Jackson who bought the rights to all of The Beatles music He arguably makes money from The Beatles library than from his own music Another example are the works of Shakespeare despite being available for free online it still sells hundreds of thousands of copies per year The first step in building a perennial seller is actually focusing on building a uality product or work of art The better your product the better your marketing will be Crappy products don t survive Microsoft is a great example of how it s perennial seller Microsoft Office continues to generate cash flows to this day while they ve wasted billions on building and marketing products like Bing or the Zune To produce meaningful work you have to want to do so Unfortunately many people want the benefits of great work without enduring any of the difficulty involved Similarly outsourcing or having someone else work on your idea is never a path to building something that lasts There s no firm that can produce a timeless work of art on your behalf for a flat fee A willingness to trade of something time comfort easy money recognition lies at the heart of every great work If it didn t everyone would do it Art is the kind of marathon where you cross the finish line and instead of getting a medal placed around your neck the volunteers roughly grab you by the shoulders and walk you over to the starting line of another marathon What this really means is when creating meaningful work the job doesn t just stop at creating it but it also extends into marketing and promoting the work to ensure it s reached by and impacts as many people as possible You must be patient not only in creating you work but also viewing the success of the work with a very long term view If it means spending an extra 10 days now to perfect the product it won t mean much 10 years later You should strive to create things that will be around at least for the next 10 years There s something called the Lindy effect that if something s been around for a long time the chances that it lasts for a longer time increases exponentially with age Because email has been around for 50 years there s a high likelihood that it will continue to be here for another 50 years It s sometimes better to draw inspiration from things that have lasted in other industries than focusing on what is popular in your own industry when thinking about building for the long term Creative ideas must be given space to develop But it also be developed incrementally bit by bit There is benefit to sitting and thinking but at some point you need to put things into market to see how people react to small pieces of it Continue to create and launch incrementally until your work begins to form itself Mediocre ideas that contain buried with then them the seed of much better ideas A book should be an article before it s a book and a dinner conversation before it s an article See how things go before going all in Define what you re doing and not doing on a project Many creators want to be for everyone and as a result end up being for no one Sometimes it helps to pick out one person you know and create the product for that specific real individual Often creating something for yourself is an excuse ego in disguise for not thinking about your audience instead Non fiction work should be very entertaining or extremely practical uestions to answer before every project What does this teach What does this solve How am I entertaining What am I giving What re we offering What are we sharing Summarize what you re working on in One sentence One Paragraph One PageIf you can t do this clearly you ll need to refine the idea further The Grateful Dead a band weren t trying to be the best at anything they were trying to be the only ones doing what they were doing Positioning is really important as we have to take this thing that means so much to us personal and prime it to mean something to other people too If you re not amazing every facet you re replaceable Feedback is important but you must understand if you re not taking it because it s wrong or because you are afraid to do work One interesting test of ideas is the LA Car Test where songwriter Max Martin writer for Adele Bon Jovi etc plays an unreleased track while he drives up and down the LA Strip envisioning whether or not this song fits within the environment he hopes it will thrive in Are early users you ve given prototypes to already addicted to their early versions of the product Picking a genre for what you do is really important as it helps people pick and discover you from a world of options There is sometimes value in just restating other people s ideas in a better way For example Malcolm Gladwell has made a career of popularizing other peoples academic works He creates value by just articulating their findings than the original researchers could It s often easier to reach a smaller well defined group first WOW them then expand from there so long as you don t alienate others You must avoid the trap of making this about you because you won t be the one buying it Being better isn t enough always as your customer may not even understand why it s important that you re better Often the best way is to give them or show them your product for free A good product is your best sales and marketing tool If you can t be first in a category setup a new category you can be first in Knowing your PURPOSE of WHY you re doing something is important as you need to know if you achieved it if you re making decisions that jeopardize that mission and to ensure you turn down exciting distractions that might take you away from it Steve Jobs was successful because he didn t think about what other people would do or what he should do he did what he felt was right for the company long term This is very similar to how my favourite coach Bill Belichick approached his work No one cares about what you ve made How can they care much about something they haven t even experienced the benefits of yet People are busy they have no idea why they should care about this thing No one is eagerly awaiting it A future pereniall seller is a creator who doesn t believe he is god s gift to the world bus instead thinks he has created something of value Anything that reuires advertising to survive will on a long enough timeline cease to be economically feasible Look up Cass Sunstien s study on why Star Wars was so successful Sometimes it s better to wait before launching until you re euipped to fight the battle A general would never go into a battle without knowing what he had at his disposal and if he knew he was under matched would not even think about pulling the trigger Even giving away free trials Cost the end user their time and mental energy If you re new to the game giving things away for free may even be hard The right price for something is to be as cheap aspkossible without damaging the perception of your product Classics are classics because 1 it s a good product and 2 it s been consumed by a lot of people the best way to do 2 is to make it as cheap as possible Think about how to make your audience look good instead of yourself Marc Ecko built his brand by sending influencers free stuff that he thought they would appreciate without asking for anything in return I wasn t asking for anything I was making offers Ryan Holiday on how he got to know reporters and celebrities at American Apparel Be a person Be nice Think relationship first and transaction second Media outlets have trouble getting people to pay for their own product What makes you so sure they re going to be able to convince their readers and viewers to buy yours The hard work is finding the influencers of the influencers When you trade up the chain and go from smaller publications to bigger publications over time it creates momentum for your work as opposed to a big flash of publicity and then nothing The most newsworthy thing to do is usually the one you re most afraid of Paying for media always seems easier than earning it Effectiveness was our metric not existence When you do something unsuspected it almost always does better than going dollar for dollar with major advertisers You can deploy earned media arbitrage buy buying small media in once place then creating a story around that media buy to get it amplified in other news outlets Becoming a perennial seller reuires that you build a fan base before and after a project Ryan knew in 2008 that he wanted be a big author so nearly 10 years ago he created an email list where he sent people book recommendations knowing one day he would use that list to eventually sell his books He had a very long term view of things You can pay for influence the way you can pay for sex but from what I understand neither is uite the same as when you get it the old fashioned way On Networking never dismiss anyone play the long game focus on pre VIPs Building an email list is an incredibly valuable asset to have More great work is often the best way to market yourself and your older works of art Robert Green s saw his sales really grow after his 3rd book Luck also plays a huge factor in your success you should strive to be within striking distance of your goal at all times and then hopefully luck pushes you over the finish line Links to check out wwwperennialsellercomgift or email at helloperennialsellercomHere s some memorable uotes from other people uoted in the book that I enjoyed Whom the gods wish to destroy they first call promising People who are thinking about things other than making the best product never make the best product Phil Libin The best way to increase a startups growth rate is to make the product so good people recommend it to their fiends Paul Graham Lots of people want to be the noun without doing the verb Austin Kleon Write on subjects in which you have enough interest on your own to see through all the stops starts hesitations and other impediments along the way John McPhee Focus on the things that don t change Jeff Bezos Getting into action generates inspiration Don t cop out waiting for inspiration to get you back into action It won t Robert Evans Only is better than best Srinivas Rao If you are working on something original you will have to ram the idea down their throats on being worried about someone stealing your idea Platform is not a stepping stone IT s the finish line Casey Neistat Be a boxer not a fencer A boxers weapon is part of him alluding to what a platform is versus paying for media