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The Practice: Shipping Creative Work

Tags: #creativity #self-help #work #art #leadership #marketing

Authors: Seth Godin

Overview

This book is a manifesto for anyone who seeks to make a difference, to ship creative work, and to lead. It’s about embracing the practice—a persistent, stepwise approach that requires trust, generosity, and a commitment to the journey, not just the outcome. The book dismantles the myths and narratives that hold us back from doing our best work. There are no guarantees, no recipes for success. Instead, it’s about learning to embrace uncertainty, trusting the process, and putting ourselves on the hook. We must see beyond the allure of talent, the need for reassurance, and the fear of failure. The practice is a choice. It’s a commitment to showing up, to doing the work, and to learning from what we ship. It’s about finding our voice, our genre, and embracing our peculiarity. It’s about leading, making change, and being generous with our art. The book offers practical advice and tools, including: * The importance of ‘throwing’: Focus on the act of creating and shipping, and trust that the desired results will follow. * Embracing ‘desirable difficulty’: Push beyond our comfort zones to achieve meaningful growth. * Finding our ‘smallest viable breakthrough’: Start small and build momentum. * The power of ‘yes, and’: Embrace uncertainty and build on the ideas of others. * Understanding genre: Leverage existing frameworks to create original work. * Seeking out better clients: Find people who value your work and push you to be better. The core message of the book is simple: Better is possible. Start where you are. Don’t stop.

Book Outline

1. It’s Possible

This book is for those who want to lead, create, and innovate. It is for those who seek to make things better, not for those content with the status quo. If you are reading this, you are likely searching for something—a feeling of impact, an ability to contribute. This book is about a practice that embraces the process of creation in service of making things better.

Key concept: “Process saves us from the poverty of our intentions.” This speaks to the power of focusing on the creative process itself, rather than getting caught up in the desire for a specific outcome. We should embrace the act of ‘throwing,’ of creating and shipping work, and trust that the ‘catching’—the desired results—will follow.

2. The Pattern and the Practice

The industrial system pushes us toward a recipe-driven approach to work, where we follow steps to achieve predictable outcomes. But for creative work, this recipe model falls apart. Instead, we need a practice—a persistent, stepwise approach to creating something new and making change.

Key concept: We were all brainwashed from a very early age to accept a story of compliance and convenience, the search for status in a world constrained by scarcity. We’ve been taught to focus on outcomes and follow the steps to achieve them. But the truly important work, the work that makes a difference, doesn’t come with a recipe.

3. Are You Searching for Something?

Leaders are searching for something, a way to make a difference. I call this art: the emotional act of doing personal, self-directed work that might not work, in order to create change. We each have the leverage to make art, and it matters. The question is not whether you can make art, but whether you care enough to continue making it.

Key concept: The real question is: ‘Do I care enough to do it again?’ This underscores the importance of consistent commitment to the practice, beyond the initial spark of inspiration.

4. Askıda Ekmek

Making creative work means solving a problem, not just for yourself but for those who will encounter your work. By putting yourself ‘on the hook,’ making your work public and sharing it generously, you create community and contribute to something larger than yourself.

Key concept: Askıda ekmek: ‘there is bread on the hook.’ This Turkish tradition illustrates the generous act of sharing our work and its potential impact on others. Art is something we do for other people.

5. Finding a Practice

Creative people—dancers, artists, lawyers, change-makers of all kinds—all have a similar practice, regardless of their field. It’s not about talent or magic, but about commitment, resilience, generosity, and service. There are surprising truths about creative work that often go against what the industrial system teaches us. We must embrace these truths if we want to truly make change.

Key concept: The creative journey follows a pattern of embracing certain truths about work. These truths might go against what we’ve been taught in a system based on compliance, but they work. They subvert the dominant power structure while enabling us to make things better.

6. Learning to Juggle

Learning to juggle teaches us a vital lesson about the creative process: focus on throwing, not catching. Don’t get caught up in the desire for an outcome, but instead master the act of creation. Once you’ve mastered the act of creation, the results will follow.

Key concept: Our work is about throwing. The catching can take care of itself. This analogy highlights the importance of focusing on the process of creation, rather than getting fixated on outcomes. Mastering the act of creation will lead to the desired results.

7. How to Draw an Owl

The path to creative work is not a straightforward one with clear instructions. There are no guarantees, and the journey is often uncertain. We must embrace this uncertainty and be willing to ‘throw,’ to start and improve, even when we don’t know if it will work.

Key concept: The instructions are always insufficient for the work we’d like to do, and the reward comes from the fact that there are no guarantees. This is a reminder that the creative journey is about embracing uncertainty and stepping outside of our comfort zone.

8. Does It Take Courage to Be Creative?

The act of being creative—sharing our work and saying ‘Here, I made this’—can feel daunting. But we must not give in to fear. Creativity is a choice, not a gift reserved for the chosen few. And it’s contagious: our creativity inspires others to create.

Key concept: Being creative is a choice and creativity is contagious. This emphasizes the agency we have in choosing a creative life and the ripple effect it can have on others.

9. This is Art

We tend to think of art in a limited way. But art is not just painting. Art is the human act of creating change through generous work, work that might not work. You are an artist when you choose to make that change. It’s not about your tools, but about your commitment to making things better.

Key concept: You’re an artist as soon as you announce you are. This underscores the power of embracing the identity of an artist, regardless of your field, and the transformative potential of committing to generous work.

10. Perhaps You Can Make Some Art

When we ship our best work, it has the potential to become art, to make change. It’s a form of leadership, not management, requiring trust in the process and the courage to do something that might not work. We must reject the notion that we are not talented enough or that we must win to even try.

Key concept: Art is the generous act of making things better by doing something that might not work. This encapsulates the core definition of art as presented in the book, emphasizing both its generosity and its inherent uncertainty.

Essential Questions

1. What is the “practice” of shipping creative work, and why is it essential for making a difference?

The book argues that creative work is not about talent or inspiration, but about a consistent practice. It’s a choice we make to show up, do the work, and learn from what we ship. This practice involves embracing uncertainty, trusting the process, and being generous with our art. It requires us to find our voice, our genre, and to understand the change we seek to make in the world.

2. What is the distinction between “talent” and “skill,” and how does this distinction empower us to create?

Godin challenges the traditional notion of “talent” as an innate gift. He argues that “skill” is earned through practice and commitment. This means that anyone, regardless of their perceived talent, can develop the skills necessary to create meaningful work. The key is to embrace a growth mindset and persistently hone our craft.

3. Why is generosity a crucial element of the creative process, and how does it shift our perspective on success?

The book emphasizes the importance of generosity in the creative process. Our work should be about serving others, not just ourselves. By focusing on the change we want to make in the world and creating work “for” someone, we shift our focus from seeking validation to creating value. This mindset of service allows us to embrace criticism, to learn from our failures, and to persist in our practice.

4. What are the common fears and anxieties that hold us back from embracing the practice, and how can we overcome them?

Godin argues that we are often held back by the need for reassurance, the desire for certainty, and the fear of failure. These are all forms of resistance that prevent us from doing our best work. The practice requires us to trust ourselves, to embrace the uncertainty of the creative process, and to persist even when things get tough.

5. Why are “better clients” essential for the creative professional, and how can we attract them?

The book encourages creators to seek out “better clients” - those who value their work, push them to grow, and help them make a difference. Godin suggests that we earn better clients by becoming the kind of professionals they seek. This involves focusing on the change we want to make, developing our skills, and delivering exceptional work.

Key Takeaways

1. Focus on “throwing,” not “catching.”

This takeaway, encapsulated in the juggling analogy, encourages creators to shift their focus from the anxiety of outcomes to the mastery of the creative process. We often get caught up in the fear of failure, preventing us from shipping our work. By focusing on ‘throwing’—creating and releasing work consistently—we learn, iterate, and improve. The ‘catching’—the desired results—will naturally follow as we refine our skills and process.

Practical Application:

In the development of an AI product, an engineer might feel tempted to endlessly tweak and refine the algorithm before releasing it. But focusing on shipping a functional product, even if imperfect, and gathering user feedback allows for iteration and improvement over time. The “throwing” is the release of the product; the “catching” is the learning that comes from user interaction and real-world data.

2. Seek the ‘smallest viable audience.’

The “smallest viable audience” concept reminds us that we cannot please everyone. Trying to do so leads to generic work that lacks impact. By identifying a specific group with shared needs and desires, we can tailor our work to resonate deeply with them, increasing its effectiveness and reach. Focusing on a small, engaged audience allows for a stronger connection and a more focused creative process.

Practical Application:

An AI product team might initially target their product for the broadest possible audience. But focusing on a smaller, specific group with unique needs and desires allows for a more impactful product that resonates deeply with its users. For example, an AI-powered language learning tool might target its initial release at travelers who need to quickly learn basic phrases, rather than trying to be everything to everyone.

3. Ask ‘What’s it for?’ relentlessly.

Every element of a project, every feature, every line of code, should have a clear purpose. Asking “What’s it for?” helps us align our actions with our intended impact, ensuring that every element contributes to the desired change. By consciously designing with intention, we avoid distractions and create work that is more focused and effective.

Practical Application:

In the development of an AI assistant, the design team could ask, “What is this feature for?” Is it to mimic human interaction for novelty, or to efficiently solve a user problem? Clarity on the intended change and user impact helps guide design decisions and avoid superfluous features.

4. Start with the ‘smallest viable breakthrough.’

Often, we get caught up in the pursuit of perfection, delaying our work and increasing our fear of failure. The ‘smallest viable breakthrough’ concept encourages us to focus on creating the smallest unit of value that we can share. This allows us to get started, gather feedback, and iterate, building momentum and reducing the pressure of creating a masterpiece.

Practical Application:

Instead of aiming for a perfect, fully-featured AI product at launch, an agile team might release a simplified version with core functionality first. This “smallest viable breakthrough” allows for faster user feedback, iteration, and improvement based on real-world usage. This approach embraces the iterative nature of the creative process and reduces the risk of over-engineering a product that doesn’t meet actual needs.

5. Seek out “desirable difficulty.”

Desirable difficulty is the intentional pursuit of challenges that force us to grow. While it might feel uncomfortable in the short term, it leads to greater learning, skill development, and more significant breakthroughs in the long run. By embracing challenges and persisting through them, we elevate our craft and reach new levels of mastery.

Practical Application:

An AI research team could embrace the principle of “desirable difficulty” by tackling a particularly challenging problem, even if the solution is not immediately apparent. This might involve exploring a novel approach or working with a complex dataset. The struggle and frustration inherent in this process will ultimately lead to greater learning and more innovative breakthroughs.

Suggested Deep Dive

Chapter: Intent

For AI product engineers, the section on ‘Intent’ is particularly relevant. Godin’s emphasis on understanding the ‘who’ and ‘what for’ of our work directly applies to designing AI systems with a clear purpose and user impact in mind. This section provides a framework for thinking critically about the change we seek to make with our technology and how to align our efforts with those goals.

Memorable Quotes

It’s Possible. 14

“Process saves us from the poverty of our intentions.”

The Pattern and the Practice. 16

“It is better to follow your own path, however imperfectly, than to follow someone else’s perfectly.”

Learning to Juggle. 20

Our work is about throwing. The catching can take care of itself.

Hoarding is Toxic. 40

A scarcity mindset simply creates more scarcity … Abundance multiplies. Scarcity subtracts. A vibrant culture creates more than it takes.

Talent is not the Same as Skill. 75

In the words of Steve Martin: “I had no talent. None.”

Comparative Analysis

“The Practice” shares common ground with other books on creativity and productivity, such as “Steal Like an Artist” by Austin Kleon, which emphasizes the importance of finding inspiration from others and remixing existing ideas, and “Deep Work” by Cal Newport, which advocates for focused, distraction-free work. Godin’s book, however, goes beyond mere productivity hacks and delves into the deeper emotional and philosophical aspects of the creative process. It aligns with “Art & Fear” by David Bayles and Ted Orland in acknowledging the fear and uncertainty inherent in creative work, but Godin’s emphasis on generosity and service adds a unique dimension. Unlike books that focus solely on individual achievement, Godin’s message resonates with the collaborative spirit found in “Linchpin” and “Tribes,” his own works that highlight the power of community and connection in making a difference.

Reflection

Seth Godin’s “The Practice” offers a compelling and practical approach to creative work, particularly relevant in today’s rapidly changing technological landscape. His emphasis on the process, on generosity, and on trusting oneself resonates deeply with the mindset needed to thrive in fields like AI and software development. However, his dismissal of “talent” might be overly simplistic. While skill is undoubtedly earned, certain innate aptitudes can contribute to a person’s ability to excel in specific fields. Furthermore, Godin’s focus on individual creators might not fully capture the collaborative nature of many modern creative endeavors, particularly in technology, where teams often work together to build complex systems. Despite these potential limitations, “The Practice” remains a valuable resource for anyone seeking to navigate the uncertainties of the creative process, particularly in fields like AI, where innovation and adaptation are paramount.

Flashcards

What is ‘The Practice’ as defined by Seth Godin?

It is the act of creating and shipping creative work, consistently and with generosity, in service of making a positive change in the world.

It fuels creativity, encourages diverse voices, promotes free speech, and creates a vibrant culture.

Why should you put your creative work ‘on the hook’?

It’s about solving a problem, not just for yourself but for those who will encounter your work. It’s a generous act.

What fuels creativity?

The desire to find a new truth, to solve an old problem, or to serve someone else.

What is the proven truth about creativity?

It’s the result of desire—the desire to find a new truth, solve an old problem, or serve someone else.

What is the key takeaway from the juggling analogy?

Focus on the act of creating (‘throwing’) and trust that the ‘catching’ (results) will take care of itself.

What is art, according to Seth Godin?

The act of doing something that might not work, something generous, something that will make a difference.

What is the difference between talent and skill?

Talent is something you’re born with, while skill is earned through practice and commitment.

What does learning to draw an owl teach us?

Embracing uncertainty and stepping outside of our comfort zone. The creative path is not straightforward and there are no guarantees.

What’s a more helpful adjustment to the Nike slogan ‘Just Do It’?

Focusing on the process, not solely on outcomes. ‘Merely do it’ without drama or anger. Focus on the change you seek to make.