Bestselling author and marketing strategist Ryan Holiday reveals how a classic work is made and marketed. Classic. Evergreen. Perennial. We can all identify products and ideas that seem to last forever and just keep selling. They exist in every industry, and should be every smart person's goal. Dependable resources, unsung money-makers, they increase in value and outlast the competition. But how can we create one ourselves? Here, Ryan Holiday reveals the secret. As a bestselling author whose books have sold over 5 million copies, and as creator of the worldwide phenomenon The Daily Stoic (now in its 10th year), he knows that creating a classic isn't about pandering to current trends, or selling out our values. It is about big dreams, a creative mindset and careful strategy. In this book, he takes us back to the first principles that underpin this thinking. Featuring interviews with some of the world's greatest entrepreneurs and creatives, and grounded in stories of classics from every field, the book shares an approach that anyone can adopt to make and market a classic work. Whether you have a book or a business, a song or the next great screenplay, this is the recipe for long-lasting success.