What is a project?

Every Sunday night or Monday morning, I list all the critical- and high-priority deliverables — aka the output delivered to a customer, client or partner — such as a product, service, a process or in some cases, a scientific research — due by the end of the following week to keep a project on track.

Projects are where I spend most of my daily concentration because they generate the most subscribers, engagement and revenue for my business.

But what exactly, you may be wondering, is a project?

Internally, I’ve adopted marketing specialist Olivier Mesly’s definition of a project from his book Project Feasibility: Tools for Uncovering Points of Vulnerability:  

“an operation that has a beginning and an end “consists of a concrete and organized effort motivated by a perceived opportunity to create a unique or innovative deliverable when facing a problem, a need, a desire or a source of discomfort.”

At any given moment, I’m usually working on one or more projects that fit into these four categories:

  1. Flagships: Initiatives to introduce a new product (or an updated version of an existing product) to the marketplace — these projects should at least 2x the metrics I think the the deliverable will improve.

  2. Partnerships: Virtual or in-person events and live creative brand activations designed to strategically deliver valuable learning experiences to partner stakeholders and access to untapped audiences, resources and revenue for The Business.  

  3. Campaigns: Lifecycle initiatives designed to attract and activate new subscribers, onboard new customers, retain existing customers/clients, inspire loyalty and referrals, and win-back disengaged creators.

  4. Promos: Timed sales-focused initiatives designed to drive revenue from one or more lines of business.

Another way I like to think of projects is as a GPS that confirms whether the deliverables I’m working on each week are actually going to impact my business and my subscribers, customers, clients, partners or community.

Time is our most valuable resource. So it’s worthwhile to set up systems to help you optimize yours.