“We want to produce a video that will go viral.”
I’ve lost count of the number of times a client has said that to me. It’s kind of like saying, “I want to be ‘discovered'” OR ” I want a job where I can do what I love and get paid a million dollars.” It’s a fun thought, but it’s not a plan.
Seth Godin talks about this in his blog today.
“We can’t help but amplify the stories of Hollywood and Vine, of being plucked out of obscurity, of the seventeen-year-old with talent who yes, indeed, got picked and cashed out. We blog about and talk about the one in a million YouTube viral sensation, the breakthrough that came out of nowhere overnight. But that’s not a plan.”
“A plan involves steps that are largely under your influence and control. A plan involves the hard and dreary and difficult work of a thousand brave steps, of doing things that might not work, of connecting and caring and bringing generosity when we don’t think we have any more to bring.”
If you are an entrepreneurial type (or wish you had the courage to launch out), you really need to make a habit out of reading Seth Godin. He regularly applauds the faltering steps, the failed attempts, and the bravery it takes to go after something everyone else just doesn’t “get.”