Seth Godin and Kathy Sierra on Sucking all the juice out
Seth Godin in an unusually arch rant about an editor’s work on his manuscript:
Just got some work back from a new copyeditor hired by my publisher. She did a flawless job. She also wrecked my work. Totally wrecked it.
By sanding off every edge, removing every idiom, making each and every fact literally correct, she made it boring and dry and mechanical.
It reminds me of Kathy Sierra’s excellent post—one of her classics, I think—called “Keep the sharp edges!” Kathy’s post focuses mostly on how committees are incapable of producing the remarkable, because groupthink is naturally a process by which rough edges and sharp corners are sanded smooth. In product markets, she goes on to say, product become more and more alike through this process.
Seth is writing about a single person’s effect on his work, but he acknowledges it’s a matter of corporate (i.e. shared) responsibility.
I need to be really clear. She’s not at fault. She did exactly what she was supposed to do. The fault lies in the job description, not the job.
When I buy a book by Seth Godin, I want it to sound like Seth Godin, not like Seth strained through several layers of bleached muslin.
It’s a lesson that is hard-won in my own life. I’m a reasonably facile writer, but a long period of my life, my first 30 years in fact, was one great writer’s block. What broke me out of it was to learn that while knowing proper English is a very good thing, when one writes, propriety had better not be the goal, you need to go for effectiveness.
I can be more concrete. I used to fuss over poetry manuscripts, because I couldn’t find a way to say what I wanted to say in a way that was both stylistically powerful and grammatically perfect. The revelation for me was when I was listening for the zillionth time to “Fun Fun Fun” by the beach boys. And I suddenly realized that the first two lines are both abominable English and a work of rare genius.
Let me remind you.
Well she got her daddy’s car and she cruised to the hamburger stand now.
See she forgot all about the library like she told her old man now.
That second line is purt-near unparseable. It’s also perfect, absolutely perfect. A gem, a thing of beauty and a joy forever. It captures the late 50s in a drop of clearest amber.
A dear friend of mine in Berkeley recently pointed out that I’m the only person she’s heard use the word “bodacious” since 1982 or so. I think she might have meant it as a criticism. I can only smile. I don’t use the word often, but when I think about excising it from my vocabulary, the prospect strikes me much the same as if somebody at Coke pointed out they could use a tiny bit less syrup in the drink and nobody would notice. Brand dilution.
Dowsing for clients: Seth, B. L. Ochman, and my business card
Seth Godin has everything to do with why I spent almost 50 hours creating my latest business card.
In case you went and looked at that post but didn’t read B.L. Ochman’s comment, I’ll repeat it here:
…when I had my own PR firm, in another life, I used to do something very similar to your new card. But frankly, i think there are more simple ways to make the point.
B. L. misses something important: My card is not just a way for me to tell something, but, and just as importantly, to learn.
When somebody phones me on the basis of that card, I know they’re already, in a very important way, a qualified prospect. They’re somebody I’ll be able to work with.
That card puts me on probation before I ever even talk to the prospect. And if I’ve passed that probation, the prospect has as well. Lots of people will toss that card, seeing me as a weirdo. The ones who call will be see me as their kind of weirdo. And in working together, that will make all the difference.
I’m dowsing not for clients but for the kind of clients I want to work for. If I don’t find them, I’ll just keep writing what I want to write, record some podcasts and preach the gospel, and earn the right to do those things by digging ditches if that’s what it takes.
If there’s something annoying about Seth Godin, it’s that he’s so truthful. Even when he wears that nose.
