“The only way to get creative work done is by starting at the beginning and then continuing to do the work until it’s finished. It’s a cycle of fear and bravery, fear and bravery.” — Seth Godin
When I speak about doing the work, I’m not referring to simply crossing things off your to-do list, responding to emails, or attending meetings. These tasks, which often feel like the pulse of modern work, are abstractions of the deeper act of creation. In our current landscape, knowledge work has morphed into a process of moving information around, keeping operations running, and communicating about the work. But these are merely derivatives of the original work—the creative foundation that built the systems and organizations we operate within. Some might call this busy work, or shallow work.
Despite the fact that this shallow work is the daily reality for most people trading time for money, there is a deeper, more valuable form of work: the work rooted in creation. This form of work is creative work, and its rules and dynamics are different. Instead of earning through time, you start earning through your mind. This creative act is where meaningful contributions to the world take place—where exceptional results come to life for those bold enough to embrace creation, refine their craft relentlessly, and continue through the cycle of fear and bravery.
Let’s define the creative act. When you have an idea for something that should exist and bring it from the formless realm of thought into the physical world, you’re engaging in the creative act. This doesn’t necessarily mean inventing something from scratch. It can involve refining existing things, improving them, or combining ideas in novel ways. The key characteristic of the creative act is that you bring something—whether digital or physical—into being and share it with the world. This is what we call shipping the work. And the creative act can be driven by either artistic inspiration or functional progress.
Creating something and then sharing it with the world requires courage. To most creatives, this process feels deeply personal and vulnerable. You’re exposing your work to criticism, risking judgment from those who might not understand or value it. It’s understandable that fear arises—after all, it’s a brave thing to sit down, face your resistance, and create. And chances are, your early efforts won’t be your best. But the real challenge is not just creating; it’s sharing that imperfect creation with the world. It’s this second step—shipping the work—that is as crucial as the first. The good news? It gets easier over time. The more you practice moving from the formless plane of ideas to the physical plane of action, the more natural it becomes. You’ll improve. You’ll grow. And eventually, what once seemed like a mere aspiration will become part of your identity. This is the creative act in its infancy.
Many people misunderstand the creative act by mistaking preparation for action. You can read countless books, make elaborate plans, and conduct endless experiments in an attempt to avoid starting out with “bad” work. But no amount of preparation can replace the real work. At some point, you must expose your creations to the world—and the sooner you do so, the better. There’s no substitute for diving in, for going through the motions of the creative act: having an idea, turning it into reality, and sharing it with others.
Here’s the truth: if you commit to the creative act long enough—persisting through times when it’s not working, learning with each iteration, and improving your craft—results are inevitable. For those who never reach the level of success they desire, the missing ingredient is usually simple: they gave up too early. They didn’t stay in the creative act long enough to see it through. The creative path always has a way forward, and doing the work is the key to unlocking it. You may have lost faith in your ability to create, but deep down, if you trust your intuition and engage with the process I’m describing, you’ll find that you’re being led in the right direction.
It’s important to note that the creative act is not limited to traditionally artistic endeavors—painting, writing, music, or visual arts. Creative acts also include building organizations, developing products, crafting strategies, and shaping visions. These are all part of the same process, as long as they serve the purpose of bringing an idea to life, rather than becoming an end in themselves.
Start training your creative muscle. Break through the fear and resistance that holds you back. Begin small. Share your work with the world. Move through the cycle of creation with as much force and energy as you can muster. If you do this, you’ll travel great distances. And, in ways that feel almost magical, the results you’ve been seeking will materialize. But remember, the secret is to lead with the work—the act of creation itself.