Seth Godin on The Practice: How to Ship Creative Work, Build Trust & Play the Infinite Game

In one of my favorite conversations ever recorded live at the Meyer Horowitz Theater in Edmonton I sat down with marketing legend and bestselling author Seth Godin to talk about his 20th book, The Practice.

Seth has been shaping the way we think about creativity, leadership, and work for decades. But in this conversation, he took it to another level. “The Practice” isn’t about inspiration or waiting for your big break. It’s about doing the work consistently, generously, and fearlessly even when you’re not sure it’s good enough.

At its core, The Practice is about showing up. Shipping. Sharing. Creating because it matters not because it’s perfect.

Creativity Is a Habit, Not a Lightning Bolt

Seth’s central message hit me hard: “Practice is work.”

We often think creativity is something that strikes us as a flash of inspiration, a lucky break. But Seth reframes it entirely. Creativity isn’t a lightning bolt. It’s a habit.

Shipping your work whether it’s a video, article, product, or idea is the real creative act. Every time you ship, you build trust with your audience and confidence in yourself.

Perfection is the enemy. Consistency is the goal.

The practice isn’t about outcomes or metrics; it’s about the commitment to create and deliver, even when you’re afraid. That’s where growth happens. That’s how creativity turns from something mystical into something reliable.

The Creator Economy: From Scarcity to Abundance

We live in an incredible time. There are no more gatekeepers. You don’t need permission to create, publish, or share.

But that abundance creates a new problem: attention.

The challenge today isn’t getting access to tools or platforms; it’s earning trust in a world overflowing with content.

Seth reminded me that success doesn’t come from chasing virality or monetization. It comes from connection, generosity, and consistency.

When you show up without expecting anything in return when you serve your audience monetization becomes a byproduct, not the goal.

Money follows trust. And trust comes from showing up.

That line stuck with me. Building long-term relationships and cultural capital always beats chasing short-term metrics.

Leadership and the Imposter Syndrome Paradox

One of my favorite moments from our conversation was about leadership. Seth said that real leaders should feel like imposters.

Why? Because leadership means stepping into the unknown making decisions without guarantees.
If you don’t feel like an imposter, you’re probably not leading. You’re managing.

For creators, that discomfort is actually a signal of growth. Feeling like an imposter means you’re pushing boundaries instead of hiding behind certainty. It’s a sign that you’re doing something that matters.

Why “Authenticity” Can Be a Trap

We often hear advice like just be authentic, but Seth dismantled that idea beautifully.
Authenticity sounds empowering, but it can easily become an excuse, a reason to be inconsistent or to hold back out of fear.

Instead, he argues that creators should focus on being consistent and generous. Show up for the people you serve, even when you don’t feel inspired.

Authenticity can be a trap. The real work is keeping your promises.
True professionalism means doing the work not because you feel like it but because someone out there is waiting for you to deliver.

Playing the Infinite Game

Seth described creative work as an infinite game. There’s no finish line, no final victory, no made it moment.

The goal is to keep playing to keep shipping, learning, and connecting.

When you embrace the infinite mindset, you stop competing and start collaborating. Creativity becomes a generous act. In this abundance-driven world, sharing ideas doesn’t dilute their value, it multiplies it.

Finding Your Smallest Viable Audience

Another key insight Seth shared was the idea of finding your smallest viable audience.

Instead of chasing everyone’s attention, focus on the few who truly get you and your work, the ones who share your taste, values, and belief in what you’re building.

It’s not about millions of followers. It’s about cultivating a tribe that trusts you and is eager for what’s next.

When you serve your smallest viable audience deeply and consistently, they become your advocates. They’ll amplify your message far beyond what any algorithm or ad spend could achieve.

Serving this group consistently builds something far more powerful than reaching trust.

Peer Learning and the Importance of Community

One of the most powerful takeaways from our conversation was Seth’s belief in peer-driven learning. His workshops, like Akimbo, are built on collaboration, not lectures.

When you’re surrounded by others who are also showing up, shipping, and sharing you grow faster.
The creative journey isn’t sustained by mentors with all the answers; it’s fueled by peers who challenge, support, and practice alongside you.

It’s not about finding a guru. It’s about finding a community that fails, learns, and grows together.

A Shift from Scarcity to Abundance

Seth reminded us that the old gatekeepers are gone. We no longer need permission to publish, create, or share. The challenge today isn’t access, it's showing up.

Luck, he noted, often looks like persistence. The more you ship, the luckier you get. The more you practice, the more opportunities you create.

From Luck to Discipline

Seth also touched on the role of luck and how we often misunderstand it.
Yes, luck matters. But luck tends to favor those who keep showing up.

The longer you play, the luckier you get. The real differentiators are taste, discipline, and persistence.

Creators who ship consistently develop sharper instincts, better judgment, and more opportunities over time.

The Big Picture: Creativity Is a Promise

At the heart of The Practice lies a profound truth: creativity is a promise.
It’s not about being authentic or original, it's about making a commitment to your audience and keeping it.

When you focus on generosity, connection, and consistent output, you build a body of work that matters, one that earns trust and stands the test of time.

The work matters. But what matters more is that you keep doing it.

Final Thoughts

Seth Godin’s message isn’t just for creators or entrepreneurs, it's for anyone trying to make change happen.

In a world obsessed with outcomes, The Practice reminds us to refocus on the process.
Creativity isn’t about waiting for inspiration; it’s about showing up again and again.

It’s about having the courage to ship your work, connect deeply, and keep playing the infinite game.

Frequently Asked Questions

Q1. What does it mean to ship work as a creator?

Shipping work means putting your creative output into the world regularly, not waiting for perfection. It’s the practice of showing up, finishing projects, and sharing them. When creators ship consistently, they build trust with their audience and grow their craft.

Q2. How can a creator build trust with their audience?

Trust is built by showing up, being consistent, and keeping commitments. It’s less about trending and more about being reliable. When you deliver value repeatedly, you’re not just chasing metrics, you're nurturing relationships that last.

Q3. How has technology shifted the creator economy?

Technology has removed many traditional gatekeepers and allowed anyone to publish, create, and share. But while access has improved, attention is still scarce. The challenge now isn’t starting, it's sustaining, connecting deeply, and building meaningful relationships with audiences.

Q4.What differentiators help creators succeed in a crowded space?

In a world of abundance, the edge isn’t just tools or ideas, it's discipline, taste, consistency, and generosity. Creators who ship work, build meaningful relationships, serve their niche deeply and keep evolving gain an advantage over those chasing shortcuts or viral hits.

Q5. How can creators balance monetization and meaningful work?

Monetization is important but shouldn’t lead the creative process. When creators focus first on serving their community and building trust, financial returns tend to follow as a result not the goal. This mindset supports long-term sustainability.

About the Author:

Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.