Ryan Holiday: How to Make Stuff That Stands the Test of Time.

Guest:Ryan Holidayis the bestselling author of multiple books, including The Obstacle Is the Way, Ego Is the Enemy and Growth Hacker Marketing.

His company, Brass Check, has advised companies like Google, Taser and Complex as well as multi-platinum musicians and some of the biggest authors in the world, such as Tim Ferriss, Tony Robbins, and Arianna Huffington. His latest book,Perennial Seller,Ryan reveals to creatives of all stripes—authors, entrepreneurs, musicians, filmmakers, fine artists—how a classic work is made and marketed.

Story: The artof making stuff and bringing it to the world. Stuff that lasts. Stuff that is designed to endure the test of time. We dive into his journey of becoming a writer, which was certainly not linear, and he's written some provocative things about what he's learned about the world of media, marketing and manipulation.

Big idea: What we're really creating when we create something that we want to matter in the world.

You’d never guess: At nineteenRyandropped out of college to apprentice under Robert Greene, author of The 48 Laws of Power.

Current passion project: He does all this while minding a herd of longhorn cattle, goats (Bucket, Biscuit, and Watermelon), chickens, ducks, geese and a miniature donkey and a five-acre lake filled with bass, catfish, and sunfish at his Texas ranch outside Austin.

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