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

This requires you not only to give yourself a proper launch point, but enough runway to hit it. The component parts of a launch—media, relationships, influencers, advertising, creating content—all take time and effort. They would take time even if a creator were to do them poorly. To do them right, to line them up right, to coordinate them properly

customers have so much choice, they tend to choose what appears to have momentum. As Sunstein observed, people choose what others are choosing.

Great stuff may inevitably find an audience. But who can afford to wait?

Most of us can’t patiently remain undiscovered for very long.

If an artist starves to death before the world comes around to appreciating her genius, is that a good thing?

Selling in perpetuity and launching strong are not mutually exclusive.

Tribes grow when people recruit other people. That’s how ideas spread as well.

Companies] live or die by word of mouth.Ӡ In fact, he found that in some industries, like skin care and phones, word of mouth was twice as effective as paid advertising. (And remember, those industries spend billions in ads.)

A product that doesn’t have word of mouth will eventually cease to exist as far as the general public is concerned. Anything that requires advertising to survive will—on a long enough timeline—cease to be economically feasible.