Open up your mind and say, ahh...

The internet is an engine of connection. It has been from the start (email, chat, forums, blogs, social media…)

One reason that so many of the most popular sites online are those that permit people to express and expose their ideas is that those are the pages we care most about. We go back to see how people responded, how the traffic is, what we can do to improve the page.

Lifestyle media isn’t a fad. It’s what human beings have been doing forever, with a brief, recent interruption for a hundred years of professional media along the way. That interruption is fading away, and lifestyle media is resurging. People publish. Instead of denigrating user-generated content (what an obscure way to describe human stories), marketers need to understand that this is what we care about.

We shouldn’t be surprised when someone chooses to publish their photos, their words, their art or their opinions. We should be surprised when they don’t.

We care a lot about finding people who are brilliant, who get things done, who make a difference. We care a lot about finding a playwright with talent, a surgeon who can cure us, a programmer who can get the thing to work.

Along the way, many of the linchpins who are able to do work like this develop affectations, quirks and even obnoxious qualities. They might demand an over-equipped dressing room or a private jet or merely be a jerk in meetings (or show up late, which is almost as bad).

We often put up with this, because, after all, they’re superstars, right?

Somewhere along the way, we confused the signals with the work. Now there are people who start with the bad behavior and the affectations, hoping that it will be seen as a sign of insight and talent. And they often get away with it. “Who’s that?” we wonder… “I don’t know, but they must be good at what they do, because why else would we put up with them?” It’s a great plan when it works, but I don’t think it’s a strategy to be counted on.

The key to getting a reputation for being brilliant is actually being brilliant, not just acting like you are.

I’m not sure you do.

If you cared about privacy you wouldn’t have a credit card, because, after all, they know everything you spend money on. And you wouldn’t use the phone, because somewhere, there’s a computer scanning what you say.

What most of us care about is being surprised. You don’t want the credit card company to track where you’re staying and whether you’re buying flowers for someone you’re not even married to–and then send you a free coupon for STD testing, right? Even if it was a good coupon, and even if they knew you needed it. No, you don’t want this because you don’t want to be surprised.

What many people miss about privacy and Facebook is that the company has always taken the position that privacy shouldn’t be assumed. Sure, they’ve mishandled some of their user communications and feature rollouts, but basically, they offer the religion of no-privacy, and an entire generation or two is ready to grow up in public as a result. We’re just not eager to be surprised along the way.

Your business has a core, a goal, a challenge and a deliverable. There is probably one thing that would transform your project, one
success that changes things, one hurdle that’s tougher than the others. What’s difficult, what would respond to
overwhelming attention? That’s the core.

Getting from here to there involves making sales, delivering on promises, overcoming the Dip and shipping.

Along the way, there are supporting tasks you can engage in, things you can do to make the goal easier to achieve.

A popular blog might gain attention and then trust and ultimately help you sell more widgets.

A lot of followers online might give you permission to tell a story that gets you better employees.

A vibrant party at SXSW can create buzz that gives your salespeople entree to important meetings.

These aren’t trivial activities. In fact, they’re part of what marketing means today. But…

But if they give you and your team an outlet to avoid the difficult work of achieving your goal (“I can’t go to that sales call, I’m busy uploading pictures of last night’s party to the blog and then tweeting out the url”) then you’re not building, you’re hiding. Rich calls this playing with turtles. The thing is, the turtles are alive, and they’re going to demand a lot from you.

There’s a huge downside here: once your side activity gets going, it will lead to crises (we have an urgent email we have to answer), to feelings of abandonment (hey, you haven’t been on the forum lately!), to irresistible offers to have the CEO speak or get people involved. There will always be a feeling of sunk cost, of opportunities missed and of things on the verge because these are human movements, not paid ads.

Two choices: 1. find a way to make your goal completely aligned with the tactics you use to achieve it. What’s good for your blog is good for your business. or 2. Now that these approaches are working, and working incredibly well, it’s time to come up with boundaries so the tail doesn’t end up wagging the dog.

Here’s a 45 minute-long live recording of a master class session I did last week in New York. No slides, no script, just a riff.

Download LinchpinSessionSethGodinApril

Some people have recommended that I start selling these recordings in the iTunes store. For now, I think it’s more interesting to share them for free, to encourage you to share them and to see if we can change anyone along the way. Feel free to post in other places to cut down on the bandwidth bottleneck.

Enjoy.

Ask yourself that question: what is the focus and the purpose of my blog?

(If you’re blogging for pleasure or your own entertainment, skip this post and read any of these wonderful stories.)

Is the purpose of your blog easy to define? What are you aiming towards accomplishing with it? How are you testing whether or not you’re reaching your desired effect?

My blog has changed a lot over the years. At first, I blogged just for pleasure. Then, I realized that I was developing a community, and that my community wanted some consistent, useful information, so somewhere around a few years ago, things started to make more sense. Here’s a little bit of the backstory.

My Blog’s Many Faces

When I started my blog many years ago (it skittered across several domains before I landed in “real” blog software), it was for fiction. I wrote stories. Then, I wrote about fitness and nutrition. Then, I wrote about self-improvement. Then, I wrote about new media. I went from that into writing about social networks and social media, and then eventually, I moved into how businesses could use social media to improve.

What am I writing about these days? Human business. It’s essentially the idea that relationships and human-shaped experiences serve business much better than cold marketing and afterthought customer service.

What will I write about next? I’m planning some changes to [chrisbrogan.com] in the near term. My redesign by Snowy Day Design is just the beginning, and you’ll be invited along for the ride. That said, I won’t change direction too far afield. You’ll most likely still like it.

Keeping a Focus and a Purpose

Your blog is a media property. It’s also a tool that allows you to build relationships (should that be of interest), to notify and inform (if you like telling the news), to reflect and react (if you like being a commentator), to report (if that’s something you enjoy doing), or a tool to educate, instruct, or establish thought leadership. It can be a call to action, a lead generator, a showcase for your talents, and many other things.

The question is: what will you choose as your focus, and how do you define its purpose?

Can you blog without purpose? Absolutely. Can you unfocus your blog? It happens all the time.

But your community (or your audience, if you’re not as close to them) are there with an expectation. They are seeking whatever it is you’ve been offering along the way. They want your best, and they want your material to enlighten, entertain, inform, inspire, or any of several other functions.

With that in mind, and accepting that things change over time, my question remains: what is the focus and purpose of your blog?

Photo credit respres

The chances of a high school student eventually becoming first violin for the Boston Philharmonic: one in a million.

The chances of a high school student eventually playing basketball in the NBA? About the same.

In fact, the chances of someone growing up and getting a job precisely like yours, whatever it is, are similarly slim. (Head of development at an ad agency, director of admissions for a great college… you get the idea). Every good gig is a long shot, but in the end, a lot of talented people get good gigs. The odds of being happy and productive and well compensated aren’t one in a million at all, because there are many good gigs down the road. The odds are only slim if you pick precisely one job.

Here’s the lesson: the ardent or insane pursuit of a particular goal is a good idea if the steps you take along the way also prep you for other outcomes, each almost as good (or better). If pushing through the Dip and bending the market to your will and shipping on time and doing important and scary work are all things you need to develop along the way, then it doesn’t really matter so much if you don’t make the goal you set out to reach.

On the other hand, if you live a life of privation and spend serious time and money on a dead end path with only one outcome, you’ve described a path likely to leave you broken and bitter. Does spending your teenage years (and your twenties) in a room
practicing the violin teach you anything about being a violin teacher
or a concert promoter or some other job associated with music? If your happiness depends on your draft pick or a single audition, that’s giving way too much power to someone else.

Everything we do to be successful comes from little victories. When someone takes notice of our success, it looks like something big. It feels like one big moment. But always, and I mean always, it comes from a series of little victories. Look at the successes you’ve had. Did they all come at once? Or did you build up from nowhere to somewhere to somewhere better to a quick fallback to a new success, and then pow? Right.

In August 2003, I decided to get healthy. So did Kat. We started with nutrition. We lost a little weight. Then we lost some more. We worked on our fitness. Then we did even more. Then I got into running. And by November 2004, I ran and completed a trail marathon. I sure didn’t wake up one morning in November 65 pounds thinner and start running. It was built on several hundred (thousand?) little victories along the way.

Start With Little Flags and Bigger Flags

One way to start achieving your own victories is to know what you’re aiming to accomplish. For instance, if you hate your job, plant a positive flag in the ground that says, “I’m going to change roles/careers.” That’ll be your bigger flag. If you want to get really specific, you should consider adding things like dates to your flags. (Otherwise, they’re more like dreams.)

Then, plant some smaller flags. For instance, having some extra money stashed away so you can cover your transition for a few months might be a good way to accomplish your bigger flag goal. So, how will you get that money? Maybe it will be to start an eBay business. (My friend Marsha Collier is THE author of all the best books about eBay and eBay businesses.) With extra revenue, you’ll reach another little flag that builds up to your next victory.

See how it works? Put out a bigger flag that signifies your victory: “I’ll work independently 8 months from now.” Then, figure out how many little flags you’ll need to put in the sand for all the little victories that will get you there. “I’ll look to start taking in an extra $2000/month within 60 days.” From there, figuring out HOW is a bit more concrete.

Praise Each Little Victory. Then Move on.

On your way to success, make sure you praise your accomplishments. I’m working on my fitness and nutrition again after a long hiatus. At the time I wrote this, I’d lost 10 pounds in my first two weeks. I’m happy with that progress. But, I’m also not going to linger. I’m going to work harder at getting more fit, at reducing my calorie intake a bit more (I’m not eating a fad diet and I’m certainly eating more than enough food), and working those little victories. But I just accept each win, nod, and move on.

Never Justify

One secret to your little victories: never use one to justify a fallback. “Well, I did lose 10 pounds. I’ll just have this vat-sized popcorn at the movie theater.” No. Never. That’s how you got there in the first place. Apply this thinking liberally over all the other things you do. If you get a win with one client, never let that be a reason to mess up with another. Treat every victory as crucial to your success, or you’ll risk eroding your success.

Your Flags, Not Everyone’s Flags

The flags you set for yourself, the little victories, are yours. They pertain to goals you’ve made. Sometimes, on the way to success, our passion to be helpful sometimes overrides our sense that our efforts are our own, and not prescriptive across everyone else. That’s when we risk coming off as preachy. For instance, just because you realize that Twitter and Facebook are the wave of the future doesn’t mean that everyone else who doesn’t is a jerk, behind the times, and doesn’t get it. Maybe those aren’t the flags those people are working towards. Maybe their victories are different than yours.

Work your own flags.

Praise Others Often

The best thing you can do with success is share it. Praise others along the way. Be grateful. Thank others. Share as much of the stage and spotlight as you can. Hoard nothing. Instead, give as much praise away as possible and keep only what you can’t possibly deny to yourself. Your success was made up of many other helping hands. Do what you can to thank them.

Success Accepts Temporary Setbacks and Failures

I called my business New Marketing Labs because I wanted us to always be experimenting. We win business by telling our partners that sometimes we’re not sure the outcome of our efforts until we give it a try. We have, on many occasions, told someone in a meeting, “We’re not really sure if this will yield, but we’re going to try it, and if it does, we’ll do it some more. If it doesn’t, we’ll figure out how to make things work.”

Experimentation, failure, and setbacks are all part of the map. Just don’t dwell on them. Airplanes are off-course 90% of the time, I once read. As long as they land safely and on time (oh, how I wish), that’s good enough for everyone involved. Accept your setbacks (but learn from them).

What Happens With Success

Depending on your views, what happens next is usually the most important. When I’m successful, I do what I can to educate others in how they can accomplish what I’ve done, or at least they can have access to the tools I used to get there. Teaching, raising others up, doing what one can to bring success to others is perhaps the biggest measure of the real value of success. It’s not money that determines success. It’s not fame. It’s the chance to help others with their own success that I value most of all.

Our efforts to achieve success hinge on little victories. When it’s all said and done, after 10,000 hours of hard work, the external sense that it all seems effortless is just another external sign that you’ve worked hard to achieve your position. But it’s really only the start of another kind of effort, complete with more little victories to be had along the way.

What about you? Does that describe your own successes? How are you planting your small flags? What do you find discouraging?