I gorged on some Seth Godin videos over the weekend. Hey, you can judge me, but you gotta do something while you fold the washing for a family of five.
I was aware of Seth, but not particularly familiar with his work. His name would pop up, associated with an idea which sounded challenging, but intriguing, and I would dutifully note it down in under a category of things best described as “I probably should, but never will, look into this further.” It’s a big category full of vague, knotty items like “learn more about affiliate marketing, explore Dostoyevsky & find out why men your age like Taylor Swift”.
Anyhow, he has lots of interesting ideas which do sound worth exploring, one of which is this notion of “shipping”.
It’s a product term relating to the act of actually getting your product to customers, but in a broader context could be analogous to “completing”. When you ship something, you’re putting a version of it out into the world with your name on it. People will (may) see it, and when they do, they’ll know that you’re responsible for it.
OK, so while this is Mickey Mouse stuff (do stuff, then put it out there), the interesting thing is this gulf between having an idea, and shipping it. Lots of people have ideas, but very few people ship. Everyone has a great idea for a product, a movie, a book – but very few people become product designers, directors or authors.
Why is it that we all have these ideas, but that most of them die as scribbles in Moleskin notebooks and not out in the real world?
Godin contends that it’s because people assume that coming up with ideas is the work, but that the actual work is shipping. Ideas are a penny a pound, but commitment to ship is rare.
He suggests that partly what makes shipping so difficult is the social fear of failure generated by our brains in our Amygdala (or Lizard Brain).
Our Amygdala is one of the most primitive blocks of our brain and is hardwired to respond to some of our most primary needs and mechanisms. Memory modulation, aggression and the utility of fear as a motivator, all fall under it’s purview. While the Amygdala’s response to fear was originally primarily to physical threats which tended to be short-lived (either the leopard ate you or you got away), it is now capable of triggering the same response in the presence of more chronic, social pressures such as email, public speaking and anything else which can make you look stupid in front of other people.
Since “shipping” a product or idea into a public space has the capacity to make you look publicly silly, the Amygdala will create a fear response to the notion of shipping. This fear can become one of the primary barriers to bridging the gulf between having an idea and shipping it. Godin calls these barriers, The Resistance, a term which was coined by Stephen Pressfield.
The real challenge, according to Godin, is how to manage this fear so that you can move beyond it to just ship.
Shipping is where the exposure to criticism will come, but it’s also where all the value is found.
There’s a lot more in this, and I haven’t done enough work to have an opinion on most of it – but I thought it was worth capturing for a start.