That's the difference between saying, "what would you like me to do," and "I think we should do this, not that."
A point of view is the difference between a job and a career.
It's the difference between being a cog and making an impact.
Having a point of view is different from always being correct. No one is always correct.
Hiding because you're not sure merely makes you invisible.
Don’t hide your work
Ask for help
Tell the truth
Upgrade your tools
Don’t hide your mistakes
Add energy, don't subtract it
If you're not proud of it, don't ship it
Know the rules of your craft
Break the rules of your craft with intention
Make big promises
Let others run, ever faster
Learn something new
Criticize the work, not the artist
Power isn't as important as productivity
Honor the schedule
You are not your work, embrace criticism
Sign your work
Obsess about appropriate quality, ignore perfection
A studio isn’t a factory. It’s when peers come together to do creative work, to amplify each other and to make change happen. That can happen in any organization, but it takes commitment.
Failure (and the fear of failure) gives you a chance to have a voice....
Because failure frightens people who care less than you do.
The original kind of lazy avoids hard physical work. Too lazy to dig a ditch, organize a warehouse or clean the garage.
Modern lazy avoids emotional labor. This is the laziness of not raising your hand to ask the key question, not caring about those in need or not digging in to ship something that might not work. Lazy is having an argument instead of a thoughtful conversation. Lazy is waiting until the last minute. And lazy is avoiding what we fear.
Lazy feels okay in the short run, but eats at us over time.
Laziness is often an option, and it's worth labelling it for what it is.
For your idea to spread, your app to go viral, your restaurant to be the place, it's likely you'll need to hit critical mass.
This is a term from physics, describing the amount of plutonium you need in a certain amount of space before a nuclear reaction becomes self-sustaining.
Once enough people start driving your new brand of motorcycle around town, it's seen by enough people that it becomes accepted, and sales take off from there.
Once enough people who know enough people start talking about your new app, the touchpoints multiply and organic growth kicks in.
Once enough readers read and engage with your book, it's no longer up to the bookstore to push it... people talking to people are the engine for your growth.
It's sort of the opposite of Yogi Berra saying, "No one goes there, it's too crowded." When you hit the right number of conversations, the buzz creates its own buzz, popularity and usage creates more popularity and usage.
The thing is, though, most marketers are fooling themselves. They imagine that the audience size necessary for critical mass is right around the corner, but it's actually closer to infinity. That, like a boat with a leak, you always have to keep bailing to keep it afloat. If you don't design for a low critical mass, you're unlikely to get one.
This is why most apps don't ever take off. Not because they weren't launched with enough fanfare, not because the developers didn't buy enough promotion or installs—because the r0 of virality is less than one. Because every time you add 10 users, you don't get a cycle that goes up in scale, you get one that gradually decays instead.
The hard work of marketing, then, isn't promoting that thing you made. It's in building something where the Minimum Critical Mass is a low enough number that you can actually reach it.
Facebook, one of the finest examples available, only needed 100 users in one Harvard social circle for it to gain enough traction to take the campus, and then jump to the Ivy League, and then, eventually, to you.
My book Purple Cow was seeded to about 5,000 readers. That was all the direct promotion it needed to eventually make its way to millions of readers around the world.
How many people needed to start carrying a Moleskine or selfie stick or a pair of Grados before you decided you needed one too?
Yes, of course, sometimes the route to popular is random, or accidental. And betting on lucky is fine, as long as you know that's what you're doing. But the best marketers do three things to increase their chances:
Making your MCM a manageable number is the secret to creating a hit.
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