Thrashing

Two terms have entered our vernacular around the office, the terms "thrashing" and "shipping". Thrashing is the process where we beat up a project or initiative we are launching. ('Gnashing' is more apropos). We got the idea from Seth Godin's 99% Conference speech, "Quieting the Lizard Brain" (if you don't want to watch the whole video, here's the gist of his concept). Thrashing is an important part of the creative process but, as Seth points out, it can also be a deterrent from simply "shipping" (launching the project).  

The process of thrashing has always intrigued me. I like to thrash ideas. Not as an excuse to keep from shipping but to make sure our ideas have legs. If our ideas can't stand the friendly fire from colleagues, they won't stand a chance in the marketplace. Thrashing is a learned skill and it's actually quite difficult.

For one, in order for thrashing to be successful you have to remove yourself (your workload, your time commitment, your responsibilities) from the equation. I was reminded of this recently when I was thrashing a project with some industry friends.  As we were thrashing it, I could barely contribute to the exchange, I was too consumed with how much time I would have to spend implementing (shipping!) all these wonderful ideas. I forgot a valuable lesson: step outside of yourself and your role while thrashing. You'll have plenty of time to speak up about the practicality of shipping.

Another reason why thrashing is difficult: it's risky.

• You risk hurting people's feelings: "That's not good enough, we need to thrash it some more"
• Sometimes you risk criticizing the boss: "Boss, sorry, that's a terrible idea, here's why" 
• Sometimes you risk looking foolish: "OK, this is a c-r-a-z-y idea but ... "

Steve Jobs was a relentless thrasher. Enough ink has been spilled discussing Steve's polarizing and dictatorial leadership style, his thrashing process was similarly brutal. From the new biography by Walter Isaacson: 

One day Jobs barged into the cubical of one of Atkinson's engineers and uttered his usual "This is sh*t." As Atkinson recalled, "The guy said, 'No it's not, it's actually the best way,' and he explained to Steve the engineering tradeoffs he'd made." Jobs backed down. Atkinson taught his team to put Job's words through a translator. "We learned to interpret, 'This is sh*t' to actually be a question that means, 'Tell me why this is the best way to do it.'" 

Somewhere between Godin's warning and Steve Job's "don't compromise" attitude lies the thrashing process. It is vital. If you want to ship something worth shipping, as difficult as it is - it must be thrashed.

Take the rocks and gravel, baby, build a solid road. - Bob Dylan

Comments

[Haines Maxwell]

Dr. Bob....great post....frankly a bit painful for an "idea-a-minute" fellow like myself but I must admit having a few "thrashers" in my life if crucial.

Chancellor Maxwell - Neat Stuff U/Western Associates

[Bobby Lehew]

I know what you mean. I think this process typically applying to projects with multiple steps/layers and longer deadlines. I do think the urgent nature of our particular line of work has relegated the importance of thrashing to a smaller role when, in reality, (particularly for larger projects) it should have a prominent place at the beginning of the idea cycle. (Some projects are too small or too fast for that though). Good to hear from you Haines!

[B2design]

LOVE the fact we're beginning to get better at this!

It is difficult at times to have your idea beaten up, but... It's much nicer to have it done up front, BEFORE people have time and money invested in an idea that you realize half-way through isn't going to work out. One good thrashing is worth two projects in the can (or something like that).

#Shipping #Duh

[Bobby Lehew]

Yeah, me too. Biggest lesson I think I've learned is taking the time (and allowing the team to take the time) to adequately thrash. We are so consumed by the urgent in our business, I think its effect sometimes takes it toll on our ability to slow down and develop a well thought out campaign. Friday's discussion on the card project was an example where I had to force myself to stay put for an hour while we thrashed that project. Ironic that we killed it but that was a good decision. In the past, we would have probably proceeded with the idea (because we didn't spend enough time thrashing it). The result would have been a rather latent (or simply low impact) project. Glad you're helping me steer the ship on this process ....