Ryan Holiday

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

We bought on the back page of sort of weekly newspapers that, you know, your traditional brands didn't think were big enough, didn't think were shiny or fancy enough. We were trying to look for the underexploited opportunities. And when you take risks and when you push the envelope, you often get what is called earned media, which is really the only media that matters.

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

If you're paying to put your boring television commercial in front of people over and over and over again, you have to spend a lot of money and your impact ceases the second it goes away. But if you can do something that's interesting and provocative that crosses over and becomes a news story,

or it gets banned, or it gets graffitied, or somebody rips it out of the magazine and puts it on their wall because they think it looks so cool. That's what we were trying to do. And so I just try to think about how am I going to stand out? And I just always remember that being boring is really expensive.

or it gets banned, or it gets graffitied, or somebody rips it out of the magazine and puts it on their wall because they think it looks so cool. That's what we were trying to do. And so I just try to think about how am I going to stand out? And I just always remember that being boring is really expensive.

or it gets banned, or it gets graffitied, or somebody rips it out of the magazine and puts it on their wall because they think it looks so cool. That's what we were trying to do. And so I just try to think about how am I going to stand out? And I just always remember that being boring is really expensive.