Always Publish. No Matter What.

Seth Godin talks all the time about “shipping.” It’s this idea practice where we set a deadline and then we meet that deadline, no matter what. The product isn’t always going to be perfect. In fact, it’s rarely going to be perfect. There are going to be flaws.

The beauty of the flaws is that we can learn from them. As soon as we, or someone else, identifies where we could have done better, we set the deadline for the second version. And then we meet that deadline. And then the third, and so on.

After a few releases It’s like we become machines. Really awesome machines with frickin’ laser beams on our heads. The more often we deliver the more comfortable we get with hitting that publish button. Every release becomes more refined than the last and pretty soon, we’re pumpin’ out some high quality crap if you know what I mean.

I see a lot of bloggers get discouraged because they’re not getting comments on their posts or their stuff isn’t being shared as much as they’d like.

Guess what, even the best bloggers don’t hit a home run every time they step up to the plate. In my opinion, the best bloggers are the ones that strike out completely, dust themselves off, and hit publish again the next day.

That takes guts.

I’ve quit before. I understand the desire to publish something insanely awesome and feeling like it’s never quite good enough.

What we need to understand, and what it’s taken me about 1,000 blog posts to realize, is that the three pointers at the buzzer don’t come without some early morning gym time on a weekday.

Keep shipping.


  1. says

    I really like this.
    It also made me reflect upon the fact we dont always know what a homerun is or will be.
    Posts Ive loved (meaning they were cathartic for me or made me smile) have frequently fallen flat with others.
    Posts Ive liked “just fine” (but were no where near being the proverbial writing ‘little darlings’) readers have loved.
    We just need to write (and reread and edit and edit) and hit PUBLISH as only then do we grow and stretch as a person and as a writer.

    • ryan says

      I love this point and it’s so true! I’ve had so many posts that for me were hilarious experiences that other people thought were just meh. Part of the issue was that it wasn’t written well enough but part of it too is that a lot of it was “you had to be there” type stuff that I was trying to share with the general public.

      And sometimes the reactions of others doesn’t matter at all if it’s something that was good FOR US to put out there.

      Thank you!

  2. says

    I’m a reforming perfectionist. If I waited until I was 100% satisfied with a post, I’d never publish anything! And the funny thing is that I can never predict when I do “push publish” which post will strike a chord and get comments and views, and which won’t. So, for me at least, there is no sense trying.

  3. says

    I attempt to hit one out of the park every time I write. I actually think I do a fair job at this these days. I do so, because I work hard at it and I practice. I write for at least one hour per day — not matter what. Sometimes, they are verbose and cheesy. Other times, they don’t flow. But if there is a tear in my eye one I’m done reading one of my post/essays, and there often is, then I know I’ve done close to my best. Still, it’s good to read this…

  4. says

    I’ve learned that the shipping method “trying” to hit it out the park is not as good a method as just being you and letting the shipping flow naturally and stress-free. I used to force ship by requiring myself to post every single day. But now? I let my shipping flow and bust out an average 4 posts per week with better “product” fulfillment. This method also allows more time for me to enjoy my evening couch-azzing hobby.

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