Perennial Seller: The Art of Making and Marketing Work that Lasts

　　在追逐「爆紅」的當代，一部好萊塢電影如果上映的第一個週末沒有衝出好票房，便會等著被下片；而同樣地，一間矽谷新創公司如果沒有在一開始獲得爆炸性的成功，也會被視為失敗者。人人都希望能一蹴成功，取得立即的大量收益，即便它的生命週期往往也消失快速。

　　然而，那些家喻戶曉的品牌與商場巨頭，他們關注的卻是截然不同的目標：他們期許自己的產品可以，也必須成為持久不墜的經典。這類產品Ryan Holiday 萊恩．霍利得稱之為「長年暢銷品Perennial Seller」，它們存在於各創意產業中，歷經時間磨練，成為品牌穩健可靠的收益來源，持續增長的價值更能成為商業競爭的決勝關鍵。

　　如何創造這種產品？Ryan Holiday在書中以條理清晰的方式整理出重要步驟。經典的創造並不憑藉運氣，而是團隊在打造商品的一開始就要朝向的目標，透過對應的長遠規劃、實驗、接受多方批評等過程步步實現。此外，Ryan Holiday更堅持，創造商品只是起點，如何掌控其後的「行銷」同樣至關重要。打造「平台」觸及群眾，以各種方式將產品推廣到人們面前，才能讓產品紮根。

　　結合豐富訪談與各領域的經典案例研究，本書提供讀者一套完備的創新根本原則，從此你也可以創造屬於自己的經典「長年暢銷品」！(文/博客來編譯)

　　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.

　　Classic. Evergreen. Cult. Backlist. We can all identify with products that seem to last forever and just keep selling. But how can we create things that can and should last, especially in an environment where short-term gain and flash-in-the-pan success are so often the benchmark, where Hollywood movies are written off after a weekend or Silicon Valley start-ups are considered to have failed if they don't go viral?

　　Enter Ryan Holiday and his concept of the Perennial Seller, products that exist in every creative industry, timeless, dependable resources and unsung money-makers, increasing in value over time and outlasting and outstretching the competition.

　　Holiday shows us that creating a classic doesn't have to be a fluke or just a matter of luck. In Perennial Seller he takes us back to the first principles of the models and thinking that underpin the creation of something built to last. Featuring interviews with some of the world's greatest entrepreneurs and creatives and grounded in a deep study of the classics from every genre, the book shares a mindset and approach we can all adopt to make and market a classic work. Whether you have a book or a business, a song or the next great screenplay, Holiday reveals the recipe for perennial success.