Depending on the type of publishing you do, speed might be critical.
Most of the time, it’s relative.
Speed is a perception of the flow of time. Time is just a concept. Your perception of time depends on a lot of things, from how focused you are on a task, to what you see going on around you.
Most of us falsely assume we can manage or control time. We can’t. It’s bulldust. You can’t manage a concept. All you can do is control your focus.
So it is with your business’s publishing activity.
If you perceive that your business is “too slow”, this is an invitation to assess your expectations, and those of everyone else in your business.
It is also an invitation to assess your systems.
This is where exclusions become supremely important to you. Knowing your exclusions makes the thinking and approving process much faster. It becomes easier, because you’re no longer worrying about whether or not to include XYZ. You just know that you won’t include them, because the rules say so.
You know, I’m a systems auditor: A skill that seems totally at odds with publishing. But having been on an audit the last two days, where assessing business function occurs by examining what is left out, it seems obvious to me that what you leave out can make or break your business.
Now here’s the thing:
- When you don’t know what you leave out, you’re adding drag
- Drag becomes the contributor to the process (instead of speed)
- Drag is the kind of friction that will stop you sooner than you think.
The one kind of item that most people exclude from their services business websites is a set of beautiful case studies. Ironically, it’s the case study that will close more business than anything else.
Isn’t it funny how people get things back‐to‐front all the time?