Another, sneakier reason to hesitate is that shipping also opens you to competition, to people who will then try to overcome your lead, putting you into a race. Who becomes your competition? (One reason to hesitate is that shipping something opens you to criticism. List every task and event that needs to happen, by whom, and by when. What does perfect look like? Be specific. Put a check next to those that have a history of supporting ideas like these. Who is essential to our success? Make a list of every internal individual or committee who must embrace this project for it to work. Who else can stop this project? Make a list of every external individual, organization or entity who could slow down, compromise or kill this project. Who can stop this project? Make a list of every internal individual or committee who could slow down, compromise or kill this project. If you find yourself saying them, stop yourself. Questions and ideas for the devil’s advocate (things to say to slow things down, average things out or create panic or malaise): It’s too soon It’s too late It’s technically risky It’s boring It will offend retailers ere are significant legal issues e plant is too backed up to produce this It will take too much training to support e Media won’t get it Our industry is too regulated e home office won’t approve ere’s no room in this year’s budget, let’s review in a few months It might fail Our big competitor will steal it It’s been done before It’s never been done before People will laugh at us If you hear any of these, underline them. Who are the key influencers, gatekeepers and authorities?ĭoes anyone else matter? If so, can you ignore them? Who is your customer? Who are you trying to please? e boss e board of directors Mass media Your retailers Your competition e end user Your in-laws Current investors Potential investors Your friends Anonymous trolls Voters When you make compromises before you ship (and you will), don’t compromise the edges that matter. Pick some edges: No one cares about boring. Who is responsible for shipping it? You can list team members, but only one person is responsible. When does it ship? Please give a date and a time. Subprojects are fine.) If you can’t write it down, you don’t have a project. (I highly recommend that you do this as an exercise for whatever creative endeavor you choose to pursue.) It requires you to be honest about your fears surrounding the project, and I promise you will feel better just getting them out of your head and. What’s the project? (Make ‘the project’ manageable, finite, time-dated and do-able (or failable). Then I found Seth Godin’s ShipIt Journal and made the decision to fill it out completely. Meet Seth Godin’s brilliantly simple (and simply brilliant) workbook and bring your ideas to life. is booklet requires you to physically write things down, to make the vision clear, to identify what you don’t know, and to highlight what you believe. You might not believe enough, or you might not care enough to do the work. You may have already figured out these reasons for not shipping: You might not know enough. SHIPIT A little pamphlet for people who can for those inspired by Seth Godin’s Linchpin
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