every day something lasts, the chances that it will continue to last increase.

“Getting into action generates inspiration. Don’t cop out waiting for inspiration to get you back into action. It won’t!”

Brashness, newness, boldness—these attitudes are not at all at odds with perennial sales. In fact, it’s an essential part of the equation. Stuff that’s boring now is probably going to be boring in twenty years.

The Pitch is the sell—how the project is described and what it offers to the audience.

perennial sellers—big or small—not only refuse to die or fade into oblivion; they grow stronger with each passing day.

The way I describe this process is “trading up the chain.” In an interconnected media age, outlets pick up and re-report on each other’s stories. By starting with a small podcast where I could tell the story on my own terms, which led to a pickup on a small site that covers a niche, and then sharing and spreading that piece so it was seen by the

An essential part of making perennial, lasting work is making sure that you’re pursuing the best of your ideas and that they are ideas that only you can have (otherwise, you’re dealing with a commodity and not a classic).

The choices you make here can’t be compensated for in the marketing later. In fact, they are the marketing.

If you want to get people’s attention, Chandler realized, an effective strategy is to be cheaper and easier than the things they’re currently buying and using.