The Somersault blog invites guest bloggers to share their observations and thinking on the state of publishing and where it's headed. Today's guest blogger is Jon Hirst, co-founder of Generous Mind LLC.
Every generation consumes content differently. In many ways the content doesn’t change that much. There are still suspense thrillers, historical biographies, how-to books, etc. But the context in which we interact with ideas is in constant flux. For this new generation, the context for most content will be a cause. I define a cause as an idea owned and acted upon by a community with the intent to bring about change. (Read my white paper on Publishing in a Cause-Oriented World) If my prediction is right, then the way we acquire, edit, produce and market content will have to fit within this new and very dynamic context. One of the main evangelists for this coming shift in publishing is Seth Godin, author and marketing guru. He recently gave a talk on “The new dynamics of book publishing” at an event for the Independent Book Publishers. This is a “must listen” for any publishing professional! In that talk he shared several key activities that he believes all publishers will perform as the models for content creation, marketing, and consumption change. They are: 1. Content Curation: Publishers will seek out and develop key content based on tribes they are committed to serving. 2. Leadership: Publishers will lead out and build tribes and causes. They will then find the authors that bring value to those audiences. 3. Connection: Publishers will connect the communities they start with each other and with new content. 4. Launching Movements: Publishers will be responsible for launching movements of thought and action (aka causes). As I review the summary I just wrote of Seth’s ideas, I realize how far away from this new reality we are in the Christian publishing space. But as I see how much we must change, I see a glimmer of hope. That hope is found in the second point on Seth’s list – leadership. I firmly believe every author is a thought-leader whose book is the tip of an iceberg that represents a cause that could change the world. I also believe a publishing professional is a seasoned leader and mentor who has the ability to come alongside these thought-leaders and empower them to make a difference in their causes. In Christian publishing we’re uniquely prepared to lead for two reasons: 1. Part of our biblical worldview is a mandate to lead out in the things that matter to God. Christians have an impetus and drive to lead because our obedience to Christ drives us to act. 2. Many of the causes that are taking the world by storm are Kingdom issues that God cares about and demands that we act upon. But what keeps us from taking this leadership role as publishing professionals? Well, let me go back to another idea that Seth Godin always talks about. He often uses the word “just” as an example of how we marginalize our thinking or efforts. That word creeps into our vocabulary with surprising ease! In reality, many in Christian publishing are “just” people. They are “just editors,” “just authors,” “just publishers,” or “just marketers.” And the frustrating thing is that I am “just” as guilty as everyone else! It is a word that captivates us in an insidious and almost invisible way. The word’s whole purpose is to limit or diminish something. When an author says, “That was just my first book,” he/she is saying this amazing idea created and labored over for many hours isn’t really as great, wonderful, and powerful as you might think. It’s “just a book.” The word “just” reduces us as humans. We loose our passion and creativity and become “just” another writer, editor, executive, or sales rep. But what would happen if we were to take out the “just” from our publishing work? I think removing this one word would put us in a position to lead the causes that are on God’s heart and in our hands to act upon. There is no time in history where ideas have held so much power and driven so much change as this moment. The question is this, “Who will lead these causes?” My answer is, “Why not the Christian thought-leaders of our day!” So that’s my dream and “just” is my enemy. Have you lost any battles recently to the word “just”? What can you do to remove this force for reduction in your life and see clearly what God wants you to do with your ideas, skills, relationships, and passion? Jon Hirst Co-Founder of Generous Mind LLC http://generousmind.blogspot.com 