The answer is to find the feeling of love that you have for the kind of work that you do.
When you think about creating a ‘publication’, it immediately sounds like too much effort. That’s why decision‐makers and business owners refuse to think about it. They think ‘newsletter’, or ‘blog’, ‘case study’ or ‘podcast’ instead of publication.
But I tell you what. They totally short‐change themselves in the process.
A publication is ‘the act of publishing’.
So if you’re just ‘doing a blog’ and not remembering that you’re committing an act of publishing, then you have your head in the sand. When you have your head in the sand, your publication will be rubbish because you won’t think about it with the respect and smarts it needs to be effective.
Any act of publishing — photographs, images, sound recordings, blogs, videos, newsletters — requires a particular skill set. Not building that capability is where businesses end up in a mess.
But let’s say you have come to the realisation you’re producing a publication. Where do you start?
You start by writing down all of the ideas that occur to you.
Turn off your phone.
Turn off your internet.
Go somewhere else (like maybe your favourite café, or the beach).
Sit down, and just write down everything that occurs to you. Find that feeling of love for what you do, and just write.
There will be a lot of methods, topics, chapters, blogs, instalments or whatever that won’t work. Among all of the chaff will be a shining diamond. Maybe more, if your publication is a serial publication.
With this initial brainstorming, you will know where to go. It’s like making that first little itinerary for any trip that you’re excited about. Once you’ve captured some ideas, your brain starts showing you what else is possible.