Ryan Holiday's books like The Obstacle Is the Way sell steadily over time without being blockbusters, creating a revenue stream that funds his family's future expenses. The principle works across any medium: evergreen creations generate long-term passive income for creators.
Ryan Holiday has built this back catalog of books where no single one of his books has been like an absolute home run to the level of Atomic Habits or, uh, Mark Manson's The Subtle Art. But Ryan's just continually stacked this back catalog of books that just keep selling over and over again. Like, that's going to pay for his kids' college. That's going to pay— like, those books, uh, like The Obstacle Is the Way is still going to be selling copies, and his grandkids are going to go to college off of the, you know, $2 a copy or whatever, that those books will keep selling for a long time. So if you make something that is evergreen, like music or like these books, it can just keep paying you for a long time.
