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

One of the things all creatives must do during their downtime is explore new ways of reaching new fans.

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.

Tim Ferriss has posed an interesting related question: “If TED charged for their videos from the beginning, where would they be now?” The answer is probably closer to “obscurity” than “ubiquity”—the conference has racked up billions and billions of views since the first videos went up.

Errol Morris might have made an awesome documentary, but it wasn’t going to succeed unless he could figure out how to communicate what was awesome about it to others.

Audiences can’t magically know what is inside something they haven’t seen. They have no clue that it will change their lives.

You’re the CEO 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. Many creatives want to be just the creator, or only “the ide

You’re doing a lot of work in advance so that to the public it feels like you’re suddenly everywhere.

else who’s figured out how to make money—you won’t get the chance unless people have heard of your stuff.” Think about

“People [who are] thinking about things other than making the best product never make the best product.”