As we make the print-to-digital transition we have to change the way we produce, distribute and promote content. What do we want to get out of that change? Inspired by hanging out the laundry.
The goal is to create a new production routine that internalizes the procedures and rules that will work in the web environment. Right now, as we go through this transition, we have to spend a lot of time thinking about all the messy details of producing content. Eventually, if we reinvent our production routines from top to bottom, we’ll get to the point where we have a process that works. It won’t seem so disorienting and difficult. It will be fun.
But, you will only get there if you’re willing to change everything about the way you do what you do.