“Yet far too many people set out to produce something that, if they were really honest with themselves, is only marginally better or different from what already exists. Instead of being bold, brash, or brave, they are derivative, complementary, imitative, banal, or trivial. The problem with this is not only that it’s boring, but that it subjects them to endless amounts of competition.” – Perennial Seller by Ryan Holiday

I have read Perennial Seller already, but I am rereading it because I hope for my next book to become one. Essentially, a perennial seller is a book, product, or service that continues to sell in time as more people discover it and realize the true value that it holds. You may also think of these as classics.

The creative approach that aims to build a perennial seller is unique because many industries are based on creating the next fad. Many of them want to build something hot right now and are not concerned about a decade or more into the future.

For example, the popular music on the radio today is unlikely to be played at all in ten years. A trendy new restaurant may not exist in five years. A book that is the “must-read” today may be a distant memory, no longer relevant in a few years.

Many industries are used to the idea that you crank out the work at a breakneck pace, and if it quickly ends up in the waste bin, that is fine as long as some profit was made. Authors or creators are eaten alive and spit out, and it doesn’t seem to matter because there is always a new line of authors and creators, ready to make something new and trendy that will also quickly end up in the trash.

Instead of going down that mad road, perennial sellers will keep on selling, being discovered, rediscovered, shared, and enjoyed for 10 years or perhaps much, much more.

Sometimes I think that the goal of an author, or perhaps anyone, is to become immortal. The goal of immortality is built into us, as when people have children, they pass on their genes onto someone else, who can then pass them onto someone else, and in a sense, reach immortality.

When an author writes a book, I think he has reached true success if his books are still relevant decades or perhaps even centuries after his death. This would be something that truly stands the test of time.

As the quote at the top of this post suggests, I aspire to create something daring and bold at this point in my career, something that does not just rehash or reinterpret the work of someone else. The goal of originality can be self-defeating, for any idea can often be traced to a prior one and a prior one. Everything comes from something and is therefore not truly original. Nonetheless, when my next books are read, I don’t want someone to be able to say: “These books are just saying what another author already said.” Even if they do not like the book, I want them to be able to say:

This was different… this was an attempt at greatness… even if it didn’t work out in the end.

Whether I actually can achieve a perennial seller is secondary to me. The primary objective is to truly create something worth reading, something that will help people to understand and perceive in a new way.

As a regular reader, if I see a book that is similar in style or content to many others I have read, I tend to put it down and look for something else. At a minimum, I need a new perspective on an old issue to consider reading a book. And the books that are most attractive to me are the ones that push me in new directions and open up paths for me that I was not even aware existed.

Whether I succeed or not in writing a perennial seller, I will enjoy the attempt. I will change things in my approach this time. I will strive to get more feedback on my work, spend more time making improvements, seek out higher-level professionals for my cover design and formatting. I may ask my audience, authors, or experts for their opinions if I should reconsider a chapter, a cover, or even a promotional plan.

By now, you may be wondering, what will my next book be about?

It will be about finding our personal truth. I completed the first draft last week, but this week I have set aside the manuscript to approach it with fresh eyes next week and continue to work on it. I will be discussing it in future posts here and on my mailing list.

I plan for the book to be published in June, but I will take the time required for this project. Creating a perennial seller cannot be rushed. I must be patient so that I can create my best work.

After having said all the above about wanting to write a perennial seller, I don’t want you to get the wrong idea. I’m not particularly concerned with the number of people who buy a book or even whether it qualifies as a perennial seller and is still selling well in 10 years. I suspect I will do fine in life either way. I will continue to write many books, and if one book fails, it will not affect me in the grand scheme.

My main objective, rather, is to be able to say:

I wrote the best work that I could, and I broke new ground for myself, pushing myself in new directions, discovering something new along the way. Writing this book was worth it because I learned deeply about myself and the universe. This book is one that I can honestly say: “I think the world would be better if everyone owned a copy.”

These may seem like grandiose comments, but if I can’t say the statement above sincerely, then I doubt I will actually write that perennial seller.

Essentially, the highest standards need to come from within myself. I am not worried about the critics around the world who may or may not like my books. I am more concerned with what I think of it. I am the one who knows all of my background. I am the one who knows what I should be capable of producing. I am the one who knows if I went all the way, pushed myself as far as I could go, and told the full truth, the full story as it needed to be told. Was it a success, as much as I could have ever hoped for? Only I can know. So only I can be the true judge of the work I produced.

This isn’t to say I will discount anyone else’s opinions. I will surely listen to them. But I feel that I am the final judge of my work. I need to know how to judge my work because if a thousand people tell me a thousand different things about my work, who am I supposed to believe in the end?

Ultimately, I must have my own inner compass to know what is real and what is not.

But of course, it would be nice to achieve a perennial seller – that would be a dream come true. No one can deny that.

As a last note, my advice for the new creators is to put in your time. Learn your craft, practice it, hone it. Take the time to do it right. I have 12 years of experience writing, starting with graduate school. Funny enough, I don’t count elementary, middle school, high school, or even college in my 12 years of experience - because I wasn’t working at a professional level yet.

So I have 12 years of professional writing experience. In graduate school, I focused on writing academic articles and book chapters. That is where I learned how to organize my ideas, be concise, and truly write. After that, I have written some fiction and poetry, but most of my work has been self-development books. After 12 years, I am just now feeling like I may be ready to write a perennial seller.

I would encourage you to take some time to build up your expertise before you can hope to create a work of true perennial value. Have fun in your first years, and allow yourself to explore new ground. Learn about yourself to figure out what your true perennial value will be. What can you offer to this world that will still matter in 10, 20, 30 years?

Will I be able to create my perennial seller? Will you? Only time will tell.

The book I discuss in this post is now available. It is called Your Personal Truth: A Journey to Discover Your Truth, Become Your True Self, & Live Your Truth.