Perennial Seller
The Art of Making and Marketing Work that Lasts
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- اطلاعات
- نقد و بررسی
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نقد و بررسی
April 24, 2017
Following in a long tradition in the self-help genre, Holiday (The Obstacle Is the Way) brings a contemporary sensibility to the subject of making and marketing creative work. In clean, inspiring prose he lays out a process of setting goals, being diligent, making the product sell, and building a career out of what you love. Throughout the book, Holiday presents a playfully varied slate of examples of success: Seneca, Winston Churchill, Iron Maiden, and Kanye West, to name a few. Seeing Holiday’s ideas presented in a logical, step-by-step fashion is tremendously helpful. His injunctions include the following: be clear about what you are doing and what need it meets; think long-term, not short-term; pay attention to detail; be open to criticism; and test ideas. Creating is only the beginning and taking charge of marketing is just as important, he insists. The key here is building a “platform” for reaching an audience, which can mean anything from performing in small clubs to doing an author tour to compiling an email list. Holiday has a tendency to be repetitive and drift into buzzwords and cliché—“be your own CEO,” “an unaimed arrow rarely hits a target”—but he builds a compelling road map to sustainable creativity.
May 15, 2017
The saying goes, "if you build a better mousetrap...." What's not said is that this doesn't happen by itself. That's where Holiday's (founder, marketing firm Brass Check; The Obstacle Is the Way) book comes into play. In four parts, this work covers the basics: creating, positioning, marketing, and platform. This is not especially new ground: Jim Collins dealt with similar material in Built To Last, and a more academic approach can be found in Clayton Christensen's Seeing What's Next. Most of the examples here deal with consumer products and services. The one weakness concerns the implications of path dependence. On the plus side, Holiday understands the new world order of marketing in a social context. Buzz doesn't happen by itself. However, unlike the proverbial shoemaker, Holiday uses the methods he promulgates. While politics aren't a focal point, there are significant implications for political contests offered. VERDICT The world order has changed--old school marketers take note.--Steven Silkunas, Fernandina Beach, FL
Copyright 2017 Library Journal, LLC Used with permission.
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