The Practice: Shipping Creative Work

by Seth Godin

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

While each journey is unique, each follows a pattern—and once you see it, it’s yours.

the creative journey still follows a pattern. It’s a practice of growth and connection, of service and daring. It’s also a practice of selflessness and ego in an endless dance.

Leaders seek to make things better, to contribute and to find firm footing. The chance to make a difference and to be seen and respected, all at once.

“The renewal of societies and organizations can go forward only if someone cares.”

When you choose to produce creative work, you’re solving a problem. Not just for you, but for those who will encounter what you’ve made.

Professionals produce with intent.

Creativity is an act of leadership.

We become creative when we ship the work.

Good taste is a skill.

It’s about throwing, not catching. Starting, not finishing. Improving, not being perfect. No one learns to ride a bike from a manual. And no one learns to draw an owl that way either.

Art is the generous act of making things better by doing something that might not work.

We do this work for a reason, but if we triangulate the work we do and focus only on the immediate outcome, our practice will fall apart.

This is a practice. It has a purpose. I desire to create change. The change is for someone specific. How can I do it better? Can I persist long enough to do it again? Repeat.

Determine who it’s for. Learn what they believe, what they fear, and what they want. Be prepared to describe the change you seek to make. At least to yourself. Care enough to commit to making that change. Ship work that resonates with the people it’s for. Once you know whom it’s for and what it’s for, watch and learn to determine whether your intervention succeeded. Repeat.

Good taste means that you understand genre and its benefits even more than the fans do.