The Practice book by Seth Godin

Ship Creative Work

The Practice is the 20th book by Seth Godin and I hope it does for you what it did for me when I took a deeper inspection into Seth’s practice of merely shipping the work.

The next section describes the creative practice work I’ve shipped to help New Zealand businesses, in reverse chronological order. Some episodes didn’t work as well as I hoped, others blew my mind on how well they were received. A whole series didn’t quite work as I’d hoped… and along the way there were moments of triumph, elation and purpose.

Get Direction

I met Seth in 2017 at his upstate New York office where he asked how I had my coffee, invited me to try real cacoa bean chocolate and after distilling his sage advice, gave me two books; “Poke The Box” and “We are all Weird”. Our chat and the books were a gift that changed me and changed what happened next.

Keep Shipping

Seth didn’t have the Akimbo podcast at that stage and I hadn’t finished my 100 business owners episode project then either. He challenged me by saying “why stop at 100? why not keep going.” I did stop at 100… for awhile. However after graduating from the altMBA programme in 2017 (another of Seth’s magical inventions) and deciding to play bigger, I found a path to keep going. The initial direction took me back to London, but that journey turned out to be a dead-end. Once back in New Zealand, I wrote the book 100% Kiwi Business using the interviews as material. The front cover of the book (below) shows a squiggly road that reflects success is never linear and that failure is merely a signpost.

Play Bigger

The book landed me the role leading 1,200 NZ business owners via the Buy New Zealand Made Campaign. Exactly the ‘playing bigger’ I’d hoped for. The timeline below shows interviews made possible through the role and highlights the stories of over 300 New Zealand businesses over the last five years.

Not everyone has the privilege of meeting Seth nor do you need it. Get The Practice book.

Start your practice.

Merely ship your work.

Protip: download the Ship It Journal too and hold yourself accountable.

The Practice — Seth Godin

Five Years of Merely Shipping Creative Work

The latest interview project is the A Kiwi Original podcast featuring uniquely Kiwi stories that are contribution to New Zealand’s future. I interview and edit every podcast. Before that, was the Making It New Zealand video series. I created each episode to help Kiwi sees what is manufactured in New Zealand. Before that, The Provenance Marketing Show promoted NZ Made products. Before that, the Ryan Marketing Show interviewed 100 business owners about why they do what they do.

Those 250+ New Zealand business interviews and features have given me a pretty good idea of what New Zealand makes, grows and codes. The practice taught me interviewing skills (and the 22 mistakes not to make), filming and editing skills and how to write a non-fiction book that is worthy of being on the bookshelf of Harvard University. The interviews have launched two books and an academic paper:

New Zealand business books

100% Kiwi Business

100% Kiwi Business book — A book that delivers 9 Kiwi success navigators based on interviews with 100 Kiwi Business owners.

The Kiwi Branding Edge

The Kiwi Branding Edge — A book that shares the way New Zealand makes, grows and manufactures.

Academic Research on the theory of ‘Buy National Campaigns’

Thanks to 14 generous interviewees, I wrote an academic research paper on the theory of ‘Buy National Campaigns’ as it applies to software companies, to contribute to the academic field of knowledge as countries grapple with the benefits and follies of nationalisation, protectionism and globalisation.

2020 — A Kiwi Original podcast

The A Kiwi Original podcast shares uniquely Kiwi stories that are contributing to New Zealand’s future.

Shawn Beck — Skinny Fizz | episode 60

Angus Brown — Arepa | episode 59

Peri Drysdale — Untouched World | episode 58

Toby Skilton — Mutu | episode 57

Stellar Library — Johnny Louie & team | episode 56

Arcanum — Asa Cox | episode 55

Zealandia Honey — Sri Govindaraju | episode 54

Lanaco — Nick Davenport | episode 53

UBCO Bikes — Timothy Allan | episode 52

http://www.akiwioriginal.com/272737/5256814-a-kiwi-original-timothy-allan-ubco-bikes-052

Palliser Ridge — Lisa Portas | episode 51

Episode 50 Milestone | episode 50

At episode 50, I shared a summary of five themes that the A Kiwi Original podcast surfaced during 2020.

  1. Covid’s impact on business. Both good and bad sharing both opportunity and loss.
  2. The return to local and the support New Zealanders have provided to manufacturing businesses who employ 1 in 10 Kiwis.
  3. The calculus of why businesses make in New Zealand, for brand, for trust, for taste, for quality.
  4. New Zealand’s future opportunities on the land with lower carbon farming and plant medicine, in our cities with better performing buildings, in the digital sphere with AI and in the atmosphere with space planes taking off from Oamaru Airport.
  5. NZ Coded software is likely to be our biggest export earner within three years and there are clear ways of working that NZ business are adopting.

Dawn Aerospace — Stefan Powell | episode 50

Scottie Chapman — Spring Sheep | episode 49

Bernie Stewart — Canvas Plus Group | episode 48

Josh Comrie — Ambit | episode 47

Michael Carden — Joyous | episode 46

Pattrick Smellie — BusinessDesk | episode 45

Hadleigh Bognuda — EzyVet | episode 44

David Percy — Pertronics | episode 43

Grant Johson — Rocketspark | episode 42

Toby Litten — Parkable | episode 41

Charlie Cooper — BluTui | episode 40

Kate Slavin & Felicity Morgan — Ironclad Pan | episode 39

Jordan McCown — RealAML | episode 38

Dr. Sandra Clair — Artemis | episode 37

Steven Nathan — Timehub | episode 36

Billie-Jo Hohepa Ropiha — | episode 35

Carl Uren — True Fleece | episode 34

Clint Bolderston — Superior Chunky | episode 33

Barry Hantz — Hantz Honey | episode 32

Mat MacMillan — Maker Design Studio | episode 31

Lili Ma — Finelogy | episode 30

Sharlene Caskey — Melora | episode 29

Sarah Barclay — AJ Park | episode28

Ethan Todd — Backlanz | episode 27

Rose Voice — Real Dog Food Company | episode 26

Hoody Time — Droupout Recordings | episode 25

Carl Blackman — Camco | episode 24

Matt Cooke & Daniel Joblin — Starex Manufacturing | episode 23

Hayden Froggatt Mechanical Manufacturing | episode 22

Ollie Law — Bushman Tours | episode 21

Nicola Knobel — My Inner Creative | episode 20

James Burns — Freeflow Pipes | episode 19

Greg Holland Jewellery | episode 18

Shane Rhodes — Aspiring Safety | episode 17

Emma Murphy — Kiwitax | episode 16

Jennifer Del Bel — Downlights | episode 15

Michael Greenstein — Florence Health | episode 14

Simon Berry — Whitestone Cheese | episode 13

Diana Papadopoulous — Booster Financial Services | episode 12

Fiona Robertson — Newflands | episode 11

Peter Cox — Harraways | episode 10

Ben Kepes — Cactus Outdoors | episode 9

Stu Wilson — Modica Group | episode 8

Andy Hamilton — Icehouse | episode 7

Hamish Conway — Amazon Sell Global | episode 6

Belinda Robinson — Ecobeings | episode 5

Deirdre Doran — Agnes & Me | episode 4

Bart De Vries — Limber | episode 3

Christine Langdon — The Good Registry | episode 2

John Burling — Carac Group | episode 1

2019 — The Provenance Marketing Show

The Provenance Marketing Show promoted licensed NZ Made products in video format.

2018 & 2019 — The Making It New Zealand Series

The Making It New Zealand Series featured the making and manufacturing businesses around New Zealand.

Kilwell Fibretube | episode 57

Woolyarns | episode 56

Kraus & Naimer | episode 55

Glenn Jones Art | episode 54

Pertronic Industries | episode 53

Moreton Jewellery | episode 52

Seymours Distribution | episode 51

Celebrating Women in Manufacturing

Rugged Valley | episode 50

Tuki Design Co| episode 49

Jaedon Manufacturing | episode 48

Healthpak | episode 47

Aquacomb | episode 46

Rolla-wipa | episode 45

Aerofast Tiedowns | episode 44

T&R Interior Systems | episode 43

Hansell’s | episode 42

Dynamic Inspection | episode 41

CS For Doors | episode 40

Cactus Outdoor | episode 39

McKinlay Footwear | episode 38

Rock-It Board | episode 37

PakWorld | episode 36

Powerglide | episode 35

Trailer World | episode 34

Goldfields Print & Packaging | episode 33

Ezi-Rest Furniture | episode 32

Weebits | episode 31

Dairy Nutriceuticals | episode 30

simplenakedsoap | episode 29

Seventh Wave Wetsuits | episode 28

The CopyPress | episode 27

Harraways | episode 26

Sutton Tools | episode 25

Whitestone Cheese | episode 24

WMC Trail Tools | episode 23

EPI Plastics | episode 22

Van Lier Nurseries | episode 21

Rainbow Confectionery | episode 20

Felton | episode 19

Hella | episode 18

House of Baddeck | episode 17

Phytomed | episode 16

Independent Lens Specialists | episode 15

NZ Sock Co | episode 14

Oasis Beauty | episode 13

Making It New Zealand Highlights Reel of the first 12 episodes

Fielden Metalworks | episode 12

Earth Sea Sky | episode 11

Goldpine | episode 10

Talley’s Ice Cream | episode 09

Jens Hansen | episode 08

Cibocal Cutting Boards | episode 07

National Candles | episode 06

Taurus Leather | episode 05

Hills Hats | episode 04

Southern Fresh Produce | episode 03

Morrifield Tunnelhouses | episode 02

Robax Products | episode 01

2016 & 2017 — The Ryan Marketing Show

The Ryan Marketing show asked business owners why they do what they do and distilled the insights into a 332 page guide for small business called 100% Kiwi Business.

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