The Practice: Shipping Creative Work
Seth Godin
Portfolio/Penguin (November 2020)

Once again, Seth Godin shares “everything you need to make magic”

So far, Seth Godin has created nineteen international bestsellers and will probably create another dozen or two in the years to come. He has an insatiable curiosity to understand what works, what does, and why. And he is driven by a desire to share what he has learned with as many others as possible.

With regard to the title of his latest book, “There’s a practice available to each of us — the practice of embracing the process of creation in service of better. The practice is not the means to the output, the practice  [begin italics] is [end italics] the output, because the practice is all we can control.”

With regard to the subtitle of his latest book:

SHIPPING “because it doesn’t count if you don’t share it”

CREATIVE “because you’re not a cog in the system. You’re a creator, a problem solver, a generous leader who is making things better by producing a new way forward.”

WORK “because it’s not a hobby. You might not get paid for it, not today, but you approach it as a professional. The muse is not the point, excuses are avoided, and the work is why you are here.”

Be careful not to limit the scope and depth of Godin’s insights. He doesn’t and that’s one of the key insights in each of his books. He agrees with Richard Dawkins (or Dawkins agrees with him) that no one should be so open-minded that their brains fall out. That said, open all the doors and windows. Turn on the lights. Be receptive. But don’t just sit there watching a fly die on your tongue, waiting until you are “inspired.”

Shipping creative work does not mean mindless distribution of “stuff.” Also, “good enough” is OK if it helps to produce great in a timely manner. Godin reminds us that perfection is an on-going process, not an ultimate destination. He agrees with Thomas Edison that “vision without execution is hallucination.” Each human life is (literally) a “work in progress.” Connect, build, improve, and  — when the music starts — get out there and dance.

Through me, through this brief commentary, Godin has just provided a briefing on the terms and conditions if you accept his invitation to accompany him during a process, a “creative journey,” that will “take where you seek to go better than any path you can follow. And while you’re engaging in the practice, you’ll honor your potential and the support and kindness of everyone who came before you.”

Creative thinking helps to produce printing presses, steam engines, space shuttles, and smartphones but it can also help to increase mindfulness and empathy, improve relationships, and ensure that communication, cooperation, and (especially) collaboration are effective.

I have seldom re-read any of Godin’s earlier books but now plan to re-read The Practice every 3-6 months because the material is both timely and timeless. His insights and counsel are best viewed as reminders as well as provocateurs. Some may be revelations. Others may evaporate. Whatever.

Seth Godin believes that each new day as a precious gift and urges you to see it that way also. Embrace it…and unwrap it. Make full use of it. Share it. And anticipate with a sense of joy and appreciation what the next new day will bring.