Creating What You Can

So the critical part of product creation is, you know, Creating it. And the core of whatever product you want to make is something you can definitely do, because otherwise you wouldn't be wanting to make it.

A lot of people get bound up trying to do everything. You don't have to do everything. Nobody ever does. A professional writer normally has an editor and a proofreader and someone to design the book covers and an entire team of marketing people making sure the world knows about their book. Anyone who just wasted their time sitting around going "I can't do all that stuff" would never write a book, but all they need to concentrate on is the Revenue task of writing the book.

Now as you'll recall, I said we'd use an example for this, and Brendon Burchard likes to tell people "make a six-CD audio program that sells for $300" so let's operate from that standpoint.

Now, to make a six-CD audio program, you just divide things up. You start with an overarching idea, like (say) REAL product creation. Then you divide that up into things for six CDs - for example, you might start out with an overview, then do a CD for each letter, and finally have a summary.

Then you take each CD and you make a list of five to ten things you want to cover on that CD. Each of these will be one track on the CD, and they'll be five to ten minutes each, so it's just a matter of listing those out. And now you're looking at about forty or fifty things to talk about for seven or eight minutes each.

Now, since you're creating a product, these are things you know and are capable of talking about. That's kind of the point - you have knowledge to share. So you break that knowledge up into small manageable parts, and you strip it back to the most important ones if you have too many, and you just get this stuff out there.

So what you end up with is this collection of recorded audio that you need to turn into CDs. And those CDs need to have a nice pretty picture on them, and come in a nice case, and maybe even include a transcript. But what matters is the core of the product, because all that other stuff is just chrome.

Don't get me wrong, chrome matters. And in the process of recording this audio, you'll have some Excise tasks involved, like understanding how to record audio. You'll perform some Assistive tasks to make your job easier, like figuring out how to name and organise your files. You'll also have the Logistical task of needing some way you can pack it up and get your stuff over to the people you're going to be working with in the next process - Requesting what you can't create.

See, you don't need to know everything. You just need to know how to get the core of your product together. Using recording and dictation software, we're at a point with technology today that you can literally just talk at the computer and it turns into a CD or even a book.

Of course, it's pretty raw, and someone will need to go through and edit it. And if you like, sure, that can be you. Maybe you're going to be totally hands-on with this, and you want to understand why you always noise reduce first, then compress, before normalising to -6 dB RMS. Or maybe you can just go "I don't know what this recipe means, but I can follow it."

Or maybe you just email somebody who knows this shit and say "fix these for me, I will pay you."

There's way too much stuff involved, especially when you get into the higher-end products that look all sleek and professional like you know what you're doing and shit. You don't have to do all that yourself. You can go to someone who is good at it, and have them do it.

We'll talk about that more extensively tomorrow.