(last edited on April 29, 2014 at 1:24 am)
A few days ago I mentioned the struggle I had with my central air conditioning system, which had broken during a heat wave. Not wanting to spend a lot of money, I learned enough to do some simple diagnostic work, then tried a quick fix. It didn’t work, but I had learned enough to know that proceeding further would likely be similar in repair cost by a professional, so I was at peace with the decision. Throughout the entire ordeal, I was fully aware that I was on unfamiliar ground and did not beat myself up over not mastering the Art of Air Conditioning Repair.
It later occurred to me that knowing and accepting I was a novice helped keep me stress-free during what otherwise would have been a frustrating experience. By comparison, I had been feeling SUPER STRESSED about my continuing efforts to achieve creative freedom through learning how to design and sell my work. And that’s when I realized that this time, I was a novice but didn’t fully accept it. My goal is conceptually simple, and in my mind I had come to imagine my growth path as “becoming a simple country designer, working and living free of the corporate stresses of big business.” And yet, for the past three weeks I’ve been feeling exceptionally perturbed at my lack of progress. It also seemed like I had a million things to do, and even though I knew I could start anywhere and make progress, I still felt a looming sense of hopelessness.
I am a Novice at Making my Own Way
In other words, I was a novice at this. As clear as my end vision was, I had fallen into the trap of assuming that I knew what I was doing. And indeed, I do know what needs to happen. However, unlike a master, I have no framework of understanding that I can use to anchor my studies. I’m vaguely aware that they exist, but I haven’t systemized them or even tried to create helpful structure to make the task easier.
That is not to say I’m completely ignorant of what I need to do. I have what I think is a solid basis of understanding about business and business practices. I also have an evolving plan, which I’ve been writing about at least once a month for the past few years. What I don’t have is a…well, I wasn’t sure what was missing. All I knew was that I felt constantly demoralized by the sheer number of things that I had to do, and I was painfully aware of how many dependencies existed between each task. It’s like a big tangled lump of many colored strings of yarn; I know if I can unravel it perhaps there’s a beautiful sweater waiting on the other side, but in the meantime I can’t really see it because the mess is so overwhelmingly difficult to unravel.
Itemizing Chaos
Having recognized that (1) I needed to wake up and accept my novice status as a business entrepreneur and (2) I could now turn on my structured learning process, I decided to spend Friday morning doing a brain dump. A brain dump is (as I define it, at least) the writing-out of everything on my mind regarding a particular subject. Once everything is out of my brain and in the open, I can then go through what I wrote and find the patterns.
So I picked a topic: “Stuff that I should be doing (to succeed)”, and started writing. I expected at least a couple dozen things, but I was surprised at just how many topics were on my mind…no wonder I felt so conflicted. Below is a table of everything. Click EXPAND ALL in the table header to see the entire list.
BRAND | 01-000 | Brand – The positive values and associations that my work embodies, creating an ideal that I and others gladly and proudly identify with. | |||
BRAND | 01-010 | Fly the distinct Dave Seah Mission Flag | |||
BRAND | 01-010 | Elevate the brand as a shareable core value | |||
BRAND | 01-010 | Be a bright spot on the Internet | |||
BRAND | 01-020 | Develop and share iconic artifacts | |||
BRAND | 01-020 | Be shareable | |||
BRAND | 01-020 | Write ebooks and books | |||
BRAND | 01-020 | Share the knowledge and and experience freely | |||
BRAND | 01-030 | Enable the tribe to converse and play | |||
BRAND | 01-030 | Sponsor movements | |||
BRAND | 01-990 | Link the products and the activities to the Brand | |||
TRIBE | 02-000 | Tribe Relations – The people that are like me, and who I am like. What I do (as embodied by the “brand”) resonates with this group because it reflects shared values and ambitions. | |||
TRIBE | 02-010 | Maintain website content quality | |||
TRIBE | 02-010 | Post regular, useful content | |||
TRIBE | 02-010 | Content Collections for Website | |||
TRIBE | 02-030 | Develop product ideas from reader requests | |||
TRIBE | 02-030 | Create product variants from reader requests | |||
TRIBE | 02-030 | Mention reader projects and share news | |||
TRIBE | 02-040 | Join with like-minded bloggers and artists | |||
TRIBE | 02-040 | Collaborate with like-minded people | |||
TRIBE | 02-000 | Support the brand mission | |||
PRESENCE | 03-000 | Points of Presence – There are places where I can be “seen” and evaluated by current and prospective tribal members who respond to what I’m making. | |||
PRESENCE | 03-010 | Main Website | |||
PRESENCE | 03-020 | Facebook Page | |||
PRESENCE | 03-030 | ||||
PRESENCE | 03-040 | Google Plus | |||
PRESENCE | 03-050 | ||||
PRESENCE | 03-060 | Amazon.com | |||
PRESENCE | 03-100 | Affiliate Marketing Program | |||
PRESENCE | 04-000 | Getting the Word Out – In addition to being where I can be seen, I also have to actively put the word out and monitor reactions. This gives me insight into what I’m doing right or could be doing better. | |||
PRESENCE | 04-010 | Incoming Links and Mentions | |||
PRESENCE | 04-010 | Press mentions | |||
PRESENCE | 04-010 | Internet-based mentions | |||
PRESENCE | 04-020 | Sponsorship and Affiliations | |||
PRESENCE | 04-030 | Search Engine Optimization | |||
PRESENCE | 04-030 | Press placement | |||
PRESENCE | 04-030 | Directory Listing | |||
PRODUCT | 10-000 | Product Development – The foundation of my model for revenue generation is to have things to sell that support the brand and the tribe. New products should lead the way by expanding our capabilities or making existing ones more awesome. | |||
PRODUCT | 10-000 | Speculative Research | |||
PRODUCT | 10-100 | New Free Downloads | |||
PRODUCT | 10-200 | New Digital Products for Sale | |||
PRODUCT | 10-300 | New Paper Products for Sale | |||
PRODUCT | 10-400 | New Non-Paper Physical Products for Sale | |||
PRODUCT | 10-500 | Books | |||
PRODUCT | 10-600 | Software | |||
PRODUCT | 10-700 | Workshops | |||
PRODUCT | 11-000 | Product Updates – Keeping old product up-to-date and useful is different from making new products. It’s not as exciting, but it needs to be done to maintain a resilient foundation for long-term revenue generation. | |||
PRODUCT | 11-100 | Free Downloads | |||
PRODUCT | 11-100 | Compact Calendar Mid Year | |||
PRODUCT | 11-100 | Academic Calendar Mid Year | |||
PRODUCT | 11-200 | Digital Products | |||
PRODUCT | 11-200 | Year Almanacs Mid Year | |||
PRODUCT | 11-300 | Paper Products | |||
PRODUCT | 11-300 | Non-Paper Physical Products | |||
PRODUCT | 12-000 | Product Package Prep – To sell a product, it needs supporting writing and media. Product packaging needs to keep costs as low as possible while meeting the physical requirements of warehousing, shipping, and handling. This factors into unit cost and ultimately pricing. | |||
PRODUCT | 12-100 | Product Lines and Bundles | |||
PRODUCT | 12-100 | Product model number | |||
PRODUCT | 12-100 | Product UPC / SKU | |||
PRODUCT | 12-100 | Product minimum suggested retail price | |||
PRODUCT | 12-100 | Product minimum selling price | |||
PRODUCT | 12-100 | Product ordering information | |||
PRODUCT | 12-100 | Package dimensions and weight | |||
PRODUCT | 12-100 | Product shipping costs US, EU, Asia, Australia | |||
PRODUCT | 12-200 | Product functional description | |||
PRODUCT | 12-200 | Product feature description | |||
PRODUCT | 12-200 | Product use cases | |||
PRODUCT | 12-200 | Product color commentary and description | |||
PRODUCT | 12-200 | Product market and industry keywords | |||
PRODUCT | 12-200 | Product materials | |||
PRODUCT | 12-200 | Product notable materials | |||
PRODUCT | 12-200 | Product requirements for use | |||
PRODUCT | 12-200 | Product warnings and disclaimers | |||
PRODUCT | 12-200 | Product slogan | |||
PRODUCT | 12-300 | Product photography, Plain | |||
PRODUCT | 12-300 | Product photography, Lifestyle | |||
PRODUCT | 12-300 | Product photography, Feature details | |||
MKTING | 20-000 | Marketing Activities – Looking forward, understanding the existing market/tribe provides the necessary intelligence data for making and testing strategic decisions that hopefully yield great reward. | |||
MKTING | 20-100 | Researching broad keyword categories | |||
MKTING | 20-100 | Website analytics review | |||
MKTING | 20-100 | Identifying markets and competitors | |||
MKTING | 20-100 | Identifying compelling product mixes | |||
MKTING | 20-100 | Collect price data in the marketplace | |||
MKTING | 20-200 | Sending product samples to reviewers | |||
MKTING | 20-200 | Running surveys and analyzing responses | |||
MKTING | 20-200 | Talking to existing users of products | |||
MKTING | 20-200 | Collecting testimonials | |||
MKTING | 20-300 | Writing newsletter content | |||
MKTING | 20-300 | Creating customer lists | |||
MKTING | 20-400 | Purchasing advertising based on keywords | |||
MKTING | 20-410 | Creating opportunities to buy through points of presence | |||
MKTING | 20-500 | Establish retail price point of products | |||
MKTING | 20-500 | Establish target markets and strategy | |||
SALES | 30-000 | Direct Sales and Support – Being prepared to sell my products, and making it as easy and convenient as possible for a variety of customer types. | |||
SALES | 30-000 | Monitoring sales by market and product sku | |||
SALES | 30-100 | Writing product descriptions for store | |||
SALES | 30-100 | Writing use cases for store blog | |||
SALES | 30-200 | Wholesale orders | |||
SALES | 30-200 | Contacting retail outlets | |||
SALES | 30-300 | Affiliate programs | |||
PARTNER | 31-000 | Revenue Generating Partnerships – At times, there will be opportunities to make cool stuff with other companies and individuals. | |||
PARTNER | 31-100 | Advertising on website | |||
PARTNER | 31-200 | Advertising on forms | |||
PARTNER | 31-300 | Affiliate programs for products I like | |||
PARTNER | 31-400 | Licensed Works | |||
CONSULT | 40-000 | Consulting Services – I still do some work for hire; while my goal is to reduce this to zero, it is still a major source of revenue so it is on my mind. | |||
CONSULT | 40-100 | Project-based Work | |||
CONSULT | 40-200 | Retainer-based Work | |||
MAKING | 50-000 | Manufacturing – Finding quality companies that can mass-produce my physical goods in a timely and affordable manner. The best ones help me realize new products by educating me about what is possible. | |||
MAKING | 50-100 | Maintaining supplier relations | |||
MAKING | 50-100 | Identifying new suppliers | |||
MAKING | 50-100 | Ordering samples of new materials | |||
MAKING | 50-200 | Evaluating competitor materials | |||
MAKING | 50-300 | Cost budgeting to make | |||
MAKING | 50-400 | Specification of Order Run | |||
MAKING | 50-400 | Specification of Order Packaging | |||
MAKING | 50-400 | Order and Order Quality Control | |||
MAKING | 50-400 | Order Acceptance and Ship to Warehouse | |||
INVENTORY | 60-000 | Inventory and Fulfillment – The goal is to create the simplest way to store product inventory and send it to customers without my direct involvement. This requires a lot of system definition and organization. | |||
INVENTORY | 60-100 | designing the product SKU and inventory SKU | |||
INVENTORY | 60-100 | UPC and SKU mapping | |||
INVENTORY | 60-100 | product sku | |||
INVENTORY | 60-100 | multi-unit product sku | |||
INVENTORY | 60-100 | color variant skus | |||
INVENTORY | 60-100 | model number to sku mapping | |||
INVENTORY | 60-100 | digital only sku | |||
INVENTORY | 60-100 | digital + physical packages | |||
INVENTORY | 60-100 | multi-pack sku | |||
INVENTORY | 60-100 | buying and managing product UPCs | |||
INVENTORY | 60-200 | monitoring warehouse supply and sales rates | |||
INVENTORY | 60-200 | arranging for resupply when stock is low | |||
INVENTORY | 60-200 | coordinating with printer on packaging and labeling | |||
INVENTORY | 60-200 | shipable packaging design | |||
INVENTORY | 60-300 | shipping skus to inventory warehouses | |||
INVENTORY | 66-000 | Special Fulfillment – Some product inventory I may maintain at home. | |||
INVENTORY | 66-100 | Handling returns or product inquiries | |||
INVENTORY | 66-200 | Managing non-FBA and non-Shipwire special inventory | |||
SHOP-AMZ | 70-000 | Amazon Operations – Managing an Amazon-based store plus fulfillment operation is a job in itself due to its custom administration interface. | |||
SHOP-AMZ | 70-100 | Adding new product listing | |||
SHOP-AMZ | 70-200 | Supplying new product to FBA | |||
SHOP-AMZ | 70-300 | Monitoring sales | |||
SHOP-AMZ | 70-300 | Monitoring customer feedback | |||
SHOP-AMZ | 70-300 | Monitoring customer inquiries | |||
SHOP-SSS | 71-000 | Shopify Operations – To handle international shipping, save money, and present a more brand-centric online store, Shopify is part of the new system to augment Amazon sales. | |||
SHOP-SSS | 71-000 | Managing online store according to brand | |||
SHOP-SSS | 71-000 | Writing return policy | |||
SHOP-SSS | 71-000 | Writing customer satisfaction policy | |||
SHOP-SSS | 71-100 | Adding new product listing | |||
SHOP-SSS | 71-300 | Monitoring sales | |||
SHOP-SSS | 71-300 | Monitoring customer feedback | |||
SHOP-SSS | 71-300 | Handling email inquiries | |||
SHOP-SSS | 71-300 | Handling phone inquiries | |||
SHOP-SSS | 71-300 | Monitoring order fulfillment | |||
SHOP-SSS | 72-000 | Shipwire Operations – Inventory and fulfillment management for Shopify and Specials are handled by Shipwire’s global warehouses. | |||
SHOP-SSS | 72-200 | Supply new product to warehouse | |||
SHOP-SSS | 72-200 | Coordinating with Customer Care for Inventory Breaks | |||
SHOP-SSS | 72-300 | Handling returns | |||
SHOP-SSS | 72-000 | Automated Email: Writing Boilerplate | |||
SHOP-SSS | 72-000 | Shipping Labels: Making sure it has my company name on it | |||
EXEC | 90-000 | Company Direction – Key decision-making about what to focus on when and for how long, to achieve my overall revenue goals as quickly as possible while adhering to my values. | |||
EXEC | 90-100 | Strategic Focus and Planning | |||
EXEC | 90-100 | Periodic Review of Strategic Goals and Progress | |||
EXEC | 90-100 | Provide executive support | |||
EXEC | 90-100 | Maintain accounting of available resources | |||
EXEC | 90-100 | money | |||
EXEC | 90-100 | people | |||
EXEC | 90-100 | Reward Accountability | |||
EXEC | 90-200 | Lead short-term goal completion | |||
EXEC | 90-300 | Acculate medium-term goal into strategic sets | |||
EXEC | 90-400 | Watch for trends in revenue and market opportunities | |||
EXEC | 90-500 | Maintain sight of the Brand and the Mission | |||
LEGAL | 91-000 | Company Administration – Legal operations and requirements for running a business entity. Ugh. | |||
LEGAL | 91-100 | Establish LLC operations more formally | |||
LEGAL | 91-100 | Establish LLC bank account | |||
LEGAL | 91-200 | Update bank account connections with vendors, suppliers | |||
LEGAL | 91-200 | Get internal accounting and procedures operating | |||
LEGAL | 91-200 | Arrange for CPA oversight | |||
LEGAL | 91-100 | Establish international legal company entities | |||
LEGAL | 91-300 | Patents | |||
ACCT | 92-000 | Accounting – The collection and distillation of information about all revenue-generating activities, so I can see how financially solid I am. Winning or losing? | |||
ACCT | 92-100 | PayPal | |||
ACCT | 92-100 | Gumroad | |||
ACCT | 92-100 | Business Checking | |||
ACCT | 92-100 | Business Savings | |||
ACCT | 92-100 | Business Credit Card | |||
ACCT | 92-100 | Stripe | |||
ACCT | 92-100 | Amazon transactions | |||
ACCT | 92-100 | Shopify Transactions | |||
ACCT | 92-100 | Shipwire Transactions | |||
ACCT | 92-100 | Draw to Personal Accounts | |||
ACCT | 92-200 | Expense Reporting | |||
ACCT | 92-300 | Tax Planning and Payment | |||
ADMIN | 93-000 | Office Operations – Maintaining the office space in my house, along with the services, equipment, and software that I use to make product. | |||
ADMIN | 93-100 | Software Licenses | |||
ADMIN | 93-100 | Computer Hardware | |||
ADMIN | 93-100 | Computer Maintenance | |||
ADMIN | 93-100 | Project Management Software | |||
ADMIN | 93-100 | Internet Connectivity and Services | |||
ADMIN | 93-100 | Office Telecommunications | |||
ADMIN | 93-100 | Office Physical Mailbox | |||
ADMIN | 93-100 | Professional expenses | |||
ADMIN | 93-200 | Office furniture and equipment | |||
ADMIN | 93-200 | Office cleaning |
Organizing Chaos into Focus Buckets
I can see why I was feeling so crappy; I was trying to do all of that at once, one tiny thread at a time. Each task thread is tangled up with other task threads, and is a distraction.
The table above is actually the cleaned-up version of my brain dump, with each thought grouped into an appropriate category with a clear responsibility, as if I was writing a resource for defining job positions at Dave Seah Enterprises.
Every one of those 180+ line items produces a benefit for the operation. I made-up a bunch of accounting codes to go with them, so I could define a job position as a list of result-producing activities. The main benefit to me, as a solo operator, is that I can reduce the scope of my thinking to that of a particular role. For example, if I am designing new product, I’m not even going to think anymore about the packaging design or inventory; I’ll handle that when I’m done with design. Before, I would allow myself to think about upcoming tasks related to the work at hand, like having to make a new logo or write the copy to go with it, while I was designing. That meant I was distracted, which made the design work go slower. If I started to consider packaging or inventory control strategies, I would have to “switch heads” and drop out of designer mode. This is not very efficient when you are actually trying to get something done that requires any kind of continuous concentration.
Now that I have a map of all my tasks identified and grouped into “buckets of thinking”, I am feeling much better. I’m not 100% certain that this is a false sense of security, but I think this map will remind me to not try to think of everything at the same time. Instead, I can think about one bucket at a time, and remind myself that it’s OK to take the time now to do the job well. Then, I can move to the next bucket that needs addressing. As a result, I think I will have a more realistic sense of how fast I can work; before, I felt like I was always too slow, possibly because I was aware of the giant ball of tasks that I had assigned myself without thinking about how to divide them up.
This week, I’ll see how effectively I can use this list to give myself both focus and peace of mind as I chug along toward the goal of creative independence.
0 Comments