In "The Practice: Shipping Creative Work," bestselling author Seth Godin provides a roadmap for creative professionals to turn their passion into a successful career. This book is not about finding a magic formula for instant creative success. Instead, Godin argues that creativity is a skill that can be developed and honed through consistent practice and the right mindset.
Godin challenges the notion that creativity is reserved for a select few "geniuses." He believes that everyone has the capacity to be creative, and with the right approach, anyone can transform their creative abilities into professional-level work. The book offers practical advice on how to overcome common obstacles, develop a sustainable creative practice, and share your work with the world.
"The Practice" is written for anyone who wants to make a living from their creative pursuits, whether you're an artist, writer, musician, designer, or entrepreneur. It's also valuable for those who want to inject more creativity into their current profession or personal life.
Let's dive into the key ideas from the book that can help you strategize your way to creative excellence.
Trust Your Own Creative Path
One of the fundamental messages in "The Practice" is the importance of trusting yourself to find your own creative path. Godin emphasizes that there's no predetermined roadmap to professional creative success. Each person's journey will be unique, and that's okay.
Embrace Your Creative Capacity
Godin starts by debunking the myth that creativity is an innate talent that only a few possess. He argues that everyone has the capacity for creativity. Think about it - haven't you doodled in a notebook or hummed a tune in the shower? These are all expressions of creativity. The key is to recognize this capacity within yourself and nurture it.
Focus on Process, Not Outcome
In a world that often values outcomes over process, it can be tempting to judge creative work solely by its end result - book sales, concert tickets, or viral social media posts. However, Godin argues that this focus on outcomes can lead creatives to make shallow, market-driven choices that compromise their authentic creativity.
Instead, he encourages creatives to focus on their process. Every outcome is the result of a process, and by trusting in your unique creative process, you'll naturally discover your own path. This might mean writing every day, even if you're not sure where the story is going, or experimenting with new painting techniques without worrying about the final piece.
Overcome Self-Doubt
Even established creatives often struggle with self-doubt. You might feel like your guitar playing will never improve or that your writing will never amount to a book. Godin acknowledges these feelings but offers a powerful perspective: your feelings don't matter, but your actions do.
Unlike our feelings, our actions are within our control. So, even when you're plagued by self-doubt, commit to your process. Show up and do the work. Sometimes the results will be good, sometimes they won't, but each time you recommit to your process, you're uncovering more of your creative potential.
Be Generous with Your Creativity
Godin emphasizes that for those who want to be creative professionals, it's crucial to get comfortable with sharing your work. Many creatives hold back from sharing due to various reasons - embarrassment, perfectionism, or fear of criticism. However, Godin argues that these barriers need to be overcome.
Abundance Mindset
One common reason creatives hesitate to share their work is a scarcity mindset. They worry that if they use up their ideas or insights, they won't be replenished. Godin counters this by asserting that creativity is inexhaustible unless you act like it isn't. The more you share your creative gifts, the more they'll grow. Engaging in creative exchanges with others can actually fuel your inspiration.
Sharing is Not Selling Out
Some creatives resist sharing their work because they equate it with "selling out." Godin argues that this mindset confuses art with industry. While industry exists to fill market gaps and maximize profits, art creates change and opens new perspectives. Bringing your work to the market isn't selling out - it's making your art-driven change available to the world.
Embrace Vulnerability
Sharing your work can be scary because it makes you vulnerable to criticism. Godin encourages creatives to look at stand-up comedians for inspiration. These performers regularly put themselves out there at open mics, facing skeptical audiences. Sometimes their jokes land, sometimes they bomb, but each time they share their work, they improve it.
By generously sharing your work, you're not only fulfilling your potential as a creative professional but also allowing your work to fulfill its purpose.
Treat Your Creativity as a Career
If you've decided to be a creative professional, Godin emphasizes the importance of treating your art as work. It may not be your day job that pays the bills (at least not yet), but you need to approach your creative practice with the same seriousness and dedication as you would any career.
Find Your Hour
Just as committing to an hour of exercise every day can transform your fitness, dedicating an hour each day to your creative work can yield significant results. Godin encourages creatives to find this hour in their day, whether it means waking up earlier or staying up later. The simple act of consistently investing time in your creative work will pay off in the long run.
Value Your Work
Godin stresses the importance of getting paid for your creative work. While it's tempting to give away your work for free, especially when you're starting out, insisting on payment demonstrates the value of your work. It signals to clients that you believe in what you're doing. Moreover, getting paid allows you the financial freedom to grow your practice, whether that means purchasing equipment or investing in marketing.
Upgrade Your Clients
As you progress in your creative career, Godin advises being selective about the clients you work with. Imagine a graphic designer stuck designing uninspiring corporate leaflets when they're capable of executing striking global campaigns. The best artists work with clients who demand big thinking and expect creative excellence. Don't be afraid to seek out and work with clients who will challenge you and help you grow.
Clarify Your Artistic Intent
While the creative process can be unpredictable, with the final product often deviating from the initial plan, Godin emphasizes the importance of establishing a clear purpose before you start your work.
The Importance of Intention
Many new creatives shy away from articulating the intention of their work, fearing that setting an intention might set them up for failure if the work doesn't fulfill it. However, Godin argues that work made without intention can never truly succeed. To create professionally, your work must be underpinned with a clear intention.
Define Your Audience
When defining your artistic intent, Godin suggests starting by asking yourself, "Who am I trying to reach with this work?" It's tempting to say "everyone," but that's rarely effective. Instead, be specific about your ideal reader, viewer, or user. What are their wants, needs, fears, and beliefs?
Godin uses the analogy of cowboys herding cattle. You don't need to reach every individual in your audience directly. If you can convince the "cowboys" - the influential members of your target audience - they'll help spread your message to the larger "herd."
Determine Your Work's Function
Next, ask yourself, "What is this work for?" While this might be straightforward for some professions (a bridge connects two pieces of land), it can be more challenging for creative work. What is a painting for? What does a performance do? Godin encourages creatives to think deeply about the function of their work, whether it's to entertain, educate, provoke emotion, or something else entirely. Once you've settled on the function, you can create work that fulfills that purpose.
Overcoming Creative Blocks
Godin tackles the dreaded "creative block," a phenomenon that many creatives fear. He offers a refreshing perspective: creative blocks are nothing more than a cultural construct. In other words, they don't really exist.
The Perfectionism Trap
According to Godin, what we often perceive as a creative block is actually perfectionism in disguise. It's hard to start work when you believe the outcome needs to be perfect. It's equally challenging to finish work when you won't settle for anything less than perfection.
The Steely Dan vs. Bruce Springsteen Approach
To illustrate this point, Godin contrasts two different approaches to creativity:
Steely Dan: For years, this band refused to tour, preferring to spend countless hours in the studio perfecting their recordings. They believed live performances could never match the technical perfection of their studio work.
Bruce Springsteen and the E Street Band: Known for their relentless live performances, this band embraces the raw, authentic nature of live shows, even if it means occasional mistakes slip through.
Interestingly, when Steely Dan finally decided to tour after decades, their fans loved the "imperfect" live experience just as much as the polished studio albums.
Embracing Imperfection
Godin encourages creatives to set high standards but not to aim for perfection. Often, what appears to be a creative block will dissolve when you give yourself permission to be messy and raw. Remember, your audience often appreciates authenticity more than polished perfection.
Dealing with Criticism
Once you've "shipped" your work - that is, delivered it to an audience - you're likely to receive feedback. Godin provides strategies for dealing with both constructive criticism and harsh critique.
Embrace Constructive Criticism
Godin encourages creatives to embrace feedback from "generous critics" - those who take the time to analyze your work and provide thoughtful feedback. These critics appreciate your intention and want to see you improve. While you're not obligated to make all the changes they suggest, you should consider their input and thank them for their engagement with your work.
Handle Harsh Critique
Not all criticism will be constructive or kind. Godin advises not to engage with trolls or people far outside your target market. However, even harsh criticism can sometimes be useful. He shares the example of director Sam Raimi, who used to pay his peers to attend screenings of his early films. When they booed, Raimi noted when it happened and reworked those scenes until the booing stopped.
Learn and Grow
While critique can be painful, Godin emphasizes the importance of learning from the criticism you receive. Commit to using feedback as a tool for growth, and you'll continually improve as a creative professional.
Striving for Greatness
While some creatives find fulfillment in sharing their work with a modest audience, others aim for greatness - to be at the pinnacle of their field. Godin argues that achieving creative greatness isn't about being a uniquely gifted genius, but rather about commitment and strategy.
Find Your Cohort
Godin emphasizes the importance of context in creativity. Many great artists didn't work in isolation but were part of vibrant creative communities. From Renaissance Florence to the Algonquin Round Table, creatives often congregate and inspire each other to produce groundbreaking work. Godin encourages you to seek out your own creative cohort.
Focus on Your Superpower Skill
Identify what you do best - your "superpower skill" - and commit to it. This might mean neglecting other aspects of your work, and that's okay. Godin uses the example of FedEx, which focuses on speed rather than ultra-careful handling. In your creative field, find your niche and excel there rather than trying to be everything to everyone.
Do the Research
To perform at your peak, Godin stresses the importance of being well-informed about your field. Read key textbooks, follow influential blogs, listen to relevant podcasts, and study the work of the most impactful practitioners in your area. This knowledge will inform and elevate your own creative work.
Embracing Constraints
Contrary to popular belief, Godin argues that creativity often thrives under constraints. He uses the example of the band REM, who achieved their breakthrough album "Out of Time" by purposely limiting themselves, including playing unfamiliar instruments.
The Power of Limitations
Many creatives believe they would do their best work if only they had more resources, time, or freedom. However, Godin points out that constraints often spur us to do our best work. He encourages creatives to embrace external limitations rather than fighting against them.
Example: Susan Kare and Apple
Godin shares the story of Susan Kare, who designed the interface for early Apple computers. Despite significant constraints - a small 32x32 grid, black and white colors, and low resolution - Kare created an influential visual language that set Apple apart. Her work demonstrates how embracing constraints can lead to innovative solutions.
Reframe Your Perspective
When faced with constraints, Godin advises against asking for bigger budgets or more time. Instead, view these limitations as creative challenges. By embracing constraints, you may find that your creativity soars to new heights, bringing you closer to your vision of a successful creative career.
Developing a Sustainable Creative Practice
Throughout "The Practice," Godin emphasizes the importance of developing a sustainable creative practice. This involves creating habits and routines that support your creative work over the long term.
Consistency is Key
Godin stresses that showing up consistently is more important than sporadic bursts of inspiration. He encourages creatives to establish a regular practice, whether it's writing 500 words a day, sketching for an hour each morning, or composing music every evening. This consistent effort, over time, leads to significant creative output and improvement.
Create a Conducive Environment
Your physical and mental environment can greatly impact your creative practice. Godin suggests creating a dedicated space for your work, free from distractions. This could be a home office, a corner of your bedroom, or even a favorite café. The key is to have a space that signals to your brain that it's time to create.
Manage Your Energy
Creativity requires mental energy. Godin advises paying attention to when you're most creative and structuring your day accordingly. If you're a morning person, try to do your most important creative work early in the day. Also, don't neglect self-care - proper sleep, nutrition, and exercise can all contribute to a more productive creative practice.
Embracing Failure as Part of the Process
Failure is an inevitable part of any creative journey, and Godin encourages readers to view it as a valuable learning opportunity rather than a setback.
Redefine Success and Failure
Instead of seeing success as achieving a specific outcome and failure as not reaching that goal, Godin suggests redefining success as showing up and doing the work. In this framework, the only real failure is not trying or giving up.
Learn from Every Attempt
Every piece of work you create, whether it's well-received or not, teaches you something. Godin encourages creatives to analyze their work objectively, identifying what worked and what didn't. This approach turns every project into a learning experience, gradually improving your skills and understanding of your craft.
Iterate and Improve
Godin advocates for an iterative approach to creativity. Instead of aiming for perfection on the first try, create multiple versions or drafts. Each iteration can be an improvement on the last, incorporating what you've learned. This approach takes the pressure off any single attempt and allows for continuous improvement.
Building a Body of Work
As you continue your creative practice, Godin emphasizes the importance of building a cohesive body of work over time.
Develop Your Voice
Through consistent practice and experimentation, you'll gradually develop your unique creative voice. This is the distinctive style or perspective that makes your work recognizably yours. Godin encourages creatives to embrace this process, allowing their voice to emerge naturally over time.
Create Connections Between Your Works
As your body of work grows, look for themes or connections between different pieces. These connections can help create a narrative around your work, making it more compelling to audiences and potential clients or collaborators.
Document Your Journey
Godin suggests documenting your creative journey, not just the final products. This could involve keeping a process journal, sharing behind-the-scenes content on social media, or creating a blog about your creative experiences. This documentation can provide valuable insights for you and engage your audience in your creative process.
Navigating the Creative Industry
As you develop your creative practice, Godin offers advice on navigating the broader creative industry.
Network Authentically
Building relationships in your creative field is crucial, but Godin advises against networking solely for personal gain. Instead, focus on making genuine connections with people whose work you admire. Attend industry events, join online communities, and reach out to fellow creatives with sincere interest in their work.
Understand the Business Side
While creativity is at the heart of your work, understanding the business aspects of your industry is crucial for long-term success. Godin encourages creatives to educate themselves about contracts, pricing, copyright, and other relevant business topics.
Adapt to Change
The creative industries are often at the forefront of technological and cultural changes. Godin emphasizes the importance of staying adaptable and open to new tools, platforms, and ways of working. This flexibility can help you stay relevant and find new opportunities in a rapidly evolving landscape.
Balancing Creativity and Commerce
One of the ongoing challenges for creative professionals is balancing artistic integrity with commercial viability. Godin offers insights on navigating this tension.
Create for Your Audience, Not the Market
While it's important to be aware of market trends, Godin cautions against creating solely to meet perceived market demands. Instead, focus on creating work that resonates with your intended audience. This authentic approach is more likely to lead to meaningful success in the long run.
Find the Intersection of Passion and Demand
Godin suggests looking for areas where your passions and skills intersect with market demand. This sweet spot allows you to create work you care about while also meeting a genuine need or desire in your audience.
Diversify Your Income Streams
To maintain creative freedom, Godin advises considering multiple income streams. This could involve a mix of client work, personal projects, teaching, speaking engagements, or merchandise sales. Diversification can provide financial stability and allow you to take more risks in your creative work.
Cultivating Resilience
The creative journey is often filled with ups and downs. Godin emphasizes the importance of cultivating resilience to weather these fluctuations.
Develop a Growth Mindset
Adopt a growth mindset, believing that your abilities can be developed through dedication and hard work. This perspective allows you to view challenges as opportunities for growth rather than insurmountable obstacles.
Build a Support System
Surround yourself with supportive people who understand and encourage your creative pursuits. This could include fellow creatives, mentors, friends, or family members. Having a strong support system can provide emotional sustenance during difficult times.
Practice Self-Compassion
Be kind to yourself throughout your creative journey. Recognize that self-doubt and setbacks are normal parts of the process. Treat yourself with the same compassion you would offer a friend facing similar challenges.
Conclusion: The Ongoing Practice
In concluding "The Practice," Godin reinforces that creative success is not about a single breakthrough moment, but rather an ongoing commitment to showing up and doing the work. He encourages readers to embrace the journey of creativity, with all its challenges and rewards.
The book's central message is that creativity is a skill that can be developed and honed through consistent practice and the right mindset. By focusing on the process rather than the outcome, embracing constraints, learning from criticism, and persistently shipping your work, you can build a fulfilling and successful creative career.
Godin's approach demystifies the creative process, making it accessible to anyone willing to put in the effort. He challenges readers to move past their fears and self-doubt, to generously share their work with the world, and to continually strive for growth and improvement.
Ultimately, "The Practice" is a call to action for all creatives. It's an invitation to stop waiting for inspiration or perfect conditions, and instead to start creating, sharing, and making a difference through your work. By committing to your practice day after day, you not only improve your craft but also contribute your unique voice to the world.
Whether you're an aspiring artist, a seasoned professional, or someone looking to inject more creativity into your life, Godin's insights provide a roadmap for turning your creative passion into a sustainable and rewarding practice. The journey may not always be easy, but with dedication, strategy, and the right mindset, you can navigate the path to creative excellence and make your mark on the world.