INDEX
The page numbers in this index refer to the printed version of this book. The link provided will take you to the beginning of that print page. You may need to scroll forward from that location to find the corresponding reference on your e-reader.
AC/DC, 212
advertising, 162–69
best uses of, 167–69
T-shirts as free, 212
using data for, 164
word of mouth vs., 119
A Farewell to Arms (Hemingway), 38, 202
Agamemnon (Seneca), 100
Alchemist, The (Coelho), 169
Altucher, James, 75, 123–24, 160, 184, 189
Amazon
paying employees to quit, 29
potential audience on, 137–38
timelessness and, 31
Amazon Prime, 134
American Apparel, 9, 144, 145, 168
“amnesia marketing,” 190
Apatow, Judd, 229
Appelhof, Mary, 44–45
App Store, 154
AppSumo, 190
Ask the Dust (Fante), 63–65, 140–41, 219
audience
defining intended, 44–47, 82–89
“for what?” question, 47–51
“audience’s audience,” 143
“backtracking,” 40
Beatty, Warren, 25
Berger, Jonah, 119
Bezos, Jeff, 31
Bic pen, 137
Bitcoin, 160
Bonfire of the Vanities, The (Wolfe), 150
Born to Run (album), 54, 103, 220–21
Bowie, David, 7
Boyd, John, 40
Brooks, Albert, 49
build a list, 184–92
Bukowski, Charles, 135–36, 141
BuzzFeed, 84
Cadaver Connection, 40
Cain, Susan, 84
Calipari, John, 147–48
“Call to Arms,” 126
Cameron, James, 28–29
Campbell, Joseph, 34–35
Capote, Truman, 55, 56, 122, 122n
Carey, Drew, 141–42
Carroll, Pete, 53
Carson, Johnny, 141–42
Cash Money Records, 118
Catcher in the Rye, The (Salinger), 94–95
champions
finding your, 140–43
making the ask and utilizing, 143–48
word of mouth and, 118–21
Chandler, Raymond, 138–39
Charity:water, 93–94
Choose Yourself (Altucher), 75, 123–24, 160, 184, 189
Cire Trudon, 6
Clifton’s Cafeteria (Los Angeles), 5, 35–36, 36, 135–36
Clinton, Hillary, 194–95, 195n
Cohen, Herb, 111
Cohen, Rich, 76–77
Connolly, Cyril, 1–2, 17, 38, 102, 118–19, 226–27
Contagious (Berger), 119n
contests, 191
Count of Monte Cristo, The (Dumas), 201
Coyne, Shawn, 88
Craigslist, 48, 157, 188, 203–4
creative process, 17–60
bold, brash, and brave, 51–57
building body of work, 204–9
creativity, 37–39
domain dominance, 44–47
drawdown period, 40–41
“for what?” question, 47–51
importance of the work, 19–21
marathon vs. sprint, 27–29
marketing vs. creating, 17–19
role of ideas, 21–22
role of purpose, 23–24
short term vs. long term, 33–37
testing ideas, 41–44
timelessness, 29–32
willingness to sacrifice, 24–27
Curtis, Drew, 187
Daily Stoic, The (Holiday), 216
Darabont, Frank, 37
Death of a Salesman (Miller), 226
De Vany, Arthur, 205n
DeWitt, Jerry, 156
Dickinson, Bruce, 214
“Dip, the” (Godin), 28
discovery costs, 129
Doctorow, Cory, 132–33
domain dominance, 44–47
“Don’t Buy This Jacket” ad, 167
Drake, 29
drawdown period, 40–41
Drucker, Peter, 113
Dylan, Bob, 3
Ecko Unltd., 144
Edge of Tomorrow (movie), 95
elevator pitch, 97
email lists, 184–92
Kevin Hart’s platform, 185–87
use of email, 187–88
empire building, 211–16
endorsements (endorsers)
finding, 140–43
making the ask and utilizing, 143–48
word of mouth and, 118–21
Enemies of Promise (Connolly), 1–2, 17, 102, 118–19
entrepreneurial mindset, 212–13
Epictetus, 170
Evans, Robert, 44
Evernote, 20
Fahrenheit 451 (Bradbury), 150
fans, 197–99
reaching out to new, 209–11
Fante, John, 63–65, 140–41, 219
50 Cent, 127–28, 131, 134, 160, 209
Fitzgerald, F. Scott, 73, 149–50, 163
Fog of War, The (documentary), 96
4-Hour Workweek, The (Ferriss), 92
48 Laws of Power, The (Greene), 8–9
free marketing strategy, 127–35, 190
French, Jay Jay, 197
Fried, Jason, 112
Friedman, Jane, 161
Gaiman, Neil, 73
Game, The (Strauss), 202
genre, 79–81
Godin, Seth, 28, 68, 80, 120, 188, 200–201
Goethe, Johann Wolfgang von, 52–53, 210
Goins, Jeff, 104
Google Alert, 148
Google Doodles, 160–61
GoreTex, 50
Grateful Dead, 53
Great Gatsby, The (Fitzgerald), 8, 73
annotating excerpts, 160
The Art of Seduction, 202
The 48 Laws of Power, 8–9
Hamilton, Alexander, 30–31
Hanselman, Stephen, 202–3
“Happy Birthday” (song), 51
Hart, Kevin, 185–87
Hefner, Hugh, 150
Hemingway, Ernest, 37, 38, 70, 163, 202, 214
Hendricks, Ken, 206
Henley, Don, 144
Herrera, Mike, 223–25
Hetfield, James, 76n
Hidden Fortress, The (movie), 34
History of the English-Speaking Peoples, A (Churchill), 105
Hitler, Adolf, 65
Hohoff, Tay, 70–72
Horowitz, Ben, 116
Howey, Hugh, 129
Huba, Jackie, 181n
ideas
drawdown period, 40–41
as a lightning strike, 38
testing, 41–44
I Hope They Serve Beer in Hell (Max), 8–9, 131
In Cold Blood (Capote), 55, 56, 122n
influencers
finding your, 140–43
making the ask and utilizing, 143–48
word of mouth and, 118–21
Instagram, 141
“Stories” feature, 169–70
Iron Maiden, 5, 176–79, 184, 214
T-shirt sales, 212
Iron Man (movie), 49–50, 80–81
Jackson, Michael, 212
Jagger, Mick, 76–77
Jenkins, Jerry, 48
Johnson, Steven, 213
Justin’s Peanut Butter, 87
Kafka, Franz, 202
Kaufman, Scott Barry, 38–39
Keats, John, 39
Keynes, John Maynard, 121
Kim, W. Chan, 52
Klosterman, Chuck, 103
Knight, Phil, 118
Kogi Korean BBQ, 43
Kool DJ Red Alert, 144
Koss Corporation, 165–66
Kuhn, Thomas, 199
Lady Gaga, 5n, 87, 181, 197, 209
Lamott, Anne, 43
Langer’s Deli, 50
La Sagrada Família (Barcelona), 27
the “what,” 125–27
Lavergne, Chris, 188
Leavell, Byrd, 112
Lee, Spike, 144
Levien, David, 42
Lewis, Sinclair, 150
Libin, Phil, 20
Life (magazine), 150
Lindy effect, 6, 117, 187, 198–99
Litt, Toby, 46
Lucas, Frank, 40
McEwan, Ian, 111
McKee, Robert, 58–59
Mad Men (TV show), 27–28
advertising, 162–69
anything can be, 116–18
building body of work, 204–9
cheap strategy, 135–41
creating vs., 17–19
finding champions, 140–43
free strategy, 127–35
as a job, 111–14
the launch, 120–27
making the ask, 143–48
media coverage, 148–59
newsjacking, 159–62
reaching out to new fans, 209–11
sense of entitlement, 114–16
word of mouth, 118–21
Maron, Marc, 195
Martin, Steve, 229
Mauborgne, Renée, 52
Maugham, W. Somerset, 122
May, Ralphie, 202
Mayer, Marissa, 92
media coverage, 148–59
credibility and status, 150–51
grabbing attention, 154–59
newsjacking, 159–62
paid (advertising), 162–69
starting small, 152–54
Mein Kampf (Hitler), 65
Melville, Herman, 206
Mencken, H. L., 163n
Miller, Arthur, 226
Minimum Viable Product, 43
Miranda, Lin-Manuel, 45
Monster Loyalty (Huba), 181n
Monsters, Inc. (movie), 50
Morris, Errol, 96
MxPx, 221–25
Nabokov, Vladimir, 103
Nas, 146
Neistat, Casey, 21–22, 158, 182–83, 189
network, as net worth, 192–94
New England Patriots, 153
newsjacking, 159–62
advertising and, 168
NeXT, 92
Obioma, Chigozie, 54
Obstacle Is the Way, The (Holiday), 139, 152–53, 166
Once a Runner (Parker), 118
“One for Them, One for Me” strategy, 210
“One Sentence, One Paragraph, One Page” exercise, 78–82, 96–97
On the Road (Kerouac), 38, 38n, 135
Orbison, Roy, 95
O’Reilly, Tim, 128
Original Pantry Cafe (Los Angeles), 5, 204
Orwell, George, 24–25
Ouzounian, George, 134–35
packaging, 90–98
Page, Larry, 32
paid media, 162–69
paradigm shifts, 199
Parker, John, Jr., 118
Patagonia, 167
Patterson, James, 157
Peretti, Jonah, 84
Perkins, Maxwell, 163
“permission assets,” 188
platform, 175–217
building a body of work, 204–9
building an empire, 211–16
building your list, 184–92
defined, 179–82
importance of, 182–84
marketing, 203–4
network, 192–94
reaching out to new fans, 209–11
relationships, 194–99
settling in for long haul, 199–203
positioning, 63–106
audience question, 82–89
CEO of work, 67–69
commercialism, 102–4
halfway to halfway point, 66–67
mission, 98–102
“One Sentence, One Paragraph, One Page,” 78–82
packaging and the pitch, 90–98
role of editors, 69–76
testing and retesting, 76–77
Powell, Padgett, 120–21
Pressfield, Steven, 59, 116–17
pre-VIPs, 193–94
pricing
cheap strategy, 135–41
free strategy, 127–35
Pullman, Bill, 6–7
pulp paperbacks, 138–39
Quiet (Cain), 84
Rao, Srinivas, 53
Rap Genius, 160
Ray-Ban Wayfarers, 144
Reign in Blood (album), 55
Rolling Stones, 76–77
Rounders (movie), 42
Salinger, J. D., 94–95
Salter, James, 2–3
Sanders, Bernie, 194–95
Schwarzenegger, Arnold, 182
Scott, David Meerman, 159
Scribner’s Magazine, 149
Seinfeld (TV show), 31, 91, 207
Seneca, 100
serialized novels, 149–50
Sex and the City (TV show), 87
Shawshank Redemption, The (movie), 4–5, 37
Siegler, M. G., 154
Sierra, Kathy, 143
Silverman, Sarah, 21
Sistine Chapel, 27
Slaughterhouse-Five (Vonnegut), 119n
Slayer, 54–55
Smith, Derek Vincent (aka Pretty Lights), 129–30
Snapchat, 170
Snapper Inc., 101
“Call to Arms,” 126
social proof, 147–48
Solzhenitsyn, Aleksandr, 3
Soulja Boy, 131
South by Southwest (SXSW), 157, 193
spontaneous creation, myth of, 37–39, 57–58
Springsteen, Bruce, 54, 103, 220–21
startups
growth rate, 20
Minimum Viable Product, 43
reason for failure, 48n
short term vs. long term, 34
starving artists, 104
Star Wars (movies), 7–8, 25, 34–35, 122, 182, 201n
Stevenson, Robert Louis, 149
Strauss, Neil, 92, 141, 168n, 202
Structure of Scientific Revolutions, The (Kuhn), 199
Sunstein, Cass, 122
“swag bomb,” 144
Taylor, Bret, 91
Thin Blue Line, The (movie), 96
Thompson, Hunter S., 25
To Kill a Mockingbird (Lee), 70–72
Tonight Show, The (TV show), 141–42
Toyota Way, 30
Toy Story (movie), 50
“trading up the chain,” 153
Trust Me, I’m Lying (Holiday), 85–86, 99
Truth, The (Strauss), 92
Turner, Ted, 7
22 Immutable Laws of Marketing, The (Ries and Trout), 93
Twisted Sister, 197
Van Halen, 229
Van Hofwegen, Nick, 214–15
Walsh, Bill, 225–26
War of Art, The (Pressfield), 59
War of the Worlds, The (radio broadcast), 55, 56
Warrior Ethos, The (Pressfield), 116–17
Wealthfront, 95
Weiner, Matthew, 27–28
Weinstein, Harvey, 95–96
Weintraub, Jerry, 88
Wolfe, Tom, 150
Wool (Howey), 129
Worms Eat My Garbage (Appelhof), 44–45
Wrecker, The (Stevenson), 149
Wrigley’s gum, 137
Wurtzel, Elizabeth, 56
Y Combinator, 20, 46, 68, 73–74
Zappos, 29
Zeds Dead, 156–57
Zero to One (Thiel), 112
Zildjian cymbals, 5–6