Classic. Evergreen. Cult. Backlist. We all can identify with products that seem to last forever and just keep selling. But how can we create things that can and should last, especially in an environment where short-term gain and flash-in-the-pan success are so often the benchmark where Hollywood, movies are written off after a weekend, and start-ups are considered to have failed if they don't go viral?
The art of making and marketing work that lasts.