“amnesia marketing.”

The Shawshank Redemption, for example. As a movie, it underwhelmed at the box office—never playing on more than a thousand screens and barely clawing back its production budget in gross ticket sales. But in the years since release, it has brought in more than $100

“You and we know that it is generally just the best and most valuable things that do not find their echo immediately.” In other words, it is far better to measure your campaign over a period of years, not months.

They must study the classic work in their fields, emulate the masters and the greats and what made their work last.

Almost all the things James did for the launch, from articles to interviews, would have happened anyway.

we must also ask “What does this do?” A critical test of any product: Does it have a purpose? Does it add value to the world? How will it improve the lives of the people who buy it?

good wine must be aged, or that we let meat marinate for hours in spices and sauce, an idea must be given space to develop. Rushing into things eliminates that space. Another

The author Paulo Coelho didn’t freak out about piracy—he actively pirated his own books on torrent sites in countries like Russia. Why? Because he didn’t have a marketing budget and found that it was the fastest and most effective way of driving legitimate sales in those hard-to-reach regions.

A similar exercise that I like to do with all my projects is one I call “One Sentence, One Paragraph, One Page.” It goes like this: