Everything you think you know about publishing has been programmed. In order to be really successful at what you do, you have to find a way to break your programming.
Your initial exposures to media — TV, radio, books, movies, media online — built your understanding of what “publishing” means.
Which means that to find success, you have to find a way of breaking your programming.
In an interview with Joe Rogan (which, as all Rogan interviews do, went for three hours), psychologist Dr Jordan Peterson explained it like this:
‘There’s a technological revolution, and it’s a deep one. It’s video, and audio. Immediately accessible to everyone all over the world. What that’s done has turn the spoken word into a tool that has the same reach as the printed word.’
He points out that this is a Gutenberg Revolution but in video and audio — and that it might be deeper, because it isn’t obvious how many people can read. ‘But lots of people can listen,’ he says.
He goes on to talk about how previous bandwidth limitations meant that you could get 30 seconds if you were good, or six minutes if you were stellar. This resulted in oversimplified entertainment.
Now? We have long-form discussion and everyone is smarter than we thought!
‘The same thing’s happened in the entertainment industry, because TV made us think that we could handle a 20-minute sitcom. Or maybe we could handle an hour-and-a-half, made-for-TV movie. But then Netflix came along. And HBO as well. With the bandwidth restrictions gone, and all of a sudden it turned out that no, no, we can handle a 40-hour, complex narratives where the characters shift, where the complexity starts to reach the same complexity as great literature. And there’s a massive market for it. And so, it turns out that we’re smarter than our technology.’
Therefore I want you to consider why you think that your business publishing has to be in a particular format.
It’s your programming! You see?
Technical writers bang on about how people don’t want to read lots of information. But is that because people don’t read or because they want the key points quickly?
LinkedIn gurus bang on about how short video is awesome. But is that because people want to watch you talking at them for 2 minutes about something, or because you’ve been able to pull a huge issue into a simplified 2 minutes?
Podcasting is fantastic, and everyone interviews everyone else, but that does that mean you have to do interviews? Can’t you do a fascinating, two-hour lecture once a week?
Consider what the format makes you think.
Effective publishing isn’t about following trends. If you’re going to be successful in business publishing, it’s one part knowing your audience (because that gives you topics), and one part breaking your own programming.
To be wildly successful means you have to have the courage to be different.
In business, that’s not a simple matter.
That’s why I created an email list to help support you while you take the risks that you know you need to take.
You can get onto that list by going to: