What does 'process saves us from the poverty of our intentions' mean?

This quote highlights that having a consistent practice or process helps you overcome moments of low motivation, negative feedback, or bad moods. Instead of spiraling out of control, your established practice ensures you continue making progress.

Why are people drawn to 'hacks' and shortcuts?

Historically, 'hack' meant using ordinary horses for cabs. Today, we're drawn to shortcuts, often due to an industrial mindset that prioritizes efficiency. However, this can corrupt the original meaning and lead to work where people can't tell the difference.

What is the concept of the 'smallest viable audience'?

Instead of trying to appeal to everyone, the smallest viable audience focuses on serving a specific group of people who truly need and would miss your work. This allows you to be 'for someone' rather than 'for everyone,' which is often a recipe for failure.

What are the three pillars Seth Godin proposes for looking at the world?

The three pillars are: 1) the change you seek to make (contribution vs. taking, questioning vs. obeying), 2) the possibility you see (and learning to see the world as it is), and 3) the emotional labor you're willing to expend (caring enough to learn).

How does Seth Godin define 'learning' compared to 'education'?

Education is seen as compliance and coercion, whereas learning is described as serial incompetence on the way to getting better – essentially, learning through doing and failing.

What are sunk costs and how do they affect our decisions?

Sunk costs are investments of time, money, or emotion from your past self that you feel obligated to honor, even if they no longer serve you. Examples include a degree, a planned vacation, or even emotional connections to future events.

How can one learn to see oneself as a professional rather than an amateur?

A professional makes a promise and keeps it, regardless of mood, by understanding the state-of-the-art and raising the bar. They don't sell hobbies as work and understand the obligations that come with their craft, focusing on delivering their promised work.

What is the true meaning of 'quality' in work?

Quality, according to Edward Deming, means meeting the specified requirements ('spec'). It's not about luxury or perfection, but about fulfilling the defined standard, which is the hard work itself.

How does shame function as a tool, and how can we combat it?

Shame is often used as a tool for cultural coercion, making people shrink or back away from action. We can combat it by removing shame from the table, recognizing it extinguishes humanity, and viewing feedback as information, not personal assault.

What is the difference between coaching and criticism?

Coaching is about helping people see what they are capable of based on their own stated priorities, not telling them the answer. Criticism, when done well by someone with domain knowledge, helps people see the world as it is without malicious intent.

What are some overlooked hard-earned business lessons?

Key lessons include: people don't want what you want (employees and customers have different motivations), be aware of differing stories about money, and finally, embrace the smallest viable audience and thousand true fans over status games.

Seth Godin: "Failure is Learning on Your Way to Mastery" and Other Advice for Creativity

The Knowledge Project

People & Blogs4 min read82 min video

Mar 26, 2024|36,825 views|1,020|27

Shane Parrish Farnam Street The Knowledge Project Farnam Street Podcast Mental Models shane parrish podcast shane parrish the knowledge project shane parrish interview shane parrish video seth godin seth godin marketing how to write like seth godin

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Key Moments

TL;DR

Seth Godin on the power of practice, choosing your audience, and embracing emotional labor for creative mastery.

Key Insights

Creative success hinges on consistent practice and a clear intention to make change, not just on acquiring "hacks".

The internet is a micro-medium, allowing creators to focus on a specific, smaller audience rather than attempting to reach everyone.

Emotional labor, the willingness to show up and do the work despite challenges, is crucial for learning and achieving mastery.

Failure is an essential, natural part of the learning process, leading to growth and eventual mastery.

Understanding and accepting "sunk costs" is vital for making clear decisions, both in business and personal life, by focusing on future outcomes rather than past investments.

Professionalism involves committing to a promise and delivering quality work that meets defined specifications, regardless of personal mood or external validation.

Shame is a tool of coercion to be recognized and rejected; effective feedback should be informative and devoid of personal attack.

THE POWER OF PRACTICE OVER INTENTION

Seth Godin emphasizes that creative work thrives on consistent practice rather than lofty intentions. The "poverty of our intentions" refers to how easily negative feedback or setbacks can derail efforts. A strong practice, however, provides a framework to push through these moments by pre-deciding the commitment to the work, ensuring consistency in output like blog posts or podcasts, and fostering resilience against mood swings or external pressures.

DECODING SUCCESS AND THE FALLACY OF HACKS

Godin argues that success in creative work follows patterns, not a checklist of "hacks" or shortcuts. The term "hack" historically referred to ordinary horses for cab drivers or elegant technological solutions, but has devolved into a pursuit of easy answers. He contrasts this with the longevity of businesses like a thousand-year-old mochi shop, which focus on their craft. True creative success lies in making work that is distinct and recognizable, rather than trying to be a substitute for something else.

THE SMALLEST VIABLE AUDIENCE AND CHOOSING WHO TO PLEASE

The internet's nature as a micro-medium, not a mass medium, allows for a powerful strategy: serving a specific audience. Godin stresses that attempting to please everyone leads to diluted work and failure. Instead, creators should focus on their "smallest viable audience" – those who truly need and would miss their work. This deliberate focus on a niche allows for authenticity and connection, distinguishing true work from content designed for mass appeal.

EMOTIONAL LABOR AND THE ACT OF LEARNING THROUGH DOING

Learning, Godin defines, is serial incompetence on the path to mastery, involving genuine effort and willingness to experience discomfort. Emotional labor is the capacity and willingness to expend this energy, showing up even when uninspired. True learning requires doing; reading about swimming won't teach you to swim. Organized education often prioritizes compliance over genuine learning by minimizing failure, whereas Godin advocates for practices that embrace mistakes as stepping stones.

OBSERVING REALITY AND NAVIGATING SUNK COSTS

Becoming an observer of reality means understanding the world as it is, not as we wish it to be. This critical skill allows for informed decision-making, acknowledging external constraints like the laws of physics or epidemiology. Sunk costs, gifts from our past selves, can trap us if we feel obligated to honor past efforts. Recognizing these costs as separate from our present choices enables us to move forward without being tethered to potentially unhelpful past investments, whether financial or emotional.

PROFESSIONALISM VS. AMATEURISM AND MEETING SPEC

A professional makes a promise and keeps it, delivering quality work consistently, regardless of their feelings. This contrasts with amateurs who prioritize authenticity and passion but may lack reliability. Professionals understand the "spec"—the defined standard of quality—and deliver work that meets it. Focusing on meeting specifications, rather than chasing an elusive perfection, allows for timely delivery and continuous improvement based on clear criteria.

DEALING WITH CRITICISM, SHAME, AND INTERNAL NARRATIVES

Shame is a powerful tool used for coercion, often by ourselves in the form of a harsh inner critic. Godin encourages recognizing this internal narrative and rejecting it, much like rejecting external shaming. Effective feedback, or criticism from those with domain knowledge, serves to inform and improve work without personal attack. Professionals separate the work from the self, allowing for objective assessment and growth, thereby avoiding the paralyzing effects of self-doubt and imposter syndrome.

THE ROLE OF LUCK AND MANAGING FRICTION

While effort and decisions are important, luck plays a significant role in success. However, individuals can position themselves to maximize opportunities by understanding and managing friction. Friction, the obstacles and inefficiencies in processes, can be reduced through thoughtful systems, but it also highlights areas where genuine effort or connection is needed. By consciously limiting distractions and focusing on delivering value, one can navigate these forces more effectively.

THE PURPOSE OF BOOKS AND AUTHENTIC COMMUNICATION

A book, in the context of advice and insight, serves as a significant signal of commitment from the author. It represents a year of dedicated effort to provide timeless, sharable content. Beyond the individual, books foster community through discussions and shared understanding. Godin differentiates this from merely seeking status or bestseller lists, emphasizing the authentic connection between the author's deep work and the reader's need for guidance.

Mentioned in This Episode

●Products

●Companies

●Organizations

●Books

●Concepts

●People Referenced

Navigating Creativity and Professionalism: Insights from Seth Godin

Practical takeaways from this episode

Do This

Focus on the smallest viable audience, not everyone.

Embrace your practice and show up consistently.

See the world as it is and act with intent.

Be willing to expend emotional labor and face discomfort.

Learn by doing, failing, and iterating.

Establish new sunk costs to keep yourself motivated.

Limit distractions by 'walling off' certain activities.

Understand that creativity is a choice requiring empathy and foresight.

Trust your inner 'curious' voice, allowing it creative space.

Be a professional: make promises and keep them, regardless of mood.

Define your spec and meet it; 'good enough' is often sufficient.

Take shame off the table; view feedback as information, not assault.

Learn to give thoughtful, generous 'no's.

Avoid This

Don't chase hacks or shortcuts; focus on genuine value.

Don't try to be for everyone; alienate those you are not serving.

Don't avoid failure; it is part of the learning process.

Don't get caught in the trap of sunk costs; accept the gift of your former self and move on.

Don't let your inner critic (first voice) dominate; allow your curious voice to speak.

Don't confuse hobbies with professional work; maintain professionalism.

Don't hide behind perfectionism; focus on meeting specifications.

Don't weaponize shame against yourself or others.

Don't confuse coaching with telling people the answer.

Don't take criticism personally; view it as domain knowledge.

Don't seek reassurance; create new sunk costs for motivation.

Don't shy away from the possibility of looking like an idiot in the short term.

Common Questions

A mass medium like television reaches a broad audience simultaneously, while the internet is a micro medium best suited for reaching specific individuals or niche groups. It's impossible to reach 100 million people in one day on the internet as you could on TV.

Topics

Practice Hacks Audience Sunk Costs Specifications Contribution

Mentioned in this video

companyMomofuku

David Chang's restaurant featured in a story about evolving to serve a specific audience rather than trying to please everyone.

personMichael Bungay Stanier

Author of 'The Coaching Habit,' cited as having written the best book on coaching.

legislationForbes 400

Described as a toxic pox on culture, arguing it's not a valid measure of contribution.

bookOJ's Legal Pad

A work by John Boswell, mentioned as an example of work where the author provided a useful taxonomy for understanding success.

personAriel Henry

Credited with naming 'emotional labor' in 1963.

bookThe Coaching Habit

Michael Bungay Stanier's book on coaching, recommended as a valuable resource.

personDiane von Fürstenberg

Fashion designer interviewed, noted for being intuitive but lacking domain knowledge that could be articulated into words.

personJohn Boswell

Colleague from the book industry who could explain why things worked, providing a taxonomy for the speaker.

personElizabeth King

Sculptor whose quote, 'Process saves us from the poverty of our intentions,' is discussed.

bookTribes

Mentioned as a book that has been used across the political spectrum and as a touchstone for organizations.

companyZDNet

A technology TV network launched by SoftBank in 1997, whose launch party Seth Godin was invited to attend in San Francisco.

personDavy Crockett

Referenced in a metaphorical context regarding facing challenges and not being afraid to be an 'idiot' in the short-term for long-term success.

organizationActon Academy

A network of one-room schoolhouses where children teach each other, emphasizing learning through doing and allowing for failure.

productLexus

Used as an example for 'spec'; while it has microscopic defects, it meets its defined specifications and is considered high quality.

companySperry

Company where Seth Godin worked in the early 80s.

bookThe Practice

Seth Godin's book, from which a quote by Elizabeth King is used to illustrate the importance of process over intentions.

locationSalem, Massachusetts

Mentioned as a historical example of shame being used as a tool for cultural coercion and compliance.

personDavid CE

Seth Godin's former boss at Sperry in 1983, with whom he played a game of Diplomacy where Godin double-crossed him.

mediaKind of Blue

A Miles Davis album recorded in four days, used as an example of focused, productive creative output.

organizationAlt MBA

An online program founded by Seth Godin that teaches people to change their minds through an intensive 30-day session.

organizationYork University

Mentioned as an example of a place where one might be a professor, illustrating the broadApplicability of the 'smallest viable audience' concept.

bookUnleashing the Idea of Virus

Seth Godin's 20-year-old book that contained theories about the internet that proved to be accurate.

bookFrench for Cats

A book by John Boswell, mentioned as an example of work where the author provided a useful taxonomy for understanding success.

mediaThe Doobie Brothers

Used as an analogy for a band that, on tour, might be expected to play as a cover band of their past selves, representing a 'hack' rather than original work.

bookPermission Marketing